The Rise of Digital Omnivores (comScore Voices): “On a weekday, mobile phones are used to consume news steadily throughout the day, while the use of computers for news consumption is heaviest during work hours while tapering off significantly at night. Interestingly, tablet usage peaks in the later evening hours as people are unwinding for the day. The variance in these daily patterns shows that consumers may favor some platforms over others at various points in the day, even as they use multiple platforms to consume different kinds of content throughout.”

Increasingly, affiliates and advertisers must fact check their stats not just on a daily click-thru type basis but almost on a real-time conversion basis. The need is growing to discern from stats not just “how many” clicks or buys a site or campaign is producing in a day but a “when” as well.

The rise of mobiles and tablets (iPads) as secondary (and primary) devices for consumers will continue to disrupt our stats if we focus on whole 24 hour blocks.

Micro-chunking is at work, full force.