THE INFINITE DIAL 2016

Transcription

1 THE INFINITE DIAL #infinitedial #INFINITEDIAL

2 Study Overview The Infinite Dial is the longest-running survey of digital media consumer behavior in America. The annual reports in this series have covered a wide range of digital media and topics since For 2016, The Infinite Dial tracks and covers new research on mobile behaviors, Internet Radio, Podcasting, Social Media and more.

3 Study Methodology In January/February 2016, Edison Research conducted a national telephone survey of 2001 people aged 12 and older, using random digit dialing techniques Interviews were 52% landline and 48% cell phone Survey offered in both English and Spanish languages Data weighted to national 12+ population figures

4 MEDIA & TECHNOLOGY

5 Smartphone Ownership Total Population 12+ Estimated 207 Million 44% 53% 61% 71% 76% 31% 10% 14% % owning a smartphone

6 Smartphone Ownership 68% 78% 86% 93% % 84% 64% 68% 25% 36% 45% 51% Age Age Age 55+ % owning a smartphone

7 Tablet Ownership Total Population 12+ Estimated 136 Million 29% 39% 49% 51% % owning a tablet

8 Internet-Connected TV Ownership Total Population 12+ Estimated 163 Million 51% 58% 60% % owning an Internet-connected TV

9 On-Demand Video Service Subscription Total Population 12+ Netflix 43% Amazon Prime 22% Hulu 9% Subscription to any of the above 51% % having a subscription

10 Used On-Demand Video Service in Last Week Total Population 12+ Netflix 33% Amazon Prime Instant Video 9% Hulu 5% Used any of the above in the last week 37% % subscribing and using service in last week

11 Total Perceived Time Spent with Media in Past 24 Hours Total Population 12+ 7:22 Sum of self-reported time spent with: Television Radio Newspapers Internet 8:

12 Number of Radios Owned in Home Total Population 12+ Zero One to Three Four or more Mean # of Radios % 65% 31% % 63% 16% 1.9

13 Number of Radios Owned in Home (Age 18-34) Zero One to Three Four or more Mean # of Radios % 70% 24% % 60% 8% 1.4

14 ONLINE RADIO

15 Monthly Online Radio Listening Total Population 12+ Estimated 155 Million 5% 7% 12% 17% 16% 15% 21% 20% 21% 27% 27% 34% 39% 45% 47% 53% 57% 2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 ' % listening to Online Radio in last month Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet

16 Relationship Between Monthly Online Radio Listening and Smartphone Ownership Total Population 12+ Monthly Online Radio Listening Smartphone Ownership 71% 76% 44% 53% 61% 31% 34% 39% 45% 47% 53% 57%

17 Monthly Online Radio Listening 68% 75% 77% 79% % 65% 52% 50% 20% 21% 26% 31% Age Age Age 55+ % listening to Online Radio in last month Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet

18 Weekly Online Radio Listening Total Population 12+ Estimated 136 Million 2% 5% 6% 8% 8% 8% 12% 12% 13% 17% 17% 22% 29% 33% 36% 44% 50% 2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 ' % listening to Online Radio in last week Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet

19 Weekly Online Radio Listening % 64% 69% 73% 50% 56% 36% 37% 13% 13% 18% 24% Age Age Age 55+ % listening to Online Radio in last week Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet

20 Portion of Online Radio Monthly Listeners Who Also Listen Weekly Total Population % = % listening weekly % listening monthly 53% Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet

21 Average Time Weekly Online Radio Listeners Spend Listening to Online Radio Base: Weekly Online Radio Listeners 6:13 6:31 8:02 9:17 9:46 11:56 13:19 12:53 12:08 33 million people 43 million people 44 million people 57 million people 76 million people 87 million people 95 million people 119 million people 136 million people Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet

22 Online Radio Listening in Car Have you ever listened to Internet Radio in a car by listening to the stream from a cell phone that you have connected to a car audio system? Base: Own a cell phone; 93% 35% 37% 6% 11% 17% 21% 26% % saying yes

23 AUDIO BRANDS

24 Audio Brand Awareness Total Population 12+ Pandora Apple Music* iheartradio Spotify Amazon Music Rhapsody Google Play All Access Radio.com NextRadio Slacker TuneIn Radio 8Tracks Stitcher Tidal AccuRadio Deezer 9% 6% 6% 5% 3% 18% 17% 15% 15% 40% 37% 52% 51% 67% 65% 82% *Asked as Apple Music, formerly known as itunes Radio % aware of audio brand

25 Listened in the last month to Total Population 12+ Pandora 32% Spotify iheartradio Apple Music Radio.com Amazon Music Google Play All Access TuneIn Radio 13% 12% 12% 9% 6% 5% 3% Brands lower than 3% Age 12+ not shown % listened in last month

26 Listened in the last month to Total Population 12+ Pandora Spotify iheartradio Apple Music* 4% 6% 10% 13% 8% 9% 11% 12% 8% 11% 12% 27% 31% 34% 32% *Asked as itunes Radio in 2014 & 2015 % listened in last month

