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Online Daypart Study

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. About the Daypart Study.

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Online Daypart Study

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  1. 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

  2. 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

  3. Use Web for local news, entertainmentSplitting the online audience in half News Entertainment Source: NAA Telephone survey (n=2,000)

  4. Accessing the Internet Where When % % Base: Total market

  5. Using the Newspaper Website Current Use Future Use 35% 34% 22% 7% 3% % Base: Total market

  6. 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.’ - Thomas Edison ‘Initiations,’ © Jim Harter

  7. TV 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. Radio 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. Dayparting: What it Means to OthersTV & Radio Definitions

  8. Time Use Media on Average Weekday Base: Total market

  9. Time Use Media on Average Weekend Day Base: Total market

  10. 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 & bill-paying • 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

  11. News Interests across Temporal ZonesCombining ‘Most Days’ & ‘1-3 Days’

  12. Leisure Interests across Temporal ZonesCombining ‘Most Days’ & ‘1-3 Days’

  13. Service Interests across Temporal ZonesCombining ‘Most Days’ & ‘1-3 Days’

  14. Online Content Interest by Daypart (Most Days) From Morning to Night 13 25 26 24 25 13 15 6 1 13 Base: Total market

  15. Online Content Interest by Daypart (Most Days) From Morning to Night 6 4 2 1 3 3 4 1 Base: Total market

  16. 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

  17. Time of Day Shop for Items on the Internet Base: Total market

  18. Shopping across Temporal Zones(1 of 2)

  19. Shopping across Temporal Zones(2 of 2)

  20. Amount Spent Online in Past 6 Months % Base: Total market

  21. Time of Day Go Online for Advertising Base: Total market

  22. Online Advertising Across Temporal Zones

  23. Primary Sources for Local Advertising % Base: Total market

  24. Media Influences on Purchases % Base: Total market

  25. Wrapping Up Looking Ahead vs. Looking Back

  26. 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

  27. 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

  28. 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

  29. 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

  30. 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

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