American Public Media’s Marketplace and Edison Research track the Economic Anxiety Index and release the first post-election measures. Read more about the survey and the latest wave of results here.
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.”
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.
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.
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:
- From Facebook: A platform designed for businesses and developers
- Success Examples: How to Use Facebook Messenger for Your Business
- How to video: Using Facebook Messenger for Customer Service
· Custom Audiences:
- From Facebook: Real businesses. Real results.
- Success Examples: 15 Ways to Use Custom Audience on Facebook
- How to video: Create Custom Audience from a Customer List in Facebook
· Chatbots (artificial intelligence):
- Learn more & read often: https://www.chatbots.org/
- More: Get Ready For The Chat Bot Revolution: They’re Simple, Cheap And About To Be Everywhere
- Success Examples, a great list: Best Examples And Ways To Use Bots
- How chatbots work video: Chatbots for business
· Snapchat Geofilters:
- From Snapchat: https://www.snapchat.com/on-demand
- What others say: Why Incorporating Snapchat Into Your Small Business Plan Is A Big Deal?
- Success Examples: 11 Examples of Branded Snapchat Filters & Lenses That Worked
- How to video: How to Create A Snapchat Geofilter
· Waze Digital Billboards:
- Getting Started with Waze: https://www.waze.com/brands/solutions/
- More from Waze: Waze Case Studies
- Video on Waze Ads work: Waze Advertising: Put yourself on the map
- What others say: Waze’s Branded Pins Drive — Literally — Map Users To Local Shops
As a nation, we are quickly approaching Election Day and therefore thinking about change. With thoughts of change come questions about the future and what it will bring, especially for our children. With recent current events and a particularly harsh political cycle, we are reminded of the turbulent and scary world we live in. However, despite the negative headlines moms’ outlook for the future is surprisingly bright.
According to “Moms on the Future,” a new study from The Research Moms at Edison Research, 77% of moms have a positive outlook about the future world their children will live in. They don’t view the world as harshly as one would expect. In fact, moms are optimists, believing that good things are to come. Most moms surveyed, 60%, believe their children will have a better adult life than they have themselves. Furthermore, more than 4 in 5 moms believe their children will have a fair opportunity to achieve the life they hope for.
Not only do they see their children as having the opportunity, but moms also believe their children will be prepared to make a mark on the world. The education, skills and experience needed for success will be with their children, according to almost all moms surveyed.
While moms show their optimistic side, believing in promise and opportunity, they do not have their heads in the clouds. Moms are futurists and because they have to, they are always thinking about what’s coming next. They watch and predict where their children will succeed and where they may stumble. Moms see the future realistically and they acknowledge that life will continue to be challenging, especially when addressing the economics of education.
A college education for their children is highly valued. The vast majority, 83% of moms said it is important that their children pursue a college education. Among the moms in the sample who had a college education themselves, the value is even greater, with 90% saying it is important.
As important as it is to them, the cost of higher education does not go unnoticed by moms. Not only do 82% of moms fear not having enough money to afford college for their children, nearly 40% said they fear this a lot. The big price tag is daunting for moms and many have already begun saving. Just under 60% of moms have money specifically saved for their children’s college education.
Moms are usually their children’s biggest fan but when it comes to taking care of herself, mom is not quite the same cheerleader. Raising children is not an easy job and they have many needs that take precedence over a mom’s. As altruists, moms put the needs of their loved ones before their own. This is evidenced in how moms actually plan for their own future. Fewer than 2 in 5 moms have a last will and testament, while about only half have a guardianship plan in place. Looking at it from the reverse, that means half of moms don’t have a plan in place for someone to care for their children if they are no longer able.
Less than one-third of moms surveyed are on pace to retire as they hope. Moms who are 45-64 years old index even lower, with only 24% of them saying they are on pace. A number of factors could contribute to this, such as having college age kids, which means more savings for college and less for retirement. It could also be that this age group is closer to the actual age of retirement and they are more conscious of being behind pace. No matter the reason, it isn’t surprising that most moms don’t feel on pace to retire because of the high costs of raising a family.
The fact that they aren’t on pace for retirement is on the radar for moms, with 86% of moms saying they fear not having enough money saved for retirement. Digging deeper we see 41% of moms actually fear this a lot. This illustrates a classic example of having the want and the need but not necessarily the means. Moms want to be able to save as much as they can but with so many other expenses, the retirement fund gets pushed to the back burner.
Looking closely at how moms view the future for themselves and their children, the themes of optimism, futurism and altruism are apparent. Mom the optimist is the believer in her children, the biggest fan who sees promise. Mom the futurist is watching her children for any missteps yet all the while preparing for future greatness. Mom the altruist is at every practice and competition sacrificing her own time and needs.
Messages to moms should appeal to their optimistic side and let them believe in the good that is to come instead of pointing out the everyday chaos that they are all too aware of. To play to moms’ futurist role, acknowledge the work efforts that are put in for their children’s future: the planning, the saving and the encouragement. Finally, for mom as the altruist, give tools and reminders to allow her to prioritize her health, retirement and happiness.
About the study:
The Research Moms conducted a national online survey of 520 mothers who were age 18-64 and had children age 21 or younger.
About the Research Moms
The Research Moms are Edison Research’s team of experienced researchers who also happen to be moms. Combining a solid platform of market research with real life insight, they are a unique resource for analyzing habits, behaviors and trends among moms.
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 and final wave of results here.
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