The Infinite Dial 2015

#infinitedial

The Infinite Dial 2015

In-Car Media

Social Networking

Smartphones

Music Discovery

Online Radio

Podcasting

#infinitedial

© 2015 Edison Research and Triton Digital

Study Overview •

In January/February 2015, Edison Research conducted a national telephone survey of 2002 people aged 12 and older, using random digit dialing techniques.



Survey offered in both English and Spanish languages.



Both landlines and cell phones were called.



Data weighted to national 12+ population figures.



This is the 23rd study in the series dating to 1998.



These studies provide estimates of digital platforms and their impact on the media landscape based on self-reported consumer behaviors and attitudes.



Follow along on Twitter at #infinitedial



For a free copy of this report, visit: •

www.edisonresearch.com



www.tritondigital.com

© 2015 Edison Research and Triton Digital

Technology changes in society “Would you say all the ways technology has changed society over the last ten years have been…?” Somewhat positive 24%

Mostly positive 33%

Equally positive and negative 25%

Somewhat negative 8% Mostly negative Don't Know 7% 3% Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Medium most essential “Among the Internet, newspapers, radio and television, which one is most essential to your life?” 2010

2015

54% 42%

37% 14% 5%

Internet

4%

Newspaper

9%

Radio

Base: Total Population 12+

30%

Television

© 2015 Edison Research and Triton Digital

Medium used first in event of a major news story “Among the Internet, newspapers, radio and television, which one do you turn to first in the event of a major news story?” 2010 2015 62% 50% 40% 25% 5% Internet

3%

Newspaper

7%

6%

Radio

Base: Total Population 12+

Television

© 2015 Edison Research and Triton Digital

Medium used first to learn about new music “Among the Internet, newspapers, radio and television, which one do you turn to first to learn about new music?” 2010 2015

44%

39%

31%

32% 12%

3% Internet

9%

1%

Newspaper

Radio

Base: Total Population 12+

Television

© 2015 Edison Research and Triton Digital

Online Radio

Digital and Media Landscape

Online Radio

The Infinite Dial 2014

Internet Access and Digital Household Trends

#infinitedial

© 2015 Edison Research and Triton Digital

Monthly Online Radio Listening Estimated 143 Million 53% 45% 47% 39% 34% 27% 27% 12% 5%

17% 16% 15%

21% 20% 21%

7%

2000 '01

'02

'03

'04

'05

'06

'07

'08

'09

'10

'11

'12

'13

'14 2015

% 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

Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Monthly Online Radio Listening (Age)

77% 61%

26%

12-24

25-54

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 © 2015 Edison Research and Triton Digital

Weekly Online Radio Listening Estimated 119 Million

44% 29%

2%

8% 8% 8% 5% 6%

2000 '01

'02

'03

'04

'05

12% 12% 13%

'06

'07

'08

17% 17%

'09

'10

33%

36%

22%

'11

'12

'13

'14 2015

% 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

Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Weekly Online Radio Listening (Age) 69% 50%

18%

12-24

25-54

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 © 2015 Edison Research and Triton Digital

Average time ‘Weekly Online Radio Listeners’ spend listening to Online Radio Hours:Minutes

11:56 8:02

9:17

9:46

13:19

12:53

6:13

6:31

33 million people

43 million people

44 million people

57 million people

76 million people

87 million people

95 million people

119 million people

2008

2009

2010

2011

2012

2013

2014

2015

Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet

Base: Weekly Online Radio Listeners

© 2015 Edison Research and Triton Digital

Devices used to listen to Online Radio 66% 73%

Smartphone

67% 61%

Desktop/Laptop

34% 32%

Tablet

2015

12% 18%

TV connected to Internet

Internet-connected audio system (eg. Sonos)

2014

2% 3% % using device

Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet

Base: Weekly Online Radio Listeners

© 2015 Edison Research and Triton Digital

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?”

