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The Smart Audio Report from NPR and Edison Research, Spring 2018

Smart Speakers Enter the Mainstream

The Smart Audio Report 2018. Click here to download or to view webinar

With smart speaker ownership over 43M in the U.S. (18+), smartspeakers have quickly expanded beyond first adopters. New smart speaker owners are emerging as a distinct audience in terms of user profile and behavior according to new research from The Smart Audio Report, which for the first time offers a preview into the realities of mainstream use, and reveals opinions about brand activations and messaging within the voice assistant ecosystem. 

“First adopters” (those who have owned a smart speaker device for more than one year) demonstrate more advanced use of the voice assistant and smart speaker – for instance, using it to control home security and other household devices. By contrast, new, “early mainstream” users (who have owned a smart speaker device for less than one year) are relying on the technology for a wider range of daily activities including ordering food, making calls, getting traffic reports, researching products, shopping, and even facilitating family/social time.

“Voice-activated tools have become part of our daily lives and are bringing dramatic changes to consumer behavior,” said NPR CMO Meg Goldthwaite. “As the research shows, smart speaker owners are turning off their TVs and closing down their laptops to spend more time listening to news, music, podcasts and books — fueling the demand for more audio content.”

“In homes that have had smart speakers for at least a year, they are now the number one device for consuming audio. This has profound ramifications for anyone in media and advertising. For millions of Americans, smart speakers are truly the new radio,” says Tom Webster, Senior VP of Edison Research.

The Smart Audio Report from NPR and Edison Research, which debuted in June 2017, is a reoccurring study on trends in Smart Speaker ownership and voice assistant user behavior. A full archive of research from the Report is available here. NPR was the default Flash Briefing provider on Amazon Alexa devices at launch in 2014, and also on Google Home, Microsoft Cortana and Apple HomePod devices.

How This Study Was Conducted

The Smart Audio Report is based upon a national online survey of 909 Americans ages 18+ who indicated that they owned at least one Smart Speaker. The device owner data was weighted to nationally representative figures on Smart Speaker users from The Infinite Dial 2018 from Edison Research and Triton Digital.

About NPR

NPR’s rigorous reporting and unsurpassed storytelling connect with millions of Americans every day — on the air, online, and in person. NPR strives to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures. With a nationwide network of award-winning journalists and 17 international bureaus, NPR and its Member Stations are never far from where a story is unfolding. Listeners consider public radio an enriching and enlightening companion; they trust NPR as a daily source of unbiased independent news, and inspiring insights on life and the arts. More information about NPR is available here and by following NPR Extra on Facebook, Twitter and Instagram.

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, NPR, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, The Gates Foundation, and Univision. Edison is the leading podcast research company in the world, and has conducted research on the medium for NPR, CBS, PodcastOne, WNYC, and many more leading companies in the space.  Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, and NBC. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

Sexual Harassment in the Workplace 2018

To view and download complete study: Sexual Harassment in the Workplace: #metoo, Women, Men, and the Gig Economy

Twenty-one percent of Americans say they have experienced sexual harassment in the workplace: 27% of women and 14% of men say they have experienced sexual harassment at work. Among the 24% of Americans working in the gig economy, 30% of them say they have experienced sexual harassment at work. These are some of the many findings from the recently released Sexual Harassment in the Workplace: #metoo, Women, Men, and the Gig Economy report from the Marketplace-Edison Research Poll.

In early 2018, shortly after the #metoo movement gained momentum, Edison Research and Marketplace fielded the latest iteration of the Marketplace-Edison Research poll. This study asked a module of questions about sexual harassment in the workplace, and the results provide valuable insights into this issue among American workers.

“The Marketplace-Edison Research Poll has provided unique insights into the lives of the American population for several years, and we recognize the importance of addressing this issue through the survey for the first time,” said Edison Research President Larry Rosin.

Other key findings include:

  • Among those who have experienced sexual harassment at work, 50% of women and 64% of men agree that the harassment in the workplace hurt their career.
  • Fifty-two percent of those who have experienced sexual harassment in the workplace say they made a job change because of the harassment. Forty-six percent of women and 64% of men agree they changed jobs because of sexual harassment at work.
  • Only 25% of women who experienced sexual harassment in the workplace strongly agree they could report an incident to their employers without fear. Forty-one percent of men who experienced sexual harassment in the workplace strongly agree they could report an incident to their employers without fear.
  • Of those who have experienced sexual harassment in the workplace, women are less likely than men to strongly agree that the incident was handled properly by their employer. Only 30% of women and 53% of men strongly agree that their employer handled the incident properly.
  • Those in rural areas are more likely to have experienced incidents of sexual harassment at work than those in other areas. Twenty-six percent of those in rural areas, compared to 21% in urban and 18% in suburban areas, have been sexually harassed at work.

