Mindshare Day in the Life research (DILO) looks at the average day of the Irish consumer in terms of daily activities, media touchpoints consumed, media multi-tasking and devices used for media consumption.

1. All adults
Day In The Life (DILO 2014)
Tracking media consumption habits and
activities of the Irish consumer across a day

2. What is DILO?
N = 1,539
Simply put, DILO is a
‘day in the life’ report
of the media
consumption habits
of Irish audiences
tracked across a day.
Simply put, DILO is a
‘day in the life’ report of
the media consumption
habits and activities of
Irish audiences tracked
across a day
It provides a single
currency of media
consumption across all
touch points
Measuring which media
consumers used and
activities participated in
across hourly intervals

3. Methodology
N = 1,539
Simply put, DILO is a
‘day in the life’ report
of the media
consumption habits
of Irish audiences
tracked across a day.
1,500 nationally
representative sample
Quantitative online
survey
In field once a year.
This report is from April
2014

4. Average day of Irish consumer
32% 31%
29%
50%
44%
0%
10%
20%
30%
40%
50%
60%
6am -
7am
7am -
8am
8am -
9am
9am -
10am
10am -
11am
11am -
12pm
12pm -
1pm
1pm -
2pm
2pm -
3pm
3pm -
4pm
4pm -
5pm
5pm -
6pm
6pm -
7pm
7pm -
8pm
8pm -
9pm
9pm -
10pm
10pm -
11pm
11pm -
midnight
Midnight
- 6am
Commuting Working
Shopping for groceries Relaxing at home
Morning time
highest for
working
Evening is for
relaxing at home
N = 1,539

5. What media they consumed yesterday
85%
TV Browsed
Online
Searched
Online
Radio Social
Media
News
Online
News in
Newspaper
Game
on
Mobile
VoD Shop
Online
Ent.
Online
Sport
Online
Sport in
Newspaper
Ent. In
Newspaper
Game
Console
Sub. Tv
75%
67%
63%
59%
48%
37%
25%
24%
23%
23%
20%
17% 15% 14% 12%
N = 1,539
TV is the most consumed daily
media, followed by online activity

6. TV viewing starts from early evening
11%
30%
40% 45%
4% 5%
0%
10%
20%
30%
40%
50%
6am -
7am
7am -
8am
8am -
9am
9am -
10am
10am -
11am
11am -
12pm
12pm -
1pm
1pm -
2pm
2pm -
3pm
3pm -
4pm
4pm -
5pm
5pm -
6pm
6pm -
7pm
7pm -
8pm
8pm -
9pm
9pm -
10pm
10pm -
11pm
11pm -
midnight
Midnight
- 6am
Television
Video content online
Viewership
peaks

7. We still watch through our TV sets
18%
Smart TV
85%
watched
TV
yesterday
TV set
Smart TV
Computer
72%
17%
7%

8. Multi-screen activities while watching TV
40%
Browsed
Online
Social
Media
Searched
Online
News
Online
Game on
Mobile
News in
Newspaper
Shopped
Online
35%
30%
13% 12% 12%
11%
24% didn’t
do any
other
media
activities
while
watching
TV

9. 21%
13%
12%
0%
5%
10%
15%
20%
25%
6am -
7am
7am -
8am
8am -
9am
9am -
10am
10am -
11am
11am -
12pm
12pm -
1pm
1pm -
2pm
2pm -
3pm
3pm -
4pm
4pm -
5pm
5pm -
6pm
6pm -
7pm
7pm -
8pm
8pm -
9pm
9pm -
10pm
10pm -
11pm
11pm -
midnight
Midnight -
6am
Radio
Radio holds attention until the afternoon
63% listened to radio yesterday
Listenership peaks
in the morning

10. Newspapers / magazines still informing
5%
4%
6%
4%
3%
4%
3%
0%
3%
6%
9%
6am -
7am
7am -
8am
8am -
9am
9am -
10am
10am -
11am
11am -
12pm
12pm -
1pm
1pm -
2pm
2pm -
3pm
3pm -
4pm
4pm -
5pm
5pm -
6pm
6pm -
7pm
7pm -
8pm
8pm -
9pm
9pm -
10pm
10pm -
11pm
11pm -
midnight
Midnight -
6am
News article Sport article Entertainment article
37% read a news article in a
newspaper yesterday

11. Complementing with online sources
5%
6%
4%
6%
4%
5%
6%
0%
3%
6%
9%
6am -
7am
7am -
8am
8am -
9am
9am -
10am
10am -
11am
11am -
12pm
12pm -
1pm
1pm -
2pm
2pm -
3pm
3pm -
4pm
4pm -
5pm
5pm -
6pm
6pm -
7pm
7pm -
8pm
8pm -
9pm
9pm -
10pm
10pm -
11pm
11pm -
midnight
Midnight -
6am
News article online Sport article online
Entertainment article online

12. Rise of subscription TV in Ireland
Since launching in Ireland in 2012 Netflix’s online streaming service has
grown to around 150,000 subscribers
12%
watched
subscription
TV (e.g.
Netflix,
Apple TV)
18-24,
13%
25-34,
27%
35-44,
26%
45-54 ,
21%
55+,
12%
Who is watching subscription TV?
Over 50%
aged 25-44

13. How do they watch subscription TV?
29%
Computer
23%
Smart TV
14%
Games Console
15%
Tablet
12%
watched
subscription
TV (e.g.
Netflix,
Apple TV)

14. 17%
12%
7%
9%
0%
10%
20%
6am -
7am
7am -
8am
8am -
9am
9am -
10am
10am -
11am
11am -
12pm
12pm -
1pm
1pm -
2pm
2pm -
3pm
3pm -
4pm
4pm -
5pm
5pm -
6pm
6pm -
7pm
7pm -
8pm
8pm -
9pm
9pm -
10pm
10pm -
11pm
11pm -
midnight
Midnight -
6am
Browsing online Search for info online Social media
News article online Played mobile game
Digital activities across the day

15. Growing number of devices used
20%
Computer
Tablet
Smartphone
Searched
Online
69%
Browsed
Online
68%
Social
Media
51%
Shopped
Online
72%
News
Online
59%
19%
38%
21%
23% 23%
35%
23%
31%
20%
57%

16. Playing games on our mobile
Smartphone
Tablet
84%
21%
25%
played a
mobile
game
yesterday
Lunch-time
downtime
Relaxation in
the evening
Peak occasions across the day

17. Differences between weekday & weekend
84%
68%
58%
55%
52%
40%
39%
22%
15%
20%
19%
84%
71%
77%
66%
62%
34%
53%
25%
28%
15%
25%
Weekend
Weekday
TV
Browsed
Online
Searched
Online
Radio
Social Media
News article Online
News in Newspaper
VoD
Shop Online
Entertainment
article
Online
Sport article in
newspaper

18. Differences between weekday & weekend
84%
68%
58%
55%
52%
40%
39%
22%
15%
20%
19%
84%
71%
77%
66%
62%
34%
53%
25%
28%
15%
25%
Weekend
Weekday
TV
Browsed
Online
Searched
Online
Radio
Social Media
News article Online
News in Newspaper
VoD
Shop Online
Entertainment
article
Online
Sport article in
newspaper
News / sport articles in
newspapers at weekend
More digital activity
during the week on
desktops

19. For more information on DILO or to create a bespoke report, please contact a
member of the Business Planning team:
Day In The Life (DILO 2014)
hilary.tracey@mindshareworld.com
david.ahlstrom@mindshareworld.com
michael.kehoe@mindshareworld.com
Ph. (01) 415 0300