“Infinite Dial 2014” Format Report: Country P1s More Reliant On Broadcast Radio

Somerville, New Jersey — May 29, 2014 — P1 listeners to Country radio are less likely than the national average to listen to online radio overall, and Pandora specifically. They are more interested than the average listener in keeping up-to-date with music and more likely to use radio to find out about music.

These and other key findings are from “The Infinite Dial 2014: A Look at Country P1s.” The new report is the latest in the continuing series of format breakouts from Edison Research’s influential “Infinite Dial” study, released in March of this year.

Respondents to Edison Research’s 2014 “The Infinite Dial” were asked to name the radio station they listen to most, each of which was individually coded by format. The Country breakouts are based on 146 listeners age 12 and older who named a Country outlet as their P1 station. Read more

“The Infinite Dial: 2014” at SF MusicTech Summit

Edison President Larry Rosin presented “The Infinite Dial: 2014” at the SF MusicTech Summit on May 20, 2014. Download the presentation slides here.

Evangelical Christians and the Infinite Dial

Last week we had the privilege of presenting data from Edison Research’s Infinite Dial study at the Christian Music Broadcasters’ Chicago Non Terrestrial / Social Media Momentum Summit. It was fantastic to see a group of industry professionals devote an entire day to an aspect of the radio business that is so crucial at this moment. In fact, anyone interested in marketing to Christians should be excited about the insights that the Infinite Dial provides.

Since 1998, Edison Research has engaged in the longest-running research study of emerging digital platforms in America. Termed the “Infinite Dial”, the annual report tracks developments in Online Radio, Social Media, Digital Devices, Podcasts, and many other topics.

When fielding this year’s Infinite Dial study, we added a question especially for CMB’s Momentum, to determine whether respondents consider themselves “Born Again or Evangelical Christians.”  This presentation focuses on the 23% of Americans who are white Born Again or Evangelical Christians (for the purpose of this post we will refer to them as “Evangelicals”) and their behaviors in the digital space.

The overall Infinite Dial data shows the tremendous growth of Online Radio listening, social media usage and mobile device ownership.

Here are some key findings on Evangelicals:

The make-up of our Evangelical sample is more female than it is male. And it is also older than what you would see in a national sample.

The Evangelicals are a little behind the total population in online listening — 39% said they listened in last month vs. the 47% of the total population.

Nationally, the use of audio podcasting has reached a new high. 15% of the national population listened to podcasts in the last month. Evangelicals are also at 15%.

62% of Evangelicals said they use a social network and one-quarter of them check their social network several times per day — which is only 3% points lower than the total population. 

An estimated 160 Million people in the United States own a smartphone. That’s 61% of the total population today. Just five years ago that number was only 10%. Evangelicals are not too far behind in smartphone ownership at 55%. 

Tablet ownership nationwide has had tremendous growth in the past few years. It went from 17% in 2012 to 39% in 2014. Evangelicals are right on track with the larger population – also at 39%.

The Internet Audio pie continues to grow.  More and more Evangelicals are listening online and are reachable in new ways and in new places.

More than half of Evangelicals are using social media. This is an opportunity for brands to be closer than ever to their target consumers! In fact, now that people have direct access to brands and celebrities they very well may expect it from every service or product they care about. 

Mobile devices are rewiring behavior extremely quickly.  More and more Evangelicals will be using their phones as portable media centers. If your product is not optimized for mobile then it may as well not exist.  And we challenge you to ask: How else can you be present in the consumers’ mobile lives?

The Infinite Dial data is powerful. But after seeing the big picture let’s go back and consider what it means for each individual.

Through various qualitative projects, we’ve had the opportunity to spend countless hours interviewing radio listeners. These listeners have showed us how big a role radio can play in their lives. In some cases, listeners turn to the radio for comfort before they turn to the people around them. And, especially in Christian Radio, many listeners trust in and look to stations for guidance.

Christian Radio’s relationship with its listeners is good example of what any brand should aspire to. But they must sustain that relationship by providing the best content on and off the AM/FM dial.

And it’s clear from our data that any marketer looking to find Christians can look for them on the Infinite Dial.

Download the complete presentation below:

Evangelical Christians and the Infinite Dial

“Infinite Dial 2014” Format: Rock P1s Care About Keeping Current With Music and Most Use AM/FM Radio To Do So

Somerville, New Jersey — May 6, 2014  — P1 listeners to stations that play today’s Rock are aggressively interested in keeping up-to-date with music, and they turn to AM/FM radio in greater numbers than the average listener to do so.

Half of Classic Rock/Classic Hits radio P1 listeners say it is important to keep up-to-date with music.

These and other key findings are from “The Infinite Dial 2014: A Look at Rock P1s” and “A Look at Classic Rock/Classic Hits P1s.” The new reports are the latest in the continuing series of format breakouts from Edison Research’s influential “Infinite Dial” study, released in March of this year.

Rock P1s are first among any format’s partisans in saying that it is “very” or “somewhat” important to them to keep up with music (69% vs. 47% of respondents overall). Even 49% of P1s to Classic Rock/Classic Hits say that music discovery remains similarly important to them. This finding comes at a time when many Active Rock stations are decreasing their reliance on new music, and Alternative stations are just starting to increase their percentage of recent music.

