Mobile device share of listening on track to surpass traditional radio receivers in the U.S.

Listening on a mobile device now accounts for 30% of all time spent listening to audio by those age 13+ in the U.S., an increase of 67% since 2014, according to the latest Share of Ear® report from Edison Research. Listening on a mobile device has been growing steadily since Edison Research’s Share of Ear study began tracking audio consumption among Americans in 2014.

The gap between listening on a traditional radio receiver and a mobile device among those age 13+ has narrowed remarkably quickly since 2014: 31 percentage points separated the two in 2014 and only five percentage points separate the two today. The traditional AM/FM radio receiver does account for the largest share of audio consumed but has decreased the most since the survey began, now accounting for 35% of all audio consumption compared to 49% in 2014.

Mobile devices have already surpassed traditional radio receivers in the younger age groups. Among those age 13-34, 46% of total daily audio consumption is done on a mobile device and 20% is done on a traditional AM/FM radio receiver.

It is important to note that these statistics speak to device only, not the audio product that is delivered by the device. Mobile devices can deliver a wide range of audio products, including radio station programming.

“Mobile devices, particularly of course the phone, have been gaining on the traditional radio receiver as the primary listening device for as long as we have been measuring Share of Ear, but with the disruptions of the last year the gap has narrowed dramatically.” said Edison Research President Larry Rosin.  “As fewer people have a standard radio receiver in their homes these days, naturally more listening comes through digital devices.”

COVID-19 disruptions meant Americans spent more time consuming audio at home in 2020 and less time consuming audio in-car, the prime location for listening to a traditional AM/FM receiver, which could explain some of the change in the past year. Further data analysis in the coming year will be needed to see if these audio habits remain post-quarantine.

How the Share of Ear® study is conducted: Edison Research conducts a nationally representative study of Americans ages 13 and older to measure their time spent listening to audio sources. Respondents complete a 24-hour diary of their audio listening on an assigned day. Diaries are completed both online and by-mail using a paper diary. Diaries are offered in both English and Spanish. The Share of Ear study is released quarterly and is available on a subscription basis.

For more information about becoming a subscriber to Share of Ear, visit www.shareofear.com or email Edison Research at info@edisonresearch.com.

About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of commercial clients, governments, and NGOs, including AMC Theatres, Amazon, Apple, BBC, The Brookings Institution, Facebook, The Gates Foundation, Google, Voice of America, The New York Times, Oracle, Pandora, The Pew Research Center, Spotify, SiriusXM Radio, and UnidosUS. Edison Research is the leading podcast research company in the world and has conducted research on the medium for NPR, PodcastOne, Slate, Spotify, Stitcher/Midroll, ESPN, WNYC Studios, Wondery, and many more companies in the space. Another specialty for Edison Research is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research 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, consisting of ABC News, CBS News, CNN, and NBC News, conducting exit polls and collecting real-time vote results in all 50 states.

 

 

Twitter Before and After Trump

Click here to download Twitter Before and After Trump

Scroll down to view a recording of the webinar

AMERICANS USING TWITTER FOLLOWING TRUMP BAN; LEVELS OF MISTRUST REMAIN

Twitter saw increases in usage immediately following the platform’s ban of then-President Trump on January 8, particularly among younger people and those who identify as more politically liberal, according to new data from The Social Habit from Edison Research .

On January 8, 2021, the social media giant Twitter banned President Trump from the platform. Ongoing measurement from Edison Research’s The Social Habit study reveals that prior to the ban, 43% of U.S. social media users age 18+ said they use Twitter. After the ban, 52% say they use Twitter, an increase of 21%. Daily Twitter usage also increased, from 24% of social media users age 18+ pre-ban to 29% post-ban.

Twitter saw an increase in number of social media users under age 55 after the Trump ban, regardless of race or gender.

More politically liberal social media users are using Twitter following the Trump ban, from 37% using the platform daily pre-ban to 46% using the platform daily post-ban, an increase of 24%. But perhaps surprisingly, despite the elimination of the ‘texter-in-chief’, there was also an increase of daily Twitter usage among politically conservative social media users, from 18% pre-ban to 21% post-ban.

