WAKE ME UP: An In-depth Look at Mornings

How many things did you do before walking out the door this morning? Did you check your email, make coffee, force your kids to brush their teeth, walk the dog? The list goes on.

wake me up squareThe morning can be one of the most hectic times of the day and Edison Research got a unique opportunity to study the morning routines of Americans recently. In a study commissioned by the Country Radio Seminar, entitled “Wake Me Up,” we performed an exhaustive national survey of adults 18 to 54 – conducted entirely on weekdays – where our respondents told us all about their behaviors in the morning and attitudes about mornings. In addition to answering lots of general questions about mornings – they kept a diary of their behaviors on that very morning, explaining how their day tracked along.

Over the next few weeks we’d like to share some of the national data that was not already presented at the Country Radio Seminar in February. (The CRS presentation can be found here.)

And here’s our first finding in the “Wake Me Up” series: A majority of people do not consider themselves “a morning person.”

morning person cup final06

How the study was conducted:
Edison conducted a national online survey of 1,550 respondents age 18-54 in January 2015.

About Edison Research:
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, ESPN, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, SiriusXM, Sonos, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

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