Pandemic Turns Morning Into Prime Time, Digital Device Usage Soars

It's morning again in America, especially if you're on a digitally-connected device. An analysis of the first three weeks of the U.S. shutdown by Tapad shows that the 6 a.m.- 2 p.m. time period has become the new prime-time as many Americans turn to their digital devices -- computers, tablets, …

2 comments about "Pandemic Turns Morning Into Prime Time, Digital Device Usage Soars".
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  1. Robert Marich from, April 30, 2020 at 7:36 p.m.

    The youth market, which constantly gets replenished, innately pursues out-of-home entertainment and moviegoing is a relative good value in out-of-home. Winner: Cinemas. For decades, live sports events have been on TV, yet in-stadium attendance flourishes. Mind you, TV sports is simultaneous with in-stadium event--there's no a hold-back like movies to cinema-to-VOD. It's day-and-date. Winner: Cinemas.

  2. Ed Papazian from Media Dynamics Inc, May 2, 2020 at 6:59 p.m.

    As we see so often, the percent change finding--a relative indicator---- is turned into an absolute. So when the percent change is highest for the "morning"  hours---which are usually the lowest in activity---except, perhaps for smartphones---the claim is made that "mornings" have become the new "prime time". Not likely if the actual amount of usage in each of the three rather oddly defined dayparts was provided.

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