According to MORI Research’s 2002 Online Consumer Study, the priorities of Internet users are not constant across a 24-hour period. Their priorities change based on the time of day.
In the morning people seem most interested in headline news; during the afternoon people want entertainment, maps, and offbeat news; and at night people seem to be looking for jobs, cars, and shopping. One topic people enjoyed all day and night is sports.
Remember this next time you are placing an ad, sending out an electronic newsletter, or scheduling downtime for your web site.
For more information consider attending the New Media Research Breakfast at the University of Minnesota tomorrow morning (Thursday February 6) from 8:30-9:30. Find the full description below:
NEW MEDIA RESEARCH BREAKFAST
WHEN: Thursday, February 6th 8:00 am – 9:30 am
WHERE: Murphy Hall 100, Conference Center
TOPIC: Online Daypart Study: How Time of Day Affects Online Use & Attitudes
FEATURING: Rusty Coats, Director of New Media – MORI Research
Building on findings from the 2002 Online Consumer Study, MORI Research fielded an online daypart study in October and November of more than 12,000 online users from nine newspaper sites in eight distinct geographic zones. The study probed whether content and advertising interests are influenced by time of day.
The results are astonishing. Without a doubt, the priorities of online newspaper users are not constant across a 24-hour period. Their priorities – what they want to do online, how often they do it and, at its core, why they use newspaper sites – change based on the time of day.