Online Daypart Study
How Time of Day Affects
Online Use & Attitudes
Rusty Coats
Director of New Media, MORI
‘We must use time
as a tool, not as a crutch.’
- John Fitzgerald Kennedy
‘Bearing an Hourglass,’ © Michael Whelan
1
About the Daypart Study
• Based on 2002 NAA Online Consumer Study
• Questionnaire designed to capture daypart interests
• 9 surveys markets in 8 distinct regional markets
• Respondents recruited via pop-up invitation
• Survey targets daytime & nighttime users
• 11,133 total completed interviews
• Report: www.moriresearch.com
•
* Not included in national/net
The sites
AJC.com
AZCentral.com
DeseretNews.com
Gazette-Online.com*
JSOnline.com
KnoxNews.com
Nando.net*
SFGate.com
Sltrib.com
2
Use Web for local news, entertainment
Splitting the online audience in half
News
Source: NAA Telephone survey (n=2,000)
Entertainment
Accessing the Internet
Where
%
Base: Total market
When
%
4
Using the Newspaper Website
Current Use
Future Use
35%
34%
22%
7%
3%
%
Base: Total market
5
Daypart Content Interests
• Times Use Media
• Content by Daypart
– 8 a.m. to 11 a.m.
– 11 a.m. to 1 p.m.
– 1 p.m. to 6 p.m.
– 6 p.m. to 10 p.m.
‘There is time for everything.’
‘Initiations,’ © Jim Harter
- Thomas Edison
6
Dayparting: What it Means to Others
TV & Radio Definitions
TV
Radio
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Early Morning: 5 a.m-9 a.m.
Daytime: 9 a.m.-4 p.m.
Early Fringe: 4 p.m.-7 p.m.
Early News: 4 p.m.-7 p.m.
Prime Access: 7 p.m.-8 p.m.
Prime Time: 8 p.m.-11 p.m.
Late News: 11 p.m -11:35 p.m.
Late Fringe: 11:35 p.m.-2 a.m.
Overnight: 2 a.m.-5 a.m.
Morning Drive: 5 a.m.-10 a.m.
Midday: 10 a.m.-3 p.m.
Afternoon Drive: 3 p.m.-7 p.m.
Evening: 7 p.m.-12 a.m.
Overnight: 12 a.m.-5 a.m.
7
Time Use Media on Average Weekday
Before
8 am
8 to
11 am
11 to
1 pm
1 to
6 pm
6 to
10 pm
After
10 pm
Don’t
Use
Newspaper Website
27
49
32
35
28
13
2
Printed Newspaper
13
16
7
6
13
2
50
Internet (excluding e-mail)
30
59
48
52
50
25
1
Radio
53
34
23
36
26
8
12
Television
22
7
6
11
78
35
7
Base: Total market
8
Time Use Media on Average Weekend Day
Before
8 am
8 to
11 am
11 to
1 pm
1 to
6 pm
6 to
10 pm
After
10 pm
Don’t
Use
Newspaper Website
15
29
16
18
22
11
30
Printed Newspaper
13
26
8
7
6
2
46
Internet (excluding e-mail)
17
36
27
34
42
23
15
Radio
19
29
26
29
19
9
31
Television
13
25
26
37
72
36
8
Base: Total market
9
Online Content Interest by Daypart
If used 8 am-11 am, 11 am-1 pm, 1 pm-6 pm, 6 pm-10 pm
Services
•E-mail
•Maps & directions
•Online banking & billpaying
•Message boards, instant
messaging or online chat
•Research for business
reasons
•Research for a personal
hobby
News
•Weather conditions or
forecasts
•Breaking news
•Local or regional news
•National or world news
•Business & financial
news, such as stocks
•Offbeat news
•Medical/health info
•Sports scores/info
ET & Leisure
•Local events & things to do
•Movie, theater or event
times
•Travel or destination
information
•Multimedia features, such
as movie clips
•Online games & interactive
features
•Downloading music or
other file-sharing
10
News Interests across Temporal Zones
Combining ‘Most Days’ & ‘1-3 Days’
100
90
80
70
60
50
40
30
20
10
0
Breaking news
Local news
National news
Weather
Business news
Sports information
Offbeat news
Health information
8 a.m-11
a.m.
