THE INFINITE DIAL #InfiniteDial #INFINITEDIAL

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1 THE INFINITE DIAL #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 1998 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 to both cell phones and landlines Survey offered in both English and Spanish languages Data weighted to national 12+ population figures The Infinite Dial Edison Research and Triton Digital

4 Smartphone Ownership Total Population 12+ Estimated 233 Million 44% 53% 61% 71% 76% 81% 83% 31% 10% 14% % owning a smartphone The Infinite Dial Edison Research and Triton Digital

5 MEDIA & TECHNOLOGY The Infinite Dial Edison Research and Triton Digital

6 Tablet Ownership Total Population 12+ Estimated 141 Million 29% 39% 49% 51% 53% 50% % owning a tablet The Infinite Dial Edison Research and Triton Digital

7 Smart Speaker Awareness Total Population 12+ Amazon Alexa 57% 71% Google Home 45% 56% 2017 % aware of Smart Speaker The Infinite Dial Edison Research and Triton Digital

8 Smart Speaker Ownership Total Population 12+ Estimated 51 Million 7% 18% 2017 % owning either Amazon Alexa or Google Home devices The Infinite Dial Edison Research and Triton Digital

9 Smart Speaker Ownership Base: Own a Smart Speaker Own both Amazon Alexa and Google Home 11% Own Google Home but not Amazon Alexa Own either 17% Amazon Alexa or Google Home Own Amazon Alexa but not Google Home 72% The Infinite Dial Edison Research and Triton Digital

10 Number of Smart Speakers in Household Base: Own a Smart Speaker Three or more 11% One 67% Own either Amazon Alexa or Google Home Two 22% The Infinite Dial Edison Research and Triton Digital

11 Number of Radios Owned in Home Total Population 12+ Zero One to three Four or more Mean (# of Radios) % 65% 31% % 60% 11% 1.6 The Infinite Dial Edison Research and Triton Digital

12 Number of Radios Owned in Home (Age 18-34) Zero One to three Four or more Mean (# of Radios) % 70% 24% % 45% 5% 1.0 The Infinite Dial Edison Research and Triton Digital

13 Radio Ownership and Smart Speaker Ownership Total Population 12+ Own a radio but no Smart Speaker 58% Own a Smart Speaker but no radio 5% Own both 13% Own either Amazon Alexa or Google Home Own neither 24% The Infinite Dial Edison Research and Triton Digital

14 SOCIAL MEDIA The Infinite Dial Edison Research and Triton Digital

15 Social Media Brand Awareness Total Population 12+ Facebook Twitter 93% 95% 94% 87% 90% 87% Instagram Snapchat 71% 83% 88% 87% 82% 83% Pinterest 63% 70% 69% LinkedIn 52% 58% 58% % aware of social media brand The Infinite Dial Edison Research and Triton Digital

16 Social Media Usage Base: Age 12+ and currently ever use Facebook, Snapchat, Twitter, Instagram, Pinterest, or LinkedIn Estimated 216 Million 44% 53% 57% 63% 66% 70% 77% 80% 77% 10% 21% 2008* 2009* 2010* 2011* 2012* * : Ever use Facebook, Twitter, or LinkedIn % currently ever use The Infinite Dial Edison Research and Triton Digital

17 Facebook Usage Total Population 12+ Estimated 174 Million 41% 51% 54% 58% 58% 62% 64% 67% 62% 8% 18% % currently ever use Facebook The Infinite Dial Edison Research and Triton Digital

18 Social Media Brand Usage Total Population 12+ Facebook 64% 67% 62% Instagram 29% 34% 36% Pinterest Snapchat LinkedIn Twitter 25% 30% 31% 23% 29% 31% 20% 22% 22% 21% 23% 21% % currently ever use social media brand The Infinite Dial Edison Research and Triton Digital

19 Facebook Usage % 72% 67% 69% 49% 49% Age Age Age 55+ % currently ever use Facebook The Infinite Dial Edison Research and Triton Digital

