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%. 
  

 

Edison Research Podcast Appearances

You may know Edison Research for our projects in the podcasting space including The Podcast Consumer Tracker, The Infinite Dial®, and the Share of Ear® study. You may be familiar with Senior Vice President Tom Webster‘s prolific writing and speaking about the universe of podcasting, as well his his own podcasts, “The Marketing Companion” and “The Freenoters.”

In addition to being avid researchers of podcast listening (and consumers of podcasts — we have a podcast club at Edison Research), some of our Edison Research team members make appearances on podcasts of all types to discuss topics such as upcoming elections, the state the audio space, and even moms and media in the U.S. We enjoy discussing research projects and the implications the results have for our culture and our world.

Below is a Spotify playlist of some of our recent podcast guest appearances. You can also search Spotify for The Edison Team Podcast Appearances playlist from Edison Research.

Special thanks to all the hardworking podcast hosts and producers who graciously included us in their pods!

Click here to open Spotify for podcast appearances by Edison Research

Radio Listener Profiles: An Infinite Dial Report

Radio listeners in the U.S. can’t be characterized as a monolith as each format has listeners with different audio behaviors. New, format-specific findings on radio listeners were released today in the webinar “Radio Format Profiles: An Infinite Dial® Study” presented by Laura Ivey, Director of Research at Edison Research.

Data from The Infinite Dial®, an annual study on digital consumer behaviors from Edison Research and  Triton Digital® were used to explore eleven of the top radio formats in the U.S.

Click here to download the Radio Listener Profiles: The Infinite Dial 

The report focused on weekly AM/FM radio listeners who reported listening most often to a radio station that mostly plays one of the following formats:Alternative Rock, Classic Hits, Classic Rock, Contemporary Christian, Country, Hard Rock/Heavy Metal, Hip-Hop/Rap, News/Talk, R&B, Sports, and Top 40. Although radio formats are often classified just by the age and sex of listeners, not all audio and audio device behaviors can be tracked along these lines.

Following are some key findings about those who listen most to these radio formats, also known as P1 Listeners:

Radio continues to have a hardware challenge, particularly with younger-leaning formats
Eleven formats were indexed against the market average for owning a traditional radio receiver in their home. Formats whose P1 listeners are more likely to own an in-home radio include Classic Hits, Classic Rock, Country, Hard Rock/Heavy Metal, News/Talk, and Sports. Formats less likely to own an in-home radio include Alternative Rock, Contemporary Christian, and the two formats that index the lowest for in-home radio ownership: Hip Hop/Rap and Top 40. R&B is exactly the market average for owning a radio in the household.

Smart speakers provide a partial solution for radio
Fortunately for radio, technology has provided more devices for listening. Smart speaker ownership is consistently growing, and radio formats with younger P1 listeners, such as Alternative Rock, Hard Rock/Heavy Metal, Hip Hop/Rap, R&B, Sports, and Top 40, are more likely to own one.

Formats whose P1 listeners are less likely to own a smart speaker: Country, Classic Hits, Classic Rock, Contemporary Christian, and News/Talk.

“Migrating loyal radio listeners from traditional radio hardware to smart speakers and mobile devices is essential to the future of radio,” said Ivey. “Consumers of audio should be thinking of radio when they make their listening choices.”

“Understanding the device ownership, discovery habits, social media preferences, and podcast tastes of P1 listeners is incredibly valuable insight for AM/FM radio stations as they continuously refine their online strategies,” said John Rosso, President of Market Development at Triton Digital.  “Understanding how to reach their P1’s online will undoubtedly help broadcasters further engage with their most loyal listeners.”

Online listening remains elusive for AM/FM radio stations
Over 75% of radio P1 listeners to Sports, Top 40, Alternative Rock, Hard Rock/Heavy Metal and Hip Hop/Rap reported listening to any online audio services in the last week. When looking specifically at listening to AM/FM radio online in the last week, however, the percentages drop significantly:
Sports (45%), R&B (28%), News/Talk (26%), Alternative Rock (26%), Hard Rock/Heavy Metal (26%).

Music discovery is moving to YouTube and other places
YouTube as a source for music discovery defies age and radio format boundaries and is one of the top three sources for new music discovery by all of the music formats profiled in this study. AM/FM radio was one of the top three sources for new music discovery by all of the music formats with the exception of Hip Hop/Rap.

How this study was conducted
3,159 online interviews were conducted January and February, 2020, before COVID-19 disruptions. The online interviews are a supplement to The Infinite Dial telephone-based survey. The online survey was offered in both English and Spanish and is weighted to match the U.S. 12+ population.

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.

About Triton Digital
Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 45 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize their revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading online audio measurement service and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global online industry.  Triton Digital is a wholly owned subsidiary of The E.W. Scripps Company (NASDAQ: SSP).  For more information, visit www.TritonDigital.com.

View the full webinar below:


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Listening Habits During Quarantine: A Share of Ear Report

 
There have been some marked changes in podcast listening in the U.S. during quarantine as commutes have been reduced and digital audio consumption has risen.

Download Podcast Listening During Quarantine: A Share of Ear® Report

Tom Webster, Edison Research SVP, presented a 15-minute update on the overall listener landscape, with specific focus on podcast listening and insights from Edison Research’s Share of Ear® study and The Podcast Consumer Tracker.  A full replay of the webinar is available here: