The study, scheduled for release today, provides further insights into the online behavior of the at-work audience and extends the demographic picture detailed in previous OPA research that documented daytime is prime time for the Internet.
Among the key findings of the latest study:
- Top-level executives' Internet usage exceeds all other at-work media usage during most dayparts. They use the Internet to track news, stocks and prepare for meetings; some log on again at night for shopping.
- People with annual incomes of $75,000 and up can be found online throughout the day; this crowd's habit of primarily daytime Internet use is the reason the average income of consumers online drops in the evening.
- 52% of the at-work men surveyed were online from 6 a.m. to 8 a.m. vs. 39% of women.
- Working women check weather and local news throughout the day and are less likely to be online in the evenings than women overall.
- Two-thirds of the working mothers surveyed are online in the morning.
- Younger at-work users, ages 18 to 34, show greater interest in world or local news than in business news during the day.
- Older at-work users, ages 55 and up, are more likely to check stocks after the market closes than during trading hours; they look for entertainment in the early morning vs. evenings.