THE INFINITE DIAL. #infinitedial #INFINITEDIAL
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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, The Infinite Dial tracks and covers new research on mobile behaviors, Internet Radio, Podcasting, Social Media, Smart Speakers and more. The Infinite Dial Edison Research and Triton Digital
3 Study Methodology In January/February, Edison Research conducted a national telephone survey of 2000 people aged 12 and older, using random digit dialing techniques Interviews were 51% landline and 49% cell phone Survey offered in both English and Spanish languages Data weighted to national 12+ population figures The Infinite Dial Edison Research and Triton Digital
4 MEDIA & TECHNOLOGY The Infinite Dial Edison Research and Triton Digital
5 Smartphone Ownership Total Population 12+ Estimated 226 Million 44% 53% 61% 71% 76% 81% 31% 10% 14% % owning a smartphone The Infinite Dial Edison Research and Triton Digital
6 Smartphone Ownership % 78% 86% 93% 95% 64% 68% 81% 84% 89% 25% 36% 45% 51% 60% Age Age Age 55+ % owning a smartphone The Infinite Dial Edison Research and Triton Digital
7 Tablet Ownership Total Population 12+ Estimated 148 Million 29% 39% 49% 51% 53% % owning a tablet The Infinite Dial Edison Research and Triton Digital
8 Internet-Connected TV Ownership Total Population 12+ Estimated 179 Million 51% 58% 60% 64% % owning an Internet-connected TV The Infinite Dial Edison Research and Triton Digital
9 On-Demand Video Service Subscription Total Population 12+ Netflix 43% 50% Amazon Prime 22% 29% Hulu 9% 14% 2016 Subscription to any of the above 51% 58% % having a subscription The Infinite Dial Edison Research and Triton Digital
10 Used On-Demand Video Service in Last Week Total Population 12+ Netflix 45% Amazon Prime Instant Video 13% Hulu 10% Used any of the above in the last week 48% % using service in last week The Infinite Dial Edison Research and Triton Digital
11 Smart Speaker Awareness Total Population 12+ Amazon Alexa* 57% Google Home 45% Aware of either Amazon Alexa or Google Home 63% *Asked as Amazon Echo or Amazon Dot, which uses the Alexa voice service % aware of smart speaker The Infinite Dial Edison Research and Triton Digital
12 Smart Speaker Ownership Total Population 12+ Amazon Alexa* 5% Google Home 2% Own either Amazon Alexa or Google Home 7% *Asked as Amazon Echo or Amazon Dot, which uses the Alexa voice service % owning smart speaker The Infinite Dial Edison Research and Triton Digital
13 ONLINE RADIO The Infinite Dial Edison Research and Triton Digital
14 Monthly Online Radio Listening Total Population 12+ Estimated 170 Million 5% 7% 12% 17% 16% 15% 21% 20% 21% 27% 27% 34% 39% 45% 47% 53% 57% 61% 2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 % 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 The Infinite Dial Edison Research and Triton Digital
15 Monthly Online Radio Listening % 75% 77% 79% 87% 52% 50% 61% 65% 70% 20% 21% 26% 31% 32% 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 The Infinite Dial Edison Research and Triton Digital
16 Weekly Online Radio Listening Total Population 12+ Estimated 140 Million 2% 5% 6% 8% 8% 8% 12% 12% 13% 17% 17% 22% 29% 33% 36% 44% 50% 53% 2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 % 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 The Infinite Dial Edison Research and Triton Digital
17 Weekly Online Radio Listening % 64% 69% 73% 83% 50% 56% 59% 36% 37% 13% 13% 18% 24% 32% 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 The Infinite Dial Edison Research and Triton Digital
18 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 14:39 33M people 43M people 44M people 57M people 76M people 87M people 95M people 119M people 136M people 140M people Hours:Minutes in last week Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet The Infinite Dial Edison Research and Triton Digital
19 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% 40% 6% 11% 17% 21% 26% % saying yes The Infinite Dial Edison Research and Triton Digital
20 AUDIO BRANDS The Infinite Dial Edison Research and Triton Digital
