THE INFINITE DIAL 2016 2016 #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 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
Smartphone Ownership Total Population 12+ Estimated 233 Million 44% 53% 61% 71% 76% 81% 83% 31% 10% 14% 2009 2010 2011 2012 2013 2014 2015 2016 2017 % owning a smartphone The Infinite Dial Edison Research and Triton Digital
MEDIA & TECHNOLOGY The Infinite Dial Edison Research and Triton Digital
Tablet Ownership Total Population 12+ Estimated 141 Million 29% 39% 49% 51% 53% 50% 2013 2014 2015 2016 2017 % owning a tablet The Infinite Dial Edison Research and Triton Digital
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
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
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
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
Number of Radios Owned in Home Total Population 12+ Zero One to three Four or more Mean (# of Radios) 2008 4% 65% 31% 2.9 29% 60% 11% 1.6 The Infinite Dial Edison Research and Triton Digital
Number of Radios Owned in Home (Age 18-34) Zero One to three Four or more Mean (# of Radios) 2008 6% 70% 24% 2.7 50% 45% 5% 1.0 The Infinite Dial Edison Research and Triton Digital
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
SOCIAL MEDIA The Infinite Dial Edison Research and Triton Digital
Social Media Brand Awareness Total Population 12+ Facebook Twitter 93% 95% 94% 87% 90% 87% Instagram Snapchat 71% 83% 88% 87% 82% 83% 2016 2017 Pinterest 63% 70% 69% LinkedIn 52% 58% 58% % aware of social media brand The Infinite Dial Edison Research and Triton Digital
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* 2013 2014 2015 2016 2017 *2008-2012: Ever use Facebook, Twitter, or LinkedIn % currently ever use The Infinite Dial Edison Research and Triton Digital
Facebook Usage Total Population 12+ Estimated 174 Million 41% 51% 54% 58% 58% 62% 64% 67% 62% 8% 18% 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 % currently ever use Facebook The Infinite Dial Edison Research and Triton Digital
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 2016 2017
Facebook Usage 2017 79% 72% 67% 69% 49% 49% Age 12-34 Age 35-54 Age 55+ % currently ever use Facebook The Infinite Dial Edison Research and Triton Digital
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%
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
ONLINE AUDIO The Infinite Dial Edison Research and Triton Digital
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
Monthly Online Audio Listening 2014 2015 2016 2017 75% 77% 79% 87% 88% 50% 61% 65% 70% 73% 21% 26% 31% 32% 33% Age 12-24 Age 25-54 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
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
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 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 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
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% 2010 2011 2012 2013 2014 2015 2016 2017 % 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 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
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
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% 2016 2017 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
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% 2016 2017 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
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
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 2016 2017 The Infinite Dial Edison Research and Triton Digital
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
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
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% 2014 2015 2016 2017 % used YouTube in last week The Infinite Dial Edison Research and Triton Digital
IN-CAR MEDIA The Infinite Dial Edison Research and Triton Digital
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
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
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 2015 60% 17% 8% 11% 1% 2016 63% 15% 8% 12% 1% 2017 57% 15% 9% 14% 3% 56% 15% 12% 13% 3% The Infinite Dial Edison Research and Triton Digital
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% 2013 2014 2015 2016 2017 % have an in-dash system in car The Infinite Dial Edison Research and Triton Digital
AUDIOBOOKS The Infinite Dial Edison Research and Triton Digital
Audiobook Listening Total Population 12+ Estimated 124 Million 43% 43% 45% 44% 2015 2016 2017 % ever listened to an audiobook The Infinite Dial Edison Research and Triton Digital
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
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
PODCASTING The Infinite Dial Edison Research and Triton Digital
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
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
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
Monthly Podcast Listening 2014 2015 2016 2017 20% 23% 27% 27% 30% 31% 32% 24% 17% 19% 7% 10% 11% 12% 13% 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 2014 2015 2016 2017 17% 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
Weekly Podcast Listening Total Population 12+ Estimated 48 Million 7% 8% 10% 13% 15% 17% 2013 2014 2015 2016 2017 % 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 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
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% 2017 33% 65% 29% 69% The Infinite Dial Edison Research and Triton Digital
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
Listen to Podcast Most Often in Car/Truck Base: Ever Listened to a Podcast 16% 17% 18% 22% 2015 2016 2017 % listen to podcast most often in car/truck The Infinite Dial Edison Research and Triton Digital
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
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
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
Observations While AM/FM radio faces a home hardware challenge," particularly among 18-34 year-olds, radio remains by far the dominant medium in the car. The Infinite Dial Edison Research and Triton Digital
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
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
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
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
THE INFINITE DIAL 2016 2016 #INFINITEDIAL