MRI – Mediaday Study.

MediaDay details the daily media usage of American consumers—including when they use particular media, where they are when they use them, what else they are doing at the time and how engaged they are with each medium.

Top-line results show that TV and radio are the most heavily used media on an average day; fewer consumers, however report they were “very focused” when using these media when compared with the number who said they were “very focused” when surfing the Internet or reading magazines or newspapers.

For instance, television is used by 83.6% of respondents, compared to 68.2% for radio, 55.6% for newspapers, 52.6% for the Internet and 37.6% for magazines. However, 34.7% of TV viewers and 16.5% of radio listeners report being “Very Focused” while using these media. This compares to 54.6% users, 50.0% for newspaper readers and 41.8% for magazine readers.

Moreover, despite the rise of multi-tasking in American society, more than one-half of Internet users and magazine/newspaper readers report they are engaged in no other activity when using those media at home. More than 70% of radio listeners are engaged in another activity while listening, compared to 54.1% of TV viewers who multi-task while watching this medium.

MediaDay is conducted via a telephone recontact of 8,000 adults (aged 18+) who also participate in MRI’s national Survey of the American Consumer.

Results are integrated with these respondents’ previously collected product usage and attitudinal data, resulting in data detailing the daily media behaviors for hundreds of specific marketing targets.

“The industry has been asking for more granular data about consumers and their media choices, and MediaDay helps answer that need,” said Kathi Love, President and CEO at MRI. “This new study can be used to gain insight on potential connection points with consumer targets, craft better cross platform programs and generally improve media plan efficiency by knowing what media
specific consumers focus on and when they focus on them.”

Media Day data can be viewed in increments as small at 15 minutes across the entire 24-hour day. The information also can be viewed in hourly segments as well as custom-created dayparts.

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