What Device Am I On? Well, What Time Is It?
Most people don’t eat dessert for breakfast. Most people don’t drink their cup of coffee after 10:00 p.m. (If you do … put it down, because that’s insane … unless you’re working the night shift. Then you’re fine.) The point is: we do things on a schedule. We get up and we follow our routine. For most people, we wake, we brush, we floss (not really), we shower, we get dressed and we head off to work. Like our morning routines, researchers see that we also have routines when comes to our how and when we use our electronic devices. According to a comScore Inc. study, consumers’ viewing habits shift throughout the 24-hour cycle. From 9:00 a.m. to 5:00 p.m., consumers are more heavily situated on their desktops. Starting at around 5:00 p.m., they shift attention to their tablets, particularly during what traditional advertisers refer to as “Prime Time,” until tuck-in time at night. And even while we sleep, our mobile phones are our night light from 12:00 a.m. until 8:00 a.m.
The Prime Time TV spike is extremely interesting for advertisers because it shows us something about how often our use of devices overlaps. According to studies by Nielsen, consumers’ mobile devices are used simultaneously with TV viewing. Meaning that we’re on our phones and tablets while we’re watching TV. Due to this, some could argue that time in front of the TV gives consumers more mobile device time. (You’re welcome digital advertisers.) If consumers aren’t looking up general information, they’re surfing the web, engaging others on social networks or diving deeper into the programming they are viewing.