REPORT: Primetime For TV Is Also Primetime For Facebook, Other Social Networks, Gaming

Primetime for television is the same as primetime for Facebook and other social networks, both via mobile devices and desktop computers, according to a new report from Arbitron Mobile Oy.

Primetime for television is the same as primetime for Facebook and other social networks, both via mobile devices and desktop computers, according to a new report from Arbitron Mobile Oy.

Arbitron Mobile found that five functions dominated weekday smartphone use in the U.S. during the fourth quarter of 2012, with shifts in usage related to the transition between the work day and primetime: voice calls, messaging, browsing, social networking, and gaming.

The research firm added in a press release announcing its report:

Both mobile social media and mobile gaming see a slow increase in their average time per hour for Arbitron Mobile smartphone panelists starting with the 1 p.m. and 2 p.m. hours, respectively.

Starting at 5 p.m., the average time per hour for voice calling falls off sharply. At the same time, average time per hour for mobile gaming and social networking begins a sharp acceleration toward their respective peak hours of 9 p.m.

Mobile gaming and social media activities accelerate between 5 p.m. and 6 p.m. to their hourly peaks in TV primetime. Around 10 p.m., the average time per hour for gaming and social networking begins a steep decline that continues into the early morning, when the workday-based cycle begins again.

Readers: Do your usage patterns mesh with Arbitron Mobile’s results?

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