The Smart Audio Report from NPR and Edison Research, Spring 2019

Survey finds security concerns do not inhibit regular use of installed
smart speaker devices, but are limiting further adoption

Click here to download The Smart Audio Report 2019, or to view the webinar.

New research in The Smart Audio Report series reveals how smart speaker user behavior and perceptions are evolving as owners ‘settle in’ with their devices and the market matures out of its introductory phase. According to the Spring 2019 survey, seven-in-ten smart speaker owners use their device daily despite common concerns around security and privacy, while those same factors are leading reasons non-owners have not acquired a device. The Smart Audio Report Spring 2019, part of the industry’s longest-running public research series about smart speaker consumer behavior in the U.S., is available now at npr.org/smartaudio.

“We are starting to see more pragmatic usage of these devices,” said Tom Webster, SVP of Edison Research. “The longer people have these devices, the less experimentation they do with them — but the more ingrained into everyday life these devices become.”

Among the 53M+ smart speaker owners A18+ in the U.S.:

69% of smart speaker owners use their device daily, and households with children are even more likely to use them daily

Smart speaker owners who have owned the device for 2+ years use an average seven (7) skills per week, compared to an average 12 skills per week among those who have owned the device for less than three (3) months.

66% of those who own a smart speaker with a screen say the screen has made it easier to discover new content, and the same number say having a screen makes the smart speaker “easier to use”

“We continue to see those that have voice assistant devices love them, using them every day to get the news, listen to podcasts, live stream radio stations and more,” said Joel Sucherman, NPR Vice President, New Platform Partnerships. “The latest data suggest we’ve moved into a maturation phase in this space, in which earning and maintaining the trust of potential smart speaker buyers, while also demonstrating new functionality, may be a key to continuing dynamic growth,”

While almost half of smart speaker owners are planning to acquire another device, the Report also finds a slowing interest among non-owners in acquiring their first smart speaker. Among people who do not own a smart speaker and are interested in acquiring one, the top two (2) reasons they have not are:
63% are concerned that hackers could use a smart speaker to gain access to their home or personal information
55% are bothered that smart speakers are always listening

Security remains a concern around these devices among current users as well. Almost 60% of smart speaker owners worry about hackers, and more than half indicated it bothers them that their smart speaker is always listening.

The Smart Audio Report from NPR and Edison Research, which debuted in June 2017, is a recurring study on trends in Smart Speaker ownership and voice assistant user behavior. A full archive of research from the Report is available at www.npr.org/smartaudio. NPR was the featured Flash Briefing provider on Amazon Alexa devices at launch in 2014, and also on Google Assistant, Microsoft Cortana, Samsung Bixby and Apple Siri devices.

How This Study Was Conducted
The Smart Audio Report Spring 2019 is based upon a national online survey of 1,641 Americans ages 18+, 812 who indicated that they owned at least one Smart Speaker and 829 who indicated they did not own a smart speaker. The device owner data was weighted to nationally representative figures on Smart Speaker users from The Infinite Dial 2019 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 can find NPR by tuning in to their local Member stations (npr.org/stations), and now it’s easy to listen to our stories on smart speaker devices. Ask your smart speaker to, “Play NPR,” and you’ll be tuned into your local Member station’s live stream. Your speaker can also access NPR podcasts, NPR One, NPR News Now, and Visual Newscast is available for screened speakers. Get more information at npr.org/about 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, 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.

NPR Smart Audio Report logo

Save the Date: The Smart Audio Report from NPR and Edison Research

Click here to register for The Smart Audio Report 2019 webinar from NPR and Edison Research.

Join us on Tuesday, June 25 at 2pm ET as we reveal the latest findings from The Smart Audio Report Spring 2019, a study on smart speaker ownership and consumer behaviors in the U.S. from NPR and Edison Research.

There are now approximately 65 million smart speaker owners in the United States, and we have been tracking trends in the voice-activated speaker space since 2017 through The Smart Audio Report. Learn how American smart speaker owners choose to use the devices, and how they integrate the voice-activated technology into their lives.

We hope you will join NPR and Edison Research June 25 for a first look at all of the Spring 2019 data.

The Social Habit 2019

Facebook Usage Continues to Drop; Preferences in Social Media Usage Vary Most by Age

There are now approximately 223 million social media users age 12+ in the U.S., and their original social media platform of choice, Facebook, is losing ground among users of all ages, for various reasons.