35% 26% 17%

21%

11% 6% 2010

2011

2012

2013

2014

2015

% saying yes Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet

Base: Own a cell phone; 92%

© 2015 Edison Research and Triton Digital

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?” 59% 39%

10% Age 12-24

Age 25-54

Age 55+

% saying yes Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet

Base: Own a cell phone: 92%

© 2015 Edison Research and Triton Digital

Online Radio

Digital and Media Landscape

Audio Brands

The Infinite Dial 2014

Internet Access and Digital Household Trends

#infinitedial

© 2015 Edison Research and Triton Digital

When thinking about Internet-only audio, what is the FIRST word that comes to mind?

Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Audio Brand Awareness 75%

Pandora

62% 59%

iTunes Radio iHeartRadio

42% 41% 41%

Amazon Music Rhapsody Spotify

30% 27%

Google Play All Access Beats Music Slacker Radio.com TuneIn Radio 8Tracks Rdio Grooveshark Live 365 Songza AccuRadio

16% 15% 14% 10% 8% 8% 8% 6% 6% % aware of audio brand Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Audio Brand Usage 45%

Pandora

17%

iHeartRadio

16%

iTunes Radio

13%

Spotify

7%

Amazon Music Rhapsody

5%

Google Play All Access

5%

TuneIn Radio

4%

Radio.com

3%

Slacker

3%

Beats Music

3%

Brands lower than 3% Age 12+ not shown

% currently ever using audio brand Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Listened in the last month to… 34%

Pandora

iHeartRadio

11%

iTunes Radio

11%

Spotify

10%

% saying yes Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Listened in the last month to… 31%

Pandora

34% 9%

iHeartRadio

iTunes Radio

Spotify

11%

2014 2015

8% 11% 6% 10%

% saying yes Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Listened in the last month to… (Age) 54% 40%

Pandora

12% 14% 13%

iHeartRadio

Age 12-24

5%

Age 25-54

20%

Age 55+

12%

iTunes Radio

3% 23% 9%

Spotify

1% % saying yes © 2015 Edison Research and Triton Digital

Listened in the last week to… 27%

Pandora

Spotify

7%

iTunes Radio

7%

iHeartRadio

7%

% saying yes Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Listened in the last week to… 22%

Pandora

Spotify

iTunes Radio

iHeartRadio

27% 4% 7%

2014

5%

2015

7% 5% 7% % saying yes Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Listened in the last week to… (Age) 45% 33%

Pandora

8% 17% 7%

Spotify

Age 12-24

1%

Age 25-54

13%

Age 55+

7%

iTunes Radio

2% 8% 8%

iHeartRadio

3% % saying yes © 2015 Edison Research and Triton Digital

Audio Brand used most often iHeartRadio 11% Spotify 10% Pandora 54%

iTunes Radio 8%

None 2%

Others 15%

Base: Currently use any Internet audio service

© 2015 Edison Research and Triton Digital

Audio Brand used most often (Age 12-24) iHeartRadio 6% Spotify 16% Pandora 55% iTunes Radio 7%

None 2%

Others 14%

Base: Currently use any Internet audio service

© 2015 Edison Research and Triton Digital

YouTube Usage “Have you used YouTube to watch music videos or listen to music…” Ever

90%

83%

63%

75%

In the Last Month

In the Last Week

70% 57%

52%

44%

41%

Total Population 12+

Age 12-24

Age 25-54

© 2015 Edison Research and Triton Digital

YouTube Usage “How often would you say you listen to the music on YouTube without actually watching the videos?” Most of the times 21%

All of the times 13%

Some of the times 39%

Almost Never 27%

Base: Used YouTube specifically to watch videos or listen to music in the last month

© 2015 Edison Research and Triton Digital

Online Radio

Digital and Media Landscape

Music Discovery

The Infinite Dial 2014

Internet Access and Digital Household Trends

#infinitedial

© 2015 Edison Research and Triton Digital

Importance of keeping up-to-date with music Age 12-24

Total Population 12+ Somewhat Important 33%

Very Important 16%

Somewhat Important 33%

Very Important 27% Not At All Important 51%

Not At All Important 40%

© 2015 Edison Research and Triton Digital

Sources used for keeping up-to-date with music 70% 69%

Friends/Family AM/FM Radio

61%

YouTube

51%

Pandora

40% 39% 32% 31%

Facebook Music television channels Information or displays at a local store Apple iTunes SiriusXM satellite radio iHeartRadio Spotify Blogs about music