How the study was conducted:
Edison Research conducted a national survey of the United States population aged 18 and older. There were 1,044 interviews conducted via landline phone, cell phone, and online. Interviews specific to the topic of sexual harassment were conducted from February 14, 2018 to February 20, 2018.

About Edison Research:
Edison Research (www.edisonresearch.com) conducts survey research and provides strategic information to a broad array of commercial clients, governments and NGOs, including AMC Theatres, The Brookings Institution, Disney, The Gates Foundation, Google, the U.S. International Broadcasting Bureau, Oracle, Pandora, The Pew Research Center, Samsung, Spotify, Sirius XM Radio, and Univision Communications. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, 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.

Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, conducting exit polls and collecting precinct vote returns to project and analyze results for every major presidential primary and general election. Edison conducts more than 100,000 interviews in a single day for this project. For the 2018 and 2020 U.S. elections, Edison will provide exit polls and will tabulate the national vote across every county in the United States for ABC News, CBS News, CNN and NBC News.

Moms and Media 2018: Smart Speakers, Smartphones, Social Media

Moms and Media 2018 brought us more mobile behavior, new media consumption and kids on technology.  For the first time, Moms and Media combined two separate studies to showcase not only the way moms interact with media and technology, but also moms’ view on children and technology.

With data points drawn from both the Infinite Dial series from Edison Research and Triton Digital, and a survey fielded by the Research Moms at Edison, the latest report shows how moms in the United States continue to own their tech toolkit, as well as how they perceive the influence of technology on children.

Moms in 2018 continue their mobile tendencies, maintaining a firm grip on smartphones.  With smartphone ownership among moms still on the rise, the mobile device remains a must-have.  In 2018 we see that 92% of moms own a smartphone.

With those smartphones, moms are consuming media, engaging social sites and staying organized with various apps.  They are even talking to their phones, and the smartphones are talking back.  Two-thirds of smartphone moms report using the voice assistants like Siri and Google Assistant.

In 2018, talking to devices is a trend on the rise.  We see smart speakers definitely working their way into moms’ routine this year. Smart speaker ownership has almost quadrupled, with Amazon Alexa leading the way.  The report shows that 23% of moms own some type of smart speaker, up from the 6% that said so last year.

Moms have had a history of strong social media engagement.  While 2018 still reflects a healthy social media presence of moms, usage is down from previous years, with 89% of moms now using social media compared to where it was at 93% last year.

We know that technology is a major force in the life of a mom, but how does that translate to children?  Managing children’s exposure to technology is a challenge, as it continues to integrate itself into their daily lives at home and school.   Four in ten moms report being less restrictive with their children using technology than they expected to be, while about a quarter (24%) said they are more restrictive than they expected.

 

For the full 2018 Moms and Media report from Edison Research see below.

The Infinite Dial Australia 2018

The Infinite Dial Australia, by Edison Research and Triton Digital, is the newest study of digital media consumer behavior in the Infinite Dial series and second annual study to be conducted in Australia. It is modeled after the original Infinite Dial report, which has been conducted yearly in the U.S. since 1998, and was conducted for the first time in Canada last year. The Australian Infinite Dial Study was commissioned by Commercial Radio Australia (CRA), Southern Cross Austereo (SCA) via their PodcastOne subsidiary, and Triton Digital.

