Somerville, New Jersey; June 21, 2017: According to The Infinite Dial 2017, 7% of Americans 12+ own a “Smart Speaker,” the category of voice-controlled devices that includes the Amazon Echo and Google Home. Now, for the first time, a new study from NPR and Edison Research reveals the habits and behaviors of Smart Speaker owners. This study, entitled “The Smart Audio Report from NPR and Edison Research,” reveals that 70% of Smart Speaker owners say they are listening to more audio at home since acquiring their device.
In addition, 65% of Smart Speaker owners indicate that they would not want to go back to their lives before getting one of these devices. Indeed, 42% of owners say that their device is now “essential” to their everyday lives.
One of the more intriguing findings was the appeal of these devices to parents. Eight in ten parents say these devices have made it easier to entertain their children, and nearly 90% say their children enjoy Smart Speakers. In fact, 57% of owners with children at home say that entertaining children was a reason for wanting the speaker.
“Being a leader in audio programming, NPR was eager to work with Edison on this study, so we could best understand the role smart speakers play in everyday life and how listening behavior is shifting. This important research will guide us as we enhance the NPR experience on this platform,” said NPR’s Chief Marketing Officer Meg Goldthwaite. “Listeners love and trust NPR, and we are already the news source for Amazon Alexa, Google Home, and soon on Apple’s Homepod. We aim for NPR to be everywhere people are listening.”
“Although Smart Speakers have not been around for very long, nearly one in five owners say that these devices are the way that they most often listen to audio,” noted Edison VP of Strategy Tom Webster. “The frictionless way in which these devices enable audio consumption is already changing listening behaviors, and potentially increasing audio consumption overall.”
The Smart Audio Report, from NPR and Edison Research, contains numerous insights that have never before been reported on audio consumption, usage behaviors, ties to Smart home technology and more. The study was presented for the first time at the RAIN Podcast Business Summit in New York.
How This Study Was Conducted
The Smart Audio Report is based upon a national online survey of 1620 Americans ages 18+. 800 respondents indicated that they owned at least one Smart Speaker (160 Google Home, 709 Amazon Alexa-enabled, and 69 who owned both.) 820 respondents did not own a Smart Speaker device, and were surveyed for comparative purposes. The device owner data was weighted to nationally representative figures on Smart Speaker users from The Infinite Dial 2017 from Edison Research and Triton Digital.
NPR’s rigorous reporting and unsurpassed storytelling connect with millions of Americans everyday—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 at http://www.npr.org/about/ and 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, St. Jude Children’s Research Hospital, 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, 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.
Moms in 2017 continue to benefit from modern media and technology, making heavy consumption part of their daily routine. In the latest edition of Moms and Media, which focuses on U.S. moms and is drawn from the Infinite Dial series, the Internet takes the biggest piece of a mom’s daily media pie. On average, moms spend three hours and thirty one minutes using the Internet in a 24-hour period, surpassing time spent with TV and radio.
A major factor of that high Internet consumption is the adoption of the smartphone, allowing moms access any time of day. Smartphone ownership is still rising among moms, showing even more gains in this year’s report. Compared to the total sample from the Infinite Dial, moms are out in front for smartphone ownership. In 2017, 86% of moms own a smartphone.
For moms with Internet access at home, more than half (55%) said they access the Internet most using their cell phone. In 2017, the gap between computer and cell phone is even wider than last year, with the smartphone showing its impact once again.
Not only did Moms and Media 2017 highlight the power of the smartphone, but the data also reflects the continuing commitment that moms have to social media. This year, 93% of moms use some social networking site or service. That percentage is up from the 88% we saw last year and has consistently been rising. With plenty of options now available, there is no shortage of opportunity for moms to engage with social media.
That opportunity to engage with social media is fully recognized by moms, with 62% of social networking moms checking those sites several times per day. This has been a trend with a steady increase each year since 2008 when we first started tracking social media.
It’s May, and that means the annual Moms and Media report is fast approaching. Edison Research will release the latest installment of Moms and Media along with a webinar on May 11, 2017.
Taken from the Infinite Dial study conducted by Edison Research and Triton Digital, Moms and Media 2017 will explore the mobile lifestyle of moms in the United States and how they engage with technology and modern media. The report will showcase new tracking data about social networking, mobile device ownership, Internet usage and even online radio. In addition, we’ll highlight expanded podcast data and explore how much interest moms have in smart speakers, such as the Amazon Echo and Google Home.
Most would agree that they couldn’t survive without the Internet and it is clear from our past research that moms would fall into that category as well. More than any other medium, the Internet is critical for getting through even just a typical day. In Moms and Media 2017, we see that now almost every mom has Internet access. According to the research, 97% of moms have Internet access from any location, which means they can get online either at home, work, school or a library.
You are invited to join us on Thursday, May 11th at 2:00 pm EST when we present Moms and Media 2017. Register now for updated data about how moms utilize mobile and mold modern media and technology into their routines.
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.
Even in a year awash with negative headlines, more than three quarters of moms in the U.S. have a positive outlook for the world their children will live in.
That’s one of the key findings of a new study from The Research Moms at Edison Research. The full study, “Moms on the Future,” originally presented at the Marketing to Moms conference and via webinar on October 13th is now available to view here.
In the new study: when asked to imagine the lives of their children as adults, 60% of moms feel their children’s lives will be better than theirs.
84% of moms think their children have a fair opportunity to achieve the life they hope for.
“Moms on the Future” is a study of more than 500 adult women who are the parent or guardian of children age 21 or younger. The study views moms’ hopes for and concerns about the future through questions about financial planning, the relevance and value of a college education, and many other measures.
About The Research Moms
The Research Moms is 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. Follow @researchmoms on Twitter or contact them at email@example.com.
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.