Survey Monitor.
Quirk’s Marketing Research Review
November 1998

Page 54

No time for breakfast. Breakfast is said to be the most important meal of the day, but it is the meal most often skipped by Americans (55 percent). It’s also the easiest meal to prepare and the shortest one to eat: 38 percent of respondents to a TeleNation poll conducted for BSMG Worldwide said they spend five to 10 minutes eating breakfast.