THE INFINITE DIAL. #infinitedial #INFINITEDIAL
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1 THE INFINITE DIAL #infinitedial #INFINITEDIAL
2 Study Overview The Infinite Dial is the longest-running survey of digital media consumer behavior in America. The annual reports in this series have covered a wide range of digital media and topics since For 2016, The Infinite Dial tracks and covers new research on mobile behaviors, Internet Radio, Podcasting, Social Media and more.
3 Study Methodology In January/February 2016, Edison Research conducted a national telephone survey of 2001 people aged 12 and older, using random digit dialing techniques Interviews were 52% landline and 48% cell phone Survey offered in both English and Spanish languages Data weighted to national 12+ population figures
4 MEDIA & TECHNOLOGY
5 Smartphone Ownership Total Population 12+ Estimated 207 Million 44% 53% 61% 71% 76% 31% 10% 14% % owning a smartphone
6 Smartphone Ownership 68% 78% 86% 93% % 84% 64% 68% 25% 36% 45% 51% Age Age Age 55+ % owning a smartphone
7 Tablet Ownership Total Population 12+ Estimated 136 Million 29% 39% 49% 51% % owning a tablet
8 Internet-Connected TV Ownership Total Population 12+ Estimated 163 Million 51% 58% 60% % owning an Internet-connected TV
9 On-Demand Video Service Subscription Total Population 12+ Netflix 43% Amazon Prime 22% Hulu 9% Subscription to any of the above 51% % having a subscription
10 Used On-Demand Video Service in Last Week Total Population 12+ Netflix 33% Amazon Prime Instant Video 9% Hulu 5% Used any of the above in the last week 37% % subscribing and using service in last week
11 Total Perceived Time Spent with Media in Past 24 Hours Total Population 12+ 7:22 Sum of self-reported time spent with: Television Radio Newspapers Internet 8: Hours:Minutes
12 Number of Radios Owned in Home Total Population 12+ Zero One to Three Four or more Mean # of Radios % 65% 31% % 63% 16% 1.9
13 Number of Radios Owned in Home (Age 18-34) Zero One to Three Four or more Mean # of Radios % 70% 24% % 60% 8% 1.4
14 ONLINE RADIO
15 Monthly Online Radio Listening Total Population 12+ Estimated 155 Million 5% 7% 12% 17% 16% 15% 21% 20% 21% 27% 27% 34% 39% 45% 47% 53% 57% 2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 ' % listening to Online Radio in last month Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
16 Relationship Between Monthly Online Radio Listening and Smartphone Ownership Total Population 12+ Monthly Online Radio Listening Smartphone Ownership 71% 76% 44% 53% 61% 31% 34% 39% 45% 47% 53% 57%
17 Monthly Online Radio Listening % 75% 77% 79% 52% 50% 61% 65% 20% 21% 26% 31% Age Age Age 55+ % listening to Online Radio in last month Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
18 Weekly Online Radio Listening Total Population 12+ Estimated 136 Million 2% 5% 6% 8% 8% 8% 12% 12% 13% 17% 17% 22% 29% 33% 36% 44% 50% 2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 ' % listening to Online Radio in last week Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
19 Weekly Online Radio Listening % 64% 69% 73% 50% 56% 36% 37% 13% 13% 18% 24% Age Age Age 55+ % listening to Online Radio in last week Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
20 Portion of Online Radio Monthly Listeners Who Also Listen Weekly Total Population % = % listening weekly % listening monthly 53% Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
21 Average Time Weekly Online Radio Listeners Spend Listening to Online Radio Base: Weekly Online Radio Listeners 6:13 6:31 8:02 9:17 9:46 11:56 13:19 12:53 12:08 33 million people 43 million people 44 million people 57 million people 76 million people 87 million people 95 million people 119 million people 136 million people Hours:Minutes in last week Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
