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How We'd Spend A Day's 25th Hour

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As we turn the clock back on Sunday, the end of daylight saving time will yield the one 25-hour day of the year. This inspired Montblanc (which now sells luxury watches) to commission a poll asking Americans how they'd spend the time if there were always an extra hour in the day. The chart summarizes the responses. Women were more likely than men to say they'd spend the extra time with their near and dear ones (48 percent vs. 36 percent). In the sort of gender gap that can only lead to tears, men were vastly more likely than women to say they'd spend the hour having sex (19 percent vs. 4 percent). There was also a bit of unwelcome news for marketers: Respondents who make $75,000 or more per year were among those least likely to say they would spend the hour shopping. Just 1 percent said so, vs. 7 percent of those with income under $25,000. In a regional breakdown of the data, people in the Northeast were the least likely to say they'd spend the extra hour working (3 percent) and the most likely to say they'd spend it sleeping (22 percent). Completing a low-life trifecta, they were also the least likely to say they'd spend the extra time with family, friends and loved ones (35 percent).