个人的黄金时间（英文版）_79页_2mb

报告摘要

Personal Prime Time Summary

Objectives and Methodology

This study explores the concept of Personal Prime Time, focusing on the consumer journey and identifying the contexts (when), drivers (why), and modes (how) through which consumers engage with content across different dayparts and devices. The research aims to understand how consumer attributes (such as age and parental status) influence these patterns, enabling more effective targeting strategies for marketers.

The data was collected via an online survey of 1,901 US consumers aged 18+ from MARU/Matchbox's Springboard America panel, conducted from January 17 to 23, 2018. The sample is representative by Census.

Key Takeaways

Multi-engagement behavior is common: Most consumers who regularly engage with media do so multiple times per day across various content types such as social media, music, short videos, shows/episodes, news, and podcasts.
Need states drive engagement: Different motivations (e.g., Connect with Others, Be Entertained, Get Information, Pass The Time) vary by daypart and content type.
No single Prime Time exists: Every daypart offers opportunities for meaningful engagement.
Mobile dominates as the primary device for media consumption, though computers and TVs are also used.
Engagement value remains consistent throughout the day, with no significant drop in perceived value.
Marketers should tailor experiences to specific need states and devices to maximize relevance and impact.

Media Landscape Overview

Consumers engage with a broad range of media on a regular basis. The main activities include:

Check weather
Check news
Watch shows/episodes
Listen to music
Check social media
Watch short videos
Post on social media
Listen to podcasts

These activities are performed multiple times a day, across different screens and dayparts, reflecting the fragmented nature of modern media consumption.

Engagement by Content Type

Check Social Media

69% of consumers regularly check social media.
71% check social media multiple times during a typical weekday.
Connect with Others and Be Entertained are top need states throughout the day, with Pass The Time and Get Information fluctuating.
Concentration levels are generally consistent, with higher value reported in late night and all day long.
Mobile is the dominant screen, though computers and connected TVs are also used.

Post on Social Media

42% of consumers regularly post on social media.
70% post multiple times during a typical weekday.
Connect with Others is a consistent motivator, but other need states like Express Myself, Be Entertained, and Pass The Time vary by daypart.
Concentration and value remain consistent across dayparts.
Mobile is the main screen, with computers also playing a role.

Listen to Music

74% of consumers regularly listen to music.
67% listen multiple times during a typical weekday.
Be Entertained is the primary need state, with Pass The Time, Take A Break, and Express Myself also playing a role.
Concentration peaks in evening and late night, but is significant throughout the day.
Value is consistent across dayparts.
Mobile is the dominant screen, with computers becoming more prevalent as the day progresses.

Watch Shows/Episodes

75% of consumers regularly watch shows/episodes.
63% watch multiple times during a typical weekday.
Be Entertained is the main need state, with Get Information and Learn also influencing behavior in early morning.
Concentration increases in evening, but value remains consistent.
Traditional TV is still the primary screen, though digital screens are also used.

Watch Short Videos

52% of consumers regularly watch short videos.
61% watch multiple times during a typical weekday.
Be Entertained is the primary need state, with Pass The Time, Take A Break, and Learn varying throughout the day.
Concentration and value are consistent across dayparts.
Mobile and computer screens are the main platforms, with TV also being used.

Check News

76% of consumers regularly check news.
60% check news multiple times during a typical weekday.
Connect with Others and Be Entertained are top need states, with Get Information being a consistent driver.
Concentration and value remain consistent across dayparts.
Mobile is the dominant screen, with computers also being used.

Conclusion

Personal Prime Time highlights that engagement is no longer confined to a single time or device. Consumers engage with content multiple times a day, across various need states, screens, and dayparts. This fragmented and context-driven pattern suggests that marketers should adapt their strategies to target specific moments and devices that align with consumer motivations and values. The consistency of value and concentration across the day indicates that every time is an opportunity for meaningful interaction.