Infinite Dial 2019 PDF 1 PDF

The Infinite Dial 2019
#InfiniteDial
#InfiniteDial THE INFINITE DIAL © 2019 EDISON RESEARCH AND TRITON DIGITAL
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
‣ The Infinite Dial tracks mobile behaviors, internet audio,

podcasting, social media, smart speakers and more
Study Methodology
‣ In January/February 2019, Edison Research conducted a national

telephone survey of 1500 people aged 12 and older, using random
digit dialing techniques to both cell phones and landlines
‣ Survey offered in both English and Spanish
‣ Data weighted to national 12+ U.S. population figures
Social Media
Social Media Usage
TOTAL U.S. POPULATION 12+
% USING SOCIAL MEDIA
Estimated
223 Million
80 79
77 77
70
66
63
57
53
44
21
10
2008* 2009* 2010* 2011* 2012* 2013 2014 2015 2016 2017 2018 2019
*2008-2012: EVER USE FACEBOOK, TWITTER, OR LINKEDIN
Social Media Brand Awareness
% AWARE OF SOCIAL MEDIA BRAND
95
Facebook 94
96
88
Instagram 87
93
90
Twitter 87
92
82
Snapchat 83
87
70
Pinterest 69
72 2017
58 2018
LinkedIn 58
64 2019
WhatsApp
54
Social Media Brand Usage
% USING SOCIAL MEDIA BRAND
67
Facebook 62
61
34
Instagram 36
39
30
Pinterest 31
31
29
Snapchat 31
31
22
LinkedIn 22
22 2017
23 2018
Twitter 21
19 2019
WhatsApp
18
Facebook Usage
% USING FACEBOOK
Estimated
172 Million
67
62 64 62 61
58 58
54
51
41
18
8
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
There are an estimated
fewer Facebook users in the U.S. today than in 2017
Facebook Usage
U.S. POPULATION
% USING FACEBOOK
2017 2018 2019
79
72
67 69 69
62
53
49 49
Age 12-34 Age 35-54 Age 55+
Estimated Estimated
82 Million
12-34 year olds in the U.S.
65 Million 12-34 year olds in the U.S.
used Facebook in 2017 use Facebook today
Social Media Brand Usage (Age 12-34)
U.S. POPULATION
% USING SOCIAL MEDIA BRAND
79
Facebook 67
62
64
Instagram 62
66
36
Twitter 28
29
62
Snapchat 62
62
36
Pinterest 36
31 2017
23 2018
LinkedIn 19
21 2019
WhatsApp
23
Social Media Brand Used Most Often
BASE: U.S. AGE 12+ SOCIAL MEDIA USERS
2015 65 7 4 5 4 15
2016 62 7 8 4 5 14
2017 62 9 9 5 3 12
2018 57 12 14 5 5 7
2019 52 16 13 5 5 9
OTHER
Social Media Brand Used Most Often (Age 12-34)
BASE: U.S. SOCIAL MEDIA USERS
2015 58 15 9 3 6 9
2019 29 26 28 1 6 10
OTHER
Media & Technology
Smartphone Ownership
Estimated
% OWNING A SMARTPHONE
237 Million
83 84
81
76
71
61
53
44
31
14
10
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Tablet Ownership
% OWNING A TABLET
Estimated
158 Million
56
51 53
49 50
39
29
2013 2014 2015 2016 2017 2018 2019
Smart Speaker Awareness
% AWARE OF ANY SMART SPEAKER BRAND
Estimated
223 Million
79
75
69
2017 2018 2019
Smart Speaker Ownership
% OWNING A SMART SPEAKER
Estimated
65 Million
23
18
2017 2018 2019
Smart Speaker Ownership
% OWNING SMART SPEAKER
Amazon Alexa 16
Google Home 7
Sonos One with Alexa 3
Apple HomePod 2
Number of Smart Speakers in Household
BASE: U.S. AGE 12+ SMART SPEAKER OWNERS
MEAN
THREE
# OF SMART
ONE TWO OR MORE SPEAKERS
2018 67 22 11 1.7
2019 48 28 24 2.0
Online Audio
Monthly Online Audio Listening
% LISTENED TO ONLINE AUDIO IN LAST MONTH
ONLINE AUDIO = LISTENING TO AM/FM RADIO STATIONS ONLINE AND/OR Estimated

LISTENING TO STREAMED AUDIO CONTENT AVAILABLE ONLY ON THE INTERNET
189 Million
67
64
61
57
53
45 47
39
34
27 27
21 20 21
17 16 15
12
5 7
2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 2019
Monthly Online Audio Listening
U.S. POPULATION
% LISTENED TO ONLINE AUDIO IN LAST MONTH
ONLINE AUDIO = LISTENING TO AM/FM RADIO STATIONS ONLINE AND/OR

2017 2018 2019

88 91
87
73 74
70
40
32 33
Age 12-24 Age 25-54 Age 55+
Weekly Online Audio Listening
% LISTENED TO ONLINE AUDIO IN LAST WEEK
ONLINE AUDIO = LISTENING TO AM/FM RADIO STATIONS ONLINE AND/OR

Estimated
169 Million
60
57
53
50
44
36
33
29
22
17 17
12 12 13
6 8 8 8
5
2
2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 2019
Average Time Spent Listening to Online Audio
BASE: U.S. AGE 12+ WEEKLY ONLINE AUDIO LISTENERS
HOURS:MINUTES IN LAST WEEK
16:43
14:39
13:19 13:40
12:53
11:56 12:08
9:17 9:46
8:02
6:13 6:31
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Audiobook Listening
% EVER LISTENED TO AN AUDIOBOOK
Estimated
141 Million
50
43 43 45 44
2015 2016 2017 2018 2019
In-Car Media
Audio Sources Currently Ever Used in Car
BASE: U.S. AGE 18+ AND HAS DRIVEN/RIDDEN IN CAR IN LAST MONTH; 89%
% USING AUDIO SOURCE IN CAR
AM/FM radio 81
Owned digital music 45
CD player 43
Online radio 28
Podcasts 26
SiriusXM 22
Audio Sources Currently Ever Used in Car
% USING AUDIO SOURCE IN CAR
82
AM/FM radio 82
81
45
Owned digital music 45
45
52
CD player 49 2017
43
2018
26
Online radio 28 2019
28
19
Podcasts 23
26
22
SiriusXM 21
22
Audio Source Used Most Often in Car
BASE: U.S. AGE 18+, DRIVEN/RIDDEN IN CAR IN LAST MONTH, AND USE ANY AUDIO SOURCE IN CAR
OWNED ONLINE
AM/FM RADIO MUSIC SIRIUSXM AUDIO PODCASTS
2017 57 15 14 9 3 2
2018 56 15 13 12 3 1
2019 52 15 15 12 4 2
OTHER
Online Audio Listening in Car Through a Cell Phone
% EVER LISTENED TO ONLINE AUDIO IN A CAR THROUGH A CELL PHONE
42 41
38
32 34
23
19
15
9
5
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
In-Dash Information and Entertainment Systems
% OWNING IN-DASH INFORMATION AND ENTERTAINMENT SYSTEM IN CAR
19
15
10 12 12
6 8
2013 2014 2015 2016 2017 2018 2019
Audio Brands
Audio Brand Awareness
% AWARE OF AUDIO BRAND
Pandora 89
iHeartRadio 74
Amazon Music 74
Apple Music 73
Spotify 71
Google Play All Access 58
Napster 47
SoundCloud 44
NPR One 22
Radio.com 21
TuneIn Radio 20
Slacker 18
Tidal 15
8Tracks 11
AccuRadio 10
Deezer 6
Audio Brands Listened to in Last Month
% LISTENED TO AUDIO BRAND IN LAST MONTH
Pandora 30
Spotify 24
iHeartRadio 13
Apple Music 12
Amazon Music 12
SoundCloud 11
Audio Brands Listened to in Last Month
32
Pandora 31
30
18
Spotify 20
24
13
iHeartRadio 11
13
2017
8
Apple Music 10 2018
12
2019
6
Amazon Music 9
12
11
SoundCloud 9
11
6
6
Audio Brand Listened to in Last Month (Age 12-34)
U.S. POPULATION
42
Pandora 41
36
37
Spotify 39
46
17
iHeartRadio 12
14
2017
15
Apple Music 19 2018
20
2019
7
Amazon Music 8
10
25
SoundCloud 18
23
8
8
Audio Brand Listened to in Last Month (Age 35-54)
U.S. POPULATION
35
Pandora 35
37
10
Spotify 14
18
15
iHeartRadio 16
17
2017
6
Apple Music 9 2018
11
2019
9
Amazon Music 13
16
5
SoundCloud 5
6
8
8
Audio Brands Listened to in Last Week
% LISTENED TO AUDIO BRAND IN LAST WEEK
Pandora 22
Spotify 20
Apple Music 11
Amazon Music 9
iHeartRadio 8
Audio Brands Listened to in Last Week
% LISTENED TO AUDIO BRAND IN LAST WEEK
23
Pandora 23
22
15
Spotify 16
20
7
Apple Music 9 2017
11
2018
4
Amazon Music 6 2019
9
9
iHeartRadio 7
8
4
5
Audio Brand Used Most Often
BASE: U.S. AGE 12+ AND CURRENTLY EVER USE ANY AUDIO BRAND
APPLE IHEART AMAZON GOOGLE