23% 20% 20% 13% % using source

Base: Those saying it is “Very Important” or “Somewhat Important” to Keep Up-To-Date With Music

© 2015 Edison Research and Triton Digital

Sources used for keeping up-to-date with music (Age 12-24) 77%

Friends/Family

57%

AM/FM Radio

83%

YouTube

70%

Pandora

49% 43% 37% 41%

Facebook Music television channels Information or displays at a local store Apple iTunes SiriusXM satellite radio iHeartRadio

24% 27% 37%

Spotify Blogs about music

23% % using source

Base: Those saying it is “Very Important” or “Somewhat Important” to Keep Up-To-Date With Music

© 2015 Edison Research and Triton Digital

Sources used for keeping up-to-date with music 66% 70%

Friends/Family AM/FM Radio

69% 59% 61%

YouTube 48% 51%

Pandora 39% 40%

Facebook 33%

Music television channels Apple iTunes iHeartRadio Spotify Blogs about music

39%

30% 32% 30% 31%

Information or displays at a local store SiriusXM satellite radio

75%

2014 2015

20% 23% 18% 20% 14% 20% 14% 13%

% using source Base: Those saying it is “Very Important” or “Somewhat Important” to Keep Up-To-Date With Music

© 2015 Edison Research and Triton Digital

Source used most for keeping up-to-date with music Friends/ Family 22% YouTube 10% AM/FM Radio 29%

Pandora 8%

Others 20%

SiriusXM Satellite Radio 4% Facebook Spotify 4% 3%

Base: Those saying it is “Very Important” or “Somewhat Important” to Keep Up-To-Date With Music

© 2015 Edison Research and Triton Digital

Source used most for keeping up-to-date with music (Age 12-24) YouTube 18%

Friends/ Family 28%

Pandora 13% SiriusXM Satellite Radio 1% Facebook 4% Spotify 7%

AM/FM Radio 8% Others 21%

Base: Those saying it is “Very Important” or “Somewhat Important” to Keep Up-To-Date With Music

© 2015 Edison Research and Triton Digital

Source used most for keeping up-to-date with music 2015

2014

Friends/ Family 22%

Friends/ Family 21% AM/FM Radio 35%

YouTube 10%

AM/FM Radio 29% YouTube 10%

Pandora 8%

Pandora 9% SiriusXM Satellite Facebook Radio Others Spotify 4% 4% 16% 1%

Others 20%

Base: Those saying it is “Very Important” or “Somewhat Important” to Keep Up-To-Date With Music

SiriusXM Satellite Radio Spotify 4% 3% Facebook 4% © 2015 Edison Research and Triton Digital

Podcasting #infinitedial

© 2015 Edison Research and Triton Digital

Podcast Listening Approximately 89 Million

29% 22%

23%

2009

2010

25%

27%

30%

33%

18% 11%

13%

2006

2007

2008

2011

2012

2013

2014

2015

% ever listening to a podcast Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Devices used most often to listen to podcasts 2015

2014 Don't Know 3%

Smartphone/ tablet/ portable audio player 51%

Don't Know 3%

Computer 46%

Smartphone/ tablet/ portable audio player 55% Computer 42%

Base: Ever listened to podcast

© 2015 Edison Research and Triton Digital

Monthly Podcast Listening Approximately 46 Million

9%

2008

11%

12%

12%

2009

2010

2011

15%

14%

2012

17%

12%

2013

2014

2015

% listening to podcasts in last month Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Weekly Podcast Listening Approximately 27 Million

10% 7%

2013

8%

2014

2015

% listening to podcasts in last week Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Podcast Listening: (Education) “Have you used listened to podcasts…” Ever