20 Social Media Brand Used Most Often Base: Age 12+ and currently ever use Facebook, Snapchat, Twitter, Instagram, Pinterest, or LinkedIn 2017 Facebook 63% Snapchat 9% Instagram 10% Facebook 57% Snapchat 14% Instagram 12% LinkedIn 4% Pinterest Twitter 6% Others 3% 5% The Infinite Dial Edison Research and Triton Digital Others 3% LinkedIn 4% Pinterest 5% Twitter 5%

21 Social Media Brand Used Most Often (Age 12-34) Base: Currently ever use Facebook, Snapchat, Twitter, Instagram, Pinterest, or LinkedIn 2017 Snapchat 19% Snapchat 29% Facebook 48% Instagram 18% Facebook 35% Pinterest Twitter 5% Others 3% 7% Others 5% Twitter 5% Pinterest 4% Instagram 22% The Infinite Dial Edison Research and Triton Digital

22 ONLINE AUDIO The Infinite Dial Edison Research and Triton Digital

23 Monthly Online Audio Listening Total Population 12+ Estimated 180 Million 5% 7% 12% 17% 16% 15% 21% 20% 21% 27% 27% 34% 39% 45% 47% 53% 57% 61% 64% 2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 % listening to Online Audio in last month Online Audio = 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

24 Monthly Online Audio Listening % 77% 79% 87% 88% 50% 61% 65% 70% 73% 21% 26% 31% 32% 33% Age Age Age 55+ % listening to Online Audio in last month Online Audio = 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

25 Weekly Online Audio Listening Total Population 12+ Estimated 160 Million 2% 5% 6% 8% 8% 8% 12% 12% 13% 17% 17% 22% 29% 33% 36% 44% 50% 53% 57% 2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 % listening to Online Audio in last week Online Audio = 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

26 Average Time Weekly Online Audio Listeners Spend Listening to Online Audio Base: Weekly Online Audio Listeners 6:13 6:31 8:02 9:17 9:46 11:56 13:19 12:53 12:08 14:39 13:40 33M people 43M people 44M people 57M people 76M people 87M people 95M people 119M people 136M people 148M people 160M people Hours:Minutes in last week Online Audio = 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

27 Online Audio Listening in Car Have you ever listened to Internet Audio 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; 95% 35% 37% 40% 44% 6% 11% 17% 21% 26% % saying yes The Infinite Dial Edison Research and Triton Digital

28 AUDIO BRANDS The Infinite Dial Edison Research and Triton Digital

29 Audio Brand Awareness Total Population 12+ Pandora iheartradio Spotify Apple Music* Amazon Music Google Play All Access Napster SoundCloud NPROne Slacker Radio.com TuneIn Radio 8Tracks Tidal AccuRadio Deezer 11% 10% 8% 7% 20% 18% 17% 16% 38% 44% 51% 60% 60% 67% 65% 85% *Asked as Apple Music, the paid music subscription from Apple % aware of audio brand The Infinite Dial Edison Research and Triton Digital

30 Listened in the last month to Total Population 12+ Pandora 31% Spotify 20% iheartradio Apple Music* Amazon Music SoundCloud Google Play All Access 11% 10% 9% 9% 6% Brands lower than 6% Age 12+ not shown *Asked as Apple Music, the paid music subscription from Apple % listened in last month The Infinite Dial Edison Research and Triton Digital

31 Listened in the last month to Total Population 12+ Pandora Spotify iheartradio Apple Music* Amazon Music 13% 12% 13% 11% 12% 8% 10% 6% 6% 9% 18% 20% 32% 32% 31% SoundCloud Google Play All Access 5% 6% 6% 11% 9% *2016: Asked as Apple Music, formerly known as itunes Radio 2017-: *Asked as Apple Music, the paid music subscription from Apple % listened in last month The Infinite Dial Edison Research and Triton Digital

32 Listened in the last month to (Age 25-54) Pandora Spotify iheartradio Apple Music* Amazon Music 12% 16% 18% 15% 15% 16% 11% 7% 10% 7% 10% 13% 39% 39% 39% SoundCloud Google Play All Access 8% 8% 5% 8% 9% *2016: Asked as Apple Music, formerly known as itunes Radio 2017-: *Asked as Apple Music, the paid music subscription from Apple % listened in last month The Infinite Dial Edison Research and Triton Digital