21 Audio Brand Awareness Total Population 12+ Pandora iheartradio Spotify Apple Music* Amazon Music Google Play All Access Napster** SoundCloud NPROne Radio.com Slacker TuneIn Radio NextRadio Tidal 8Tracks Stitcher AccuRadio Deezer 20% 19% 19% 18% 16% 11% 9% 8% 7% 6% 38% 50% 47% 62% 60% 60% 71% 86% *Asked as Apple Music, the paid music subscription from Apple **Asked as Rhapsody, now known as Napster % aware of audio brand The Infinite Dial Edison Research and Triton Digital
22 Listened in the last month to Total Population 12+ Pandora 32% Spotify 18% iheartradio SoundCloud Apple Music* Amazon Music Google Play All Access NPROne 13% 11% 8% 6% 6% 3% Brands lower than 3% Age 12+ not shown TuneIn Radio 3% *Asked as Apple Music, the paid music subscription from Apple % listened in last month The Infinite Dial Edison Research and Triton Digital
23 Listened in the last month to Total Population 12+ Pandora 27% 31% 34% 32% 32% Spotify iheartradio 4% 6% 10% 13% 8% 9% 11% 12% 13% 18% Apple Music* 8% 11% 12% 8% * : Asked as itunes Radio 2016: Asked as Apple Music, formerly known as itunes Radio : *Asked as Apple Music, the paid music subscription from Apple % listened in last month The Infinite Dial Edison Research and Triton Digital
24 Listened in the last month to (Age 12-24) Pandora 43% 39% 49% 55% 54% Spotify iheartradio 7% 16% 23% 10% 12% 14% 14% 19% 30% 45% Apple Music* 17% 20% 22% 19% * : Asked as itunes Radio 2016: Asked as Apple Music, formerly known as itunes Radio : *Asked as Apple Music, the paid music subscription from Apple % listened in last month The Infinite Dial Edison Research and Triton Digital
25 Listened in the last month to (Age 25-54) Pandora 30% 33% 40% 39% 39% Spotify iheartradio 5% 5% 9% 12% 16% 10% 11% 13% 15% 15% Apple Music* 7% 12% 11% 7% * : Asked as itunes Radio 2016: Asked as Apple Music, formerly known as itunes Radio : *Asked as Apple Music, the paid music subscription from Apple % listened in last month The Infinite Dial Edison Research and Triton Digital
26 Listened in the last week to Total Population 12+ Pandora 20% 22% 27% 25% 23% Spotify iheartradio 3% 4% 7% 10% 5% 5% 7% 8% 9% 15% Apple Music* 5% 7% 8% 7% * : Asked as itunes Radio 2016: Asked as Apple Music, formerly known as itunes Radio : *Asked as Apple Music, the paid music subscription from Apple % listened in last week The Infinite Dial Edison Research and Triton Digital
27 Listened in the last week to (Age 12-24) Pandora 33% 30% 39% 43% 45% Spotify iheartradio 6% 11% 6% 6% 8% 9% 12% 17% 25% 38% Apple Music* 13% 13% 17% 18% * : Asked as itunes Radio 2016: Asked as Apple Music, formerly known as itunes Radio : *Asked as Apple Music, the paid music subscription from Apple % listened in last week The Infinite Dial Edison Research and Triton Digital
28 Listened in the last week to (Age 25-54) Pandora Spotify iheartradio 3% 3% 7% 9% 14% 6% 6% 8% 10% 4% 21% 23% 33% 32% 29% Apple Music* 4% 7% 8% 2% * : Asked as itunes Radio 2016: Asked as Apple Music, formerly known as itunes Radio : *Asked as Apple Music, the paid music subscription from Apple % listened in last week The Infinite Dial Edison Research and Triton Digital
29 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% 40% 21% 6% 10% 23% *2015: Asked as itunes Radio 2016: Asked as Apple Music, formerly known as itunes Radio The Infinite Dial Edison Research and Triton Digital
30 MUSIC DISCOVERY The Infinite Dial Edison Research and Triton Digital
31 Importance of Keeping Up-To-Date with Music Very Important Somewhat Important Not at all Important Total Population % 35% 51% Age % 44% 30% The Infinite Dial Edison Research and Triton Digital
32 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 YouTube AM/FM Radio Pandora Facebook Spotify Apple itunes Music television channels Information or displays at a local store SiriusXM satellite radio iheartradio Blogs about music 15% 33% 30% 28% 26% 25% 23% 41% 48% 64% 63% 68% % using source The Infinite Dial Edison Research and Triton Digital
33 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 YouTube AM/FM Radio Pandora Facebook 47% 48% 42% 41% 68% 68% 66% 64% 68% 63% 2016 Spotify 25% 33% % using source The Infinite Dial Edison Research and Triton Digital
34 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 YouTube AM/FM Radio Pandora Facebook Spotify Apple itunes Music television channels Information or displays at a local store SiriusXM satellite radio iheartradio Blogs about music 22% 23% 23% 25% 19% 38% 42% 50% 53% 59% 77% 80% % using source The Infinite Dial Edison Research and Triton Digital