27 Listened in the last month to Age Age Age % 39% 15% 14% 15% 30% 22% 11% 12% 6% 5% 2% Pandora iheartradio Apple Music Spotify % listened in last month

28 Listened in the last week to Total Population 12+ Pandora 25% Spotify 10% iheartradio 8% Apple Music* 8% Google Play All Access 4% Amazon Music 4% Brands lower than 4% Age 12+ not shown *Asked as Apple Music, formerly known as itunes Radio % listened in last week

29 Listened in the last week to Total Population 12+ Pandora Spotify iheartradio Apple Music 3% 4% 7% 10% 5% 5% 7% 8% 5% 7% 8% 20% 22% 27% 25% *Asked as itunes Radio in 2014 & 2015 % listened in last week

30 Listened in the last week to Age Age Age % 32% 9% 25% 17% 9% 9% 10% 8% 1% 4% 4% Pandora Spotify iheartradio Apple Music % listened in last week

31 Audio Brand Used Most Often Base: Currently ever use any audio brand Pandora Spotify Apple Music* iheartradio Others % 10% 8% 11% 17% % 14% 10% 9% 19% *Asked as itunes Radio in 2015

32 MUSIC DISCOVERY

33 Importance of Keeping Up-To-Date with Music Very Important Somewhat Important Not at all Important Total Population % 36% 47% Age % 40% 31%

34 Sources Used for Keeping Up-to-Date with Music Base: Those saying it is Very Important or Somewhat Important to keep up-to-date with music Friends/Family AM/FM Radio YouTube Pandora Facebook Music television channels Information or displays at a local store Apple itunes Spotify SiriusXM satellite radio iheartradio Blogs about music 33% 30% 30% 25% 24% 20% 15% % using source 42% 47% 68% 68% 66%

35 Sources Used for Keeping Up-to-Date with Music (Age 12-24) Base: Those saying it is Very Important or Somewhat Important to keep up-to-date with music Friends/Family AM/FM Radio YouTube Pandora Facebook Music television channels Information or displays at a local store Apple itunes Spotify SiriusXM satellite radio iheartradio Blogs about music 44% 29% 34% 39% 43% 17% 24% 18% % using source 58% 57% 74% 86%

36 Source Used Most Often for Keeping Up-to-Date with Music Base: Those saying it is Very Important or Somewhat Important to keep up-to-date with music Friends/ Family 23% AM/FM Radio 28% YouTube 14% Others 17% Pandora 7% SiriusXM 4% Facebook 3% Spotify 4%

37 Source Used Most Often for Keeping Upto-Date with Music (Age 12-24) Base: Those saying it is Very Important or Somewhat Important to keep up-to-date with music YouTube 22% Pandora 9% Friends/ Family 32% SiriusXM 1% Facebook 4% Spotify 9% AM/FM Radio 9% Others 14%

38 YouTube Usage Have you used YouTube to watch music videos or listen to music? Ever In the Last Month In the Last Week 63% 53% 43% 86% 81% 71% 70% 58% 46% Total Population 12+ Age Age 25-54

39 PODCASTING

40 Podcast Listening Total Population 12+ Estimated 98 Million 11% 13% 18% 22% 23% 25% 29% 27% 30% 33% 36% % ever listening to a podcast

41 Monthly Podcast Listening Total Population 12+ Estimated 57 Million 9% 11% 12% 12% 14% 12% 15% 17% 21% % listening to a podcast in last month

42 Monthly Podcast Listening % 20% 23% 27% 16% 17% 19% 24% 7% 7% 10% 11% Age Age Age 55+ % listening to a podcast in last month

43 Monthly Podcast Listening % 17% 24% 17% 13% 16% 9% 18% Men Women % listening to a podcast in last month

44 Weekly Podcast Listening Total Population 12+ Estimated 35 Million 7% 8% 10% 13% % listening to a podcast in last week

45 Number of Podcasts Listened to in Last Week Base: Weekly Podcast Listeners Two 19% Three 22% Average of five podcasts listened per week Four or Five 21% One 17% 11 or more 8% Six to Ten 13%

46 Device Used Most Often to Listen to Podcasts Base: Ever Listened to a Podcast Computer Smartphone/tablet/portable device Don't Know % 55% % 64%

47 IN-CAR MEDIA

48 Audio Sources Used in Primary Car Base: Age 18+ and has driven/ridden in car in last month AM/FM Radio 84% CD Player 56% MP3 Player/Owned Digital music 38% Online Radio 21% Satellite Radio 19% % currently use audio source in primary car

49 Audio Sources Used in Primary Car Base: Age 18+ and has driven/ridden in car in last month AM/FM Radio 84% 86% 81% 84% CD Player MP3 Player/Owned Digital music Online Radio 12% 14% 21% 21% 29% 31% 38% 38% 63% 61% 55% 56% Satellite Radio 15% 17% 17% 19% % currently use audio source in primary car

50 Audio Sources Used at Least Most of the Times in Primary Car In your primary car, how often do you use? Base: Age 18+ and has driven/ridden in car in last month 54% 15% 11% 11% 8% AM/FM Radio MP3 Player/ Owned Digital music CD Player Satellite Radio Online Radio % using audio source most or all of the times in primary car

