The Social Habit 2019, Save the Date

There are currently approximately 15 million fewer Facebook users in the United States than in 2017 according to The Infinite Dial®, a national survey from Edison Research and Triton Digital. Where did those 15 million­­­­ users go? Why did they leave? Edison Senior VP Tom Webster will present new research that answers these questions in our latest webinar, The Social Habit, a study that focuses solely on Americans and social media.

See the latest findings on how (and how many) Americans are using social media, and which social media platforms, including Facebook, Snapchat, Instagram, Twitter, Pinterest and WhatsApp, are seeing increases or decreases in users.

In addition, we will be sharing video excerpts from interviews we conducted with young adults who no longer use Facebook. Join us to find out what they say about how they use social media.

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About The Social Habit

The Social Habit from Edison Research is derived from a national online study of 850 Americans age 13 and older, qualitative interviews with social media users and data from The Infinite Dial®.

About The Infinite Dial®

Since 1998, The Infinite Dial® has been the definitive study of consumer adoption and behaviors related to digital audio, social media, mobile, smart speakers, and podcast consumption. The study has since expanded into Australia and Canada.

About Tom Webster

Tom Webster is a Senior Vice President of Edison Research. He has nearly 20 years of experience researching consumer usage of technology, new media and social networking, and is the principal author of a number of widely-cited studies, including The Social Habit, Twitter Users in America, and the co-author of The Infinite Dial ®, America’s longest-running research series on digital media consumption. He is also the co-author of The Mobile Commerce Revolution, and a popular keynote speaker on data and consumer insights.

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.

Netflix’s Bird Box Reached 32% of Online Americans; Over 84 Million People

The characters in Netflix’s record-setting movie Bird Box may have had to shield their eyes to avoid certain demise, but the stats around just how many people saw the movie need to be seen to be believed.

New data from the most recent release of  The 2019 Infinite Dial Study by Edison Research and Triton Digital® shows that 32% of the U.S. online population age 12+, or more than 84 million people, have seen the Netflix film Bird Box starring Sandra Bullock, as of January 2019. The movie is still available for viewing, so that number will continue to grow.

Of the respondents who said they subscribe to Netflix, 51% said they saw Bird Box.

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.

“It is impossible not to be interested in the reach of a streamed movie with no theatrical release that generated tremendous media coverage, memes, and online interactions. Bird Box proves that original, streamed, content can reach massive numbers of Americans,” said Edison President Larry Rosin.

The Infinite Dial shows that 53% of Bird Box viewers are women and 47% are men. Thirteen percent are age 12-17, 42% are 18-34, 29% are 35-54, and 16% are 55+. Sixteen percent of viewers are African American and 22% are Hispanic.

Quantifying just how many people saw Bird Box has been a topic of much speculation since the film premiered in December, 2018. Previous estimates for viewership of Bird Box range from 45 million worldwide accounts over the 2018 holidays, according to Netflix, to 28 million U.S. viewers in the first seven days alone, according to Nielsen.

How the study was conducted:
A total of 4,126 persons age 12 and older participated in an online survey between January 15 and February 4, 2109, to explore Americans’ use of digital platforms and new media. The survey was offered in both Spanish and English. Data was weighted to national 12+ U.S. online population estimates.

Edison Research has no business relationship with Netflix.

About Edison Research: https://www.edisonresearch.com/

Since its founding in 1994, Edison Research has conducted research assignments in more than 50 countries. Edison works with a broad array of commercial clients, governments and NGOs, including AMC Theatres, BBC World Service, The Brookings Institute, Disney, The Gates Foundation, Google, NPR, Oracle, Pandora, The Pew Research Center, Samsung, Spotify, SiriusXM Radio, and the Voice of America. 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 conducts more than 100,000 interviews in a single day for this project. For the 2020 U.S. elections, Edison will provide exit polls and will tabulate the national vote across every county in the United States for ABC News, CBS News, CNN, and NBC News. Edison’s work in public opinion research includes an ongoing survey of Economic Anxiety in America, conducted in conjunction with American Public Media’s renowned Marketplace program. Edison’s industry studies The Infinite Dial (now in its 21st year) and Share of Ear® are two of the most widely-cited studies in the audio space.

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 Return of “Relax”

by Edison Research President Larry Rosin

With the resurgence of Soft AC radio stations has come the revival of a word that had been all but banished from broadcast radio: “Relaxing.

Coming in with all the “Breeze” stations and their cousins are slogans like “Relaxing Favorites at Work,” and “Lite Relaxing Favorites.”  Stations are once again touting the “user benefit” of relaxation. 

What’s interesting about these stations grabbing hold of ‘the R word’ is that it was once heavily used by many stations, in particular those that were once the Soft ACs in their markets.  These powerhouses, now almost all positioned as “Mainstream AC” (think KOIT, WLTW, WBEB, and many others) made the move away from “relaxing” and it was almost assuredly the right thing for them to do.

Research performed that guided these stations away from “relaxing” showed convincingly that their listeners preferred both the music and the message geared around some form of “picks you up and makes you feel good.”  Music that makes the workday fly by faster.  While few people flatly rejected the word “Relaxing,” the research for these stations consistently showed they would be in a stronger place highlighting a more upbeat ‘mood service.’

It’s worth noting that ten years ago many markets also had “Smooth Jazz” stations providing relaxing music in competition with those Soft ACs.  Those are almost all long gone, meaning the “softest place on the dial” position was wide open.

The rather rapid success of some of the stations that have launched into the “relaxing”, sort of old-school Soft AC position has caught many industry observers by surprise.  Part of the success is surely related to just how far some of the “Mainstream AC” stations had traveled from any kind of relaxation mood service.  There were some people still listening to legacy brands who had been taken to a place a bit too contemporary and upbeat, and they are happy to have a place that delivers a slower pace and intensity.  Without doubt the formatics of the new Soft ACs are PPM-friendly and most launched with particularly light spot loads. 

To the above explanations I will add a further observation – maybe this is a format just made for these times.  The research work we do relating to news and opinion these days expose us to an enormous number of people who are simply exhausted by the news cycles, what they see and hear from Washington, and tense situations around the world.  People across the political spectrum are stressed out.  In blows a station called “The Breeze,” or “The Sound,” providing familiar favorites that soothe instead of stress.  Who isn’t looking for THAT kind of mood-service these days?

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.