In-car radio dial

Radio’s Reach In Cars Unchanged Since 2011

Edison Research, working with NPR, recently tracked the results of two previous studies performed by Edison that looked at in-car audio consumption.  As the graphic below shows, a national telephone survey of all Americans age 18 and older who have been driver or passenger in a car or truck found that in 2018, 84% currently use AM/FM Radio while driving.  Significantly, this is the exact same percentage seen in the 2011 version of this study.

 

Use AM/FM Radio In Car

 

According to Edison’s Larry Rosin, “Radio’s in-car reach remains phenomenally high and unchanged since we last updated this study in 2011.  However, this does not mean that nothing has changed in the in-car environment.  We will look at the changes we are seeing in the presentation at the Radio Show in Orlando.”

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, produced by NAB and RAB. 

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.

 

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.