PANDORA SPOTIFY MUSIC RADIO MUSIC PLAY OTHER
Total 30 25 11 8 9 4 13
Own a smart speaker 23 23 13 7 16 6 12
OTHER
Audio Brand Used Most Often
BASE: U.S. AGE 12+ AND CURRENTLY EVER USE ANY AUDIO BRAND
APPLE IHEART AMAZON GOOGLE

PANDORA SPOTIFY MUSIC RADIO MUSIC PLAY OTHER
Total 30 25 11 8 9 4 13
Own a smart speaker 23 23 13 7 16 6 12
Weekly YouTube Music Usage
% USED YOUTUBE FOR MUSIC OR MUSIC VIDEOS IN LAST WEEK
50
46
41 43 43
33
2014 2015 2016 2017 2018 2019
Weekly YouTube Music Usage
U.S. POPULATION
% USED YOUTUBE FOR MUSIC OR MUSIC VIDEOS IN LAST WEEK
2017 2018 2019
70
65 66
51
44 47
24
17 20
Age 12-34 Age 35-54 Age 55+
Podcasting
Podcasting Familiarity
% FAMILIAR WITH PODCASTING
Estimated
197 Million
70
64
60
55
48 49
45 45 46 46
43
37 37
22
2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 2019
Podcasting Listening
% EVER LISTENED TO A PODCAST
Estimated
144 Million
51
44
40
36
33
29 30
25 27
22 23
18
11 13
2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 2019
Monthly Podcast Listening
% LISTENED TO A PODCAST IN LAST MONTH
Estimated
90 Million
32
24 26
21
15 17
12 12 14 12
9 11
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
U.S. POPULATION
2017 2018 2019
36
27 27 29
24
21
Men Women
U.S. POPULATION
2017 2018 2019
40 39
30 31 32
27
17
12 13
Age 12-24 Age 25-54 Age 55+
BASE: U.S. AGE 12-24 AND LISTENED TO SPOTIFY IN LAST MONTH
Among Spotify Listeners Age 12-24
53
32
2018 2019
Weekly Podcast Listening
% LISTENED TO A PODCAST IN LAST WEEK
Estimated
62 Million
22
15 17
13
8 10
7
2013 2014 2015 2016 2017 2018 2019
Estimated: Estimated:
17 Million
more persons in the U.S. are
20 Million
more persons in the U.S. have ever
aware of podcasting than in 2018 listened to a podcast than in 2018
Estimated: Estimated:
17 Million
more monthly podcast listeners
14 Million
more weekly podcast listeners
in the U.S. than in 2018 in the U.S. than in 2018
Number of Podcasts Listened to in Last Week
BASE: U.S. AGE 12+ AND LISTENED TO PODCAST IN LAST WEEK
Three
Two 17%
15%
U.S. weekly podcast listeners averaged

