In GWI USA, we ask respondents how much time they spend on various media types via several "Time Spent" questions. These questions can be found in different folders in the platform depending on the media type, but are generally worded in the following way. The Media Consumption Segmentation then splits the time respondents spend on each media type into identical, manageable segments.

Daily time spent on media question

This segmentation is based upon the following question from GWI USA:

How much time do you think you spend using a [media type] on a typical day?

Less than 15 minutes | 15 to 30 mins | 30 mins to 1 hour | 1 to 1.5 hours | 1.5 to 2 hours | 2 to 3 hours | 3 to 5 hours | 5 to 8 hours | 8+ hours

All times spent for each media type are then grouped into the following universal groups: