Adrian C. Ott, CEO and founder of Exponential Edge, Inc., discusses her findings in her latest book, The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always-Connected Economy. Using her research, Adrian provides a framework for understanding the time-value aspect of our customer relationships—Time-ographics.

Consumers are spending only 28 minutes each day researching and buying goods and services—that’s less than 3 percent of waking hours. The amount of time has not changed significantly since 1960.

The customer decides when he/she will buy. This is the fundamental new rule. Trip Hawkins, CEO of Digital Chocolate, is an example of a businessman who takes advantage of time slicing. He has created a service where he time slices video games to make them more attractive to users.

Adrian also discusses the emerging “time wars” between three seemingly disparate companies: Apple, Facebook and Google. Each is trying to become a magnet to consumers.

Listen to the entire interview below: