User level analytics assumes that a user will adhere to similar behaviour traits for the reporting period but when these users are city dwelling / office going humans can you really count on that?
At least me and most of the people I know are completely different people on weekends when it comes to patterns of media consumption, buying, spending time, almost everything. These patterns are different for each segment and cohort.
The range is quite wide with some believing
“Weekends don't count unless you spend them doing something completely pointless.”
To others who think
“I hate weekends because there is no stock market.”