THE INFINITE DIAL 2016 2016 #infinitedial #INFINITEDIAL A Look at African-Americans & Hispanics
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 This report is based on 311 Hispanics respondents and 251 African-American respondents The Infinite Dial Edison Research and Triton Digital
MEDIA & TECHNOLOGY The Infinite Dial Edison Research and Triton Digital
Smartphone Ownership 81% 82% 84% Total Sample Hispanics African-Americans % owning a smartphone The Infinite Dial Edison Research and Triton Digital
Tablet Ownership 53% 50% 52% Total Sample Hispanics African-Americans % owning a tablet The Infinite Dial Edison Research and Triton Digital
Internet-Connected TV Ownership 64% 66% 66% Total Sample Hispanics African-Americans % owning an Internet-connected TV The Infinite Dial Edison Research and Triton Digital
On-Demand Video Service Subscription Netflix 40% 50% 52% Amazon Prime Hulu 17% 14% 13% 16% 25% 29% Total Sample Hispanics African-Americans Subscription to any of the above 48% 58% 57% % having a subscription The Infinite Dial Edison Research and Triton Digital
Used On-Demand Video Service in Last Week Netflix 45% 45% 43% Amazon Prime Instant Video Hulu 13% 7% 10% 10% 9% 15% Total Sample Hispanics African-Americans Used any of the above in the last week 48% 47% 46% % using service in last week The Infinite Dial Edison Research and Triton Digital
Smart Speaker Awareness Amazon Alexa* 45% 48% 57% Google Home 35% 45% 44% Total Sample Hispanics African-Americans Aware of either Amazon Alexa or Google Home *Asked as Amazon Echo or Amazon Dot, which uses the Alexa voice service % aware of smart speaker 63% 53% 58% The Infinite Dial Edison Research and Triton Digital
Smart Speaker Ownership Amazon Alexa* Google Home 5% 2% 8% 2% 3% 1% Total Sample Hispanics African-Americans Own either Amazon Alexa or Google Home 7% 5% 10% *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 61% 61% 66% Total Sample Hispanics African-Americans % 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 53% 57% 60% Total Sample Hispanics African-Americans % 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 14:38 12:20 17:11 Total Sample Hispanics African-Americans Hours:Minutes 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 40% 44% 46% Total Sample Hispanics African-Americans % saying yes The Infinite Dial Edison Research and Triton Digital
AUDIO BRANDS The Infinite Dial Edison Research and Triton Digital
Audio Brand Awareness (Total Sample) Pandora iheartradio Spotify Apple Music* Amazon Music Google Play All Access Napster** SoundCloud NPR One 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
Audio Brand Awareness (Hispanics) Pandora iheartradio Spotify Apple Music* Amazon Music Google Play All Access Napster** SoundCloud NPR One Radio.com Slacker TuneIn Radio NextRadio Tidal 8Tracks Stitcher AccuRadio Deezer 8% 9% 7% 8% 4% 12% 12% 14% 14% 24% 33% *Asked as Apple Music, the paid music subscription from Apple **Asked as Rhapsody, now known as Napster % aware of audio brand 45% 50% The Infinite Dial Edison Research and Triton Digital 59% 57% 62% 53% 86%
Audio Brand Awareness (African-Americans) Pandora iheartradio Spotify Apple Music* Amazon Music Google Play All Access Napster** SoundCloud NPR One Radio.com Slacker TuneIn Radio NextRadio Tidal 8Tracks Stitcher AccuRadio Deezer 15% 28% 20% 23% 20% 19% 12% 6% 8% 3% 48% 46% 62% 58% 59% 64% 73% 88% *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 Pandora Spotify iheartradio SoundCloud Apple Music* Amazon Music Google Play All Access NPR One TuneIn Radio 18% 25% 19% 13% 10% 22% 11% 14% 12% 8% 10% 11% 6% 4% 6% 6% 5% 14% 3% 1% 3% 3% 5% 2% 32% 39% 37% Total Sample Hispanics African-Americans Brands lower than 3% 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
Listened in the last week to Pandora 23% 31% 27% Spotify iheartradio Apple Music* 15% 15% 9% 8% 14% 7% 10% 9% 31% Total Sample Hispanics African-Americans Google Play All Access Amazon Music 4% 4% 4% 2% 5% 10% Brands lower than 3% 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
Audio Brand Used Most Often Base: Currently ever use any audio brand Pandora Spotify Apple Music* iheartradio Others Total Sample 40% 21% 6% 10% 23% Hispanics 41% 29% 7% 8% 15% African-Americans 40% 13% 5% 11% 31% *Asked as Apple Music, the paid music subscription from Apple 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 Sample 14% 35% 51% Hispanics 17% 36% 47% African-Americans 21% 36% 43% The Infinite Dial Edison Research and Triton Digital
Sources Used for Keeping Up-to-Date with Music (Total Sample) 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 (Hispanics) 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 26% 23% 19% 17% 22% 11% 38% 38% 53% 58% 55% 71% % using source The Infinite Dial Edison Research and Triton Digital
Sources Used for Keeping Up-to-Date with Music (African-Americans) 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 30% 25% 25% 29% 26% 19% 38% 46% 53% 60% 74% 71% % using source The Infinite Dial Edison Research and Triton Digital
Source Used Most Often for Keeping Up-to-Date with Music (Total Sample) Base: Those saying it is Very Important or Somewhat Important to keep up-to-date with music YouTube 15% Pandora 9% Friends/ Family 22% SiriusXM 5% Facebook 3% Spotify 10% AM/FM Radio 19% Others 17% The Infinite Dial Edison Research and Triton Digital