33 Listened in the last week to Total Population 12+ Pandora 23% Spotify 16% Apple Music* 9% iheartradio 7% Amazon Music Google Play All Access 6% 5% Brands lower than 5% Age 12+ not shown *Asked as Apple Music, the paid music subscription from Apple % listened in last week The Infinite Dial Edison Research and Triton Digital

34 Listened in the last week to Total Population 12+ Pandora Spotify Apple Music* iheartradio Amazon Music Google Play All Access 4% 4% 6% 4% 4% 5% 10% 8% 7% 9% 8% 9% 7% 15% 16% 25% 23% 23% *2016: Asked as Apple Music, formerly known as itunes Radio 2017-: *Asked as Apple Music, the paid music subscription from Apple % listened in last week The Infinite Dial Edison Research and Triton Digital

35 Audio Brand Used Most Often Base: Currently ever use any audio brand Spotify 21% Apple Music 10% Pandora 35% iheartradio 8% Own either Amazon Alexa or Google Home Others 13% Amazon Music 8% Google Play 5% The Infinite Dial Edison Research and Triton Digital

36 Audio Brand Used Most Often Base: Currently ever use any audio brand Pandora Spotify Apple iheart Music* Radio Amazon Music Google Play Other 12+ Population 35% 21% 10% 8% 8% 5% 13% Own a Smart Speaker 34% 23% 10% 5% 15% 6% 7% *Asked as Apple Music, the paid music subscription from Apple The Infinite Dial Edison Research and Triton Digital

37 Weekly YouTube Usage Have you used YouTube to watch music videos or listen to music in the last week? Total Population 12+ Estimated 129 Million 33% 41% 43% 43% 46% % used YouTube in last week The Infinite Dial Edison Research and Triton Digital

38 IN-CAR MEDIA The Infinite Dial Edison Research and Triton Digital

39 Audio Sources Used in Car Base: Age 18+ and has driven/ridden in car in last month; 88% AM/FM Radio 82% CD Player 49% Owned Digital Music 45% Online Radio 28% Podcasts 23% Satellite Radio 21% % currently ever using audio source in car The Infinite Dial Edison Research and Triton Digital

40 Audio Sources Used in Car Base: Age 18+ and has driven/ridden in car in last month; 88% AM/FM Radio 84% 82% 82% CD Player 56% 52% 49% 2016 Owned Digital Music 38% 45% 45% 2017 Online Radio 21% 26% 28% Podcasts Satellite Radio 19% 23% 19% 22% 21% % currently ever using audio source in car The Infinite Dial Edison Research and Triton Digital

41 Audio Source Used Most Often in Car Base: Age 18+ and has driven/ridden in car in last month, and use any audio source in car AM/FM Radio CDs/Own music collection Online Audio Satellite Radio Podcasts Other % 17% 8% 11% 1% % 15% 8% 12% 1% % 15% 9% 14% 3% 56% 15% 12% 13% 3% The Infinite Dial Edison Research and Triton Digital

42 In-Dash Information and Entertainment Systems Base: Age 18+ and has driven/ridden in car in last month; 88% Estimated 42 Million 6% 8% 10% 12% 12% 15% % have an in-dash system in car The Infinite Dial Edison Research and Triton Digital

43 AUDIOBOOKS The Infinite Dial Edison Research and Triton Digital

44 Audiobook Listening Total Population 12+ Estimated 124 Million 43% 43% 45% 44% % ever listened to an audiobook The Infinite Dial Edison Research and Triton Digital

45 Last Listened to an Audiobook Base: Ever listened to an audiobook One month to less than six months ago 22% Six months to less than 12 months ago 12% One year to two years ago 16% Within the past four weeks 30% More than two years ago 20% The Infinite Dial Edison Research and Triton Digital

46 Number of Audiobooks Listened to in Past 12 Months Base: Listened to audiobook in past 12 months Three to Four 27% Median of three audiobooks listened to Two 20% Five to Ten 19% One 19% Eleven or more 15% The Infinite Dial Edison Research and Triton Digital

47 PODCASTING The Infinite Dial Edison Research and Triton Digital

48 Podcasting Familiarity Total Population 12+ Estimated 180 Million 37% 37% 43% 45% 45% 46% 46% 48% 49% 55% 60% 64% 22% 2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 % familiar with the term podcasting The Infinite Dial Edison Research and Triton Digital

