2003maynm coats

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, entertainmentSplitting the online audience in half: 

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

Slide4: 

Accessing the Internet Base: Total market % % When Where

Slide5: 

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

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: 

Dayparting: What it Means to Others TV & Radio Definitions 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.

Slide8: 

Base: Total market Time Use Media on Average Weekday

Slide9: 

Base: Total market Time Use Media on Average Weekend Day

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

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

News Interests across Temporal Zones Combining ‘Most Days’ & ‘1-3 Days’

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

Leisure Interests across Temporal Zones Combining ‘Most Days’ & ‘1-3 Days’

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

Service Interests across Temporal Zones Combining ‘Most Days’ & ‘1-3 Days’

Slide14: 

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

Slide15: 

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

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

Slide17: 

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

Shopping across Temporal Zones(1 of 2): 

Shopping across Temporal Zones (1 of 2)

Shopping across Temporal Zones(2 of 2): 

Shopping across Temporal Zones (2 of 2)

Slide20: 

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

Slide21: 

Base: Total market Time of Day Go Online for Advertising

Online Advertising Across Temporal Zones: 

Online Advertising Across Temporal Zones

Slide23: 

Primary Sources for Local Advertising Base: Total market %

Slide24: 

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 Ahead: 

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