Time for Life: The Surprising Ways Americans Use Their Time (2nd edition)

Citation

Polegato, R. (2000), "Time for Life: The Surprising Ways Americans Use Their Time (2nd edition)", Journal of Consumer Marketing, Vol. 17 No. 7, pp. 627-637. https://doi.org/10.1108/jcm.2000.17.7.627.2

It’s about time!– literally and figuratively. In the literal sense, this book lowers the microscope on that precious resource that we all have an equal amount of, but perceive and manage differently. In the figurative sense, this is the book long‐awaited by practitioners and academics who feel frustration about the measurement and analysis of previous studies of time, and wonder how much confidence they should have in the interpretation of them.

If you’ve ever pondered questions like the following, this book is a must‐read:

• •

  How do we try to get the most out of time?

• •

  How did things get so rushed?

• •

  Who feels the time crunch most acutely?

• •

  When do we have the most free time?

• •

  How much time do we spend in front of the mirror?

• •

  Do time‐saving appliances really save time?

• •

  What are the most enjoyable uses of time?

• •

  Are computers cutting into our personal interactions?

• •

  Do Americans really watch a lot of television?

• •

  Are we a sleepless nation?

• •

  Is the leisure class a myth?

• •

  How do other cultures use and perceive time?

Time for Life updates the answers to these and other provocative questions in six well‐organised parts:

• •

  Part One: Introduction and Methods describes the types of time and the basic framework for examining it, as well as trends toward time‐deepening and time famine. A succinct chapter on measuring time is also included, and it is well worth reading for those who see the methodological flaws in other databases. Robinson and Godbey use the 24‐hour time diary as a basic tool in their data collection, recognize its limitations, and provide enlightened use of other time studies.

• •

  Part Two: Work and Other Obligations focuses on the workweek, housework, family care, personal care, and travel. Many of the issues here are covered by other authors, but this section should not be overlooked because Robinson and Godbey bring some fresh perspectives.

• •

  Part Three: Free Time examines free time in general, but more importantly, highlights important trends in television time, other media time, the effect of home computers on time, and social capital contributions. Hold on to your seat; there are some surprises!

• •

  Part Four: The Demographics of Time Use provides a macro view of time use. Background factors, including gender, age, social status, and race, are examined. Some of the gaps are closing.

• •

  Part Five: Subjective Time provides a fascinating look at how Americans perceive time pressure and how they feel about their daily activities. Although cross‐cultural perspectives are interspersed in other sections, a whole chapter is devoted to comparisons with other countries (specifically, Canada, Russia, and Japan).

• •

  Part Six: Only Time Will Tell, as expected, looks at future issues and gives a 1990’s update.

Although they are usually tangential to the contents of most books, it is strongly recommended that readers also read the foreward and prefaces, and scan the 19 appendices that provide the bookends for the six sections.

Time for Life provides a thoughtful and thorough examination of how the use and perception of time have changed over three decades. Through a highly readable and interesting writing style, the authors generate enthusiasm for the subject, and they skillfully keep the reader thinking throughout the whole book. Methodology is transparent, without bogging down the reader. Text is balanced well with tables and figures. Hence, the book can actually be a quick read (which is a plus for time‐pressed readers!). However, it will not be forgotten easily. Perhaps by design, Robinson and Godbey also provide a book that can be returned to again and again as a companion reference tome on time. The book’s clever organization, extensive, broad‐based reference list, and detailed index make it easy to go back to for specific purposes.

Some readers may not fully appreciate some of the value judgments placed on how Americans use and think about time. However, sceptics should note that the issues raised are pervasive across a wide variety of scholarly and practical domains, and the collective response to these issues is likely to change both the use and experience of time, be it for work, family, shopping, or the myriad other activities that Americans spend time on.

Clearly, this book is important to time researchers in many fields, but it’s also difficult to imagine that a marketing practitioner in any organisation, profit or not‐for‐profit, would not find this book useful. Aside from providing a societal perspective on a precious American resource, it also identifies how the use and perception of time affects virtually every aspect of life. The implications for the demand of products and services, as well as media use, are far‐reaching.