Lunchtime Webinar Series — Podcasting: Connection and Community During Quarantine

Edison Research SVP Tom Webster presented the latest installment in our Lunchtime Webinar Series — Podcasting: Connection and Community During Quarantine on May 21, 2020.

Click here to download the presentation, Podcasting: Connection and Community During Quarantine 2020 Edison Research

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This presentation includes previously unreleased data from the Podcast Consumer Tracker, the only comprehensive, all-inclusive measure of podcast listening in the U.S. This data was collected continuously before and during the current COVID-19 crisis, and is the industry’s only look at how podcasting’s audience, not just their downloads, has been impacted by the pandemic.

Additionally, the recording below includes videos of interviews with podcast listeners from the last few weeks, as they share their experiences with listening to podcasts during quarantine, along with new data on podcast listeners from The Infinite Dial® 2020 from Edison Research and Triton Digital.

Key findings include:

  • 41% of  weekly podcasters have had their work reduced or eliminated
  • The employment and work patterns of those in the U.S. age 18-34 have been affected the most by COVID-19
  • While those who have had their jobs reduced/eliminated are listening more, those whose work from home hours have increased are spending less time with podcasts
  • Desktop/laptop listening has risen as a result of quarantine. AM/FM listening by podcast listeners is down
  • Usage of on-demand delivery/convenience services has risen among weekly listeners
  • While genre consumption has begun to return to pre-quarantine levels, News and various Home and Self Improvement topics have increased significantly

 

The Infinite Dial 2020 Australia

Radio Listening in Australia is Resilient; PodcastOnline Audio Listening Grows

Click here to download The Infinite Dial 2020 Australia

Scroll down to view The Infinite Dial 2020 webinar

The audio landscape in Australia is defined by growth in internet-only audio listening and podcast listening, while traditional radio listening remains strong. These findings are part of The Infinite Dial® Australia 2020, a comprehensive study of digital media behavior in Australia released today by Edison Research, the leading provider of high-quality survey research about audio in the U.S. and worldwide.  The study was fielded before the COVID-19 disruptions. 

The Australian Infinite Dial Study is commissioned by Commercial Radio Australia (CRA)Southern Cross Austereo (SCA) via their PodcastOne subsidiary, and Triton Digital, the global technology and services provider to the digital audio and podcast industry.  This marks the fourth annual release of the study in Australia, and is part of the continued expansion of The Infinite Dial®.  The study is the longest running survey of digital media consumer behavior in U.S.and now includes surveys in Canada, Germany, and South Africa. 

AM/FM/DAB+ radio content, including live content and catch-up podcasts, continues to reach large numbers of those in Australia age 12+. Eighty-five percent of those in Australia age 12+ have listened to at least 15 minutes of AM/FM/DAB+ live content or catch-up podcasts in the last month, down minimally from the 87% recorded last year. Over-the-air remains the preferred delivery mechanism of such content80% of those in Australia age 12+ have listened to AM/FM/DAB+ content overtheair in the last weekTwelve percent of those in Australia age 12+ have listened to AM/FM/DAB+ content online in the last week.

“For radio, the findings underscore the importance of being easily accessible on multiple platforms and devices as consumer behavior evolves, but ultimately it’s the content and unique service radio offers that drives listener loyalty,” said Joan Warner, chief executive officer of industry body Commercial Radio Australia.

Reported time spent listening to online audio has increased for the fourth year in a row. Online audio listeners in Australia age 12+ spend an average of 12 hours and 37 minutes listening to online audio per week, up from just over 11 hours last year. The smartphone is the device the vast majority of online listeners use to listen, with 83% of those in Australia age 12+ saying they use a smartphone to listen to online audio. Fourteen percent of those in Australia age 12+ say they use a smart speaker to listen to online audio, up from 8% last year.  

One-quarter of those in Australia age 12+ have listened to a podcast in the last month, up from 22% in 2019, yet still behind 37% of those age 12+ who are monthly podcast listeners in the U.S. Awareness of podcasting in Australia surpasses what is seen in the United States, as 87% of Australians are familiar with of podcasting compared to 75% of Americans.

“Australia continues to be one of the most exciting markets in the world for online audio and podcasting,” said John Rosso, President of Market Development at Triton Digital. “We are pleased to partner once again with Edison Research, CRA and SCA to unveil another year of insights and trends.”

Smart speaker awareness continues to grow, with 85% of those in Australia age 12+ being aware of smart speakers, and this year’s report shows 17% of those age 12+ own one of the devices (up from 14% last year). The number of smart speaker owners who own two of the devices has almost doubled since last year’s survey: 32% of smart speaker owners own two devices compared to 16% in 2019. 