35 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% 2016 YouTube 14% Pandora 7% Others 17% SiriusXM 4% Facebook 3% Spotify 4% Friends/ Family 22% AM/FM Radio 19% YouTube 15% Others 17% Pandora 9% SiriusXM 5% Facebook 3% Spotify 10% The Infinite Dial Edison Research and Triton Digital
36 Source Used Most Often 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 2016 YouTube 22% YouTube 19% Friends/ Family 32% Pandora 9% SiriusXM 1% Facebook 4% Friends/ Family 25% Pandora 9% SiriusXM 1% Facebook 3% AM/FM Radio 9% Others 14% Spotify 9% AM/FM Radio 8% Others 15% Spotify 20% The Infinite Dial Edison Research and Triton Digital
37 YouTube Usage Have you used YouTube to watch music videos or listen to music? Ever In the Last Month In the Last Week 68% 57% 43% 91% 84% 74% 78% 66% 48% Total Population 12+ Age Age The Infinite Dial Edison Research and Triton Digital
38 PODCASTING The Infinite Dial Edison Research and Triton Digital
39 Podcast Familiarity Total Population 12+ Estimated 168 Million 37% 37% 43% 45% 45% 46% 46% 48% 49% 55% 60% 22% % familiar with the term podcasting The Infinite Dial Edison Research and Triton Digital
40 Podcast Listening Total Population 12+ Estimated 112 Million 11% 13% 18% 22% 23% 25% 29% 27% 30% 33% 36% 40% % ever listening to a podcast The Infinite Dial Edison Research and Triton Digital
41 Monthly Podcast Listening Total Population 12+ Estimated 67 Million 9% 11% 12% 12% 14% 12% 15% 17% 21% 24% % listening to a podcast in last month The Infinite Dial Edison Research and Triton Digital
42 Monthly Podcast Listening % 20% 23% 27% 27% 16% 17% 19% 24% 31% 7% 7% 10% 11% 12% Age Age Age 55+ % listening to a podcast in last month The Infinite Dial Edison Research and Triton Digital
43 Monthly Podcast Listening % 17% 24% 27% 17% 13% 16% 9% 18% 21% Men Women % listening to a podcast in last month The Infinite Dial Edison Research and Triton Digital
44 Weekly Podcast Listening Total Population 12+ Estimated 42 Million 7% 8% 10% 13% 15% % listening to a podcast in last week The Infinite Dial Edison Research and Triton Digital
45 Number of Podcasts Listened to in Last Week Base: Weekly Podcast Listeners Two 24% Three 19% Average of five podcasts listened per week Four or Five 20% One 16% 11 or more 8% Six to Ten 13% The Infinite Dial Edison Research and Triton Digital
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% 33% 65% The Infinite Dial Edison Research and Triton Digital
47 Podcast Listening Locations Base: Ever Listened to a Podcast At home 80% In a car/truck 47% At work Walking around/on foot 29% 28% At a gym/working out Riding public transportation 20% 19% % ever listen to podcasts in location The Infinite Dial Edison Research and Triton Digital
48 Location Listened to Most Often Base: Ever Listened to a Podcast In car/truck 18% At home 52% Other 9% At work 12% Riding public transportation 3% At gym/ Working out Walking 3% around/ On foot 3% The Infinite Dial Edison Research and Triton Digital
49 Podcasting Listening Base: Ever Listened to a Podcast Most of the podcast 45% The entire podcast episode 40% Less than half the podcast 10% Just the beginning of the podcast 5% The Infinite Dial Edison Research and Triton Digital
50 Method of Listening to Podcasts Base: Ever Listened to a Podcast Click on podcast and listen immediately 77% Download podcast manually and listen later 41% Subscribe to podcast and download automatically to listen later 27% % ever using method to listen to a podcast The Infinite Dial Edison Research and Triton Digital
51 Percent of all podcasts downloaded and then listened to Base: Have ever downloaded podcasts to listen at a later time 1%-25% 13% 76%-100% 52% 26%-50% 20% 51%-75% 15% The Infinite Dial Edison Research and Triton Digital
52 Number of Podcasts Subscribed to Base: Have ever subscribed to podcasts Three 12% Four to five 19% Average of six podcasts subscribed to Two 16% Six to ten 20% One 20% Eleven or more Don't Know 9% 4% The Infinite Dial Edison Research and Triton Digital
53 IN-CAR MEDIA The Infinite Dial Edison Research and Triton Digital