22 Online Radio Listening in Car Have you ever listened to Internet Radio in a car by listening to the stream from a cell phone that you have connected to a car audio system? Base: Own a cell phone; 93% 35% 37% 6% 11% 17% 21% 26% % saying yes
23 AUDIO BRANDS
24 Audio Brand Awareness Total Population 12+ Pandora Apple Music* iheartradio Spotify Amazon Music Rhapsody Google Play All Access Radio.com NextRadio Slacker TuneIn Radio 8Tracks Stitcher Tidal AccuRadio Deezer 9% 6% 6% 5% 3% 18% 17% 15% 15% 40% 37% 52% 51% 67% 65% 82% *Asked as Apple Music, formerly known as itunes Radio % aware of audio brand
25 Listened in the last month to Total Population 12+ Pandora 32% Spotify iheartradio Apple Music* Radio.com Amazon Music Google Play All Access 13% 12% 12% 9% 6% 5% Brands lower than 3% Age 12+ not shown TuneIn Radio 3% *Asked as Apple Music, formerly known as itunes Radio % listened in last month
26 Listened in the last month to Total Population 12+ Pandora Spotify iheartradio 4% 6% 10% 13% 8% 9% 11% 12% 27% 31% 34% 32% Apple Music* 8% 11% 12% * : Asked as itunes Radio 2016: Asked as Apple Music, formerly known as itunes Radio % listened in last month
27 Listened in the last month to Age Age Age % 39% 15% 14% 15% 30% 22% 11% 12% 6% 5% 2% Pandora iheartradio Apple Music* Spotify *Asked as Apple Music, formerly known as itunes Radio % listened in last month
28 Listened in the last week to Total Population 12+ Pandora 25% Spotify 10% iheartradio 8% Apple Music* 8% Google Play All Access 4% Amazon Music 4% Brands lower than 4% Age 12+ not shown *Asked as Apple Music, formerly known as itunes Radio % listened in last week
29 Listened in the last week to Total Population 12+ Pandora Spotify iheartradio Apple Music* 3% 4% 7% 10% 5% 5% 7% 8% 5% 7% 8% 20% 22% 27% 25% * : Asked as itunes Radio 2016: Asked as Apple Music, formerly known as itunes Radio % listened in last week
30 Listened in the last week to Age Age Age % 32% 9% 25% 17% 9% 9% 10% 8% 1% 4% 4% Pandora Spotify iheartradio Apple Music* *Asked as Apple Music, formerly known as itunes Radio % listened in last week
31 Audio Brand Used Most Often Base: Currently ever use any audio brand Pandora Spotify Apple Music* iheartradio Others % 10% 8% 11% 17% % 14% 10% 9% 19% *2015: Asked as itunes Radio 2016: Asked as Apple Music, formerly known as itunes Radio
32 MUSIC DISCOVERY
33 Importance of Keeping Up-To-Date with Music Very Important Somewhat Important Not at all Important Total Population % 36% 47% Age % 40% 31%
34 Sources Used for Keeping Up-to-Date with Music Base: Those saying it is Very Important or Somewhat Important to keep up-to-date with music Friends/Family AM/FM Radio YouTube Pandora Facebook Music television channels Information or displays at a local store Apple itunes Spotify SiriusXM satellite radio iheartradio Blogs about music 33% 30% 30% 25% 24% 20% 15% 42% 47% 68% 68% 66% % using source
35 Sources Used for Keeping Up-to-Date with Music (Age 12-24) Base: Those saying it is Very Important or Somewhat Important to keep up-to-date with music Friends/Family AM/FM Radio YouTube Pandora Facebook Music television channels Information or displays at a local store Apple itunes Spotify SiriusXM satellite radio iheartradio Blogs about music 44% 29% 34% 39% 43% 17% 24% 18% 58% 57% 74% 86% % using source
36 Source Used Most Often for Keeping Up-to-Date with Music Base: Those saying it is Very Important or Somewhat Important to keep up-to-date with music Friends/ Family 23% YouTube 14% Pandora 7% AM/FM Radio 28% Others 17% SiriusXM 4% Facebook 3% Spotify 4%
