The Interactive Advertising Bureau (IAB) will release research today that shows how consumers are creating their own “personal prime times”— or points of high-level engagement throughout the day across devices and content areas (news, sports, weather).

Why it matters: The study suggests that brands should no longer expect a single, universal moment of greatest engagement from consumers throughout the day and that “traditional reach” metrics falter when they don't take consumer focus and intent into consideration.

• For example, while majorities of both millennials and baby boomers check social media regularly, the research shows that millennials use social media to “pass the time” and "be entertained" on mobile, while boomers use it to "connect with others" on desktop.