54 Audio Sources Used in Primary Car Base: Age 18+ and has driven/ridden in car in last month AM/FM Radio 82% CD Player 52% Owned Digital Music 45% Online Radio* Satellite Radio 22% 26% *Listen to either the online stream of AM/FM radio stations or Internet-only radio from a cell phone or other mobile device that you connect to the car audio system Podcasts 19% % currently ever using audio source in primary car The Infinite Dial Edison Research and Triton Digital
55 Audio Sources Used in Primary Car Base: Age 18+ and has driven/ridden in car in last month AM/FM Radio CD Player Owned Digital Music* Online Radio* Satellite Radio 14% 21% 21% 26% 17% 17% 19% 22% 31% 38% 38% 61% 55% 56% 52% 86% 81% 84% 82% *Asked in as Use a mobile device to listen to your own music collection over the car speakers 45% *Listen to either the online stream of AM/FM radio stations or Internet-only radio from a cell phone or other mobile device that you connect to the car audio system Podcasts 19% % currently ever using audio source in primary car The Infinite Dial Edison Research and Triton Digital
56 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 47% *Listen to either the online stream of AM/FM radio stations or Internetonly radio from a cell phone or other mobile device that you connect to the car audio system 19% 10% 13% 11% 4% AM/FM Radio Owned Digital Music CD Player Satellite Radio Online Radio* Podcasts % using audio source most or all of the times in primary car The Infinite Dial Edison Research and Triton Digital
57 Audio Source Used Most Often in Primary Car Base: Use any audio source in primary car AM/FM Radio CDs/Own music collection Online Radio* Satellite Radio Other % 17% 8% 11% 5% % 15% 8% 12% 2% 57% 15% 9% 14% 5% *Listen to either the online stream of AM/FM radio stations or Internet-only radio from a cell phone or other mobile device that you connect to the car audio system The Infinite Dial Edison Research and Triton Digital
58 SOCIAL MEDIA The Infinite Dial Edison Research and Triton Digital
59 Social Media Usage Total Population 12+ Estimated 226 Million 48% 52% 53% 62% 67% 73% 78% 81% 24% 34% % currently use any social media The Infinite Dial Edison Research and Triton Digital
60 Social Media Brand Awareness Total Population 12+ Facebook Twitter Instagram 90% 88% 95% Snapchat 82% Pinterest 70% LinkedIn Tumblr 58% 56% WhatsApp 39% Music.ly 21% % aware of social media brand The Infinite Dial Edison Research and Triton Digital
61 Social Media Brand Awareness Total Population 12+ Page 1 of 2 Facebook 92% 93% 95% Twitter Instagram Snapchat 60% 71% 77% 84% 87% 90% 83% 88% 82% Pinterest 56% 63% 70% % aware of social media brand The Infinite Dial Edison Research and Triton Digital
62 Social Media Brand Awareness Total Population 12+ Page 2 of 2 LinkedIn 49% 52% 58% Tumblr 44% 50% 56% 2015 WhatsApp 26% 30% % Music.ly 21% % aware of social media brand The Infinite Dial Edison Research and Triton Digital
63 Social Media Brand Usage Total Population 12+ Facebook 67% Instagram Pinterest Snapchat 30% 29% 34% Twitter LinkedIn 23% 22% WhatsApp 13% Tumblr 8% Music.ly 3% % currently ever use social media brand The Infinite Dial Edison Research and Triton Digital
64 Social Media Brand Usage Total Population 12+ Facebook Instagram Pinterest Snapchat Twitter LinkedIn 58% 62% 64% 67% 19% 24% 29% 34% 13% 21% 25% 30% 14% 17% 23% 29% 16% 18% 21% 23% 19% 18% 20% 22% % currently ever use social media brand The Infinite Dial Edison Research and Triton Digital
65 Social Media Brand Usage (Age 12-24) Facebook Instagram 73% 76% Pinterest 31% Snapchat 79% Twitter 40% LinkedIn 9% WhatsApp Tumblr Music.ly 11% 15% 16% % currently ever use social media brand The Infinite Dial Edison Research and Triton Digital
66 Social Media Brand Used Most Often Base: Currently use any social networking brands 2016 Facebook 61% Snapchat 8% Instagram 7% LinkedIn 4% Pinterest 4% Twitter 5% Others 11% Facebook 62% Others 8% Snapchat 9% Instagram 9% LinkedIn 4% Pinterest Twitter 5% 3% The Infinite Dial Edison Research and Triton Digital
67 Social Media Brand Used Most Often (Age 12-24) Base: Currently use any social networking brands 2016 Snapchat 26% Facebook 32% Instagram 17% Facebook 39% Snapchat 31% Others 17% Twitter 8% Others 9% Twitter 1% Instagram 20% The Infinite Dial Edison Research and Triton Digital
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