Insomniacs More Likely to Watch TV Online [STUDY]

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Kathy Sharpe VP of marketing at Resonate suggested pharma brands selling sleep aids may be interested in targeting insomniacs online. Sharpe also mentioned advertisers such as mattress brands, consumer electronics retailers or energy drink makers could potentially benefit from these findings.

This audience segment also uses other devices while watching TV. Twenty-three percent of insomniacs were more likely to use tablets while watching television, and 13% were more likely to use mobile phones while watching TV. Additionally, 10% of insomniac participants were more likely to go online via a computer while watching television.

The study consisted of more than 4,500 total respondents, 694 of whom identified themselves as insomniacs. The self-identified insomniacs were then weighted for age, gender and income. Insomniacs make up roughly 14% of the study.

The study also showed that insomniacs are more likely to be divorced, more likely to be women between the ages of 35 and 54. A high percentage was found to be unemployed, a homemaker or self-employed.

Resonate suggested marketers could buy day-parted ads, targeting insomniacs overnight.