Source Used Most Often for Keeping Up-to-Date with Music (Hispanics) Base: Those saying it is Very Important or Somewhat Important to keep up-to-date with music YouTube 27% Friends/ Family 21% Pandora 9% SiriusXM 1% Facebook 1% Spotify 12% AM/FM Radio 15% Others 14% The Infinite Dial Edison Research and Triton Digital
Source Used Most Often for Keeping Up-to-Date with Music (African-Americans) Base: Those saying it is Very Important or Somewhat Important to keep up-to-date with music YouTube 19% Pandora 10% Friends/ Family 21% AM/FM Radio 16% Others 16% SiriusXM 6% Facebook 10% Spotify 2% 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% 76% 67% 59% 69% 63% 52% Total Sample Hispanics African-Americans % saying yes The Infinite Dial Edison Research and Triton Digital
PODCASTING The Infinite Dial Edison Research and Triton Digital
Podcast Familiarity 60% 43% 51% Total Sample Hispanics African-Americans % familiar with podcasting The Infinite Dial Edison Research and Triton Digital
Podcast Listening 40% 32% 32% Total Sample Hispanics African-Americans % ever listening to a podcast The Infinite Dial Edison Research and Triton Digital
Monthly Podcast Listening 24% 18% 20% Total Sample Hispanics African-Americans % listening to a podcast in last month The Infinite Dial Edison Research and Triton Digital
Weekly Podcast Listening 15% 13% 11% Total Sample Hispanics African-Americans % listening to a podcast in last week 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 Total Sample 33% 65% Hispanics 28% 70% African-Americans 39% 61% The Infinite Dial Edison Research and Triton Digital
Podcast Listening Locations Base: Ever Listened to a Podcast At home In a car/truck At work Walking around/on foot At a gym/working out Riding public transportation 47% 38% 56% 29% 26% 43% 28% 24% 33% 20% 14% 33% 19% 28% 26% % ever listen to podcasts in location 80% 79% 84% Total Sample Hispanics African-Americans The Infinite Dial Edison Research and Triton Digital
Methods of Listening to Podcasts Base: Ever Listened to a Podcast Click on podcast and listen immediately 69% 69% 77% Download podcast manually and listen later 41% 36% 50% Total Sample Subscribe to podcast and download automatically to listen later 27% 25% 30% Hispanics African-Americans % ever using method to listen to a podcast 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 CD Player Owned Digital Music Online Radio* Satellite Radio Podcasts 15% 22% 19% 19% 21% 26% 28% 36% 36% 45% 45% 52% 62% 62% 61% *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 % currently ever using audio source in primary car 82% 79% 77% Total Sample Hispanics African-Americans 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 Total Sample Hispanics 47% 46% 40% 19% 29% 31% 10% 11% 18% 13% 14% 11% 5% African-Americans 21% 21% 4% 6% 7% 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 Column1 CDs/Own music collection Online Radio Satellite Radio Other Total Sample 57% 15% 9% 14% 5% Hispanics 47% 19% 19% 7% 8% African-Americans 43% 23% 18% 14% 2% The Infinite Dial Edison Research and Triton Digital
SOCIAL MEDIA The Infinite Dial Edison Research and Triton Digital
Social Media Usage 81% 83% 81% Total Sample Hispanics African-Americans % currently use any social media The Infinite Dial Edison Research and Triton Digital
Social Media Brand Awareness (Total Sample) 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 (Hispanics) Facebook 89% Twitter Instagram Snapchat 76% 81% 81% Pinterest 59% LinkedIn 37% Tumblr 49% WhatsApp 62% Music.ly 23% % aware of social media brand The Infinite Dial Edison Research and Triton Digital
Social Media Brand Awareness (African-Americans) Facebook Twitter Instagram 92% 92% 95% Snapchat 86% Pinterest LinkedIn Tumblr 51% 50% 52% WhatsApp 33% Music.ly 25% % aware of social media brand The Infinite Dial Edison Research and Triton Digital
Social Media Brand Usage (Total Sample) 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 (Hispanics) Facebook 65% Instagram 46% Pinterest 23% Snapchat 38% Twitter 21% LinkedIn 13% WhatsApp 29% Tumblr 9% Music.ly 5% % currently ever use social media brand The Infinite Dial Edison Research and Triton Digital
Social Media Brand Usage (African-Americans) Facebook 67% Instagram 40% Pinterest 23% Snapchat 34% Twitter 26% LinkedIn 17% WhatsApp 12% Tumblr Music.ly 5% 6% % currently ever use social media brand The Infinite Dial Edison Research and Triton Digital
Social Media Brand Used Most Often (Total Sample) Base: Currently use any social networking brands Facebook 62% Snapchat 9% Instagram 9% LinkedIn 4% Pinterest Twitter 5% Others 3% 8% The Infinite Dial Edison Research and Triton Digital
Social Media Brand Used Most Often (Hispanics) Base: Currently use any social networking brands Snapchat 13% Facebook 51% Others 2% Instagram 15% LinkedIn 1% Pinterest 3% Twitter 1% WhatsApp 14% The Infinite Dial Edison Research and Triton Digital
Social Media Brand Used Most Often (African-Americans) Base: Currently use any social networking brands Facebook 61% Snapchat 13% Instagram 11% LinkedIn 3% Pinterest Twitter Others 4% 2% 6% The Infinite Dial Edison Research and Triton Digital
THE INFINITE DIAL 2016 2016 #infinitedial #INFINITEDIAL