“Each year we have performed The Infinite Dial Australia we have seen how audio is changing and adapting to new technologies,” says Edison Research president Larry Rosin.  While podcasting and smart speakers, along with other new developments, continue to see growth, Australia also has an extremely resilient broadcast radio industry that outperforms as compared to what we see from other countries around the world.  We are proud that all players in the audio space can use this information to help guide their understanding of this dynamic sector.”

According to John Musgrove, Head of Research and Insights at SCA“In its four years the Australian Infinite Dial® report has become as much a currency for the industry as the oftquoted U.S. version. Comparing the two countries indicates how healthy the Australian audio industry is and how strong and consistent its growth continues to be regardless of other challenges. Audio goes with us all day, every day, and this report confirms how broadly Audio accompanies and impacts Australian lifestyles.”

Other key Infinite Dial 2020 Australia findings include: 

  • Athome is the location most Australians have consumed a podcast. Eighty-one percent of podcast listeners in Australia age 12+ have listened to a podcast at home and 45% have listened in a car/truck.
  • 85% of podcast listeners in Australia age 12+ most often listen to podcasts on their smartphone/tablet or portable device, 11% listen to podcasts most often on their computer, and 3% listen most often on an in-car entertainment system. 
  • Of the total 12+ population in Australia, 14% own a Google Home smart speaker, and no other smart speaker brands have more than 1% ownership.
  • 33% of those in Australia age 12+ who have driven or ridden in a car in the last month have used an online audio streaming service, up from 26% last year and just 8% two years ago.
  • AM/FM/DAB+ is the audio source used most often in car: 66% of those in Australia age 12+ use AM/FM/DAB+ most often. Eleven percent listen to owned music most often and 19% listen to internet-only audio most often.

The Infinite Dial® survey, conducted in the first quarter of 2020 before the COVID-19 pandemic, is a high-quality telephone survey and uses a nationally representative survey of 1,014 people. The sample is a random probability telephone sample, comprised of both mobile phones and landlines, of all Australians ages 12 and older. The data is weighted to 12+ population figures.  

About Edison Research 
Edison Research conducts survey research and provides strategic information in over 50 countries for clients including AMC Theatres, AMC Theatres, Amazon, Apple, The Brookings Institute, Facebook, The Gates Foundation, Google, the U.S. International Broadcasting Bureau, Oracle, Pandora, The Pew Research Center, Samsung, Spotify, and SiriusXM Radio. The national tracking study The Infinite Dial® and the syndicated Share of Ear® are two of the most widely cited studies in the audio space. Edison is also the leading podcast research company in the world and has conducted research for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the podcasting space.  Edison’s network of more than 20,000 experienced interviewers allows the company to conduct research in almost any location. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool. For the 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 2020

Moms and Media 2020 reveals an unwavering commitment by U.S. moms to devices and technology, highlighted by a dependence on the internet amidst a new, COVID-19 world.

Click here to download Moms and Media 2020 from Edison Research.  Scroll down to view the webinar.

The latest installment of the annual report combines data from The Infinite Dial® series from Edison Research and Triton Digital, with a recent survey conducted during COVID-19 restrictions. The report highlights how Moms in the United States continue to hold tight to their tech tools, with functionality being the biggest driver. While sheltering at home, now more than ever, moms are relying on their technology and media to get through the day.

Mobile devices like smartphones and tablets keep up with busy moms and smart speakers continue to hold their place at home. In 2020, 33% of moms own some kind of smart speaker and moms who own one, own multiple.

As shown by their interest in smart speakers, multi-tasking moms love help when it comes hands-free. Voice assisted technology is gaining popularity and finding its way into all sorts of devices and moms are taking advantage. Two-thirds of U.S. moms use some form of voice-operated personal assistant.

While being isolated at home, moms are using just about all of their devices more. Working remotely, helping children with distance learning and keeping in touch with friends and family are just a few of the reasons why moms are leaning even more heavily on their devices.

Moms are not the only ones who are increasing their use of devices and technology. With schools closed, children are distance learning at home using new digital platforms in their virtual classrooms. Now a necessary part of their daily routine, technology allows children to connect online with coaches and teammates until they can return to the field.

It is unclear what the future holds, so for now the day-to-day habits continue as they are. When life resembles the old normal again, moms will adapt once more. However, while it is unknown how long this new normal will last, nearly 4 in 10 moms think their current media habits will stay with them even after it is over.

