Moms and Media 2014: Mobile is a Must

Mother’s Day is just about here, and this year marks the 100th anniversary of this special occasion.  To coincide with mom’s big day, Edison will release the 2014 edition of the annual Moms and Media report. Taken from the Infinite Dial study conducted by Edison Research and Triton Digital, Moms and Media 2014 will focus on how mobile has become a priority with moms, showing its prevalence in most of their media behavior.  The report will feature fresh tracking data about social networking, simultaneous media consumption and mobile device ownership.  In addition, the report will highlight how moms are adapting more traditional forms of media like radio to make it more suitable to their mobile lifestyle. 

We know from past research that moms are highly engaged with social networking and that smartphones are a driving force in that frequent usage.    Moms and Media 2013 showed us that 64% of moms owned a smartphone and 72% of Facebook moms are accessing the site through their cell phones.   The study from last year also told us that 31% of moms owned some type of tablet, which was up significantly from the previous year.  We saw these and other strong mobile indicators in the 2013 data and with another year gone by, the mobile factor is even more undeniable in Moms and Media 2014.

Please join me on Thursday, May 8th at 2:00 pm EST when I present Moms and Media 2014.  Log in for insights and findings about how moms are not only using technology, social networking and traditional media, but how they are making them fit their mobile way of life.

Register here for Moms and Media 2014

facebook newsfeed

Facebook’s Branded Content Creep

If you are looking for reasons why Facebook has been tinkering with the organic reach of branded content over the past several months, you needn’t look any further than this graph:

Facebook Feed 2

According to a representative sample of Americans 12+ who have profiles on Facebook, 62% perceive more branded content in their Facebook feeds today than they perceived one year ago. What’s more, 43% indicated that they believed there was “a lot more” company, brand, or product related content in their news feed. On the other side of the equation, 8% perceived “a little less” or “a lot less.”

While there have been many reasons posited for Facebook’s recent algorithm changes, certainly one reason is simply to improve user experience–after all, every brand or product post I see in a given, discrete Facebook session is a post I didn’t see from a friend or family member. What this chart indicates is that the perceived balance of content from people I know with content from brands has been shifting, and Facebook’s tinkering with the reach of brand pages may be an acknowledgement of that fact.

These data points were taken from The Infinite Dial 2014, from Edison Research and Triton Digital. The full study is available here, or on Slideshare.

How the Survey was Conducted:  A total of 2,023 persons were interviewed to investigate Americans’ use of digital platforms and new media.  From January 13 to February 12, 2014, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling. The study includes a total of 808 cell phone interviews.

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.

2014 Smartphone Ownership Demographics

There have been a myriad of statistics recently on smartphone penetration in the United States, and unfortunately not all of these numbers seem to line up. So we took a look at our random, representative sample of Americans 12+, to examine smartphone penetration by demographic group (more on our sampling methodology, which includes a proportional sample of mobile phone interviews, can be found here.)

Smarthphone Ownership Demographics

What is remarkable about these statistics is the fact that the overall number, at 61% of Americans 12+, would be significantly higher were it not being suppressed by the relatively slower adoption by seniors–particularly amongst Americans 65+, among whom one-quarter own a smartphone. The growth in smartphone ownership has been significant over the past three years, and yes, the growth rate among seniors has been high, as the chart below indicates–nearly doubling with Americans 55+ over the past two years. Still, the overall penetration of ownership amongst 12-54 year-olds is now approaching 75%–more than double the penetration with 55+.

Smartphone Demographic Growth

In-Car Internet Audio Listening Grows

The percentage of mobile phone owners who have ever connected their phones to a car audio system to listen to Online Radio grew nearly 25% year-over-year. More than a quarter of mobile phone owners now have engaged in this behavior, according to The Infinite Dial 2014, from Edison Research and Triton Digital. The full study is available here, or on Slideshare.

In-car Mobile Listening

How the Survey was Conducted:  A total of 2,023 persons were interviewed to investigate Americans’ use of digital platforms and new media.  From January 13 to February 12, 2014, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling. The study includes a total of 808 cell phone interviews.