One
16%
Four or
Five
21%
Seven podcasts
in the last week
11 or more
14% Six to Ten
17%
Observations
Online audio has reached a new high in weekly time

spent listening, potentially driven by podcasting and
smart speakers.
Observations
Podcasting has reached a milestone, with the majority

of Americans now saying they have ever listened to one.
Observations
Along with the increases in podcast listening,

audiobook consumption also surged, indicating a trend
towards increased spoken word audio consumption.
Observations
Social Media usage appears to have stalled. Facebook and

Twitter have declined, especially with younger users.
Observations
Smart speaker ownership continues to grow,

approaching one in four Americans age 12+. The
average smart speaker user possesses two devices.
Podcast Consumer
Moms and Media

Coming Soon
The Infinite Dial - Australia
The Infinite Dial - Canada
Details to follow at www.edisonresearch.com
THE INFINITE DIAL © 2019 EDISON RESEARCH AND TRITON DIGITAL

The Infinite Dial 2019
#InfiniteDial

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The Infinite Dial 2019

‣ The Infinite Dial is the longest-running survey of digital media

‣ The annual reports in this series have covered a wide range of

‣ The Infinite Dial tracks mobile behaviors, internet audio,

‣ In January/February 2019, Edison Research conducted a national

‣ Survey offered in both English and Spanish

‣ Data weighted to national 12+ U.S. population figures

*2008-2012: EVER USE FACEBOOK, TWITTER, OR LINKEDIN

fewer Facebook users in the U.S. today than in 2017

2017 2018 2019

Age 12-34 Age 35-54 Age 55+

2013 2014 2015 2016 2017 2018 2019

2017 2018 2019

2017 2018 2019

Sonos One with Alexa 3

ONLINE AUDIO = LISTENING TO AM/FM RADIO STATIONS ONLINE AND/OR Estimated

ONLINE AUDIO = LISTENING TO AM/FM RADIO STATIONS ONLINE AND/OR

2017 2018 2019

Age 12-24 Age 25-54 Age 55+

ONLINE AUDIO = LISTENING TO AM/FM RADIO STATIONS ONLINE AND/OR

2015 2016 2017 2018 2019

Owned digital music 45

2013 2014 2015 2016 2017 2018 2019

Google Play All Access 6

Google Play All Access 5

APPLE IHEART AMAZON GOOGLE

Own a smart speaker 23 23 13 7 16 6 12

APPLE IHEART AMAZON GOOGLE

Own a smart speaker 23 23 13 7 16 6 12

2014 2015 2016 2017 2018 2019

2017 2018 2019

Age 12-34 Age 35-54 Age 55+

2017 2018 2019

2017 2018 2019

Age 12-24 Age 25-54 Age 55+

Among Spotify Listeners Age 12-24

2013 2014 2015 2016 2017 2018 2019

U.S. weekly podcast listeners averaged

Online audio has reached a new high in weekly time

Podcasting has reached a milestone, with the majority

Along with the increases in podcast listening,

Social Media usage appears to have stalled. Facebook and

Smart speaker ownership continues to grow,

Moms and Media

The Infinite Dial - Canada

Details to follow at www.edisonresearch.com

THE INFINITE DIAL © 2019 EDISON RESEARCH AND TRITON DIGITAL

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