Moms and Media 2019

Moms and Media 2019

Click here to download Moms and Media 2019 

Moms and Media 2019 revealed continued interest in devices both new and old, heavy internet usage and social media engagement.

With data points drawn from the Infinite Dial® series from Edison Research and Triton Digital, the latest installment of Moms and Media shows how Moms in the United States continue to build their tech tool kit, using established devices like smartphones along with newer technologies such as smart speakers. Additionally, this year’s report illustrates how the internet is crucial to Moms’ media behaviors and consumption.

Smartphone ownership among Moms continues to rise in 2019. Powering Moms’ mobile lifestyle, this device reigns as an essential to the tech tool kit.  Showing a slight increase over last year, 94% of Moms now own a smartphone.

 

While Moms have been consuming content, engaging social media and communicating with smartphones for many years, they are showing great interest and making room in their tech tool kit for smart speakers. Just getting on Moms’ radar in the last year or so, now about one third of Moms own some type of smart speaker.

 

Within this category, the Amazon family of devices and Google Home dominate as the ones to own, with each seeing gains.

 

 

We see in 2019 more than ever that the internet is the engine of Moms’ media consumption.  Heavy users spending about 4 hours daily using the internet, Moms are not limited to just listening to online audio and using social media. Moms are invested in streaming video services like Netflix as well, and also continue their trend of watching YouTube specifically for music videos.

 

 

Pinterest continues grow in usage among Moms, showing a strong upward trend in the last few years. Back in 2017, 47% of Moms used the site and in 2018 it was more than half of Moms, at 54%. This year more than 6 in 10 Moms report using Pinterest.

 

 

Historically, Facebook has always been a major factor in Moms’ social networking. Despite the downward trend in usage among total users 12+, Facebook remains strong among Moms with 81% reporting that they currently use the site.

Where we see some Facebook fallout is for the social networking site used most. Among moms who use social networking, 64% said they use Facebook most, which is down from where it was last year at 69% and 72% in our 2017 data.

 

 

Click here to download Moms and Media 2019 

We look forward to tracking these behaviors annually as the media landscape remains fluid and Moms in America continue to integrate media and technology into their busy, mobile lifestyles.

 

 

About The Research Moms
The Research Moms are a group of experienced researchers with a specialization in understanding today’s moms. Combining a solid platform of market research with real life insight, they are a unique resource for analyzing habits, behaviors and trends among moms. Pooling their research talents from the different branches of Edison Research, they are equipped for both quantitative and qualitative studies.

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.

Podcast Consumer 2019

The Podcast Consumer 2019

Edison Research announces the release of The Podcast Consumer 2019, the latest in an annual series of closer looks at the audience for podcasting in America. This report comprises new research from The Infinite Dial 2019 from Edison and Triton Digital, as well as previously unreleased data from Edison’s Share of Ear research, a syndicated product that has tracked all forms of online and offline listening since 2014.

This year, thanks to a newly-expanded Infinite Dial, the Podcast Consumer 2019 includes many fresh data points on this increasingly important medium. The principal findings include the following:

The audience for podcasting grew significantly in the past year. Today, 51% of Americans 12+ have ever listened to a podcast, with 32% having listened in the past month, and 22% in the past week.

In addition, podcasting’s Share of Ear has more than doubled in five years, increasing 122% since 2014.

Although all key demographics grew, much of the increase in podcasting has come from Americans age 12-24.

Forty-one percent of monthly podcast listeners say they are listening to more podcasts today compared to one year ago, with 13% saying they are listening to less.

Streaming services are playing a role in the growth of podcasting, with 43% of monthly podcast listeners say they have listened to a podcast on Spotify, and 35% on Pandora.

Music is the number one topic in terms of interest from podcast consumers.

Finally, 54% of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts, compared to 7% who say they are less likely.

“Thanks to our partners at Triton Digital, this year we were able to significantly expand the podcasting coverage in our Infinite Dial series,” noted Edison SVP Tom Webster. “We are now able to explore in greater detail the consumption patterns and perceptions of the audience for what has become an extremely important medium.”

The results of this survey were first revealed in a webinar on April 11th, 2019.

Watch a replay of the webinar here:

How the survey was conducted:

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. Telephone data was weighted to national 12+ U.S. population figures. In addition, Edison Research also conducted a national online survey of 4,126 people aged 12 and older. Online data weighted to match the Infinite Dial telephone demographics of those with internet access. Both surveys were offered in both English and Spanish.