The Social Habit 2019 is a new study from Edison Research designed to dig deeper after a finding from The Infinite Dial®2019 (from Edison Research and Triton Digital® ) showed that Facebook has 15 million fewer users overall in the U.S. in 2019 than 2017.

The latest study shows that around one-third of Facebook users are using the platform less often than when they joined, regardless of age, but the reasons for using Facebook less vary widely with age. Those age 13-34 say they are using Facebook less because they enjoy other social media sites more, their friends don’t post much on Facebook, and because they are trying to avoid parents and relatives on the site. Those age 35+ say they are using Facebook less because they don’t like rants and have privacy concerns.

“Not only have millions of Americans stopped using Facebook entirely, nearly a third of Facebook users tell us they are using the service less. While Facebook remains the leading social media brand in America, it is being wounded on multiple fronts, as every demographic has their own reasons for spending less time there,” said Tom Webster, Senior Vice President at Edison Research.

Other findings include:

  • The “core users” of the different social media brands, (those who use that one ‘most often’) have different demographic profiles.  Those who use LinkedIn and Twitter most are more likely to be male. Pinterest and Facebook users are more likely to be female. Snapchat is evenly split.
  • WhatsApp differentiates itself from other social media brands in the U.S. by having the most ethnically diverse user base. Thirty-eight percent of WhatsApp users are Hispanic, 28% are white, 27% are other ethnicity, and 7% are African American.
  • Snapchat, Instagram, and Twitter have the highest composition of U.S. users age 12-34. Facebook and Pinterest have the highest composition of U.S. users age 55+. LinkedIn claims the highest percentage of those age 35-54

In qualitative interviews, Edison Research spoke with social media users age 18-29 who report using Facebook less recently or have stopped altogether. Those users describe some of the reasons they are using Facebook less, including avoiding family members on Facebook, experiencing discomfort with some of the “attention-seeking” they see on social media, and gravitating to other, more photo-heavy platforms. Paradoxically, though, the same users articulate FOMO, or Fear Of Missing Out, as they scan social media platforms, and feel compelled to participate in social media.

View The Social Habit 2019 webinar here:

Flip through The Social Habit 2019 deck here:

 

How the Study was Conducted:
The Social Habit is an in-depth look at social media users in the U.S. which uses data from the following three studies:

National Telephone Survey from The Infinite Dial®2019 from Edison Research and Triton Digital®. In January/February 2019, Edison Research conducted a national telephone survey of 1,500 people aged 12 and older, using random digit dialing techniques to both cell phones and landlines (U.S. Population 12+). Telephone data weighted to national 12+ U.S. population figures

National Online Survey from The Social Habit Survey from Edison Research. In May 2019, Edison Research conducted a national online survey of 850 people aged 13 and older. Data has been weighted to match The Infinite Dial®

In-person in-depth interviews, from The Social Habit Interviews from Edison Research. In April 2019, Edison Research interviewed twelve social media users age 18-29 who report using Facebook less recently or have stopped altogether

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.

 

The Infinite Dial® Canada 2019

Robust Growth in Smart Speaker Ownership and Podcast Listening

Click here to download The Infinite Dial® Canada 2019

Over one-quarter of Canadians 18+ now own a smart speaker, and 36% of Canadians 18+ are now weekly podcast listeners, according to The Infinite Dial® 2019 Canada report, a comprehensive study of digital media behavior in Canada which debuted at the Canadian Music Week Radio Summit in Toronto on May 9, 2019. Findings of the study were presented by Tom Webster, Senior Vice President from Edison Research, the leading provider of high-quality survey research about audio in the U.S. and worldwide, and Stephanie Donovan, SVP, Publisher Development North America at Triton Digital®, the global technology and services provider to the digital audio and podcast industry.

Webster and Donovan presented the latest information on media device ownership, radio, smart speakers, online audio, in-car audio, and podcasting among Canadians.  Awareness of smart speakers overall (such as Google Home or Amazon Alexa) grew to 65% of the Canadian population age 18+, and the number of smart speaker owners who have two smart speakers in their home almost tripled, from 15% of owners last year to 43% in 2019. Podcasting also saw tremendous growth year-over-year, with 36% of the 18+ population having listened to a podcast in the last month, up from 28% in the 2018 survey.

This marks the second annual release of the study in Canada, and the continued expansion of the Infinite Dial, the longest-running survey of digital media consumer behavior in the U.S.  The survey is a representative telephone survey of all Canadians age 18 and over, designed to be projectable to the nation’s population.  

