As part of its 2010 census marketing campaign, the U.S. Census Bureau advertised

“10 questions, 10 minutes—that’s all it takes.” On the census form itself, we read, “The U.S. Census Bureau estimates that, for the average household, this form will take about 10 minutes to complete, including the time for reviewing the instructions and answers.”

We suspect that the actual time it takes to complete the form may be longer than advertised.