iab-个人黄金时间（英文）-2018.2-81页-2mb

Personal Prime Time Summary

Core Content

This document explores the concept of Personal Prime Time, which refers to the evolving pattern of consumer media engagement across different times of the day, content types, and devices. It challenges the traditional view of Prime Time as a single, universal time when the most people are engaged, highlighting how individual consumers now create their own "Prime Times" based on their unique needs and contexts. This shift opens up new opportunities for marketers to deliver more relevant and impactful content by understanding and leveraging these personalized engagement moments.

Main Objectives

• To map the contexts (when), drivers (why), and modes (how) of consumer media engagement.
• To analyze how consumer attributes such as age and parental status influence these engagement patterns.
• To enable better targeting across dayparts and platforms for marketers.

Methodology

• An online survey was conducted among MARU/Matchbox's Springboard America panel (~250,000 US members).
• 1,901 consumers aged 18+ participated, representative of the general US online population.
• The survey was fielded from January 17 to 23, 2018.

Key Takeaways

• Majority of consumers engage with media multiple times a day across various content verticals (social media, music, shows/episodes, short videos, news, weather, podcasts).
• Need states vary throughout the day and by content type. Common need states include:
  • Connect with Others
  • Be Entertained
  • Get Information
  • Pass The Time
  • Take A Break
  • Express Myself
• Concentration levels remain relatively consistent across dayparts for most activities, but peak for some, such as watching shows/episodes in the evening.
• Value derived from engagement is also consistent throughout the day, with consumers reporting significant value in most contexts.
• Mobile devices dominate engagement for most activities, but computers and TVs also play a role, especially as the day progresses.
• Engagement patterns are consistent across generations and parental status, indicating a broad trend in media consumption behavior.

Media Landscape Overview

Regular Activities Across Content Verticals

• Check weather: 69% of consumers
• Check news: 69%
• Watch shows/episodes: 75%
• Listen to music: 74%
• Check social media: 69%
• Watch short videos: 52%
• Post on social media: 42%
• Listen to podcasts: 69%

Engagement Across Dayparts

• Consumers engage with media throughout the day, not just in a single time window.
• Multiple dayparts are used for each activity, indicating a fragmented yet consistent media consumption pattern.

Personal Prime Time by Activity

Check Social Media

• 69% of consumers regularly check social media.
• 71% check it multiple times during a typical weekday.
• Connect with Others is a top need state throughout the day.
• Mobile is the dominant screen, but computers and TVs are also used.
• Concentration and value are consistent across dayparts.

Post on Social Media

• 42% of consumers regularly post on social media.
• 70% do so multiple times during a typical weekday.
• Connect with Others is a consistent motivator, but Express Myself becomes more prominent in certain dayparts.
• Concentration and value remain relatively stable.

Listen to Music

• 74% of consumers regularly listen to music.
• 67% do so multiple times during a typical weekday.
• Be Entertained is the dominant need state.
• Concentration peaks in the evening and late night.
• Mobile is the main screen, but computers also play a growing role.

Watch Shows/Episodes

• 75% of consumers regularly watch shows/episodes.
• 63% do so multiple times during a typical weekday.
• Be Entertained is the primary need state, with Get Information and Learn playing a secondary role in the early morning.
• Traditional TV is still the main screen, but digital screens are increasingly used.
• Concentration and value are consistent throughout the day.

Watch Short Videos

• 52% of consumers regularly watch short videos.
• 61% do so multiple times during a typical weekday.
• Be Entertained is the top need state, with Pass The Time and Take A Break also playing significant roles.
• Mobile and computers are the primary screens, with TVs also being used.
• Concentration and value remain strong across dayparts.

Conclusion

• Personal Prime Time reflects the fragmented and context-driven nature of modern media consumption.
• Marketers can now target consumers based on need states, device usage, and specific times of the day.
• The value of engagement is consistent, but reach fluctuates, emphasizing the importance of timing and platform choice for effective marketing strategies.