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.

Parenting and Household Tasks: How Dads Contribute

Based on our recent Moms on the Mother Load study, we found that moms say they are the carrier of the mental load, which includes the organizing, planning, and reminding of family tasks, but what do dads say? Data from the same survey reveals that dads contribute to household and parenting tasks in a different way, and the divisions of labor are quite clear.

To highlight the differences in responsibilities among co-parents, we used an index to compare the co-parenting dads who say they’re primarily responsible for each task against all co-parents in our sample. An index above 100 indicates that dads who co-parent are more likely than moms who co-parent to say they are primarily responsible for that task.

Household tasks
Our data shows that co-parenting dads are 79% more likely (179 index) to say they are primarily responsible for mowing the lawn than co-parenting moms.  According to dads, they are also more likely to maintain the vehicles (175 index), take the garbage out (153 index), and pay the bills (131 index).

Where do co-parenting dads index below the average?  Laundry, cleaning the house, and cooking dinner are the least likely household tasks to be primarily handled by dads. This ultimately means that all these tasks, which are done frequently and regularly, are more likely to be the responsibility of moms who co-parent.

It is interesting to note, however, how the tasks are divided.  Our research illustrates that co-parenting dads are more likely to be responsible for about half of the household tasks listed, with co-parenting moms being more likely responsible for the other half. When it comes to parenting tasks, however, this division is not as equal.

Parenting tasks
Of the 21 parenting tasks listed in the survey, including everything from making doctor’s appointments to organizing playdates, dads who co-parent reported that they are less likely than moms to be the primary person responsible for almost every task with the exception of one.  Preparing for a child to attend college (109 Index) is the only item in the list of parenting tasks where dads index above 100 and therefore means that this is sole task where dads are more likely to be responsible for than moms. Dads do index closest to the average, however, when it comes to changing diapers, exposing children to religion, and taking children to and from activities and school.

Where the household task data shows clear groups of tasks that co-parenting dads primarily do and tasks that co-parenting moms primarily do, the parenting task data does not show the same type of division. There are very few parenting tasks that co-parenting dads are more likely to report being primarily responsible for, compared to co-parenting moms.

Overall, these findings support the conclusions drawn in our Moms on the Motherload study, that even with another parent to help, co-parenting moms are the primary motors that keep the home and family running. But as society evolves and dads continue to become more involved in parenting than their own fathers were, it will be fascinating to see what the division of labor looks like in the future.

Index
Index is a measure that allows for comparison of a certain population against an average. An index of 100 represents the average. A target population has an index of 100 when it exhibits the same proportion of a characteristic as the average.

How the study was conducted
In August 2018, Edison Research conducted an online national survey of 966 parents of children age 21 and under and asked them to indicate who does what in their household and how they feel about their responsibilities.

The Infinite Dial 2019

Podcasting and Audiobooks Both Attain 50% Reach; Facebook Usage Continues to Drop

Edison Research and Triton Digital reveal results of The Infinite Dial 2019

Podcasting shows explosive year-over-year growth as gains in spoken-word audio mark the 2019 Infinite Dial Study by Edison Research and Triton Digital®. Among the U.S. population ages 12 and older, the total number of people who have ever listened to a podcast passes 50% for the first time.

“This is a watershed moment for podcasting–a true milestone. With over half of Americans 12+ saying that they have ever listened to a podcast, the medium has firmly crossed into the mainstream,” noted Tom Webster, Senior Vice President at Edison Research.

One-third of the population reported having listened to a podcast in the last month, representing 90 million monthly listeners. The spoken-word audio sector also saw increases with audiobooks, as the portion of the U.S. population that has ever listened to an audiobook surpasses one-half for the first time.

“It’s a pleasure to once again partner with Edison Research for another insightful presentation of media usage and consumption in the U.S.” said John Rosso, President of Market Development at Triton Digital.

Regarding social media, the latest study finds the number of current users of Facebook continues to drop. The study shows an estimated 15 million fewer users of Facebook than in the 2017 report. The declines are heavily concentrated among younger people.

Other findings include:

–More than half the U.S. population now reports having used YouTube specifically for music in last week. This number is now 70% among 12-34-year-olds.

–The percentage of Americans who listen to online audio (defined as listening to AM/FM radio stations online and/or listening to streamed audio content available only on the internet) has doubled since 2012, growing from one-third of the population to two-thirds.

