Day in the Life research: an average day of the Irish consumer

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Mindshare Day in the Life research (DILO) looks at the average day of the Irish consumer in terms of daily activities, media touchpoints consumed, media multi-tasking and devices used for media consumption.

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Day in the Life research: an average day of the Irish consumer

  1. 1. All adults Day In The Life (DILO 2014) Tracking media consumption habits and activities of the Irish consumer across a day
  2. 2. What is DILO? N = 1,539 Simply put, DILO is a ‘day in the life’ report of the media consumption habits of Irish audiences tracked across a day. Simply put, DILO is a ‘day in the life’ report of the media consumption habits and activities of Irish audiences tracked across a day It provides a single currency of media consumption across all touch points Measuring which media consumers used and activities participated in across hourly intervals
  3. 3. Methodology N = 1,539 Simply put, DILO is a ‘day in the life’ report of the media consumption habits of Irish audiences tracked across a day. 1,500 nationally representative sample Quantitative online survey In field once a year. This report is from April 2014
  4. 4. Average day of Irish consumer 32% 31% 29% 50% 44% 0% 10% 20% 30% 40% 50% 60% 6am - 7am 7am - 8am 8am - 9am 9am - 10am 10am - 11am 11am - 12pm 12pm - 1pm 1pm - 2pm 2pm - 3pm 3pm - 4pm 4pm - 5pm 5pm - 6pm 6pm - 7pm 7pm - 8pm 8pm - 9pm 9pm - 10pm 10pm - 11pm 11pm - midnight Midnight - 6am Commuting Working Shopping for groceries Relaxing at home Morning time highest for working Evening is for relaxing at home N = 1,539
  5. 5. What media they consumed yesterday 85% TV Browsed Online Searched Online Radio Social Media News Online News in Newspaper Game on Mobile VoD Shop Online Ent. Online Sport Online Sport in Newspaper Ent. In Newspaper Game Console Sub. Tv 75% 67% 63% 59% 48% 37% 25% 24% 23% 23% 20% 17% 15% 14% 12% N = 1,539 TV is the most consumed daily media, followed by online activity
  6. 6. TV viewing starts from early evening 11% 30% 40% 45% 4% 5% 0% 10% 20% 30% 40% 50% 6am - 7am 7am - 8am 8am - 9am 9am - 10am 10am - 11am 11am - 12pm 12pm - 1pm 1pm - 2pm 2pm - 3pm 3pm - 4pm 4pm - 5pm 5pm - 6pm 6pm - 7pm 7pm - 8pm 8pm - 9pm 9pm - 10pm 10pm - 11pm 11pm - midnight Midnight - 6am Television Video content online Viewership peaks
  7. 7. We still watch through our TV sets 18% Smart TV 85% watched TV yesterday TV set Smart TV Computer 72% 17% 7%
  8. 8. Multi-screen activities while watching TV 40% Browsed Online Social Media Searched Online News Online Game on Mobile News in Newspaper Shopped Online 35% 30% 13% 12% 12% 11% 24% didn’t do any other media activities while watching TV
  9. 9. 21% 13% 12% 0% 5% 10% 15% 20% 25% 6am - 7am 7am - 8am 8am - 9am 9am - 10am 10am - 11am 11am - 12pm 12pm - 1pm 1pm - 2pm 2pm - 3pm 3pm - 4pm 4pm - 5pm 5pm - 6pm 6pm - 7pm 7pm - 8pm 8pm - 9pm 9pm - 10pm 10pm - 11pm 11pm - midnight Midnight - 6am Radio Radio holds attention until the afternoon 63% listened to radio yesterday Listenership peaks in the morning
  10. 10. Newspapers / magazines still informing 5% 4% 6% 4% 3% 4% 3% 0% 3% 6% 9% 6am - 7am 7am - 8am 8am - 9am 9am - 10am 10am - 11am 11am - 12pm 12pm - 1pm 1pm - 2pm 2pm - 3pm 3pm - 4pm 4pm - 5pm 5pm - 6pm 6pm - 7pm 7pm - 8pm 8pm - 9pm 9pm - 10pm 10pm - 11pm 11pm - midnight Midnight - 6am News article Sport article Entertainment article 37% read a news article in a newspaper yesterday
  11. 11. Complementing with online sources 5% 6% 4% 6% 4% 5% 6% 0% 3% 6% 9% 6am - 7am 7am - 8am 8am - 9am 9am - 10am 10am - 11am 11am - 12pm 12pm - 1pm 1pm - 2pm 2pm - 3pm 3pm - 4pm 4pm - 5pm 5pm - 6pm 6pm - 7pm 7pm - 8pm 8pm - 9pm 9pm - 10pm 10pm - 11pm 11pm - midnight Midnight - 6am News article online Sport article online Entertainment article online
  12. 12. Rise of subscription TV in Ireland Since launching in Ireland in 2012 Netflix’s online streaming service has grown to around 150,000 subscribers 12% watched subscription TV (e.g. Netflix, Apple TV) 18-24, 13% 25-34, 27% 35-44, 26% 45-54 , 21% 55+, 12% Who is watching subscription TV? Over 50% aged 25-44
  13. 13. How do they watch subscription TV? 29% Computer 23% Smart TV 14% Games Console 15% Tablet 12% watched subscription TV (e.g. Netflix, Apple TV)
  14. 14. 17% 12% 7% 9% 0% 10% 20% 6am - 7am 7am - 8am 8am - 9am 9am - 10am 10am - 11am 11am - 12pm 12pm - 1pm 1pm - 2pm 2pm - 3pm 3pm - 4pm 4pm - 5pm 5pm - 6pm 6pm - 7pm 7pm - 8pm 8pm - 9pm 9pm - 10pm 10pm - 11pm 11pm - midnight Midnight - 6am Browsing online Search for info online Social media News article online Played mobile game Digital activities across the day
  15. 15. Growing number of devices used 20% Computer Tablet Smartphone Searched Online 69% Browsed Online 68% Social Media 51% Shopped Online 72% News Online 59% 19% 38% 21% 23% 23% 35% 23% 31% 20% 57%
  16. 16. Playing games on our mobile Smartphone Tablet 84% 21% 25% played a mobile game yesterday Lunch-time downtime Relaxation in the evening Peak occasions across the day
  17. 17. Differences between weekday & weekend 84% 68% 58% 55% 52% 40% 39% 22% 15% 20% 19% 84% 71% 77% 66% 62% 34% 53% 25% 28% 15% 25% Weekend Weekday TV Browsed Online Searched Online Radio Social Media News article Online News in Newspaper VoD Shop Online Entertainment article Online Sport article in newspaper
  18. 18. Differences between weekday & weekend 84% 68% 58% 55% 52% 40% 39% 22% 15% 20% 19% 84% 71% 77% 66% 62% 34% 53% 25% 28% 15% 25% Weekend Weekday TV Browsed Online Searched Online Radio Social Media News article Online News in Newspaper VoD Shop Online Entertainment article Online Sport article in newspaper News / sport articles in newspapers at weekend More digital activity during the week on desktops
  19. 19. For more information on DILO or to create a bespoke report, please contact a member of the Business Planning team: Day In The Life (DILO 2014) hilary.tracey@mindshareworld.com david.ahlstrom@mindshareworld.com michael.kehoe@mindshareworld.com Ph. (01) 415 0300

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