On-Site Insights: The Edison Research Digital Out-Of-Home Study

Just released: New DOOH study from Edison Research

With more and more Americans subscribing to ad-free content and blocking online advertising, brands are finding it increasingly challenging to reach consumers with even the most relevant information. One channel that remains strong, however, is digital out-of-home (DOOH) advertising. Until someone invents glasses that block advertisements, DOOH will continue to be a compelling and effective means to disseminate brand messages.

In order to measure the value of digital out-of-home, Edison Research conducted a national online survey of 1,013 Americans, ages 18+, to gauge their recall and perceptions of DOOH advertising in the places where they work, shop, eat, and travel. Approximately two-thirds of Americans (65%) say that they recall seeing an out-of-home digital video display in the last month in any of the 20 different locations listed. The study found that the highest recall for these screens were in locations where they could immediately influence a transaction such as gas stations, convenience stores, malls, and retail stores. Nearly a quarter of Americans also noted that they had seen a display in the last month at a café or quick service restaurant, which is indicative of just how rapidly this channel is becoming more commonplace, especially with the growing number of digital menus installed by some of America’s largest food service companies.

Which locations have the highest recall?

Some of the most fascinating data in this study are the recall of DOOH displays in various locations by people who have actually visited those locations. For example, while the net percentage of Americans who recall seeing digital video displays in an airport is relatively low, that is more a function of the fact that most people haven’t visited an airport in the last month. But when you look only at people who have visited each location, airports lead the way in recall, at 74%. In fact, the top locations by recall (airports, sporting events, and movie theaters) all offer truly captive audiences making these locations particularly effective for delivering a message. Of course, the power of DOOH advertising is that it is designed to capture the attention of consumers who are literally in transit, and we observed high recall of these screens not only at the airport but also at train stations (50%) and waiting areas for public transportation (32%).

The benefit of asking about each individual out-of-home venue is that we can create audience profiles for each location. Location-specific demographics and perceptions of digital video displays are available upon request.

How do consumers react to digital video displays?

Of course, recall alone is not enough–DOOH displays have to actually work! And, in fact, they do–46% of Americans 18+ who recalled seeing a display in the past month agree that digital video displays are a good way to learn about products and services, while more than a third (35%) take the sentiment a step further and agree that these displays are “engaging.” Finally, people take action subsequent to engaging with DOOH displays. One-third of those who recall seeing an ad on a digital display in the past month say that they have sought out more information about a product as a result of that interaction, while 29% say they have recommended a product they had seen advertised on a DOOH display to a friend or family member.

How do we continue to measure DOOH effectiveness?

We anticipate that DOOH advertising will continue to grow for these reasons and more, especially as new technology continues to improve the interactivity and contextual relevance of the content being served to digital video displays. Of course, if it isn’t measurable, it isn’t useful. Edison’s unique expertise in the science of exit polling and America’s most extensive network of trained out-of-home researchers give us the ability to deliver quantitative and qualitative metrics for all manner of DOOH displays and in literally any location imaginable. For more information on our capabilities or more on our On-Site Insights research, contact info@edisonresearch.com.

Access the full On-Site Insights from Edison Research report here.

Parents, Teens, and Country Music: Edison Presents at CRS 2019

Today Edison Research’s Larry Rosin, Megan Lazovick and Laura Ivey presented a brand new research study, “Understanding Parents, Teens, and Country Music.” This special presentation, commissioned by Country Radio Seminar (CRS) for their 50th anniversary, looks at both the present and the future of Country, radio, and how music gets passed down…and up.

This comprehensive study is based upon both a national survey of parents and teens, and also video ethnography of how these two very important groups interact with music, the radio, and each other. Among the presentation highlights are the following:

  1. Nearly half of teenagers say that music is a “bonding activity” with their parents.
  2. 60% of teens who listen to Country Music say their parents have gotten them to listen more to Country Music.
  3. According to Edison’s industry-leading Share of Ear® study, AM/FM radio remains the top platform for teens, with 63% of 13-19 year-olds listening to radio every day.

To view the presentation visit: https://app.customshow.com/slideshow/pn41bf

About Country Radio Seminar: Country Radio Seminar is an annual convention designed to educate and promote the exchange of ideas and business practices in the Country music industry, with specific emphasis on issues relevant to Country radio. Country Radio Seminar 2019 is set for Feb. 13-15, 2019 at the Omni Hotel. Visit www.CountryRadioSeminar.com for more information. Like CRS on Facebook and follow CRS on Twitter(Hashtag #CRS50).

The 2019 Infinite Dial – Save the Date

Infinite Dial title slide

Please save the date for the 2019 Edison Research/Triton Digital Infinite Dial webinar, which will take place on Wednesday, March 6th, at 2 PM Eastern. We will be streaming the results live online, and the complete presentation will be available at edisonresearch.com and tritondigital.com subsequent to the webinar.