While Rock P1s are often thought of as the listeners with the most choices for music discovery, 79% say they use AM/FM radio to find out about music, compared to 75% of all respondents.

Respondents to Edison Research’s 2014 “The Infinite Dial” are asked to name the radio station they listen to most, each of which is individually coded by format. The Rock breakouts are based on 91 P1s to Alternative, Active Rock, and Triple-A radio stations. There are 112 respondents who are P1 to a Classic Rock, Adult Hits, or Classic Hits station.

With Rock and Oldies/Classic Rock formats so heavily represented on satellite radio, it is also interesting to note that P1s of those formats have a slightly higher subscription rate to SiriusXM Satellite Radio, with 18% of Rock P1s and 17% of Classic Rock/Classic Hits P1s having a satellite radio subscription, vs. 15% of the overall sample.

While both formats are sometimes thought of as male-dominated, especially when “Rock” stations consider their target audience, 57% of Classic Rock/Classic Hits P1s are male, while 63% of Rock P1s are male.

Released in early March 2014 and sponsored by Triton Digital, “The Infinite Dial” surveyed more than 2,000 respondents aged 12 and older. Now in its twenty-second edition, “The Infinite Dial” has become digital audio’s annual report card. The format reports contain further information about device usage, Online Radio listening, social networking, and more.

Download “The Infinite Dial 2014: A Look at Rock P1s” here.

Download “The Infinite Dial 2014: A Look at Classic Rock/Classic Hits P1s” here.

The full “Infinite Dial 2014” study is available here.

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, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

About Triton Digital:
Triton Digital® is a mid-stage technology company focused on the digital audio industry. More leading publishers – including CBS, Pandora, Entercom and Slacker – use the Triton platform to enrich their content and deliver it to a global audience than that of any other company. Triton’s Webcast Metrics product is the MRC-accredited industry standard in digital audio measurement. Its Ad Injector technology delivers billions of impressions to millions of streams each month. Its ad exchange, a2x, is the only programmatic audience buying platform for audio and has broad adoption across both publishers and agencies. Triton Digital creates meaningful, amplified connections between audio, audience, and advertisers.

The Infinite Dial 2014: A Look at Urban P1s

“Infinite Dial” Format: Urban P1s Heavier Users of Digital In Most Ways

Somerville, New Jersey — April 25, 2014  — P1 listeners to Urban and Urban AC radio are more digitally inclined than the average radio listener in almost every significant way, according to “The Infinite Dial 2014: A Look at Urban P1s.”  The new report is the first individual music format breakout from Edison Research’s influential “Infinite Dial” study, released earlier this year.

Urban/Urban AC P1s are more likely than the average 12-plus respondent to “The Infinite Dial” to have internet access (88% to 84%) and have listened to online radio in the last week (67% to 36%). They are also more likely to:

-Own a smartphone (84% to 61%)
-Own a tablet (50% to 39%)
-Have a profile on any social network (81% to 67%)
-Have watched YouTube for music in the last week (53% to 33%)
-Be aware of Pandora (85% to 70%)
and have listened in the last month (53% to 31%)
-Be aware of iHeartRadio (65% to 48%)
and have listened in the last month (15% to 9%)
-Be aware of iTunes Radio (55% to 47%)
-Be aware of Beats Music (30% to 18%)
-Subscribe to Sirius XM Satellite Radio (18% to 15%)
-Use Twitter (33% to 16%)

Like CHR, much of the digital-orientation of Urban/Urban AC P1s is driven by age. The average age of those P1s is 30-years-old vs. age 28 for Top 40 P1s and 44 for the overall sample, giving Urban/Urban AC the second youngest audience of any format.

The study also finds that Urban/Urban AC P1s are more likely than listeners overall to listen to radio at work. Just over half (51%) of those who are P1 to those formats, and who are full- or part-time employed, say they listen to radio at work. That puts Urban radio well ahead of the 40% average and behind only Classic Rock (56%).

Edison Research made headlines recently when its report on media usage by format revealed that 13% of Urban/Urban AC listeners listened most often to AM/FM radio using earbuds, earphones or some other type of headset, vs. 4% of the national sample. In addition, 25% say that they would listen to radio a lot more if their cellphones contained an FM radio tuner vs. 17% of persons-12+ overall.

Released in early March, and sponsored by Triton Digital, “The Infinite Dial” surveyed more than 2,000 respondents aged 12 and older. Now in its twenty-second edition, “The Infinite Dial” has become digital audio’s annual report card. Respondents were asked to name their P1 station, each of which was individually coded by format. “The Infinite Dial 2014: A Look at Urban P1s” is based on 139 Urban and Urban AC P1s.

Download “The Infinite Dial 2014: A Look at Urban P1s” here.

The full “Infinite Dial 2014” study is available here. 

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, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

About Triton Digital:
Triton Digital® is a mid-stage technology company focused on the digital audio industry. More leading publishers – including CBS, Pandora, Entercom and Slacker – use the Triton platform to enrich their content and deliver it to a global audience than that of any other company. Triton’s Webcast Metrics product is the MRC-accredited industry standard in digital audio measurement. Its Ad Injector technology delivers billions of impressions to millions of streams each month. Its ad exchange, a2x, is the only programmatic audience buying platform for audio and has broad adoption across both publishers and agencies. Triton Digital creates meaningful, amplified connections between audio, audience, and advertisers.