个人的黄金时间（英文版）_81页-2mb

Personal Prime Time Summary

Core Concept

Personal Prime Time refers to the evolving media consumption habits where individual consumers engage with media content multiple times throughout the day, across various platforms and content types. This concept challenges the traditional notion of Prime Time as a single, monolithic period of high engagement and instead highlights the fragmented, personalized nature of media consumption in today's digital landscape. Publishers and marketers can now leverage these multiple, context-specific moments to build more relevant and impactful connections with consumers.

Objectives

• To understand how consumers create their own Prime Times across dayparts, content verticals, and screens.
• To map the when, why, and how of consumer engagement.
• To explore how consumer attributes (e.g., age, parental status) influence these patterns for better targeting.

Methodology

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

Key Takeaways

• Majority of consumers engage with media multiple times per day across various content types (social media, music, short videos, shows/episodes, news, weather, and podcasts).
• Need states drive engagement, and they vary throughout the day and by content type.
• Consumers invest concentration in each engagement, showing that even non-traditional media moments are valuable.
• Engagement value remains consistent across dayparts, indicating that every time of day offers meaningful opportunities.
• Mobile devices dominate most media activities, but other screens (Computers, Internet-Connected TVs) also play a role.
• Personalized engagement allows for more targeted marketing strategies.

Media Landscape Overview

Consumers use a broad range of media regularly, including:

• Social media (posting and checking)
• Music
• Short videos
• Shows/episodes
• News
• Weather
• Podcasts

Each of these activities is performed across multiple dayparts, with no single "Prime Time" that applies to all.

Content-Specific Insights

Check Social Media

• 69% of consumers regularly check social media.
• 71% engage multiple times during a typical weekday.
• Connect with Others and Be Entertained are top need states, with variations across dayparts.
• Concentration and value levels remain consistent throughout the day.
• Mobile is the primary screen used, but Computers and TVs also contribute.

Post on Social Media

• 42% of consumers regularly post on social media.
• 70% engage multiple times during a typical weekday.
• Connect with Others is a consistent motivator, with Express Myself and Be Entertained also playing roles.
• Concentration and value levels remain consistent across the day.
• Mobile dominates, but Computers and TVs are also used.

Listen to Music

• 74% of consumers regularly listen to music.
• 67% engage multiple times during a typical weekday.
• Be Entertained is the primary need state, with Pass The Time, Take A Break, and Express Myself shifting in importance.
• Concentration peaks in the evening and late night.
• Value remains strong and consistent throughout the day.
• Mobile is the main screen, with Computers becoming more prominent as the day progresses.

Watch Shows/Episodes

• 75% of consumers regularly watch shows/episodes.
• 63% engage multiple times during a typical weekday.
• Be Entertained is the dominant need state, with Get Information and Learn also playing a role in early parts of the day.
• Concentration increases in the evening and late night.
• Value remains consistent throughout the day.
• Traditional TV is still the main screen, but digital screens are also used.

Watch Short Videos

• 52% of consumers regularly watch short videos.
• 61% engage multiple times during a typical weekday.
• Be Entertained is the top need state, with Pass The Time, Learn, and Take A Break also varying across dayparts.
• Concentration is strong throughout the day.
• Value remains consistent and solid.
• Mobile and Computer screens are most commonly used, with TVs also being an option.

Check News

• 76% of consumers regularly check news.
• 60% engage multiple times during a typical weekday.
• Get Information and Learn are consistent need states, with Pass The Time and Take A Break also playing roles.
• Concentration and value levels remain consistent across the day.
• Mobile is the primary screen, with Computers and TVs also in use.

Conclusion

The study reveals that Personal Prime Time is a fragmented, multi-platform, and multi-content experience where consumers engage with media in a variety of ways throughout the day. This shift from a universal Prime Time to a personalized, context-driven engagement model presents new opportunities for marketers to deliver relevant and impactful experiences based on need states, device usage, and time of day. By understanding these patterns, publishers and advertisers can better tailor their strategies to meet the evolving needs of consumers.