Time of Day Important When Marketing via Mobile Wireless Devices

Consumers are increasingly connecting to the Internet via phones. And consumers with smart phones, who skew heavily toward the 18–44 male demographic, now comprise 12% of the total mobile phone market. As a marketer, is there a best time of day to present an ad via a smart phone to this select audience?988579_pda_with_slideout_keyboard

comScore’s data show mobile phone access patterns by day of the week as follows:

  • Tuesday (4.4 million)
  • Wednesday (4.291)
  • Monday (4.219)
  • Friday (4.167)
  • Thursday (4.162)
  • Sunday (4.150)
  • Saturday (3.870)

Usage patterns by time of day break out as follows:

  • 8:00 a.m. to 5:00 p.m. (5.523 million)
  • 5:00 p.m. to 11 p.m. (4.967 million)
  • 11 p.m. to 6 p.m. (2.939 million)
  • 6:00 a.m. to 8:00 a.m. (2.232 million)

Keep in mind that receiving an SMS ad now ranks in the top 5 activities of mobile activity. And based on comScore’s numbers, it looks like Tuesdays between 8:00 a.m. and 5:00 p.m. presents the best opportunity for displaying ads that more smart phone users would encounter as they check stock prices or their Facebook pages.

[Source: Wired: Connecting to the Mobile Marketing Revolution, comScore, July 2009] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.