Different generations of media consumers have been shown to digest different types of content at different times of day. Depending on the age demographic, media can use the following information to target which types of users they hope to market to.
In a recent survey provided to AdAge by Magid Generational Strategies (a firm that provides clients with unique insights within generational media consumption, family dynamics and influence etc), the times of day certain media is currently being used were examined.
Some of the more interesting statistics:
- In the early morning from 6AM to 9AM, baby boomers to adult millennials typically listen in on the radio for news, while the iGeneration is more likely to be on Facebook.
- During work hours from 9AM to 5PM, news is still at the peak for older generations, while the younger they get determines which consumers are just starting to peek into Facebook.
- After general work hours from 5PM to 8PM, consumers across all ages are winding down with television, with news and entertainment leading the way for older generations, while newer generations are digging into video games.
- In the evening from 8PM to 11PM, the television is still on in the background while the results vary for whether they’re watching movies, checking Facebook, or simply listening to music.
- Just before bed at 11PM to 2AM, television again rules media consumption while baby boomers are more likely to be reading books, generation X and adult millennials are browsing through Facebook, while teens and the iGeneration continue to kick back with music.
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For any media outlet, it’s wise to keep in mind which users are taking the time to absorb their content and when, as well as the interests of newer generations in order to predict what direction content should eventually move in. For a peek at the full results, take a look at the info graphic below.