Various mediums have different prime times, so do audiences.
This analysis would show differences for older women and across working and non-working
women.
According to a story by Mike Bloxham at mediapost.com, TV
coincides with the prime time for the general population, with this group
starting to tail off around 9.30. With TV so dominant by such a significant
margin in our overall media lives it is only natural that prime time should
occur within these hours.
Although the mobile phone is actively used for a range of
functions throughout the day, mid-morning to mid-afternoon emerges as the peak
usage hours. Some of this may be related
directly to work usage, but also to the fact that many women use mobile as their
go-to personal communications deviceat work and when out— be it shopping,
socializing, doing the school run etc. At other times, other media provide more
competition for use.
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