In the Last Month

In the Last Week

45% 33% 24% 17% 10% Total Population 12+

24% 11%

14% 6%

No college degree

College degree

© 2015 Edison Research and Triton Digital

Podcast Listening: (Income) “Have you used listened to podcasts…” Ever

In the Last Month

In the Last Week

52% 34% 26%

24% 13%

Under $50K

17% 10%

7%

$50K to $100K

Base: Age 18+

16%

More than $100K

© 2015 Edison Research and Triton Digital

Number of Podcasts listened to in last week Six to Ten 9%

11 or more 15% One 14%

Average of six podcasts listened to per week

Four or Five 17% Two 22% Three 23% Base: Weekly podcast listeners

© 2015 Edison Research and Triton Digital

“Serial” Podcast

10%

3% Aware of "Serial"

Ever listened to "Serial"

Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Smartphones and Other Devices #infinitedial

© 2015 Edison Research and Triton Digital

Smartphone Ownership Estimated 192 Million 71% 53%

61%

44% 31% 10%

14%

2009

2010

2011

2012

2013

2014

2015

% owning smartphone

Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Smartphone Ownership (Age) 2013 86%

2015

81%

78% 68%

2014

64%

68% 45% 36% 25%

12-24

25-54

55+

% owning smartphone

© 2015 Edison Research and Triton Digital

Smartphone Apps “Have you ever downloaded any of the following apps to your smartphone or other device?” Pandora iHeartRadio Spotify An AM/FM Radio Station App ESPN Radio Google Play All Access TuneIn Radio SiriusXM Slacker Rhapsody Songza Radio.com App Rdio

50% 17% 15% 11% 8% 5% 4% 3% 3% 3% 1% 1% 1% % saying yes Base: Own a smartphone

© 2015 Edison Research and Triton Digital

Smartphone Data Plan Consideration “When listening to Internet Audio on your smartphone, do you ever take into consideration how much data you are using on your cell phone?” Yes 42%

No 58%

Base: Weekly Online Radio Listeners who listen on a smartphone

© 2015 Edison Research and Triton Digital

Smartphone Data Plan Consideration “When listening to Internet Audio on your smartphone, do you ever take into consideration how much data you are using on your cell phone?”

49% 38%

Age 12-24

Age 25-54

33%

Age 55+

% saying yes

Base: Weekly Online Radio Listeners who listen on a smartphone

© 2015 Edison Research and Triton Digital

Shazam and SoundHound “Are you/Have you…?” 40%

Aware of App

Downloaded App

Used App to Identify Songs Used to identify/get more information about something seen on TV

16% 17% 6% 16% 6%

Shazam SoundHound

5% Not Asked % saying yes Base: Own a smartphone

© 2015 Edison Research and Triton Digital

Tablet Ownership Non-iPad Tablet only Both Apple iPad only

Total Ownership 29% 12% 3%

Total Ownership 39%

Total Ownership 49% 19%

16%

8%

6%

14%

17%

22%

2013

2014

2015

% owning tablet Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Internet-connected TV Ownership

58%

51%

2014

2015 % owning TV connected to the Internet

Base: Total Population 12+

© 2015 Edison Research and Triton Digital

In-Car Media

#infinitedial

© 2015 Edison Research and Triton Digital

Audio sources used in primary car 81%

AM/FM Radio

55%

CD Player

38%

MP3 Player/Owned Digital music

Online Radio

Satellite Radio

21%

17% % currently ever using medium in primary car Base: Age 18+ and Driven/Ridden in car in last month

© 2015 Edison Research and Triton Digital

Audio sources used in primary car 84% 86% 81%

AM/FM Radio 63% 61%

CD Player 55%

2013

29% 31%

MP3 Player/Owned Digital music

38%

Online Radio

12% 14%

2014 2015

21%

Satellite Radio

15% 17% 17%

% currently ever using medium in primary car Base: Age 18+ and Driven/Ridden in car in last month

© 2015 Edison Research and Triton Digital

Audio sources used at least ‘most of the times’ in primary car “In your primary car how often do you use…”

Most of the times

53%

Almost all of the times

18%

35% AM/FM Radio

15% 6% 9% MP3 Player/ Owned Digital music

11%

10%

5% 6%

3% 7%

CD Player

Satellite Radio

Base: Age 18+ and Driven/Ridden in car in last month

9% 4% 5% Online Radio

© 2015 Edison Research and Triton Digital

Audio sources used at least ‘most of the times’ in primary car “In your primary car how often do you use…” 2013 58% 58%

2014

53%

2015

15% 11% 13% AM/FM Radio

MP3 Player/ Owned Digital music

15% 15%

11%

CD Player

10% 11% 10% Satellite Radio

Base: Age 18+ and Driven/Ridden in car in last month

4%

6%

9%

Online Radio

© 2015 Edison Research and Triton Digital

In-Dash Information and Entertainment Systems “Do you have an in-dash system that allows you to receive information and entertainment over the Internet in your primary car?”

