In-car radio dial

Over Half of Daily Radio Listeners Only Listen In-Car

Everyone in the radio industry knows the importance of in-car listening to the medium.  Now, new data from Edison Research that will be explored at The Radio Show in Orlando shows how crucial the car really is.

Americans are more likely to listen to audio in their cars or trucks on any given day than even in their homes, according to Edison’s Share of Ear® study. The car is by far the most popular place for people to listen to AM/FM Radio content.

More than half of all Americans age 13 and older report listening to radio in their cars on any given day.  And Share of Ear shows that more than half of all people who listen to radio on any given day listen in their cars and in no other location.

In-car audio graphic

As the above graphic shows, the younger you are, the more likely you are to listen to Broadcast Radio exclusively in the car.  Nearly two-in-three of those ages 13-34 who listen to AM/FM Radio on a given day listen in the car and nowhere else.

These findings, and many others will be presented in a session called “Miles Different: In-Car Audio 2018” at 1:30 PM on September 27 at The Radio Show.  Edison’s Larry Rosin will summarize data from Share of Ear, Infinite Dial, and a unique tracking survey performed with NPR, to show the state of in-car audio today.

RAB Radio On Main Street Podcast

Edison and the Radio Advertising Bureau Talk Smart Speakers

Erica Farber, President and CEO of the Radio Advertising Bureau, speaks with Tom Webster, Senior VP at Edison Research, about the impact of smart speakers —  now owned by 18% of all adults in the United States — in the latest edition of the Radio on Main Street podcast.

Listen to the Radio on Main Street Podcast here

Webster and Farber discuss findings from the most recent release of The Smart Audio Report,  which was released recently by Edison Research in partnership with NPR, and focuses on smart speaker ownership and habits.

microphone podcast

Podcasting’s Next Frontier: A Manifesto For Growth

Just two weeks ago Edison Research’s Senior Vice President Tom Webster was at the world’s largest gathering of podcasters, Podcast Movement 2018, in Philadelphia. Tom’s keynote address, Podcasting’s Next Frontier: 100 Million Listeners, shed light on the gap between the awareness of the term “podcasting” and the actual listening behavior of American adults.

While 64% of Americans aged 18+ (180 million) say they are familiar with the term “podcasting,” only 17% (48 million) have listened to a podcast in the last week.

In the wake of Podcast Movement 2018, Tom has published a must-read piece that specifically addresses steps that the industry should recognize and take to increase consumption of podcasts.

What follows is, by Tom’s own admission, a long article. We believe it is well worth your time to read it — to see the charts — to watch the video of people who have never listened to a podcast. Podcasting’s Next Frontier: A Manifesto For Growth examines the state of podcasting and the steps needed to achieve growth.

Click here to read Podcasting’s Next Frontier: A Manifesto For Growth

 

The Next Frontier in Podcasting: 100 Million Listeners

Edison Research’s Senior Vice President Tom Webster presented a keynote address, The Next Frontier in Podcasting: 100 Million Listeners, at the 2018 Podcast Movement conference in Philadelphia last week. Podcast Movement is the world’s largest gathering of podcasters, and attendees were the first to hear the results of new research from Edison on consumers who are familiar with the term “podcasting” but have never listened to a podcast.

The number of Americans who are familiar with the term “podcasting” has dramatically increased in the past several years, but there are far fewer people who actually listen.

  • 64% of Americans aged 18+, a total of 180 million people, are familiar with the term “podcasting” in 2018. That’s up from 22% in 2006.
  • The number of people who actually listened to a podcast in the last week is significantly smaller than those who are familiar with the term. Only 17% of Americans aged 18+, a total of 48 million people, in 2018 have listened to a podcast in the last week.

The key to moving from 48 million weekly podcast listeners to the 100 million mark is understanding why those people familiar with the term “podcasting” have never listened.

 

Some of the reasons uncovered are actual barriers, such as not understanding how to listen to a podcast, and some are perceived barriers, such as the belief that podcasts use a great deal of a phone’s data.

Thirty-seven percent of those who are familiar with the term “podcasting” but have never listened, say they don’t really understand what a podcast is, and almost half say they are not sure how to listen to a podcast.

 

 

Despite the fact that many smartphones in the U.S. have pre-installed podcast apps, 80% of those who have never listened to a podcast believe that they don’t have a podcast app. In addition to perceived barriers with hardware when it comes to podcasts, there are misperceptions about the amount of data a podcast might use. Sixty-two percent say that listening to podcasts can use up a lot of their phone’s data plan.

The research was conducted with a sample of 1,000 adults aged 18+, using an online survey. All respondents were familiar with podcasting. The data was weighted toThe Infinite Dial , the longest-running study of consumer usage of media and technology from Edison Research and Triton Digital.

NPR Smart Audio Report logo

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.