New research from The Media Audit shows 1 p.m. to 6 p.m. to be the most popular "daypart" among online shoppers who made 12 or more purchases during the past year. "The data shows online shoppers generally get started at 8 a.m. and keep shopping until 10 p.m. with just a slight slowdown around the lunch hour," says Bob Jordan, president of International Demographics. "At 10 p.m. there is a serious decline in online purchasing and at midnight it is even more pronounced," adds Jordan.
The collective adult population of the 87 metropolitan markets surveyed regularly by The Media Audit exceeds 137 million:
Affluence has a very definite impact on Internet shopping.12 or more purchases were made by:
Age groupings were much more revealing than were the income figures:
When internet dayparts are examined, 30.2 percent of men who logged on between 8 and 11 a.m. made 12 or more purchases in the past year. Between midnight and 8 a.m. 35.9 percent of the men who access during this daypart made 12 or more purchases. Of the women who logged on between 8 and 11 a.m., 25.4 percent made 12 or more purchases and move up to 30.2 percent between midnight and 8 a.m.
The daypart examples offered here, says Jordan," are simply a glimpse of the volume of data that has been compiled to produce an understanding of dayparts and what they mean to advertisers.
For more data, see The Media Audit.