6%

2013

8%

2014

10%

2015

% saying yes

Base: Age 18+ and Driven/Ridden in car in last month

© 2015 Edison Research and Triton Digital

In-Dash Information and Entertainment Systems “How important is it that your next purchase or lease of a new or used vehicle has an in-dash system that allows you to receive information and entertainment over the Internet?” Somewhat Important 17%

Not Very Important 24%

Very Important 15% Don't Know 3%

Not At All Important 41%

Base: Age 18+ and Driven/Ridden in car in last month

© 2015 Edison Research and Triton Digital

Digital and Media Landscape

Online Radio

Social Media

The Infinite Dial 2014

Internet Access and Digital Household Trends

#infinitedial

© 2015 Edison Research and Triton Digital

Currently use any social media

Estimated 197 Million

62% 48%

52%

53%

2011

2012

67%

73%

34% 24%

2008

2009

2010

Base: Total Population 12+

2013

2014

2015

© 2015 Edison Research and Triton Digital

Social Media Awareness 92%

Facebook

84%

Twitter

77%

Instagram

60%

Snapchat Google+

56%

Pinterest

56% 49%

LinkedIn

44%

Tumblr

39%

Vine WhatsApp

26% % aware of social networking Web site/service Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Social Media Usage 62%

Facebook

24%

Instagram

21%

Pinterest Twitter

18%

Google+

18%

LinkedIn

18% 17%

Snapchat Vine WhatsApp Tumblr

8% 7% 5% % using social networking Web site/service Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Social Media Usage 58% 62%

Facebook 19% 24%

Instagram 13%

Pinterest

21% 16% 18% 17% 18% 19% 18% 13% 17%

Twitter Google+ LinkedIn Snapchat Vine WhatsApp Tumblr

2014 2015

9% 8% 7% 6% 5% % currently ever use social networking Web site/service Base: Total Population 12+

© 2015 Edison Research and Triton Digital

Social Media Usage (Age 12-24) 74%

Facebook

59%

Instagram

20%

Pinterest

32%

Twitter

26%

Google+ LinkedIn

7% 57%

Snapchat

30%

Vine WhatsApp Tumblr

11% 15% % currently ever use social networking Web site/service © 2015 Edison Research and Triton Digital

Usage of Social Media “Several Times per Day” 54%

Facebook

45%

Snapchat Instagram

43%

WhatsApp

43% 30%

Twitter

25%

Tumblr

23%

Vine Pinterest

17%

Google+

17%

LinkedIn

10% % using social networking Web site/service “several times per day” Base: Currently ever use social networking Web site/service

© 2015 Edison Research and Triton Digital

Social Media site used most often “Which one social networking site or service do you use most often?” Instagram 7% LinkedIn 5%

Facebook 65%

Pinterest 5% Google+ 4% Twitter 4% Snapchat 4% Others None 5% 1%

Base: Currently use any social networking sites or services

© 2015 Edison Research and Triton Digital

Social Media site used most often (Age 12-24) Instagram 18% Pinterest 3% Google+ 4% Twitter 8%

Facebook 43%

Snapchat 15% None 1%

Others 8%

Base: Currently use any social networking sites or services

© 2015 Edison Research and Triton Digital

Observations

#infinitedial

© 2015 Edison Research and Triton Digital

For a free copy of this reportDigital visit: and Online Radio

Media Landscape

edisonresearch.com tritondigital.com

The Infinite Dial Internet Access and Contact: [email protected] Trends 2014 Digital Household @webby2001 #infinitedial

© 2015 Edison Research and Triton Digital