49 Podcast Listening Total Population 12+ Estimated 124 Million 11% 13% 18% 22% 23% 25% 29% 27% 30% 33% 36% 40% 44% 2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 % ever listened to a podcast The Infinite Dial Edison Research and Triton Digital

50 Monthly Podcast Listening Total Population 12+ Estimated 73 Million 9% 11% 12% 12% 14% 12% 15% 17% 21% 24% 26% 2008 '09 '10 '11 '12 '13 '14 '15 '16 '17 % listening to a podcast in last month The Infinite Dial Edison Research and Triton Digital

51 Monthly Podcast Listening % 23% 27% 27% 30% 31% 32% 24% 17% 19% 7% 10% 11% 12% 13% Age Age Age 55+ % listening to a podcast in last month The Infinite Dial Edison Research and Triton Digital

52 Monthly Podcast Listening % 24% 27% 27% 17% 13% 16% 18% 21% 24% Men Women % listening to a podcast in last month The Infinite Dial Edison Research and Triton Digital

53 Weekly Podcast Listening Total Population 12+ Estimated 48 Million 7% 8% 10% 13% 15% 17% % listening to a podcast in last week The Infinite Dial Edison Research and Triton Digital

54 Number of Podcasts Listened to in Last Week Base: Weekly Podcast Listeners Two 17% Three 13% Four or Five 21% Average of seven podcasts listened per week One 18% Six to Ten 17% 11 or more 14% The Infinite Dial Edison Research and Triton Digital

55 Device Used Most Often to Listen to Podcasts Base: Ever Listened to a Podcast Computer Smartphone/Tablet/Portable device Don t Know % 55% % 64% % 65% 29% 69% The Infinite Dial Edison Research and Triton Digital

56 Location Listened to Podcasts Most Often Base: Ever Listened to a Podcast In car/truck 22% At home 49% Other 7% At work 11% Riding public transportation 4% Working out 4% Walking around 3% The Infinite Dial Edison Research and Triton Digital

57 Listen to Podcast Most Often in Car/Truck Base: Ever Listened to a Podcast 16% 17% 18% 22% % listen to podcast most often in car/truck The Infinite Dial Edison Research and Triton Digital

58 Podcasting Listening Think about the podcast episodes you listen to. Do you typically listen to..? Base: Ever Listened to a Podcast Most of the podcast 45% Less than half the podcast 12% The entire podcast episode 35% Just the beginning of the podcast 5% Don't Know 3% The Infinite Dial Edison Research and Triton Digital

59 Increasing Podcast Playback Speed Do you ever increase the speed of your podcasts in order to listen to them faster? Yes 19% No 81% Base: Ever Listened to a Podcast The Infinite Dial Edison Research and Triton Digital

60 Observations Smart Speaker adoption is growing at a faster rate than the early days of smartphones. Brands and advertisers need to quickly develop an audio strategy that accounts for this dramatic change. The Infinite Dial Edison Research and Triton Digital

61 Observations While AM/FM radio faces a home hardware challenge," particularly among year-olds, radio remains by far the dominant medium in the car. The Infinite Dial Edison Research and Triton Digital

62 Observations The percentage of Americans who use social media has tapered off, led by the first-ever decline in Facebook usage. Facebook also experienced a dramatic fall-off as the "mostused" service amongst younger people. The Infinite Dial Edison Research and Triton Digital

63 Observations In streaming audio, Pandora maintains a stable percentage of users and remains the category leader. Growth in Spotify, Apple Music, and Amazon Music are all contributing to the continued growth in audio consumption. The Infinite Dial Edison Research and Triton Digital

64 Observations Podcasting continues its steady growth, with even more significant gains in the vehicle. After remaining fairly steady for several years, the number of podcasts consumed by weekly listeners has also gone up--matching the medium's increased Share of Ear. The Infinite Dial Edison Research and Triton Digital

65 Save the Date Infinite Dial Canada April 4, at 2pm Eastern Details to follow Infinite Dial Australia Late April Details to follow The Infinite Dial Edison Research and Triton Digital

66 THE INFINITE DIAL #INFINITEDIAL