The Infinite Dial 2017

Podcasting Continues to Boom as Four in Ten Americans Tune In; Smart Speakers Make Their Debut

The 2017 Infinite Dial Study by Edison Research and Triton Digital unveils the latest research around digital audio, social media, mobile, smart speakers, and podcast consumption

Podcasting continues to be a growth medium, as 40% of Americans 12+ say they have ever listened to a podcast, while 24% say they have listened to one in the past month, up from 21% one year ago. In addition, six in ten Americans are now familiar with the term “podcasting,” a number that has risen 22% in two years.

The 2017 Infinite Dial, the latest report in a series dating back to 1998 that covers consumer usage of media and technology, also introduces coverage of “Smart Speakers,” a category which includes voice-controlled devices such as the Amazon Echo and Google Home. Today, 63% of Americans 12+ are aware of at least one device in this category, while 7%, an estimated 20 million Americans, live in households that have at least one smart speaker.

The Infinite Dial study uses the “gold standard” of nationally representative survey research—a random probability telephone sample, comprising both mobile phones and landlines, of all Americans ages 12 and older. The study has become the report card on digital audio and other digital media, and is widely used and quoted by broadcasters, Internet radio, ad agencies, and the financial community.

Among the many other highlights:

• Half of Americans 12+ now have access to a Netflix subscription

• The Weekly Online Radio audience is now 140 million Americans, or 53% of Americans 12+

• Time spent listening to online radio surges to an all-time high of 14:39 per week

• Pandora continues to lead in the online radio space—32% of Americans have listened in the past month—but Spotify is a strong second at 18%.

• Social Media usage is beginning to consolidate around a few platforms, with Twitter’s growth rate continuing to decline—especially 12-24

“With 7% of Americans 12+ now owning smart speakers such as the Amazon Echo and Google home products, this represents an extraordinary opportunity for increased consumption of internet radio in the home,” said John Rosso, President of Market Development at Triton Digital. “Content producers would be wise to pay close attention to this growing segment of the market.”

“The significant numbers we see for subscription products, such as Netflix and Spotify, as well as the continued growth for platforms that are relatively ‘advertising-light,’ such as Pandora and Podcasts, reflect a continued shift in the ability for advertisers to reach consumers with traditional, interruptive forms of advertising,” noted Tom Webster, Edison’s Vice President of Strategy. “Advertising models are going to have to adapt, and adapt quickly, to the American consumer’s increasing willingness to curate their own media mix and avoidance of traditional advertising messages.”

Download The Infinite Dial 2017

Video Replay:

The Infinite Dial 2017 from Tom Webster on Vimeo.

Slides:

How the study was conducted:
A total of 2,000 persons were interviewed to explore Americans’ use of digital platforms and new media. From 1/5/17 to 2/11/17, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling. Interviews were 51% landline phones and 49% mobile phones.

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, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, 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® 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.

Familiarity With Podcasting Grows By 22% In Two Years

Americans’ familiarity with the term “podcasting” had been relatively flat for several years, with very little movement from 2009 until 2015. Last year, however, we observed the biggest jump in awareness since 2008-2009, and this year we again have recorded a significant jump. This year, 60% of all Americans ages 12+ are familiar with podcasting, up from 55% last year.

That means that, after six years of relatively static growth, awareness of podcasting has grown by 22% in just two years. We’ll be reporting on this–and other important strides for podcasting–in our upcoming Infinite Dial 2017 study, brought to you in partnership with Triton Digital. It is based on a representative sample of 2000 Americans age 12 and older, conducted via mobile phone and landline.

 

The Infinite Dial is the longest running study of consumer behaviors around media and technology in America. The full study will bring new revelations on streaming media, social media behaviors, and anxiously awaited new information on podcasting. The 2017 study will be unveiled via Webinar on March 9 at 2 p.m.

Registration for “The Infinite Dial” is free, but strictly limited to 1,000 and always fills up. Click here to register for the 2017 Infinite Dial.