“Our new social media tracking survey allows us, for the first time, to see how a direct regulatory action by a social media platform affected usage by Americans. For Twitter, the ban on President Trump resulted in an increased number of users,” said Edison Research President Larry Rosin.

Regarding trust, Twitter picked up a couple of points post-ban, albeit from a very low starting point. Pre-ban, 5% of social media users said Twitter was the “one social media service they trust the most.” Post-ban, 7% said they trusted Twitter the most. Trust issues abound when it comes to social media: 40% of social media users said “None of these” services were trusted the most among YouTube, Facebook, Instagram, Twitter, Snap Chat, Parler, or TikTok. The 40% of social media users reporting that “none of these” were trusted the most was unchanged post-ban.

Twitter also gained some points post-ban as the “social media service you turn to first for news and information” up from 10% of all social media users pre-ban to 14% of social media users post-ban.

Edison Research has been tracking social media behaviors as part of The Infinite Dial® since 2008. The Social Habit provides the ability to analyze data on social media users by political party affiliation or political ideology, among many other demographic variables. For more information on The Social Habit, visit: https://www.edisonresearch.com/edison-research-introduces-the-social-habit/.

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 Research 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 Research 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 U.S. presidential primary and general election.

The Top 50 Most Listened to U.S. Podcasts of 2020

Edison Research Announces Top 50 U.S. Podcasts for 2020 by Audience Size

Edison Research, the leading podcast research organization for over 15 years, is pleased to announce the first comprehensive U.S. Top 50 podcast chart. This list ranks the 50 biggest podcasts of 2020 by audience size, based on the Podcast Consumer Tracker, the only podcast measurement service that measures the relative audience size and demographics of all podcast networks. Among the top shows of 2020 are as follows:

1. The Joe Rogan Experience
2. The Daily
3. Crime Junkie
4. This American Life
5. My Favorite Murder
6. Stuff You Should Know
7. Office Ladies
8. Pod Save America
9. Planet Money
10. Wait Wait…Don’t Tell Me!

The entire list of 50 is attached.

“We have sampled over 10,000 podcast listeners to determine who they are, what shows they listen to, what they buy, and the demographic profiles for every leading network and top podcast,” said Edison Research SVP Tom Webster. “There is no other service available for producers or agencies that provides this information for the entire industry.”

The Edison Research Top 50 Most Listened to U.S. Podcasts of 2020 list is derived from data collected continuously throughout 2020 from surveying weekly podcast consumers ages 18 and older. Participants indicate which podcasts they listened to in the past week along with a variety of demographic, psychographic, and purchase behavior information. The results are then hand-coded and analyzed to ascertain the genre, network, and sales representation for each podcast. The relative audience size of each podcast network is then calculated and expressed as the percentage of weekly podcast listeners reached by that network.

“Existing measures of downloads are important,” noted Webster. “We aren’t replacing that–but currently we have demographic data on all major networks, how they rank against each other, and credible estimates of network size calibrated by our ongoing work on The Infinite Dial® research series, which remains the most widely-used audience data in the industry. It is the only service based on actual listens, not downloads.”

Current subscribers to The Podcast Consumer Tracker include half of the top 20 networks in podcasting as well as leading technology platforms, and is growing quarterly. Subscribers include Stitcher/Midroll, NPR, Wondery, ESPN/ABC/Disney, WarnerMedia, and more. “From day one of a subscription we are able to provide leading podcast networks with the size and demographic makeup of their audience. Our dataset gets more and more robust every day, and we are immensely proud of this service we can provide to the industry,” added Webster.

For information about the Podcast Consumer Tracker, contact Edison Research SVP Tom Webster at info@edisonresearch.com.

About Edison Research
Edison Research is the leading podcast research company in the world and has conducted research on the medium for NPR, Wondery, PodcastOne, Slate, Spotify, Stitcher/Midroll, ESPN, WNYC Studios, and many more companies in the space. The company’s annual Infinite Dial® study has been the most widely-cited data in the podcasting space since 2005, and Share of Ear® from Edison Research remains the only single-source measure in America of the relative size of podcast listening compared to other audio media. In 2019, the company introduced the Podcast Consumer Tracker, a quarterly study that provides the only comprehensive data on podcast listening by network in the world. Edison Research has been the sole provider of Election Day data to the National Election Pool for the past 17 years, conducting exit polls since 2004 and collecting real-time vote results in all 50 states to project and analyze results for every major presidential primary and general election.

