Twitter Before and After Trump

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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.

The Infinite Dial 2021 – Save the Date

Edison Research and Triton Digital® present the 24th year of The Infinite Dial®

The Infinite Dial® 2021 from Edison Research and Triton Digital® is slated to take place on Thursday, March 11th at 2 PM ET, and registration is now open.

Presenters Tom Webster (Senior Vice President, Edison Research) and John Rosso (President of Market Development, Triton Digital) will once again showcase much-anticipated findings on digital media consumption in the US. The Infinite Dial® remains the longest-running study of consumer behaviors around media and technology in America.

“The Infinite Dial has become the survey of record for digital media over its 24-year history, and with COVID-19-imposed quarantines and other disruptions in our daily lives, there has never been a more important time to chronicle how Americans are spending their time and to track the changes in those behaviors,” said Tom Webster.

“We are pleased to unveil the results of the 2021 Infinite Dial Study, providing broadcasters, online audio publishers, podcasters, advertisers, and the financial community with updated data around Americans’ consumption of streaming radio, online music, and podcasts, as well as the usage of smart speakers and more,” said John Rosso.

New to webinar this year is the opportunity for viewers of the study to become involved by submitting a video of themselves asking questions around podcasting, audio streaming, device usage, social media trends, radio, or other items related to The Infinite Dial. Webster and Rosso will select a few entries to air and answer during the live event.

This year the report continues to measure a number of trends in media usage and consumption habits around streaming media, podcasting, radio, mobile media, smart speakers, social media behaviors, and more.

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.

About Triton Digital
Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 50 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.

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For more information, press only:

Laura Ivey
Edison Research
(410)353-7845
livey@edisonresearch.com

Kristin Charron
Triton Digital
+1 866 448 4037
Kristin.charron@tritondigital.com

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.

Edison Research Published Studies 2020

It is customary at year’s end to reflect a bit on the work that was accomplished in the prior twelve months. This year we are grateful to be able to look back at the studies that we conducted, and recognize that through the dedication of our Edison Research team and our research partners Ad Results Media, Adonde Media, Lantigua Williams and Co., Libsyn, Marketplace, NPR, Pandora, PodcastOne, and Triton Digital, we were able to produce many valuable research insights in spite of the challenges of 2020.

This year’s findings shed light on audio, podcasts, economic anxiety in America, and of course the ubiquitous impact of COVID-19. Our biggest project of the year was by far the 2020 election, as we conducted the exit poll of record for the National Election Pool (NEP) comprised of ABC, CBS, CNN and NBC, which meant we interviewed over 100,000 voters for the general election. As of this writing, exit poll work continues with the runoff Senate elections in the state of Georgia.

So thank you all for your support during the past year, and we hope you enjoy perusing these research projects from 2020.

Latino Podcast Listener Report in English:

Latino Podcast Listener Report in Spanish: