Mail Metro Media has announced the findings of its latest research study, About Time, at its flagship Time to Dream Big and Connect planning event, held for an audience of media planners at the Beaverbrook Estate in Surrey.
Conducted in partnership with Trajectory, Mail Metro Media says the study offers an in-depth investigation into how daily priorities and life patterns are changing for people around the UK. It provides insights for brands seeking to connect meaningfully with audiences at impactful moments throughout their days.
About Time, based on a panel of 1,200 individuals, maps people's daily activities in ten-minute intervals, uncovering significant shifts in how people structure and spend their time.
Mail Metro Media outlined that key shifts from the research include:
- The Working Weekend: The study found a significant increase in people working during weekends, with the peak numbers of people reporting work as a primary weekend activity nearly doubling since 2016 (from 11% to 24%).
- Leisure Crunch: Alongside increased weekend work, the diary data shows a 16% decline in reported weekend leisure activities compared to 2016. People are placing a higher value on committed leisure time when they do go out and get greater enjoyment from these events.
- Match the Mood: Overall national happiness is higher, with people finding greater joy in simpler activities. Spending time with family, cultural activities, dog walking, and reading rank highly, as do paid work, cleaning, and car travel. Moods generally improve throughout the week, with early evenings the best time for positive moods.
- Age of Distraction: People are increasingly distracted, with their phones as their constant companions. Consumers often conduct secondary activities, even during typical working hours (9 am - 5.30 pm). Activities such as reading newsbrands online (80%) or in print (61%), reading a book (79%), or watching live TV (63%) are most likely to be primary activities conducted with people’s focused attention.
- Squeezed Mid-life Millennials: Older millennials (35-44 years) report always feeling rushed, a 16-percentage point increase since 2020. This age group also shows the least variation in mood between weekdays and weekends.
Mail Metro Media says full access to the About Time diary data is now available through a dashboard hub, along with a detailed digest of the major trends.
Victoria Lemm, executive director, strategy and planning, Mail Metro Media said: “Our About Time research was the perfect way to open our flagship strategy and planning event this year, as we strive to understand audiences better and plan campaigns more effectively. It showcases the shifting moods and mindsets throughout people’s daily lives and the nuances that we need to be empathetic to when thinking about how to connect -- tailored to the rhythms of consumers’ weeks.
“We’re excited to bring this research into our 'Connected Outcomes' planning framework and to utilise these key insights within our wider datasets to work with our clients and ultimately win attention in a sea of distractions. With our market-leading platforms and Seriously Popular™ storytelling that users choose to actively engage with throughout their day, we can bring together the media, moment, message and mindset within the customer journey in new ways, to deliver real outcomes.”
Richard Lay, head of research, Mail Metro Media said: "About Time includes a great depth of detail from this expansive diary data, which is crucial to understanding how people’s daily lives are changing and how brands must identify precisely the right moments to connect. It also highlights the vital time shifts emerging across different generations, emphasising the need for brands to remain agile to fluctuating audience needs."
Tom Johnson, MD, Trajectory adds: “It is striking to see how people’s daily lives are changing in both major and micro ways through this study. For brand advertising to be well received by these busy and distracted people, keeping track of these notable shifts in people’s days will be essential – to stay ahead of the competition as well as to connect most effectively throughout the day.”
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