Edison Research Introduces The Social Habit

Edison Research is debuting The Social Habit, new ongoing measurement of U.S. social media user attitudes and habits. The Social Habit marks the first time that national trending data of users of social media brands is available to subscribers.

The Social Habit will provide the ability to analyze data on social media users by political party affiliation or political ideology, among many other demographic variables. As the data will be collected continuously, subscribers will be able to pinpoint changes in behaviors and attitudes about social media as they happen.

The new The Social Habit dataset will allow subscribers to:

–Spot trends in usage and attitudes about social media as they happen

–Compare demographics and data from various social media brand users including Facebook, Instagram, Twitter, Snapchat, LinkedIn, and TikTok

–Examine attitudes about topics such as trust in news coverage on social media, how users believe social media should be regulated, and privacy concerns

–Analyze social media data before and after certain important dates, for example, January 8 when President Trump was removed from Twitter

“The Social Habit is a logical brand extension for us,” said Edison Research President Larry Rosin. “We have recently seen the worlds of media, social media, and politics collide, and as a company that measures all of these spaces we feel that now is an important time to mine these insights.”

Edison Research has been tracking social media behaviors as part of The Infinite Dial® since 2008, including heritage brands such as Facebook and Instagram, and was among the first to measure emerging brands such as TikTok before they gained significant market share. Edison Research previously released summary findings on social media behavior as part of their original The Social Habit study in 2019, and the effects of social media on American moms as part of their Moms and Media project in 2020. The Social Habit is an ongoing tracking study of U.S. social media users age 18 and older. Tracking began December 18, 2020, with approximately 350 interviews a week. The data is weighted to match the sex, age, and ethnicity of U.S. social media users from The Infinite Dial® 2020 report.

Data from The Social Habit will be showcased in a free webinar on February 16 at 1pm, Twitter Before and After Trump. Click here to register for Twitter Before and After Trump webinar

Contact Edison Research at info@edisonresearch.com for more information on becoming a subscriber to The Social Habit.

About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Apple, 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, Spotify, Stitcher/Midroll, ESPN, 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.

In-Car Listening Shows Americans Increasingly On the Move 

Latest Share of Ear Study released by Edison Research

 

Edison Research today released the latest update of the Share of Ear® report to clients, based on interviews conducted during October, 2020. The listening location data from Share of Ear sheds some light on which locations U.S. listeners are consuming audio now that quarantine restrictions are being lifted in some areas. 

Listening shifts from home back to the car as quarantine restrictions lift in Q3 
Prior to COVID-19 restrictions in Q2 2020, 32% of all audio in in the U.S. was consumed in car. When quarantine restrictions went into place in Q2, erasing many Americans’ commutes and greatly reducing travel in general, in-car listening plummeted by 37% so that it accounted for only 20% of all listening. This caused at-home listening in Q2 to soar from 49% of all listening to 70% of all listening, an increase of 43%.

 

The latest research from Share of Ear, conducted in early September, shows a shift back to the car as quarantine restrictions have been lifted by varying degrees across the country. In-car listening grew from 20% in Q2 to 28% today, not quite equal to the pre-COVID number of 32% of all listening.  

An increase of Q3 audio consumption in car means a decrease at home, where we see at-home listening levels fall from 70% in Q2 (the beginning of quarantine) to 59% of all listening today.

 

At-home listening levels still higher than before quarantine 
At-home listening, although at lower levels since Q2, is still 10 points higher than pre-COVID listening. With a U.S. workforce that has seen many employees transition to home office environments, future surveys will bear out whether or not this is a permanent shift. 
 
At-work listening sees gains 
When quarantine restrictions began in Q2, at-work listening fell by almost half from 15% of all listening to 8%. The latest research in Q3 shows that at-work listening has slightly rebounded, growing from 8% to 10% of all audio consumption, an increase of 25%.