Some highlights from the study include:

  • Despite the presence of a variety of audio options, radio consumption continues to rise in Australia, with 88% of people aged 12+ having listened to an AM/FM/DAB+ in the last week, up from 85% and outpacing the U.S.’s 65%. Radio is the leading audio platform.
  • Radio is the choice for in-car listening, with 89% of people having listened to AM/FM radio in the car in the last month. Seventy percent of Australians use AM/FM radio as the audio source they use most often in-car, leading Canada (63%) and the U.S. (56%).
  • Familiarity with the term “podcasting” has grown from 72% to 78% in Australia. Thirteen percent of Australians have listened to a podcast in the last week, up from 10% in 2017.  An average of five podcasts are listened to each week by those who are weekly podcast listeners.  Fourteen percent of weekly podcasts are by Australian radio stations or Australian radio personalities.
  • Facebook usage as “the social media brand used most often” is down from 73% in 2017 to 60% in 2018, but overall social media usage by Australians is up to 82% in this study.
  • Ninety percent of Australians own a Smartphone, and 96% of 25-54 year-olds in Australia own a smartphone.
  • Regarding Smart Speakers, Google Home leads Amazon Alexa with a 61% awareness versus 28%. Smart speaker ownership is 5% in Australia.
  • Netflix remains the most popular on-demand video service, with 41% of Australians subscribing. In the last week in Australia 49% of people have used Netflix, Foxtel Play, Go or Now, Stan or Amazon Prime.

 

How the study was conducted:
The Australian Infinite Dial study was conducted in the first quarter of  2018 and uses a nationally representative survey of 1009 people and is a random probability telephone sample, comprising both mobile phones and landlines, of all Australians aged 12 and older.

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. 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® is the global technology and services leader to the digital audio and podcast industry.  Operating in more than 40 countries, Triton Digital provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize their revenue, and streamline their day-to-day operations. In addition, Triton Digital powers the global online audio industry with Webcast Metrics®, the leading online audio measurement service, that makes it easy for advertisers and brands to determine the best destination and time to reach their target audiences. Through unparalleled integrity, excellence, teamwork, and accountability, Triton Digital remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global online industry.

Contact
Edison Research

Tom Webster
+1 908-707-4707
twebster@edisonresearch.com

Triton Digital
Kristin Charron
+1 514-448-4037
Kristin.Charron@tritondigital.com

radio

Heavy Radio Listeners: New Insights from The Infinite Dial

As broadcasters look to smart speakers to increase AM/FM radio listening at home, a new study shows that one-fifth of broadcast radio’s biggest users already own such a device. That’s just one finding from “The Infinite Dial: Heavy Radio Listeners,” released today by Edison Research. The data is derived from The Infinite Dial 2018 study, which is conducted in partnership with Triton Digital.

This report looks at the 30% of the American population ages 12 and over who are “Heavy Radio Listeners” – defined as those who listened to more than one hour of radio in the last day. This new data on the Heavy Radio Listener from The Infinite Dial allows everyone to understand not just what other kinds of audio and media people are using, but how Heavy Radio Listeners compare to the population at large.

New insights from this report include:

  • Almost 18% of Heavy Radio Listeners do not have a radio receiver in their home, meaning they achieved “heavy” status primarily through in-car or at-work listening.
  • Twenty percent of Heavy Radio Listeners have Smart Speakers in their homes. Those devices may allow for more at-home listening over time, but can also make it easier to use competing audio services.
  • Nearly two-thirds of Heavy Radio Listeners listen to audio online, with large numbers choosing YouTube, Pandora, and the streams of AM and FM radio stations.
  • The qualitative profile of the Heavy Radio Listener is strong and shows a group that is employed and well-educated.
  • Over 1 in 6 Heavy Radio Listeners say they have listened to a podcast in the last week.

In keeping with findings from past Edison Research studies, radio’s best customers are heavy users of all audio—they listen heavily to broadcast radio, but do not limit themselves to it, something which has implications for future smart-speaker behavior.

Click here to download The Infinite Dial: Heavy Radio Listener Report.

 

About The Infinite Dial:
A total of 2,000 persons were interviewed to explore Americans’ use of digital platforms and new media. From January 4th through February 11th, 2018, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling through both landline phones and mobile phones. The Infinite Dial: Heavy Radio Listener Report considers “Heavy Radio Listeners” to be those who listened to more than one hour of radio in the past day.

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. 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® is the global technology and services leader to the digital audio and podcast industry.  Operating in more than 40 countries, Triton Digital provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize their revenue, and streamline their day-to-day operations. In addition, Triton Digital powers the global online audio industry with Webcast Metrics®, the leading online audio measurement service, that makes it easy for advertisers and brands to determine the best destination and time to reach their target audiences. Through unparalleled integrity, excellence, teamwork, and accountability, Triton Digital remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global online industry.