Online use varies by demographics, dayparts
The Online Publishers Association released another study today saying that daytime is primetime online. This is pretty obvious by now, but the group continues pressing this issue because the amount of money being spent by advertisers online as compared to other mediums is still well below the amount of eyeballs online.This latest study says that Internet is the only medium consumed during the daytime for 30 percent of at-work Internet users.
The study includes some interesting findings about how Internet usage varies by demographics depending on the time of day (or daypart):
-- Usage among top-level professionals exceeds all other At-Work users during most dayparts by anywhere between five and 13 percentage points, with the greatest percentage (81%) found online in the morning before lunch;
-- Affluent users with annual incomes of $75k and above are more prevalent online throughout the day until evening, when average income levels of online users decline;
-- The highest percentage of both men (77%) and women (68%) can be found online during the morning before lunch, the greatest gender difference occurs in the Early Morning (6am to 8am), when 52% of men are online vs. only 39% of women.
For 13 surveyed online activities ranging from checking the weather to planning meals, daytime usage predominates, with the exception of shopping and multimedia downloads (a proxy in the study for online entertainment), which peak both during the daytime and also in the Prime Time TV viewing hours at night:
-- Top-level professionals use the Internet in the morning to keep up with the news and to prepare for meetings, whereas shopping is dominant among this group at night;
-- Affluent workers display similar patterns, with a slightly larger share of them engaging in online shopping activity during the lunch hour.
Other key findings from the study include:
-- Working women avidly check the weather during the day and use the Internet to shop in the evenings, if they use it at all;
-- Working mothers focus on both weather and local information during the day; they are less likely to be online in the evenings than women overall;
-- Younger workers show greater interest in world or local news than in business news during the day, and are somewhat less likely to be shopping than the norm;
-- Older workers are more apt to check stocks after the market closes than during trading hours and to seek out entertainment in the Early Morning, rather than the evenings.
You can read the full report here.
More about dayparting from CyberJournalist.net...
May 12, 2003 | E-MAIL | SAVE | PRINT | PERMALINK | DISCUSS(0)
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