This paper addresses the factor of time in relation to dropout in online higher education (OHE), linking both to fully online models such as UOC’s. In OHE, time-related reasons are the most important factors for dropping-out; conversely, time management factors emerge as a key issue for continuance intention and re-enrolment. This paper thus presents an initial review of the literature, with key concepts and approaches on the time factor, which shall inform future research. Key issues are centred upon two phenomena: the flexibility offered by OHE and asynchronous learning, which is the main attraction for busy adult learners but can also induce procrastination and conflict; and the common misconceptions about the magnitude of workload, time, and effort required by OHE. We present two main theoretical approaches: time management studies, and work-study-home conflict/balance; and discuss possible implications and interventions for fully online models of OHE.