11 a.m.-1
p.m.
1 p.m.-6
p.m.
6 p.m.-10
p.m.
11
Leisure Interests across Temporal Zones
Combining ‘Most Days’ & ‘1-3 Days’
60
50
Calendar of events
40
Movie, event times
Travel information
30
Multimedia features
20
Downloading music
10
Online games
0
8 a.m-11 11 a.m.-1 1 p.m.-6 6 p.m.-10
a.m.
p.m.
p.m.
p.m.
12
Service Interests across Temporal Zones
Combining ‘Most Days’ & ‘1-3 Days’
120
100
E-mail
Business research
80
Personal research
60
Online banking
40
Maps & directions
20
Chat
0
8 a.m-11 11 a.m.- 1 p.m.-6 6 p.m.a.m.
1 p.m.
p.m. 10 p.m.
13
Online Content Interest by Daypart
(Most Days)
From
Morning
to Night
8 am to
11 am
11 am to
1 pm
1 pm to
6 pm
After 6 pm
E-mail
89
87
88
76
13
Breaking news
70
65
63
45
25
Local news
67
61
58
41
26
National news
67
61
59
43
24
Business research
40
42
38
15
25
Weather
40
34
33
27
13
Business news
35
31
29
20
15
Sports information
33
28
26
27
6
Personal research
24
25
27
25
1
E-mail
89
87
88
76
13
Base: Total market
14
Online Content Interest by Daypart
(Most Days)
From
Morning
to Night
8 am to
11 am
11 am to
1 pm
1 pm to
6 pm
After 6 pm
Offbeat news
19
18
18
13
6
Online banking
17
16
16
13
4
Message boards
15
18
18
17
2
Calendar of events
10
11
11
9
1
Health information
10
9
9
7
3
Online games
7
7
8
10
3
Downloading music
6
7
7
10
4
Movie, event times
6
7
7
6
Travel information
6
6
6
5
Maps & directions
4
6
6
4
Base: Total market
1
15
Advertising & Commerce
• Times for Online Shopping
• Amount spent online
• Times for Advertising Use
• Primary ad source
• Influencing purchases
‘Time is on my side. Yes, it is.’
- Mick Jagger
Far Side, © Gary Larson
16
Time of Day Shop for Items on the Internet
Before
8 am
8 to
11 am
11 to
1 pm
1 to
6 pm
6 to
10 pm
After
10 pm
Never
Airline tickets
7
23
18
22
34
11
25
Books
5
14
14
18
33
10
34
Clothing
4
9
9
14
29
8
44
Computer hardware/software
5
15
13
17
29
9
41
DVD or videocassette movies
3
7
8
11
24
8
53
Electronic equipment
4
11
10
14
28
9
46
Furniture
2
5
5
7
15
4
67
Games or toys
2
7
6
9
22
7
57
Make hotel accommodations
6
19
16
21
32
10
30
Music CDs or tapes
4
9
9
13
27
9
47
Theater/concert/sports tickets
4
13
12
18
30
9
38
Vehicles
3
8
7
9
22
7
56
Base: Total market
17
Shopping across Temporal Zones
(1 of 2)
40
Airline tickets
35
30
25
Books
Clothing
20
15
Computer
hardware/software
DVD or videocassette
movies
Electronic equipment
10
5
0
8 a.m-11
a.m.
11 a.m.-1
p.m.
1 p.m.-6
p.m.
6 p.m.-10
p.m.
18
Shopping across Temporal Zones
(2 of 2)
35
Furniture
30
25
Games or toys
20
Make hotel
accommodations
Music CDs or tapes
15
10
Theater/concert/spor
ts tickets
Vehicles
5
0
8 a.m-11
a.m.
11 a.m.-1
p.m.
1 p.m.-6
p.m.
