Time, by some accounts is a precise measurable arena.  However the reality is that time is very subjective.  For example, time seems to go slower for younger people, than older ones.  My theory for this is that time, as a percentage of your lifetime continually gets smaller.  Assuming a 100 year life span (big assumption), one year to a 10 year old is 10% of his or her life, where one year to a 50 year old is only 2% of their total life. 

So time online, waiting for sites to load, watching videos etc., can seem longer or shorter than real time.  Time goes by slower when we are not having fun or engaged in something we enjoy.  Waiting in line is an example.  eMarketing professionals should realize that time spent online, is often for a function or solution and is not always our first choice of activities.

Site navigation should be geared to get our target audience the information it is looking for as fast as  possible.  Online video should get to the point as quick as possible.  Pages should load quickly.  eMail should be concise and a quick read.  Don't waste your visitors time with unnecessary detail.  Provide that detail to those that want it by providing links to more substantial information.

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