–Time spent listening to online audio has reached a record high this year, with weekly online audio listeners reporting an average of nearly 17 hours of listening in the last week.


The 2019 Infinite Dial is the latest report in a series dating back to 1998 that covers consumer usage of media and technology, has tracked many new mediums as they develop. The Infinite Dial currently provides the latest research in U.S. digital audio, mobile, smart speakers, podcast consumption, and social media.

The Infinite Dial study uses the “gold standard” of nationally representative survey research—a random probability telephone sample, comprising both mobile phones and landlines, of all Americans ages 12 and older. The study has become the report card on digital audio and other digital media and is widely used and quoted by broadcasters, Internet radio, ad agencies, and the financial community.

Please visit the links below to download the entire study and to watch a recording of the online presentation.

Download the Infinite Dial 2019


View the recording of The Infinite Dial 2019 presentation here.


How the study was conducted:
A total of 1,500 persons were interviewed to explore Americans’ use of digital platforms and new media. From January 3rd through February 4th, 2019, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling through both landline phones and mobile phones. The survey was offered in both Spanish and English. Data was weighted to national 12+ U.S. population estimates.

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.

On-Site Insights: The Edison Research Digital Out-Of-Home Study

Just released: New DOOH study from Edison Research

With more and more Americans subscribing to ad-free content and blocking online advertising, brands are finding it increasingly challenging to reach consumers with even the most relevant information. One channel that remains strong, however, is digital out-of-home (DOOH) advertising. Until someone invents glasses that block advertisements, DOOH will continue to be a compelling and effective means to disseminate brand messages.

In order to measure the value of digital out-of-home, Edison Research conducted a national online survey of 1,013 Americans, ages 18+, to gauge their recall and perceptions of DOOH advertising in the places where they work, shop, eat, and travel. Approximately two-thirds of Americans (65%) say that they recall seeing an out-of-home digital video display in the last month in any of the 20 different locations listed. The study found that the highest recall for these screens were in locations where they could immediately influence a transaction such as gas stations, convenience stores, malls, and retail stores. Nearly a quarter of Americans also noted that they had seen a display in the last month at a café or quick service restaurant, which is indicative of just how rapidly this channel is becoming more commonplace, especially with the growing number of digital menus installed by some of America’s largest food service companies.

Which locations have the highest recall?

Some of the most fascinating data in this study are the recall of DOOH displays in various locations by people who have actually visited those locations. For example, while the net percentage of Americans who recall seeing digital video displays in an airport is relatively low, that is more a function of the fact that most people haven’t visited an airport in the last month. But when you look only at people who have visited each location, airports lead the way in recall, at 74%. In fact, the top locations by recall (airports, sporting events, and movie theaters) all offer truly captive audiences making these locations particularly effective for delivering a message. Of course, the power of DOOH advertising is that it is designed to capture the attention of consumers who are literally in transit, and we observed high recall of these screens not only at the airport but also at train stations (50%) and waiting areas for public transportation (32%).

The benefit of asking about each individual out-of-home venue is that we can create audience profiles for each location. Location-specific demographics and perceptions of digital video displays are available upon request.

How do consumers react to digital video displays?

Of course, recall alone is not enough–DOOH displays have to actually work! And, in fact, they do–46% of Americans 18+ who recalled seeing a display in the past month agree that digital video displays are a good way to learn about products and services, while more than a third (35%) take the sentiment a step further and agree that these displays are “engaging.” Finally, people take action subsequent to engaging with DOOH displays. One-third of those who recall seeing an ad on a digital display in the past month say that they have sought out more information about a product as a result of that interaction, while 29% say they have recommended a product they had seen advertised on a DOOH display to a friend or family member.

How do we continue to measure DOOH effectiveness?

We anticipate that DOOH advertising will continue to grow for these reasons and more, especially as new technology continues to improve the interactivity and contextual relevance of the content being served to digital video displays. Of course, if it isn’t measurable, it isn’t useful. Edison’s unique expertise in the science of exit polling and America’s most extensive network of trained out-of-home researchers give us the ability to deliver quantitative and qualitative metrics for all manner of DOOH displays and in literally any location imaginable. For more information on our capabilities or more on our On-Site Insights research, contact info@edisonresearch.com.

Access the full On-Site Insights from Edison Research report here.