The Infinite Dial remains the longest-running study of consumer behaviors around media and technology in America. This year, we will continue to measure a number of trends in media usage and consumption habits, particularly about streaming media, radio, mobile media consumption, and social media behaviors, and we have expanded our podcasting and smart speaker sections. Attendees will learn how the streaming audio landscape has changed, which social media platforms are growing, and how smart speaker ownership is trending. The webinar will be hosted by Tom Webster, Senior Vice President, Edison Research and John Rosso, President, Market Development of Triton Digital.

Click to register and view the Infinite Dial 2019!

In-car radio dial

“Radio” Listening Dominates Audio In-Car

As Edison Research’s Share of Ear® studies have consistently shown, when people are in their cars, it is AM/FM Radio that is the overwhelmingly dominant audio companion – -with 67% of all listening going to broadcast radio.

No matter the age of the car one is driving, this is the case. AM/FM garners a strong majority of all time spent listening in the car, even among people who drive the newest cars.

However, one can’t help but see that among those who drive the newest cars, listening to AM/FM is not quite as robust as it is among people who drive older cars.  When people have more choices, some people will, obviously, avail themselves of these new options.  And the choice that people driving newer cars seem to be making in greater numbers is SiriusXM.  As the graph below shows, among people whose principal car is model years 2015-2018 more than one-quarter of listening in the car goes to SiriusXM.

What is fascinating is if one adds together the AM/FM number and the SiriusXM number, as is shown in the graph below.  In every case, the sum of the two numbers is essentially the same.  No matter the age of the car – about seven-eighths of all listening goes to “Radio” – whether it is delivered from a satellite dish or a ‘terrestrial’ tower.

Share of Ear In Car Listening AM FM and SiriusXM

For all the discussion of new technologies in the car, such as voice activation, podcasts, and streaming, for most people and drivers of most cars, their time spent behind the wheel is taken with linear, programmed, hosted ‘radio’ type content.

For more on in-car listening, download the complete Miles Different: In-Car Audio study here.

How the Share of Ear® study is conducted:
Edison Research conducts a nationally representative study of Americans ages 13 and older to measure their time spent listening to audio sources. Respondents complete a 24-hour diary of their audio listening on an assigned day. Diaries are completed both online and by-mail using a paper diary. Diaries were completed in both English and Spanish.

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, 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, Slate, ESPN, PodcastOne, WNYC Studios, and many more 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 is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. 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.

 

Women and Economic Anxiety

Click here to download the Women and Economic Anxiety study from the Marketplace-Edison Research Poll.

Women in the U.S. are losing sleep over their financial situations, feel more anxious than men about their personal financial circumstances, and are less likely than men to say the economy is strong. For women of color in the U.S., the differences are even more pronounced. The latest data from the Marketplace-Edison Research Poll shows major disparities in how women and men perceive the U.S. economy as well as their personal economies, and for nearly all women it is a stressful story.

According to our national exit poll data from the 2018 U.S. midterm elections, women leaned vastly more to voting for Democrats, and data from The Marketplace-Edison Research Poll allows us some insight into the economic views of American women that may have motivated these choices.

The Marketplace-Edison Research Poll is a regular series of surveys examining how the U.S. population feels about their personal economy and financial situation in the landscape of the broader U.S. economy. It paints a compelling story about women and their current relationship with finances and the economy.

The Economic Anxiety Index is a tool designed by Edison Research and Marketplace to measure the amount of stress a person feels about their individual financial situation through a series of twelve questions regarding job security, saving and expenses, and general financial anxiety.

Principal Findings:

  • Women have a higher median Economic Anxiety Index score than men (26 v. 22).
  • Non-white women have a higher median Economic Anxiety Index score than women in general (30 v. 26).
  • Women are less likely than men to say the U.S. economy is strong (50% v. 70%), and only 37% of non-white women say the U.S. economy is strong.
  • Healthcare is by far the top national economic issue of concern for women with 35% of women citing it as their number one concern among a list of seven items, including taxes, immigration, and rising prices.
  • Women are less likely than men to say they are financially secure (31% v. 42%).
  • Women are more likely than men to lose sleep over their personal financial situation (35% v. 26%). Non-white women (38%) are slightly more likely than all women to lose sleep over finances.
  • The majority of women feel that Washington has forgotten them. Seventy-four percent of non-white women and 69% of all women say that the government in Washington has forgotten about people like them.

How the study was conducted:
Edison Research conducted a national survey of the United States population aged 18 and older. There were 1,058 interviews conducted via landline phone, cell phone, and online. Interviews specific to the topic of the economy were conducted from September 25, 2018 to October 1, 2018.

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 Laboratories, Google, 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, Slate, ESPN, PodcastOne, WNYC Studios, and many more 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 is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. 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.