The Whole Story: Women And Media

Every medium and behavior has a prime-time.  This USA TouchPoints analysis reveals the prime-times of five different media and communications platforms among women 18-34 to illustrate how these vary according to the nature of their use.

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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