A study by the U.K. Internet Advertising Bureau with Lightspeed Research found that online consumers of all ages believe they are more likely to pay attention to ads from the early evening onward. Younger audiences in particular showed more interest in commercial messages as the day progressed, while older age groups had distinct peaks in attention between 9am and 12pm and from 2pm to 6pm.

Only 4.6% of consumers say they're likely to pay attention before 9am, but after 6pm the figure climbs to 51.6% and, for 35- to 44-year-olds, as high as 59%. In the 12pm to 2pm lunchtime slot, consumers have other things on their mind and an average of only 11% pay attention to ads.