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Edison Conducts Study Of Consumer Behavior In Malls

Edison Research conducted a shopper profile study for EYE. This study identified consumer habits and behaviors of those that shop at malls with EyeCorp media as well as measured consumer attitudes and perceptions.

Among the findings included the following:

  • Mobile is an integral part of the purchase process. Mall shoppers actively use their phones to multi-task. Top activities include contacting a friend for an opinion (59%), looking up product information (58%) and comparing prices (56%).
  • Shoppers under age 45 use their phones to get more value from their purchases with mobile coupon usage (66%) ranking as their top activity, followed by price comparisons (64%).
  • Shopping starts with a purpose and leads to browsing. While 81% of shoppers visit the mall with a plan to make a purchase, 73% also browse.

Additional findings included awareness and engagement with mall advertising.

View the results here.



Marketplace-Edison Research Poll: The economy’s improving, but Americans’ economic anxiety persists

American Public Media’s Marketplace has partnered with Edison Research to conduct a research study to develop the Economic Anxiety Index. Read more about the survey and the latest wave of results here:


The Infinite Dial 2016


Half of Americans Listen to Online Radio Weekly; Podcast Consumption Surges

Powered in part by the ever-expanding proliferation of smartphones, digital audio behaviors such as listening to online radio and podcasts are achieving significant mass usage, according to the Infinite Dial 2016, the latest in a long-running series of studies on consumer adoption of digital media from Edison Research and Triton Digital.

The study, a nationally representative telephone survey performed to the highest research standards, finds that 50% of respondents age 12 and older listened to some sort of online radio in the last week, a rise from 44% last year. With 57% of Americans using online radio monthly, the conversion of monthly to weekly users is now 88%.

Infinite Dial 2016, released today, is the latest report in a series dating back to 1998 that uses the “gold standard” of survey research—a random probability telephone sample, comprising both cellphones and landlines, of all Americans ages 12 or 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:

  • Podcast Listening showed sharp gains on both a monthly basis (17% to 21%) and weekly (10% to 13%). Those who consume podcasts on a weekly basis listened to an average of five podcasts per week.
  • In-home Ownership of Over-The-Air Radio receivers has dropped, with 79% of respondents saying they have a radio at home. That number was 96% in 2008. Among 18-34-year-olds, that number is down from 94% to 68% over the same time period.
  • Pandora remains the most-known online audio brand with 82% awareness, followed by the retooled Apple Music (67%), iHeart Radio (65%) and Spotify (52%). For listening in the past week, Pandora (32%) has a large advantage over Spotify (13%), but Spotify has narrowed that gap over 2015. Among 12-to-24s, 43% listened to Pandora last month and 30% listened to Spotify.
  • Spotify also posted a gain as “Audio Brand Used Most Often,” up 10% to 14%, while Pandora, however, leads strongly with 48%.
  • Broadcast Radio is tied for the lead among all sources used for keeping up-to-date with new music. “AM/FM Radio” is used for that purpose by 68% of respondents, the same number that rely on “friends and family.” You Tube is next with 66%. Among 12-to-24s, however, broadcast radio falls to third (58%), behind You Tube (86%) and friends/family (74%). Smartphone Ownership has increased from 71% to 76% of all respondents. Among 12-24-year-olds, smartphone ownership rose to 93%, while even respondents age 55 and older cracked the “more than half” barrier, up 45 to 51%
  • On demand video-subscriptions are at 51% of the population; 43% of all respondents subscribe to Netflix.
  • Facebook remains the most-used social media brand among all-ages with 64%. But among 12-24s, it has been overtaken by Snapchat (72% to 68%) with Instagram close behind (66%).

“Media consumption is showing signs of being dramatically changed by both technology and by new paradigms,” noted Tom Webster, Edison’s Vice President of Strategy. “Mobile’s increasing utility as ‘the first screen,’ as well as the rise of alternative content forms, such as podcasts and ‘bingeable’ content from on-demand video services is subverting the myth that our attention spans are shorter.“

“The Infinite Dial remains an important yardstick for media consumption and the 2016 edition does not disappoint”, said John Rosso, President of Market Development at Triton Digital. “As online radio joins smartphones and social media as truly mainstream, mass market activities, we are sure to see some interesting data emerge from this study.”

Watch the complete Infinite Dial 2016 presentation here:

The Infinite Dial 2016 from Tom Webster on Vimeo.

