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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)


Accessing the Internet

Where

When

%

%

Base: Total market


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


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




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


News interests across temporal zones combining most days 1 3 days
News Interests across Temporal ZonesCombining ‘Most Days’ & ‘1-3 Days’


Leisure interests across temporal zones combining most days 1 3 days
Leisure Interests across Temporal ZonesCombining ‘Most Days’ & ‘1-3 Days’


Service interests across temporal zones combining most days 1 3 days
Service Interests across Temporal ZonesCombining ‘Most Days’ & ‘1-3 Days’


Online Content Interest by Daypart

(Most Days)

From Morning to Night

13

25

26

24

25

13

15

6

1

13

Base: Total market


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









Media Influences on Purchases

%

Base: Total market


Wrapping up looking ahead vs looking back
Wrapping Up Looking Ahead vs. Looking Back


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: [email protected]

‘The time for action is now.It’s never too late to do something.’

- Carl Sandburg


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