37 Source Used Most Often for Keeping Up-to-Date with Music (Age 12-24) Base: Those saying it is Very Important or Somewhat Important to keep up-to-date with music YouTube 22% Pandora 9% Friends/ Family 32% SiriusXM 1% Facebook 4% Spotify 9% AM/FM Radio 9% Others 14%
38 YouTube Usage Have you used YouTube to watch music videos or listen to music? Ever In the Last Month In the Last Week 63% 53% 43% 86% 81% 71% 70% 58% 46% Total Population 12+ Age Age % saying yes
39 PODCASTING
40 Podcast Listening Total Population 12+ Estimated 98 Million 11% 13% 18% 22% 23% 25% 29% 27% 30% 33% 36% % ever listening to a podcast
41 Monthly Podcast Listening Total Population 12+ Estimated 57 Million 9% 11% 12% 12% 14% 12% 15% 17% 21% % listening to a podcast in last month
42 Monthly Podcast Listening % 20% 23% 27% 16% 17% 19% 24% 7% 7% 10% 11% Age Age Age 55+ % listening to a podcast in last month
43 Monthly Podcast Listening % 17% 24% 17% 13% 16% 9% 18% Men Women % listening to a podcast in last month
44 Weekly Podcast Listening Total Population 12+ Estimated 35 Million 7% 8% 10% 13% % listening to a podcast in last week
45 Number of Podcasts Listened to in Last Week Base: Weekly Podcast Listeners Two 19% Three 22% Average of five podcasts listened per week Four or Five 21% One 17% 11 or more 8% Six to Ten 13%
46 Device Used Most Often to Listen to Podcasts Base: Ever Listened to a Podcast Computer Smartphone/tablet/portable device Don't Know % 55% % 64%
47 IN-CAR MEDIA
48 Audio Sources Used in Primary Car Base: Age 18+ and has driven/ridden in car in last month AM/FM Radio 84% CD Player 56% MP3 Player/Owned Digital Music 38% Online Radio* 21% *Listen to either the online stream of AM/FM radio stations or Internet-only radio from a cell phone or other mobile device that you connect to the car audio system Satellite Radio 19% % currently ever using audio source in primary car
49 Audio Sources Used in Primary Car Base: Age 18+ and has driven/ridden in car in last month AM/FM Radio CD Player MP3 Player/Owned Digital Music Online Radio* Satellite Radio 12% 14% 21% 21% 15% 17% 17% 19% 29% 31% 38% 38% % currently ever using audio source in primary car 63% 61% 55% 56% 84% 86% 81% 84% *Listen to either the online stream of AM/FM radio stations or Internet-only radio from a cell phone or other mobile device that you connect to the car audio system
50 Audio Sources Used at Least Most of the Times in Primary Car In your primary car, how often do you use? Base: Age 18+ and has driven/ridden in car in last month 54% *Listen to either the online stream of AM/FM radio stations or Internetonly radio from a cell phone or other mobile device that you connect to the car audio system 15% 11% 11% 8% AM/FM Radio MP3 Player/ Owned Digital Music CD Player Satellite Radio Online Radio* % using audio source most or all of the times in primary car
51 Audio Sources Used at Least Most of the Times in Primary Car In your primary car, how often do you use? Base: Age 18+ and has driven/ridden in car in last month % 58% 53% 54% *Listen to either the online stream of AM/FM radio stations or Internetonly radio from a cell phone or other mobile device that you connect to the car audio system 15% 11% 13% 15% 15% 15% 11% 11% 10% 11% 10% 11% 4% 6% 9% 8% AM/FM Radio MP3 Player/ Owned Digital Music CD Player Satellite Radio Online Radio* % using audio source most or all of the times in primary car
52 Audio Source Used Most Often in Primary Car Base: Use any audio source in primary car AM/FM Radio Column1 CDs/Own music collection Online Radio* Satellite Radio Other % 17% 8% 11% 5% % 15% 8% 12% 2% *Listen to either the online stream of AM/FM radio stations or Internet-only radio from a cell phone or other mobile device that you connect to the car audio system