Country Radio Goes Mobile – A Recap of Edison’s Presentation at CRS 2017

Edison Research’s Tom Webster, Megan Lazovick, and Larry Rosin, along with Tim Hayden from Brain+Trust Partners, presented “Country Radio Goes Mobile” at the Country Radio Seminar on Thursday, February 23, 2017.

The presentation stressed the importance of reaching listeners through their mobile devices and suggested doing so through the apps and mobile websites they are already using. According to Edison’s Tom Webster, “it’s not about the phone—it’s about what people do with their phones when they are mobile. Your mobile strategy is about the local mobile human—and radio has always been the king of the local mobile human. AM/FM radio has been mobile media since the time of the first Motorola, the transistor radio, and the Walkman.”  

As the graph below shows, social media tops the list as the type of app or mobile site used by the most Country music listeners every day. Though radio stations already interact with listeners through social media, the presenters provided ideas to better capitalize on social, such as developing custom audiences. Read more recommendations on this from Tim Hayden, below.

Messaging and audio apps come in a close second and third with 61% and 56% of country listeners saying they use these on a daily basis, respectively.

This study was conducted online among smartphone owners in the U.S. between the ages of 18 and 54. Ethnographic interviews were also conducted to obtain a more intimate understanding of mobile behavior.

 

Click here to view the full presentation from CRS.

 

Tim Hayden, from Brain+Trust Partners, presented CRS attendees with a number of resources and ideas to help country stations engage with their mobile listeners. The following is a complete list of the resources he discussed:

·         Facebook Messenger:

·         Custom Audiences:

 ·         Chatbots (artificial intelligence):

·         Snapchat Geofilters:

·         Waze Digital Billboards:

Infinite Dial 2017 Music Discovery

What We Discovered About Music Discovery

Infinite Dial 2017 Music Discovery

The radio station sweepers say, “Number One for new music discovery.” And while it is still amongst the top ways in which listeners say they keep up to date with new music, AM/FM radio has fallen to #2 behind “Friends and Family.”

That’s just one of the findings from our upcoming Infinite Dial 2017 study, brought to you in partnership with Triton Digital. It is based on a representative sample of 2000 Americans age 12 and older, conducted via mobile phone and landline.

The Infinite Dial has become the report card for digital usage, and the 2017 study will be unveiled via Webinar on March 9 at 2 p.m.

Last year, AM/FM radio was tied with “Friends and Family” as the channel used most for music discovery among respondents who said it was at least somewhat important to keep up with new music. Friends and family holds steady this year at number one, but AM/FM radio falls to third behind YouTube. Pandora is up slightly in fourth place.

Spotify has an eight- point jump  as the item used most in usage for music discovery. Among 12-to-24-year olds, it surges to #3 most-used with a nearly ten point lead over broadcast radio.

The Infinite Dial is the longest running study of consumer behaviors around media and technology in America. The full study will bring new revelations on streaming media, social media behaviors, and anxiously awaited new information on podcasting.

Registration for “The Infinite Dial” is free, but strictly limited to 1,000 and always fills up. Click here to register for the 2017 Infinite Dial.

The Infinite Dial 2017 – Save The Date!

edison-triton-logosPlease save the date for the 2017 Edison Research/Triton Digital Infinite Dial webinar, which will take place on Thursday, March 9th, at 2 PM Eastern. The Infinite Dial, now in its 25th iteration, remains the longest running study of consumer behaviors around media and technology in America. This year, we will continue to measure a number of trends in media usage and consumption habits, particularly about streaming media, radio, mobile media consumption and social media behaviors, and we have expanded our podcasting section. Attendees will learn how the streaming audio landscape has changed, which social media platforms are growing, and how new technology is influencing media consumption. The webinar will be hosted by Tom Webster from Edison Research (that’s me!) and John Rosso, President, Market Development of Triton Digital.

Attendance is strictly limited to 1,000, and it will sell out–so sign up now, and get there early!

Register here for The Infinite Dial 2017!