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