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The majority of adults in the US engage with a variety of media on a regular basis, ranging from watching shows and episodes to listening to music, checking social media and watching short videos, according to an IAB study [pdf]. But, as the report details, most people don’t reserve a specific time of the day for these activities.

Instead, most activities see multiple daily engagements from participants. So while media reach is higher during some day parts than others, consumers are typically focused on these activities and deriving value from them at more than one point in each day.

Below are highlights from 8 media activities identified in the report.

Checking Social Media

  • Total Reach: 69% doing so on a regular basis.
  • Top Day Part by Reach: Evening – 32%, among those who regularly perform this activity.
  • Leading Need State During Top Day Part: Connecting with others.
  • Multiple Engagements: 71% of those who regularly perform this activity do so over more than one specific day part.
  • When Concentration Level is Highest: Late Night.
  • When Value Derived from Activity is Highest: Late Night.

Post on Social Media

  • Total Reach: 42% doing so on a regular basis.
  • Top Day Part by Reach: Early Evening and Evening – 36% each.
  • Leading Need State During Top Day Part: Connecting with others.
  • Multiple Engagements: 70% of regular users engaging over more than one day part.
  • When Concentration Level is Highest: Late Morning.
  • When Value Derived from Activity is Highest: Late Morning.

Listen to Music

  • Total Reach: 74% doing so on a regular basis.
  • Top Day Part by Reach: Afternoon – 26%, among those who regularly perform this activity.
  • Leading Need State During Top Day Part: Being entertained.
  • Multiple Engagements: 67% of those who regularly perform this activity do so over more than one specific day part.
  • When Concentration Level is Highest: Evening.
  • When Value Derived from Activity is Highest: Evening and Late Night.

Watching Shows/Episodes

  • Total Reach: 75% doing so on a regular basis.
  • Top Day Part by Reach: Evening – 64%, among those who regularly perform this activity.
  • Leading Need State During Top Day Part: Being entertained.
  • Multiple Engagements: 63% of those who regularly perform this activity do so over more than one specific day part.
  • When Concentration Level is Highest: Evening.
  • When Value Derived from Activity is Highest: Evening and Late Night.

Watching Short Videos

  • Total Reach: 52% doing so on a regular basis.
  • Top Day Part by Reach: Evening – 30%, among those who regularly perform this activity.
  • Leading Need State During Top Day Part: Being entertained.
  • Multiple Engagements: 61% of those who regularly perform this activity do so over more than one specific day part.
  • When Concentration Level is Highest: Late Night.
  • When Value Derived from Activity is Highest: Evening and Late Night.

Checking News

  • Total Reach: 76% doing so on a regular basis.
  • Top Day Part by Reach: Early Morning – 38%, among those who regularly perform this activity.
  • Leading Need State During Top Day Part: Getting information.
  • Multiple Engagements: 60% of those who regularly perform this activity do so over more than one specific day part.
  • When Concentration Level is Highest: Early Evening.
  • When Value Derived from Activity is Highest: Late Night.

Checking Weather

  • Total Reach: 80% doing so on a regular basis.
  • Top Day Part by Reach: Early Morning – 50%, among those who regularly perform this activity.
  • Leading Need State During Top Day Part: Getting information.
  • Multiple Engagements: 53% of those who regularly perform this activity do so over more than one specific day part.
  • When Concentration Level is Highest: Early Morning.
  • When Value Derived from Activity is Highest: Early Morning.

Listening to Podcasts

  • Total Reach: 17% doing so on a regular basis.
  • Top Day Part by Reach: Afternoon – 21%, among those who regularly perform this activity.
  • Leading Need State During Top Day Part: Being entertained.
  • Multiple Engagements: 51% of those who regularly perform this activity do so over more than one specific day part.
  • When Concentration Level is Highest: Early Evening.
  • When Value Derived from Activity is Highest: Late Morning and Early Evening.

The full study is available to view here [pdf].

About the Data: The data is based on an online survey fielded in January among MARU/Matchbox’s Springboard American online panel. The total sample included 1,901 consumers ages 18+ in the US, representative by Census.

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