“The percentage of Canadians listening to podcasts has grown tremendously since 2018, mirroring what we have seen in the Infinite Dial U.S., and providing more evidence of a surge in spoken word programming,” noted Webster.  “The increase in smart speaker owners who have two or more smart speakers in their home – from 15% last year to a staggering 43% in 2019 – is substantial, and certainly a huge contributor to the increase in overall internet-only audio listening across the region,” said Donovan.

The Infinite Dial® Canada 2019  was conducted in the first quarter of 2019 and uses a nationally representative survey of 1,065 people.  The sample is a random probability telephone sample, comprised of both mobile phones and landlines, of all Canadians age 18 and older. The data is weighted to 18+ population figures, and surveys were offered in both English and French.

View the slides from The Infinite Dial Canada® 2019 webinar below:

View a recording of The Infinite Dial Canada 2019® webinar below:

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 40 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.  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.

The Infinite Dial® Australia 2019

Strong Growth in Online Audio, Smart Speakers and Monthly Podcast Listening

Click here to download The Infinite Dial 2019® Australia

More Australians than ever are using online audio services, and are now consuming audio online for more than eleven hours per week. These are two of the many findings from The Infinite Dial 2019 Australia, a comprehensive study of digital media behavior in Australia, released today by Edison Research, the leading provider of high-quality survey research about audio in the U.S. and worldwide.

The Australian Infinite Dial® Study was commissioned by Commercial Radio Australia (CRA), Southern Cross Austereo (SCA) via their PodcastOne subsidiary, and Triton Digital, the global technology and services provider to the digital audio and podcast industries.  This marks the third annual release of the study in Australia, and the continued expansion of The Infinite Dial, the longest running survey of digital media consumer behavior in U.S.  The survey is a high-quality telephone survey of all Australians ages 12 and over, designed to represent the nation’s population.  The results were first made public at the Mumbrella Audioland conference in Sydney on May 2, 2019 in a keynote speech by Edison president Larry Rosin.

Many streaming services saw significant year-over-year growth in awareness of their brands in Australia.  This year’s survey shows that 85% of Australians are now aware of Spotify, compared to 77% in 2018, and 83% are aware of Apple Music, up from 75% in 2018. In addition, the study found that Amazon Music and Google Play are also widely known and  SoundCloud posted awareness from 42% of Australians.

In addition to those who have used online audio in the last week, time spent listening to audio online has increased once again, with Australians averaging over 11 hours per week, compared to that of 2018 where the average time spent listening to online audio was just over 10 hours.

The 2019 study found that awareness of podcasting  in Australia continues to outpace what is seen in the United States, as 83% of Australians are familiar with of podcasting compared to 70% of Americans. The portion of Australians who have listened to a podcast in the last month grew from 18% to 22% in 2019.

Smart speaker ownership has nearly tripled  since last year, with 13% of Australians age 12+ now owning one of these devices, up from 5% in 2018.

“The study shows that audio in Australia is the same kind of dynamic space we see in America,” said Edison Research President Larry Rosin.  “Australian radio retains a large audience while streaming and podcasting continue to grow and new devices create new opportunities.”

Other key Infinite Dial® Australia findings include:

  • Radio is the leading audio platform consumed by Australians with 83% of people age 12+ having listened to an AM/FM or DAB+ station in an average week.
  • Radio is the choice for in-car listening, with 85% of people age 18+ having listened to AM/FM/DAB+ radio in the car in the last month. Sixty-nine percent of Australians use AM/FM/DAB+ radio as the audio source they use most often in-car.
  • An average of six podcasts are listened to each week by those who are weekly podcast listeners.

“The online audio and podcast industry in Australia is primed for continuous growth, as demonstrated by the gradual increase in reported consumption year over year,” said John Rosso, President of Market Development at Triton Digital.  “The ongoing proliferation of smart speaker ownership and streaming on mobile devices will undoubtedly play a meaningful role in the continuous growth of these mediums across the region.”

The Infinite Dial® 2019 Australia study was conducted in the first quarter of 2019 and uses a nationally representative survey of 1,021 people.  The sample is a random probability telephone sample, comprising of both mobile phones and landlines, of all Australians ages 12 and older. The data is weighted to 12+ population figures.

View a replay of the Infinite Dial Australia 2019 webinar, presented by Larry Rosin:

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 40 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.  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.