Company News · January 29, 2021

Edison Research Introduces The Social Habit

By edison

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 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.

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