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WAKE ME UP: How Do Americans Wake Up?

“Momma, need the potty!”

Those cries of my three-year-old woke me this morning, putting me in the same category as the 12% of Americans who are woken by someone else in their household, according to Edison’s “Wake Me Up” study.

In the national online study commissioned by the Country Radio Seminar, we asked 1550 18-54 year olds how they woke up:

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Contrary to what I would have guessed, only 50% of Americans ages 18-54 use an alarm to wake up.  It is also surprising to learn that 33% of people just ‘get up.’

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Looking more closely at those who do use alarms, we see that the mobile revolution is fully underway.  Half of respondents who use an alarm used their mobile devices.  Only 15% of alarm users told us they woke up to the sound of radio.

Given the popularity of the mobile device as an alarm, there seems to be an obvious opportunity here. Want to catch your audience first thing in the morning? Tie your service to a mobile alarm.

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WAKE ME UP: What time do Americans start their day?

Edison Research’s “Wake Me Up” study, commissioned by the Country Radio Seminar, provided us with many insights on Americans, including when they start their day. If you’re hoping to capture a morning audience, take a look at the graphic below:

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Our study, which was conducted only on weekdays among those who wake up before 10am, asked, “When did you wake up this morning?”

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The results show 8% of our national online survey are awake by 5am, when many television and radio morning shows sign on the air.

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By 5:30am, one in five are awake.

 

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The peak time for waking up is between 6 and 6:30am.  Twenty-three percent of our sample rises in that half-hour, and this is the point when more than half of the nation’s potential audience is now awake.

 

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Another 26% rise between 6:30 and 7:30 – and now most all respondents are awake.

 

 

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And then there are the lucky ones:17% of our sample have the luxury of sleeping past 8am.

 

 

How the study was conducted:
Edison conducted a national online survey of 1,550 respondents age 18-54 in January 2015.

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.

 

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WAKE ME UP: An In-depth Look at Mornings

How many things did you do before walking out the door this morning? Did you check your email, make coffee, force your kids to brush their teeth, walk the dog? The list goes on.

wake me up squareThe morning can be one of the most hectic times of the day and Edison Research got a unique opportunity to study the morning routines of Americans recently. In a study commissioned by the Country Radio Seminar, entitled “Wake Me Up,” we performed an exhaustive national survey of adults 18 to 54 – conducted entirely on weekdays – where our respondents told us all about their behaviors in the morning and attitudes about mornings. In addition to answering lots of general questions about mornings – they kept a diary of their behaviors on that very morning, explaining how their day tracked along.

Over the next few weeks we’d like to share some of the national data that was not already presented at the Country Radio Seminar in February. (The CRS presentation can be found here.)

And here’s our first finding in the “Wake Me Up” series: A majority of people do not consider themselves “a morning person.”

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How the study was conducted:
Edison conducted a national online survey of 1,550 respondents age 18-54 in January 2015.

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.

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The Infinite Dial 2015

The Infinite Dial 2015, the latest in a long-running series of studies on consumer adoption of digital media, was released today (see below for download information). This new national survey from Edison Research and Triton Digital found that 53 percent of Americans age 12 and older listen to online radio monthly and 44 percent, or 119 million people, listen on a weekly basis.

The study, released today, is the 23rd in a series dating back to 1998 that use the “gold standard” of survey research – a random probability telephone sample representative of all Americans ages 12 and older.

Among the many other findings:

  • More than seven in ten (71 percent) now own a smartphone, an increase of ten percentage points from the 2014 report.
  • Pandora is the leading Internet-only audio service. More than half (54 percent) of Internet audio users say that Pandora is the service they listen to most often followed by iHeartRadio (11 percent), Spotify (10 percent), and iTunes Radio (8 percent).
  • Facebook is the most used Social Media site with nearly two-thirds (65 percent) of those who use any Social Media saying Facebook is the service they use most often. Among 12 to 24 year-olds, Facebook (43 percent) is the most used, beating Instagram (18 percent), Snapchat (15 percent), and Twitter (8 percent).
  • Podcasting is on the rise, as monthly audio podcast consumption grew from approximately 39 million monthly users in 2014 to approximately 46 million in 2015.
  • The majority of Americans (57 percent) say that technological change over the last ten years has had a positive impact on society; while only 15 percent say that it has had a negative impact.
  • Nearly two-thirds (63 percent) of all users and nine-in-ten 12 to 24 year-olds have used YouTube to watch music videos or listen to music.

“Media consumption habits have changed dramatically in the past five years,” noted Tom Webster, Vice President of Strategy and Marketing, Edison Research. “Online Radio has become mainstream, Podcasts are enjoyed by a significant portion of the population, and even the social media platforms that dominated five years ago have shifted. It’s vital for marketers and advertisers to understand and plan for these shifts.”

“Perhaps the most significant finding from this year’s report is the change in frequency of use for streaming audio,” said John Rosso, President, Market Development, Triton Digital. “For years Americans have been occasional listeners but for the first time it’s apparent that streaming audio has become an ingrained part of our lives as the number of Americans listening weekly is now 44 percent. This is a huge opportunity for publishers and marketers to better identify and target their listeners to maximize ad-based revenue.”

Download The Infinite Dial 2015 here.

The Infinite Dial 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.

 

Media Contacts:

Nicole Cornwell

Fama PR for Triton Digital

617-986-5014

triton@famapr.com

 

Tom Webster

Edison Research

twebster@edisonresearch.com

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Triton Digital Partners With Edison Research To Deliver Podcast Measurement Technology

Webcast Metrics On Demand will Enable Publishers to Scale Sales Effort and Better Monetize Podcast Content
LOS ANGELES — MARCH 2, 2015 — Triton Digital, a leading technology provider to the audio industry, today announced a partnership with Edison Research to deliver Webcast Metrics On Demand (WCMOD), a podcast audience measurement solution. Working together, the companies are combining their technology, relationships and market experience to offer a measurement product to help publishers scale their sales effort and better monetize podcast content. Triton and Edison also partner on the annual Infinite Dial study.

“Without standardized and credible third party audience measurement it has been extremely difficult for podcast publishers to gain acceptance from brand advertisers. Triton and Edison are solving this challenge and enabling publishers to credibly present their audience and monetize across multiple sales channels,” said Rob Favre, General Manager and Chief Compliance Officer, Webcast Metrics. “The U.S. market for audio podcasts is roughly $100 million today but with Webcast Metrics On Demand, developed together with Edison Research, podcast inventory gains the credibility to transact broadly and build greater market value for both publishers and advertisers.”

“Triton is a great technology partner to help deliver this solution given their outstanding Webcast Metrics measurement products and broad agency adoption,” said Tom Webster, Vice President, Edison Research. “Their credibility, along with Edison’s expertise in measuring audiences, makes us a powerful combination delivering the podcast industry’s first comprehensive ratings and audience information service.”

WCMOD is expected to be released later this year. For more information or to participate in a beta test please contact Dominick Milano, President of Publisher Development at Triton Digital (dominick.milano@tritondigital.com).

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.

About Edison Research
Edison Research (www.edisonresearch.com) conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby, Google, MTV, NPR, Pandora, PodcastOne, Samsung, Siemens, Spotify, Time Warner, The Voice of America, Yahoo!, and Zenithmedia. Edison Research works with many of the largest American radio ownership groups, including Entercom, Clear Channel, 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 six major news organizations that comprise the National Election Pool: 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.

For more information, press only:

Nicole Cornwell
fama PR
617-986-5014
triton@famapr.com