The Minnesota Opinion Research Inc. (MORI) found that news sites were a dominant force throughout the day, but mostly in the morning, between 8 a.m. and 11 a.m. During that time, workers tend to be focused on news sites more than any other medium, including television and radio. MORI found that the Internet was five times more effective than TV at reaching consumers during those morning hours.
What do people look for at different times of the day? During the morning hours, MORI found Internet users interests turn to breaking news, local stories, business and sports. In the afternoon, entertainment news gets more attention, while interest in information like movie times and local calendars grows between 1 p.m. and 6 p.m. Sports, however, performs well across all dayparts. MORI found online weather and business news readership peaks in the morning and mid-afternoon, but interest in business news falls sharply in the late afternoon.