What Time Is Primetime Online?

According to a study by Lightspeed Research and the Internet Advertising Bureau (IAB UK), the largest percentage of UK Internet users in all age groups said they were most likely to pay attention to an online advertisement after 6 in the evening.

The likelihood of users to pay attention to advertising at other times varied slightly depending on age.

The later the day became, the more young adults were interested in online ads.

More older users said they were most likely to pay attention to ads from 9am to 12pm and from 2pm to 6pm, while the fewest indicated the lunch period.

Attention to ads also varied based on the activities users were engaged in. The greatest proportion of UK Internet users said they were very likely to process an ad while "researching the best deals," followed by shopping, gambling and searching online.

The most people said they were not at all likely to notice online ads while e-mailing or instant messaging, followed by watching online video and playing online games.