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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.

Meyn PANJAAPOR President

Edison’s Mary Meyn, PANJAAPOR’s new President

Edison Research is pleased to announce that Vice President Mary Meyn is the new President of PANJAAPOR, the Pennsylvania-New Jersey chapter of the American Association for Public Opinion Research (AAPOR). Meyn will lead the Executive Council during the 2018-2019 term.

“I’m proud of PANJAAPOR’s success and contributions to the AAPOR community.  I look forward to another year of engaging programming and collaboration with colleagues,” said Meyn.

Other Edison Research staffers are continuing on the PANJAAPOR Executive Council but in newly-elected positions for the 2018-2019 term:

Treasurer, Kevin Lubin

Associate Communications Chair, Amanda Marziliano

Membership Chair, Lauren Charles

PANJAAPOR logo

PANJAAPOR provides opportunities for Pennsylvania, New Jersey, and other regional public opinion researchers to come together and exchange ideas, network, and provide professional support to new members of our community. PANJAAPOR hosts quarterly educational and networking events for members. Locations alternate between Princeton and Philadelphia.

 

 

Edison Celebrates Ribbon-Cutting at 14 W. Cliff

The campus at Edison Research in Somerville, NJ just doubled in size to accommodate the company’s significant growth in election, consumer, and audio research.

On June 20, President Larry Rosin and Executive Vice President Joe Lenski, co-founders of Edison Research, officially opened the new location at 14 W. Cliff Street in Somerville, NJ. The new location is joined via courtyard to the existing Edison offices at 6 W. Cliff Street, to complete the campus.

In mid-2017, Edison was awarded the sole contract to provide vote count data for every county in the US to the National Election Pool. Many of the company’s new hires, as well as much of the additional space, will be dedicated to that effort. Edison Research has been the sole provider of exit polling data to the National Election Pool since 2003, so the addition of vote count data is a marked increase in election-day involvement.

In addition, Edison is expanding its digital audio portfolio, as the company has seen significant growth in research engagements in Podcasting, Streaming Audio, and the syndicated Share of Ear® research series. Earlier this year, Edison announced this expansion, along with several key promotions.

Executive Vice President Joe Lenski and President Larry Rosin cut the ribbon at 14 W. Cliff St.

 

 

 

 

 

Closing the Gap Between Podcast Awareness and Listening — RadioDays Europe 2018

Tom Webster, Senior VP at Edison Research, was scheduled to speak at Radiodays Europe Podcast Day in Cophenhagen, Denmark, earlier this week. Unfortunately, the best-laid travel plans were not enough to get Tom past the travel hurdles and to the conference. Fortunately, we have a video of Tom’s presentation on podcasting that was viewed at Radiodays Europe Podcast Day 2018.

Highlights: Sixty-four percent of the U.S. is familiar with the term “podcasting,” whether or not they truly understand what podcasting is or why they would want to listen to a podcast.

Only 26% of those in the U.S. say they have actually listened to a podcast in the last month, and 17% in the past week. The numbers for Canada and Australia show similarly low ratios.

Tom identifies four areas that can close the gap between a high awareness and a low listening level, and #3 and #4 are within your control:

  1. Expansion of podcasting space beyond iPhone/Apple-centric models to include Android users
  2. Increased adoption of podcasting by major music streaming platforms
  3. Create content for more mass appeal
  4. Teach people what a podcast is, how to get it, and why they want it

 

 

 

 

Joe Lenski

NYAAPOR to Honor Edison Co-Founder Lenski

Edison Research is pleased to announce that Executive Vice President and co-founder Joe Lenski has been chosen to receive the 2018 Harry W. O’Neill Award, presented by the New York Chapter of the American Association for Public Opinion Research (NYAAPOR).

The award is given annually to honor lifetime achievement in public opinion research. Lenski is being recognized for his outstanding contribution to the understanding of elections throughout the world during his career.

Under Lenski’s supervision, Edison Research conducts all exit polls for the television networks and other news organizations comprising the National Election Pool, and has done so for each of the last five election cycles. Lenski has played a key role in every American nation election since 1988, and has also been instrumental in the implementation of exit polls for national elections in Cyprus, Iraq, Venezuela, and the Republic of Georgia.

“NYAAPOR is very pleased to honor Joe Lenski with the 2018 Harry W. O’Neill award. This award recognizes Joe’s outstanding contribution to public opinion research and long standing commitment to NYAAPOR,” said Chintan Turakhia, NYAAPOR President.

“This award is a testament to Joe’s tireless efforts and his commitment to the importance of public opinion research,” said Larry Rosin, President and co-founder of Edison Research. “Joe’s leadership on the polls that drive understanding of the American electorate is crucial to the advancement of social science in America and beyond. We are thrilled that he is being recognized in this way. I believe he truly embodies the spirit and legacy of Harry W. O’Neill.”

“I am honored to receive the NYAAPOR Harry O’Neill Award. NYAAPOR has been a very important part of my career and I am delighted to follow in the footsteps of so many colleagues, mentors, and friends who have received this award,” said Lenski.

Lenski will be honored at the NYAAPOR Annual Awards Night ceremony on Thursday, June 21, 2018, at GfK, 200 Liberty Street, New York, NY. For more information or to attend: https://www.nyaapor.org/nyaapor-annual-awards-night