51 Audio Sources Used at Least Most of the Times in Primary Car In your primary car, how often do you use? Base: Age 18+ and has driven/ridden in car in last month % 58% 53% 54% 11% 13% 15% 15% 15% 15% 11% 11% 10% 11% 10% 11% 4% 6% 9% 8% AM/FM Radio MP3 Player/ Owned Digital music CD Player Satellite Radio Online Radio % using audio source most or all of the times in primary car

52 Audio Source Used Most Often in Primary Car Base: Age 18+ and has driven/ridden in car in last month AM/FM Radio Column1 CDs/Own Online music collection Radio Satellite Radio Other % 17% 8% 11% 5% % 15% 8% 12% 2%

53 In-Dash Information and Entertainment Systems Base: Age 18+ and has driven/ridden in car in last month Estimated 33 Million 6% 8% 10% 12% % have an in-dash system in primary car

54 SOCIAL MEDIA

55 Social Media Usage Total Population 12+ Estimated 212 Million 48% 52% 53% 62% 67% 73% 78% 24% 34% % currently use any social media

56 Social Media Brand Awareness Total Population 12+ Facebook Twitter Instagram Snapchat Pinterest Google+ LinkedIn Tumblr Vine Tinder Kik WhatsApp 32% 30% 57% 52% 50% 45% 45% 63% 71% 83% 87% 93% % aware of social media brand

57 Social Media Brand Awareness Total Population 12+ Page 1 of 2 Facebook 92% 93% Twitter 84% 87% Instagram Snapchat 60% 71% 77% 83% Pinterest Google+ 56% 56% 57% 63% % aware of social media brand

58 Social Media Brand Awareness Total Population 12+ Page 2 of 2 LinkedIn 49% 52% Tumblr 44% 50% Vine 39% 45% 2015 Tinder 45% 2016 Kik WhatsApp 32% 26% 30% % aware of social media brand

59 Social Media Brand Usage Total Population 12+ Facebook Instagram Pinterest Snapchat Twitter LinkedIn Google+ WhatsApp Tumblr Vine Kik Tinder 2% 9% 8% 8% 8% 29% 25% 23% 21% 20% 15% % currently ever use social media brand 64%

60 Social Media Brand Usage (Age 12-24) Facebook Instagram Pinterest Snapchat Twitter LinkedIn Google+ WhatsApp Tumblr Vine Kik Tinder 4% 9% 10% 27% 21% 24% 26% 29% 36% 68% 66% 72% % currently ever use social media brand

61 Social Media Brand Usage Total Population 12+ Facebook 58% 58% 62% 64% Instagram Pinterest 12% 10% 13% 19% 24% 29% 21% 25% Snapchat Twitter 3% 14% 17% 23% 15% 16% 18% 21% LinkedIn 17% 19% 18% 20% % currently ever use social media brand

62 Use Social Media Brand Several Times per Day Total Population 12+ Facebook Snapchat Instagram Twitter Pinterest WhatsApp Tumblr Google+ LinkedIn Vine 7% 4% 2% 2% 2% 2% 1% 12% 12% 35% % using social media brand several times per day

63 Social Media Brand Used Most Often Base: Currently use any social networking brands Facebook 65% Snapchat 4% Instagram 7% Facebook 61% Snapchat 8% Instagram 7% Others 10% LinkedIn 5% Pinterest 5% Twitter 4% Others 11% LinkedIn 4% Pinterest 4% Twitter 5%

64 Social Media Brand Used Most Often (Age 12-24) Base: Currently use any social networking brands 2015 Snapchat 15% 2016 Snapchat 26% Facebook 43% Instagram 18% Facebook 32% Instagram 17% Others 16% Twitter 8% Others 17% Twitter 8%

65 Social Media Brand Used Most Often Base: Currently use any social networking brands Men Snapchat 8% Women Facebook 57% Others 13% Instagram 6% LinkedIn 8% Pinterest 1% Twitter 7% Facebook 67% Snapchat 8% Others 8% Instagram 7% LinkedIn 1% Pinterest 7% Twitter 2%

66 Use Social Media Brand to Follow Political News or Candidates Total Population 12+ Facebook Twitter Instagram Snapchat Google+ Pinterest Tumblr LinkedIn WhatsApp Vine Kik 11% 7% 5% 3% 2% 2% 2% 1% 1% 1% 25% % using social media brand to follow political news/candidates

67 Conclusions and Observations The Smartphone has rewritten the media landscape Netflix and on-demand audio series smash the attention span myth

68 Conclusions and Observations Radio has very real hardware concerns Majority of 12-54s are regular online radio listeners and that listening is becoming more and more habitual Pandora remains the clear leader in streaming services. Spotify has made major gains as an on-demand service

69 Conclusions and Observations Nearly 100 million Americans have ever listened to a podcast it has made the jump to mainstream Teens are flocking to Snapchat and thus are increasingly harder to reach on social

70 THE INFINITE DIAL #infinitedial #INFINITEDIAL