How can you get a bigger share of people’s spare time?

Ask a consumer what they want more of, and many will say “more time…there aren’t enough hours in the day to fit everything in”.  This represents a huge challenge for entertainment brands who want to have more of a person’s time.

Working with All4, we created a unique study which used a diary to collect info on a person’s spare time, followed by a deep dive survey 24 hours later digging further into specific occasions recorded in the diary.

The study revealed that people have around 4 hours of spare time a day which they use to read, play games, browse the internet, use social media or watch content. At some times of the day, there are strong habits where consumers automatically do something – at other times there’s no ingrained habit and therefore the opportunity for on-demand services like All4 to increase their share of a person’s spare time. This study identified when those ‘hot opportunities’ take place, the type of person who is present and their needs at the time – and therefore what a brand/service needs to do to be successful.