The complete Infinite Dial 2016 Study can be downloaded here:

The Infinite Dial 2016


How the study was conducted:

A total of 2,001 persons were interviewed to explore Americans’ use of digital platforms and new media. From 1/5/16 to 2/10/16, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling. Interviews were 52% landline phones and 48% 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.


Online Listening Is Growing, TSL Is Down, And Here’s Why

The last few years have been a glowing report card for online radio listening. Monthly listening to any online radio—pureplay or simulcast of broadcast radio—crossed the 50% threshold last year. This year, the weekly number hit 50% giving monthly-to-weekly listening an incredible 88% conversion rate. Online listening is clearly a habit, according to the just-released Infinite Dial 2016, Edison Research and Triton Digital’s definitive study on consumer adoption of digital media.

The one blip in online listening’s growth is a two year decline in average Time Spent Listening. That number was 13:19 a week in 2014, 12:53 last year, and 12:08 in the just-released study. AM/FM broadcasters, quick to seize on any sign of weakness, might gloat now, even though their own TSL numbers have been down (and far less transparent). So why would TSL be down among this other good news? There are a few likely reasons.

Cume Growth = TSL Leveling: As broadcasters have known for years, continued cume growth for a mass-appeal radio station often brings with it a decline in TSL. Casual listeners swell the ranks but their listening is, well, casual. The number of users of online radio has gone from 95 million to 119 million to 136 million over that two year stretch.

On Demand Means Instant Gratification: The rise of Spotify, especially among younger listeners, has brought with it a greater emphasis on the ability to “Type A Song, Hear A Song,” henceforth TAS/HAS here. This became even clearer last year when even iHeartRadio’s top seed artist for a month was the whip/nae-nae rapper, Silento, an artist who had no other catalog, and whose hit sounded like little else in Hip-Hop. Even somebody ordering up a Silento station really wanted just one song.

It was a classic top 40 tenet, attributed to Buzz Bennett, that once listeners heard their favorite song, their mission was accomplished. Even with the playlist and curation concept holding sway for some listeners, as Spotify grows, TAS/HAS certainly seems likely to reduce the need to seed an artist- or song-driven station and wait to hear a song eventually. And Spotify is also likely bringing some usage from YouTube, long famous for TAS/HAS, under the online radio banner, where it would not have been counted before.

Online Spotload is Growing: It will be a long-time before the spotload on pureplay radio is in any way comparable to the 10-16 minutes an hour that clog broadcast radio and its own streams, but I am willing to at least entertain the notion that the four units an hour is an issue for listeners who had been used to two. Even hobby-ist run Internet radio stations, whatever their long-term prospects, have had more spots in recent years.

Those TSL Numbers Include Broadcast Radio: It’s also worth pointing out that listening to the streams of AM/FM radio stations are at play here as well. And while those streams don’t offer TAS/HAS (although some streaming providers are working on greater customization), FM music radio has come as close as possible in recent years with its ultra-high turnover on the hits. There are things that broadcasters could do, from improving the streaming experience to building better national brands, that would raise both Internet radio’s overall usage and their own.

Infinite Dial 2016 - Political Following Via Social Media

One Quarter Of Americans 12+ Follow Politics On Facebook

Infinite Dial 2016 - Political Following Via Social Media

March is an exceptionally busy month for Edison:  not only are we hard at work on our upcoming Infinite Dial 2016 study with our partners at Triton Digital, but we are also the sole providers of Exit Polling to all of the major news networks. That’s right–for those of you who stayed up watching the results of things like last night’s Michigan primary, we were behind the scenes all night, providing valuable information on who voted, why they voted, and helping our network clients make the most accurate projections possible.

So, we thought it might be interesting to “cross the streams” a little, and mix a little politics into the Infinite Dial. Here’s one small “tease” of some of the information we’ll be rolling out as the year goes on: what social networks do people use to follow political news and politicians?

Well, as you can see from the graph above, the top answer with the general population should be no surprise: it’s Facebook, with 25% of Americans 12+ saying they use the popular social network to get information about politics. Twitter is a solid second for political information, which is significant in that Twitter isn’t the second most popular social networking service (more on that in The Infinite Dial.)

This graph is taken from The Infinite Dial 2016, and is based upon a representative sample of 2001 Americans 12+, conducted via mobile phone and landline, to the most meticulous standards in research. These data, like all Infinite Dial data, are projectable to the U.S. population.

For more on podcasting, online radio, social media and more, sign up for The Infinite Dial Webinar, Thursday, March 10th, at 2PM. Attendance is strictly limited to 1,000, and it will fill up–so sign up now, and get there early!

Register today for The Infinite Dial 2016.