Ground Truth, in their study of mobile media usage
in the United States by time of day, found that in the
month of April, 32 percent of daily page views occurred between 7:00
p.m. and midnight, with the highest volume occurring at 9:00 p.m., local
time.
Previous studies show similar stats, people browse the web while watching TV and the number one place for usage is of course the bathroom according to ThirdScreen Media.
From 4 a.m. onwards, Mobile Internet usage (as
measured in page view consumption) climbs steadily throughout the day,
with usage intensifying after 6:00 p.m. and peaking at 9:00 p.m., when
7.2 percent of all page views occurred. Throughout the workday (9:00
a.m. until 5:00 p.m.), an average of 54 percent of Mobile Internet users
browse content, with workday usage heaviest around 4:00 p.m.
Mobile is, indeed, an ‘always-on’ medium says Evan Neufeld, vice
president, marketing, Ground Truth.
On an
average day, more than half of all Mobile Internet users are accessing
the Mobile Internet from the moment they wake up until they put their
phone down on their bedside tables.
“Clearly, the Mobile Internet is becoming part of primetime
television whether advertisers and media companies are ready for it or
not,” observed Neufeld.
“This data reveals a new opportunity for advertisers to extend their
campaigns while viewers are simultaneously engaged with their favorite
programs and mobile devices, and for broadcasters to integrate mobile
into their viewing experience, increasing advertising inventory while
keeping viewers tuned in.”