OPA Identifies Web Dayparts

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(Adweek IQ) A new report from the Online Publishers Association concludes that weekdays from 8 a.m. to 5 p.m. represent the largest daypart on the Internet in terms of total audience and total usage minutes.

The study, which used data from Nielsen//NetRatings, identified five distinct dayparts on the Web: early morning (Mon.-Fri., 6-8 a.m.), daytime (Mon.-Fri., 8 a.m.-5 p.m.), evening (Mon.-Fri., 5-11 p.m.), late night (Mon.-Fri., 11 p.m.-6 a.m.) and weekends (Sat.-Sun., all day).

Affluent, employed 25- to 54-year-olds make up a larger share of the daytime audience than any other daypart, while children under the age of 18 are three times more likely to be reached during the evening and weekend dayparts.

The study also found that Internet users consume information differently depending on the daypart. For instance, people are most interested in breaking, local, national, business, and sports news in the morning. By afternoon, with the importance of news waning, the use of entertainment-related features on the Web such as movie times and maps is on the rise. In the evening, consumers tend to log on to look for jobs, cars, and homes, as well as research and purchase products.

Notably, Internet utilities such as search engines and portals, e-mail, and chat showed little variation in usage or audience demographics by daypart.

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