This segmentation sorts all GWI Core respondents into eleven segments for each media type based on an estimate of their weekly time spent on that medium:
Non-users
Occasional users
1 min – 30 min
30 min – 1 hour
1 – 2 hours
2 – 3 hours
3 – 5 hours
5 – 7 hours
7 – 10 hours
10 – 13 hours
13 - 16 hours
16 - 20 hours
20 - 24 hours
24 - 28 hours
28+ hours
You can use this segmentation to compare engagement across different media within your target audience and identify where they spend the most time.
You can also use these brackets to create custom audiences, segmenting users based on your own definition of usage.
How are the segments created?
We ask respondents how frequently they interacted with different media in the past week and how much time they spent on each during their last day of use. Using this data, we estimate weekly time spent by multiplying frequency of engagement in the last week × time spent in the last day of use. We then assign respondents into eleven usage brackets based on their estimated time spent in the last week.
Respondents who didn’t engage with a specific medium in the past week but reported using it occasionally are classified as occasional users, while those who report never using a medium are assigned to the non-users segment.