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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
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
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

use web for local news entertainment splitting the online audience in half
Use Web for local news, entertainmentSplitting the online audience in half

News

Entertainment

Source: NAA Telephone survey (n=2,000)

slide4

Accessing the Internet

Where

When

%

%

Base: Total market

slide5

Using the Newspaper Website

Current Use

Future Use

35%

34%

22%

7%

3%

%

Base: Total market

daypart content interests
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

slide7
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

slide10

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
slide14

Online Content Interest by Daypart

(Most Days)

From Morning to Night

13

25

26

24

25

13

15

6

1

13

Base: Total market

slide15

Online Content Interest by Daypart

(Most Days)

From Morning to Night

6

4

2

1

3

3

4

1

Base: Total market

advertising commerce
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

looking ahead
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
looking ahead1
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
next steps
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
next steps daypart 2 0
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
thanks
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