A New "Daypart"

According to an article in the current issue of American Demographics, in a few years the new "prime time" daypart for reaching adults with a marketing message will be their "at-work" hours--as more and more people are comfortable with spending more and more time on the Internet while at work.

Quoting from the article...

"All scenarios aside, a serious case can be made today for the workplace and work time as one of the biggest emerging 'dayparts' for marketers and their media planners to wrestle with, especially as demographics play out and the mass of the new generation passes across to young adulthood.

"This has major ramifications, not only for the currency of the 30-second prime-time TV spots, but on business-to-business channels, place-based media and events occuring on-site, where people work.

"For instance, 18-34-year-old Internet users see personal use at work as a right, not a privilege. Almost half of them use workplace Internet access for personal activities "all the time or often."