6 p.m.-10
p.m.
19
Amount Spent Online in Past 6 Months
%
Base: Total market
20
Time of Day Go Online for Advertising
Before
8 am
8 to
11 am
11 to
1 pm
1 to
6 pm
6 to
10 pm
After
10 pm
Never/No
Interest
Info about available jobs
9
19
13
14
23
8
43
Info about homes for sale
4
8
7
9
18
5
59
Info about vehicles for sale
4
9
8
10
21
6
53
Participate in online
auctions
4
7
7
9
19
7
64
Advertisements for
singles/personals
1
2
1
2
6
3
83
Shopping for businessrelated purchases
4
21
15
18
10
3
53
Shopping for personalrelated purchases
7
16
16
20
39
12
25
Base: Total market
21
Online Advertising Across Temporal Zones
45
40
35
30
25
20
15
10
5
0
Info about avail abl e jobs
Info about homes for sal e
8 a.m-11
a.m.
11 a.m.-1
p.m.
1 p.m.-6
p.m.
6 p.m.-10
p.m.
Info about vehi cl es for
sale
Participate in online
auctions
Adve rtise ments for
single s/pe rsonal s
Shoppi ng for businessrel ate d purchases
Shoppi ng for p ersonalrel ate d purchases
22
Primary Sources for Local Advertising
%
Base: Total market
23
Media Influences on Purchases
%
Base: Total market
24
Wrapping Up
Looking Ahead vs. Looking Back
25
Looking Ahead
• Reach & Frequency
– Tout at-work reach: Newspaper.com is unbeatable during workday hours
– Grow bookmark rate and homepage rates with pointed campaigns
– Freshness is key to continue growing incredible ‘several-times-per-day’ use
• Growth
– Grow new users by marketing via e-mail and Web-search sites
– Build content and promote your sites as personal-interest/hobby resource
– Lead categories: Travel, shopping, entertainment (music, dining)
• Advertising
– Take Radio’s Money: Radio lacks Web’s workday reach & resonance
– Capitalize on Web’s role in influencing shopping decisions
– Push fiber/cyber: No medium can beat newspaper/online combination buy
26
Looking Ahead
• Dayparting: Content
– Break it: News dominates daytime; be aggressive with breaking news
– Have Fun: Increase attention to entertainment and chat in afternoon/evening
– Share it: Downloading music and other file-sharing can grow PM user base
• Dayparting: Advertising
– Leverage Reach: Web is more powerful than all media during daytime
– Get Competitive: Web is only medium to battle TV in primetime
– Go with the Flow: Branding medium by day, shopping utility by night
– Claim it: You’re the best source for local shopping; that’s night’s killer app
• Dayparting: Design
– Mix it up: Shift design to match temporal attitudes & desires
– How: Morning = News; Afternoon = Entertainment; Evening = Shopping
27
Next Steps
• SFGate.com
– Redesigning site to capitalize on research findings
– Working closer with print to sell bundled buys to capitalize on fiber/cyber
• AZCentral.com
– Selling daypart coupons
– Redesigning homepage to emphasize entertainment & shopping in PM
– Launched “AZCentral @ Night” in April
• JSOnline.com
– Dedicating above-the-scroll space entertainment search functionality in PM
– Selling two-pronged ad campaigns: Branding by day, call-to-action by night
– Rolling out special classified employment listings at night
28
Next Steps: Daypart 2.0
• Advertising-focused study to build on Online Daypart Study
• Using time to make money
• Measuring online ad opportunities throughout the day
• Increasing advertising use & effectiveness using targeting
• Making Dayparts Work:
– Selling Dayparts: Sales staff training
– Telling the Story: Creating sales collateral
– Momentum: On-site presentation to top advertising clients
• Launch: Fall 2003*
–
*Participation limited
29
Thanks
Rusty Coats
MORI Research
Biz: 952.835.3050
Cell: 952.239.2988
E: rusty_coats@moriresearch.com
‘The time for action is now.
It’s never too late to do something.’
- Carl Sandburg
30