The Podcast Consumer 2015

This presentation of The Podcast Consumer 2015 contains all new data on podcast users in America, derived from the Infinite Dial 2015 study from Edison Research and Triton Digital. The PDF (below) charts the rise of podcasting over the past decade, and also includes information on the following:

  • Demographics
  • Podcast Consumption
  • Device Usage
  • Social Media Behaviors
  • Other Media Behaviors

Download The Podcast Consumer 2015 Final here. You can also view/download the report on Slideshare, below.

In addition to the slide deck containing all charts and graphs, Edison Vice President of Strategy Tom Webster also conducted a webinar on June 24, giving context to the data and also discussing the past, present, and future of the medium. This webinar was 50 minutes long, and goes beyond the stats and into a discussion of how podcasting can grow, and what it needs to do to capture more advertising. You can watch the full webinar here:

The Podcast Consumer 2015 from Tom Webster on Vimeo.

How the study was conducted:

A total of 2,002 persons were interviewed to explore Americans’ use of digital platforms and new media. From January 6 to February 10, 2015, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling. The study includes a total of 900 cell phone interviews.

About Edison Research:
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, ESPN, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, SiriusXM, Sonos, Sony, St. Jude Children’s Research Hospital, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

About Triton Digital:
Triton Digital’s® (http://tritondigital.com) technology has connected audio supply to advertising demand since 2006, providing the technical backbone for the digital audio marketplace. The company’s innovative technology enables both live and on-demand publishers to build audience and revenue globally. As a pioneer in the space, Triton Digital has made that audience available programmatically for the first time, maximizing audience buying efficiency for advertisers across the world.


Register For The Podcast Consumer 2015

I am going to be giving a free, one-hour webinar on Wednesday, June 24th, on The Podcast Consumer 2015. This “virtual keynote” will not only go into detail on our 2015 podcasting data, it will also present a vision of the future of podcasting for both producers and advertisers. We at Edison are all very proud to have been serving the podcasting community for a decade–but what got us here, won’t get us there.

Join me at 3PM on Wednesday to find out how we are going to get there.

Register here today! Even if you can’t attend, do register–you’ll get a copy sent to you.


School’s Out (For the Summer)!

As school starts winding down and the weather starts heating up, parents are reminded of the few months ahead when their children are out of school. It’s safe to assume that kids are excited to take time off from schoolwork, but what about mothers?

Aside from being an educational institution, school is also considered a form of childcare for many parents. It provides a safe environment in which children are stimulated, educated, socialized, entertained, and fed for a good portion of the day. So what are moms’ opinions on the months when school’s out and kids are home full-time? The Research Moms have the answer and it might surprise you.

When asked to categorize their feelings about summer vacation, more than two-thirds (69%) of moms of school-age children (Kindergarten through 12th grade) said they really liked having their children out of school all summer. Surprisingly, this sentiment is pretty consistent among different types of moms, with 70% of working mothers and 68% of stay-at-home mothers choosing this response as well.

Only 3% disliked summer vacation and the stress it brings regarding childcare options and activities for children to do. The remaining 28% fell somewhere in the middle with liking it in the beginning but ready for school to start again halfway through summer.

Summers Out

You may be tilting your head and thinking, “Huh?” at this data but let’s think a little harder at what summer vacation might mean for moms. Sure, they’re losing 7-8 hours of “free” time a day, but consider some of the pluses:

  • No more homework – This is a relief not just for kids, but for parents too, who help their children with their homework. According to a 2015 survey from Education.com, 80% of parents reported spending more time helping their kids with homework than their parents spent with them.
  • Less rushing – Getting children up, dressed, out the door, and on the bus on-time are no easy feats so it’s no wonder moms enjoy having summers off. While summer camps run on a similar schedule, parents are not checking for homework or school projects.
  • Fewer dance, soccer, cheerleading, baseball, piano, (insert other extracurricular activity here) classes – Throw extracurricular activities into the mix and the school year is even busier, with the U.S. Census Bureau reporting that 57% of children between 6 and 17 years old are involved with a least one after-school activity. And since parents are most likely coordinating these schedules and figuring out transportation to and from these activities, they probably enjoy a respite from some, if not all, the chaos.
  • More fun – The days are longer, the weather is nicer, and the ice cream man rings nightly. Despite the occasional groans of boredom, kids are happy to be out of school and are probably not complaining as often. Happiness is contagious and it’s likely that mom catches some of the joy as well.

So while a famous Christmas carol observes that “Mom and Dad can hardly wait for school to start again,” it seems that summertime is a completely different season.

mobile profile infograph smaller

Why Mobile Moms Matter

I recently attended the annual variety show at my daughters’ elementary school. While I was watching the performances, I couldn’t help but take note of how many smartphones were in the audience.   Being used for photos, videos and downtime between acts they were out in full force with the moms. Afterward, my Facebook newsfeed was full of pictures from the event.

The next day, waiting my turn in a long checkout line, I noticed that every single one of the seven women in line around me had a smartphone in hand. They were ready to pull up a coupon, check social media or get that all important text. Different scenarios but the same message: smartphones are always in play. In the 2015 edition of Moms and Media, we saw that 84% of moms own a smartphone.

If you are a mom, your smartphone is an extension of you. The smartphone is not only your portal of communication, but it also serves up media, entertainment and all the infinite information that the online world brings. In fact, smartphones are probably the only thing that can rival mom when it comes to multi-tasking! For these reasons, mom relies on her smartphone to keep her busy life on track. Here are some reminders about why it matters that mom is mobile.

Mobile devices allow moms to:

  • Be online everywhere
  • Regularly interact with brands and retailers
  • Engage with other consumers
  • Leverage social media passion and usage
  • Be constantly accessible
  • Immediately share photos and videos

mobile profile infograph smaller

21051 - Share of Ear - Fall with YouTube Location 13+

More than half of all audio usage is in-home

There’s a longstanding argument from the AM/FM Radio industry that “half of all radio listening is in the car.”  And even that might be a bit of an exaggeration, as our study shows it to be a little less than half  of AM/FM usage among all consumers but about half among younger consumers.  But when one expands the perspective to all audio consumption, the picture is quite different.

As the graph below shows, when one looks at the totality of the audio space, including owned music, streamed audio, podcasts, TV music channels like Music Choice, and YouTube for music among other things, more than half of all listening is done in the home.  In-car is a healthy 30%.

21051 - Share of Ear - Fall with YouTube Location 13+

Edison’s Share of Ear™ study is the only study measuring all audio usage, both music and speech based content and using a fully representative national sample reflecting the entire population (using both online and offline data collection).