 

The Smart Audio Report 2020 from NPR and Edison Research

Use of Smart Speakers in the U.S. Increases During Quarantine

NPR and Edison Research release The Smart Audio Report Spring 2020, find 77% of adults in the U.S. have had a change in their typical routine due to COVID-19 outbreak

New research from The Smart Audio Report from NPR and Edison Research finds that 77% of those in the U.S. age 18+ are experiencing a change in their typical routine due to the outbreak of COVID-19 as of April 1, and voice-assistant usage has expanded during these disruptions. The annual survey, part of the industry’s longest-running public research series about smart speaker consumer behavior in the U.S., captures new data on smart speaker ownership — now reaching 24% of the U.S. population A18+ (60M) — and how consumers are weathering the COVID-19 pandemic at the time the survey fielded March 31- April 1, 2020.

The full study is available now at npr.org/smartaudio.

With stay-at-home orders and the closing of nonessential businesses across the country from mid-March to the present, adults in the U.S. are behaving in accordance with regulations. Forty-one percent of U.S. adults say they are staying at home and not leaving unless it is an emergency, and 54% are only going to places they feel safe and/or are necessary. The Smart Audio Report measured how those affected by the restrictions are using voice assistants:

  • 36% of U.S. adult smart speaker owners say they are using their device more to listen to music and entertainment since the outbreak, and 52% of 18-34-year-olds say the same.
  • 35% of U.S. adult smart speaker owners are listening to more news and information since the COVID-19 outbreak, and 50% of those ages 18-34 say the same.
  • Usage of voice commands in general has increased slightly since the COVID-19 outbreak, with 52% of voice-assistant users saying they use voice tech several times a day or nearly every day, compared to 46% before the outbreak.

“With tens of millions of Americans no longer commuting, smart speakers are becoming even more important as a conduit for news and information,” noted Edison Research SVP Tom Webster, “and this increased usage and facility with voice assistants will likely increase demand for this technology in vehicles once our commutes resume.”

“Our daily routines may have changed, but our need for easy access to reliable journalism remains critical – even more so than ever before, “ said NPR Vice President of New Platform Partnerships Joel Sucherman. “We see that in listening patterns and the continued growth in the number of devices Americans have in their homes.”

Other key findings include:

Of those who use voice assistants, more than two-thirds say they ‘make their lives easier’.

46% of smart speaker owners say they use their smartphone voice assistant more since acquiring their smart speaker

59% of smart speaker owners who also use a voice assistant on their smartphone say the tasks they use for each of the devices are mostly different

52% of smart speaker non-owners who use some type of voice commands are likely or very likely to buy a smart speaker in the next six months — 34% of all smart speaker non-owners say they are likely or very likely to buy a device in the next six months

The Smart Audio Report from NPR and Edison Research, which debuted in 2017, is a recurring study on trends in Smart Speaker ownership and voice assistant user behavior. A full archive of research from the Report is available at www.npr.org/smartaudio.

How This Study Was Conducted
The Smart Audio Report Spring 2020 is based upon a national telephone survey of 1,002 U.S. adults age 18 and older, conducted December 31, 2019 through January 5, 2020, and a national online survey of 1,660 U.S. adults age 18 and older, conducted March 31, 2020 through April 1, 2020. Ethnographic interviews were conducted in Denver, Kansas City, and Orlando. The device owner data was weighted to nationally representative figures on Smart Speaker users from The Infinite Dial 2020 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 can find NPR by tuning in to their local Member stations (npr.org/stations), and now it’s easy to listen to stories on smart speaker devices. Ask your smart speaker to, “Play NPR,” and you’ll be tuned into your local Member station’s live stream. Your speaker can also access NPR podcasts, the NPR One skill, NPR News Now, and Visual Newscast is available for screened speakers. Get more information at npr.org/about 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, 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.

Buying The Top Five Podcast Networks Reaches 50% of Weekly Podcast Consumers

 

One of the reasons we started the Podcast Consumer Tracker here at Edison Research was to answer some of the most common questions media buyers and agencies have about buying podcast advertising. While in its early days podcasting was not considered a “reach” medium, today with the growing size of the leading podcast networks, efficient buys at scale are now increasingly possible.

We took a look at the cumulative data from Q4 of 2019 (we are just about to deliver Q1 2020 to clients) to get a sense of the unduplicated cumulative reach of the leading podcast networks. The top network in our tracking study currently reaches 22% of all weekly podcast consumers (which, according to the Infinite Dial 2020, is currently 24% of the population ages 12+.) When you add the second leading network into a hypothetical buy, and eliminate the duplicated listeners, leaving only the new, unique listeners of the second-leading network, a media buyer can then reach 31% of weekly podcast consumers.

Our research shows that 50% reach of weekly podcast consumers can be achieved through buying the top five podcast networks. Achieving that kind of reach 10 years ago would have meant buying thousands of individual podcasts, but as these reach numbers continue to change, buying podcasts at scale is more feasible than ever.

The Podcast Consumer Tracker is the only comprehensive measure of podcasting’s reach and audience. For more information on this study, please contact Tom Webster at twebster@edisonresearch.com.