53 In-Dash Information and Entertainment Systems Base: Age 18+ and has driven/ridden in car in last month Estimated 33 Million 6% 8% 10% 12% % have an in-dash system in primary car
54 SOCIAL MEDIA
55 Social Media Usage Total Population 12+ Estimated 212 Million 48% 52% 53% 62% 67% 73% 78% 24% 34% % currently use any social media
56 Social Media Brand Awareness Total Population 12+ Facebook Twitter Instagram Snapchat Pinterest Google+ LinkedIn Tumblr Vine Tinder Kik WhatsApp 32% 30% 57% 52% 50% 45% 45% 63% 71% 83% 87% 93% % aware of social media brand
57 Social Media Brand Awareness Total Population 12+ Page 1 of 2 Facebook 92% 93% Twitter 84% 87% Instagram 77% 83% 2015 Snapchat 60% 71% 2016 Pinterest Google+ 56% 56% 57% 63% % aware of social media brand
58 Social Media Brand Awareness Total Population 12+ Page 2 of 2 LinkedIn 49% 52% Tumblr 44% 50% Vine 39% 45% 2015 Tinder 45% 2016 Kik WhatsApp 32% 26% 30% % aware of social media brand
59 Social Media Brand Usage Total Population 12+ Facebook Instagram Pinterest Snapchat Twitter LinkedIn Google+ WhatsApp Tumblr Vine Kik Tinder 2% 9% 8% 8% 8% 29% 25% 23% 21% 20% 15% 64% % currently ever use social media brand
60 Social Media Brand Usage (Age 12-24) Facebook Instagram Pinterest Snapchat Twitter LinkedIn Google+ WhatsApp Tumblr Vine Kik Tinder 4% 9% 10% 27% 21% 24% 26% 29% 36% 68% 66% 72% % currently ever use social media brand
61 Social Media Brand Usage Total Population 12+ Facebook 58% 58% 62% 64% Instagram Pinterest 12% 10% 13% 19% 24% 29% 21% 25% Snapchat 3% 14% 17% 23% Twitter 15% 16% 18% 21% LinkedIn 17% 19% 18% 20% % currently ever use social media brand
62 Use Social Media Brand Several Times per Day Total Population 12+ Facebook Snapchat Instagram Twitter Pinterest WhatsApp Tumblr Google+ LinkedIn Vine 7% 4% 2% 2% 2% 2% 1% 12% 12% 35% % using social media brand several times per day
63 Social Media Brand Used Most Often Base: Currently use any social networking brands Facebook 65% Snapchat 4% Instagram 7% Facebook 61% Snapchat 8% Instagram 7% Others 10% LinkedIn 5% Pinterest 5% Twitter 4% LinkedIn 4% Pinterest 4% Twitter 5% Others 11%
64 Social Media Brand Used Most Often (Age 12-24) Base: Currently use any social networking brands 2015 Snapchat 15% 2016 Snapchat 26% Facebook 43% Instagram 18% Facebook 32% Instagram 17% Others 16% Twitter 8% Others 17% Twitter 8%
65 Social Media Brand Used Most Often Base: Currently use any social networking brands Men Snapchat 8% Women Facebook 57% Others 13% Instagram 6% LinkedIn 8% Pinterest 1% Twitter 7% Facebook 67% Snapchat 8% Others 8% Instagram 7% LinkedIn 1% Pinterest 7% Twitter 2%
66 Use Social Media Brand to Follow Political News or Candidates Total Population 12+ Facebook Twitter Instagram Snapchat Google+ Pinterest Tumblr LinkedIn WhatsApp Vine Kik 11% 7% 5% 3% 2% 2% 2% 1% 1% 1% 25% % using social media brand to follow political news/candidates
67 Conclusions and Observations The Smartphone has rewritten the media landscape Netflix and on-demand audio series smash the attention span myth
68 Conclusions and Observations Over-the-air radio has very real in-home hardware concerns Majority of 12-54s are regular online radio listeners and that listening is becoming more and more habitual Pandora remains the clear leader in streaming services. Spotify has made major gains
69 Conclusions and Observations Nearly 100 million Americans have ever listened to a podcast it has made the jump to mainstream Teens are flocking to Snapchat and thus are increasingly harder to reach on social media
70 THE INFINITE DIAL #infinitedial #INFINITEDIAL
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