THE INFINITE DIAL 2016 2016 #infinitedial #INFINITEDIAL
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
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
MEDIA & TECHNOLOGY The Infinite Dial Edison Research and Triton Digital
Smartphone Ownership Total Population 12+ Estimated 226 Million 44% 53% 61% 71% 76% 81% 31% 10% 14% 2009 2010 2011 2012 2013 2014 2015 2016 % owning a smartphone The Infinite Dial Edison Research and Triton Digital
Smartphone Ownership 2013 2014 2015 2016 68% 78% 86% 93% 95% 64% 68% 81% 84% 89% 25% 36% 45% 51% 60% Age 12-24 Age 25-54 Age 55+ % owning a smartphone The Infinite Dial Edison Research and Triton Digital
Tablet Ownership Total Population 12+ Estimated 148 Million 29% 39% 49% 51% 53% 2013 2014 2015 2016 % owning a tablet The Infinite Dial Edison Research and Triton Digital
Internet-Connected TV Ownership Total Population 12+ Estimated 179 Million 51% 58% 60% 64% 2014 2015 2016 % owning an Internet-connected TV The Infinite Dial Edison Research and Triton Digital
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
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
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
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
ONLINE RADIO The Infinite Dial Edison Research and Triton Digital
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
Monthly Online Radio Listening 2013 2014 2015 2016 68% 75% 77% 79% 87% 52% 50% 61% 65% 70% 20% 21% 26% 31% 32% Age 12-24 Age 25-54 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
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
Weekly Online Radio Listening 2013 2014 2015 2016 52% 64% 69% 73% 83% 50% 56% 59% 36% 37% 13% 13% 18% 24% 32% Age 12-24 Age 25-54 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
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 2008 2009 2010 2011 2012 2013 2014 2015 2016 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
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% 2010 2011 2012 2013 2014 2015 2016 % saying yes The Infinite Dial Edison Research and Triton Digital
AUDIO BRANDS The Infinite Dial Edison Research and Triton Digital
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
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
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% 2013 2014 2015 2016 Apple Music* 8% 11% 12% 8% *2014-2015: 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
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% 2013 2014 2015 2016 Apple Music* 17% 20% 22% 19% *2014-2015: 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
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% 2013 2014 2015 2016 Apple Music* 7% 12% 11% 7% *2014-2015: 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
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% 2013 2014 2015 2016 Apple Music* 5% 7% 8% 7% *2014-2015: 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
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% 2013 2014 2015 2016 Apple Music* 13% 13% 17% 18% *2014-2015: 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
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% 2013 2014 2015 2016 Apple Music* 4% 7% 8% 2% *2014-2015: 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
Audio Brand Used Most Often Base: Currently ever use any audio brand Pandora Spotify Apple Music* iheartradio Others 2015 54% 10% 8% 11% 17% 2016 48% 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
MUSIC DISCOVERY The Infinite Dial Edison Research and Triton Digital
Importance of Keeping Up-To-Date with Music Very Important Somewhat Important Not at all Important Total Population 12+ 14% 35% 51% Age 12-24 26% 44% 30% The Infinite Dial Edison Research and Triton Digital
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
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
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
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
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
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 12-24 Age 25-54 The Infinite Dial Edison Research and Triton Digital
PODCASTING The Infinite Dial Edison Research and Triton Digital
Podcast Familiarity Total Population 12+ Estimated 168 Million 37% 37% 43% 45% 45% 46% 46% 48% 49% 55% 60% 22% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 % familiar with the term podcasting The Infinite Dial Edison Research and Triton Digital
Podcast Listening Total Population 12+ Estimated 112 Million 11% 13% 18% 22% 23% 25% 29% 27% 30% 33% 36% 40% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 % ever listening to a podcast The Infinite Dial Edison Research and Triton Digital
Monthly Podcast Listening Total Population 12+ Estimated 67 Million 9% 11% 12% 12% 14% 12% 15% 17% 21% 24% 2008 2009 2010 2011 2012 2013 2014 2015 2016 % listening to a podcast in last month The Infinite Dial Edison Research and Triton Digital
Monthly Podcast Listening 2013 2014 2015 2016 11% 20% 23% 27% 27% 16% 17% 19% 24% 31% 7% 7% 10% 11% 12% Age 12-24 Age 25-54 Age 55+ % listening to a podcast in last month The Infinite Dial Edison Research and Triton Digital
Monthly Podcast Listening 2013 2014 2015 2016 15% 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
Weekly Podcast Listening Total Population 12+ Estimated 42 Million 7% 8% 10% 13% 15% 2013 2014 2015 2016 % listening to a podcast in last week The Infinite Dial Edison Research and Triton Digital
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
Device Used Most Often to Listen to Podcasts Base: Ever Listened to a Podcast Computer Smartphone/tablet/portable device Don't Know 2015 42% 55% 2016 34% 64% 33% 65% The Infinite Dial Edison Research and Triton Digital
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
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
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
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
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
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
IN-CAR MEDIA The Infinite Dial Edison Research and Triton Digital
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
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 2014 2015 2016 Podcasts 19% % currently ever using audio source in primary car The Infinite Dial Edison Research and Triton Digital
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
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 2015 60% 17% 8% 11% 5% 2016 63% 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
SOCIAL MEDIA The Infinite Dial Edison Research and Triton Digital
Social Media Usage Total Population 12+ Estimated 226 Million 48% 52% 53% 62% 67% 73% 78% 81% 24% 34% 2008 2009 2010 2011 2012 2013 2014 2015 2016 % currently use any social media The Infinite Dial Edison Research and Triton Digital
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
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% 2015 2016 Pinterest 56% 63% 70% % aware of social media brand The Infinite Dial Edison Research and Triton Digital
Social Media Brand Awareness Total Population 12+ Page 2 of 2 LinkedIn 49% 52% 58% Tumblr 44% 50% 56% 2015 WhatsApp 26% 30% 2016 39% Music.ly 21% % aware of social media brand The Infinite Dial Edison Research and Triton Digital
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
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 2014 2015 2016 The Infinite Dial Edison Research and Triton Digital
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
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
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
THE INFINITE DIAL 2016 2016 #infinitedial #INFINITEDIAL