Professional Documents
Culture Documents
INFINITE DIAL
2016 2016 2018
#InfiniteDial
#INFINITEDIAL
THE INFINITE DIAL
2018
Study Overview
#InfiniteDial
81% 83%
76%
71%
61%
53%
44%
31%
14%
10%
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
% owning a smartphone
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
#InfiniteDial
% owning a tablet
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Smart Speaker Awareness
#InfiniteDial
57%
Amazon Alexa
71%
2017
2018
45%
Google Home
56%
Estimated
51 Million
18%
7%
2017 2018
Own both
Amazon Alexa
and Google
Home
11%
Own Amazon
Alexa but not
Google Home
Own Google
72%
Home but not
Amazon Alexa
Own either
Amazon Alexa or Google Home 17%
Three or more
11%
One
67%
Two
22%
Own either
Amazon Alexa or Google Home
Mean
Zero One to three Four or more (# of Radios)
Mean
Zero One to three Four or more (# of Radios)
Own a Smart
Own a radio but Speaker but
no Smart no radio
Speaker 5%
58%
Own both
13%
Own either
Amazon Alexa or Google Home
Own neither
24%
SOCIAL MEDIA
93%
Facebook 95%
94%
87%
Twitter 90%
87%
83%
Instagram 88% 2016
87%
71% 2017
Snapchat 82%
83% 2018
63%
Pinterest 70%
69%
52%
LinkedIn 58%
58%
Base: Age 12+ and currently ever use Facebook, Snapchat, Twitter, Instagram, Pinterest, or LinkedIn Estimated
216 Million
21%
10%
2008* 2009* 2010* 2011* 2012* 2013 2014 2015 2016 2017 2018
*2008-2012: Ever use Facebook, Twitter, or LinkedIn
% currently ever use
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Facebook Usage
#InfiniteDial
64% 67%
62% 62%
58% 58%
51% 54%
41%
18%
8%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
29%
Instagram 34%
36%
25%
Pinterest 30% 2016
31%
2017
23%
Snapchat 29% 2018
31%
20%
LinkedIn 22%
22%
21%
Twitter 23%
21%
2017 2018
79%
72% 69%
67%
49% 49%
Base: Age 12+ and currently ever use Facebook, Snapchat, Twitter, Instagram, Pinterest, or LinkedIn
2017 2018
Snapchat
Snapchat 14%
9%
Facebook
63% Facebook
Instagram 57% Instagram
10% 12%
LinkedIn LinkedIn
4% 4%
Pinterest Pinterest
Twitter 6% Twitter 5%
Others Others
3% 5%
5% 3%
The Infinite Dial © 2018 Edison Research and Triton Digital
Social Media Brand Used Most Often
THE INFINITE DIAL
2018 (Age 12-34) #InfiniteDial
Base: Currently ever use Facebook, Snapchat, Twitter, Instagram, Pinterest, or LinkedIn
2017 2018
Snapchat
Snapchat
19%
29%
Facebook
Instagram 35%
Facebook 18%
48%
Instagram
Others
Pinterest 22%
Twitter 5% 5%
Others 3% Twitter
Pinterest
7% 5%
4%
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
#InfiniteDial
ONLINE AUDIO
64%
61%
57%
53%
45% 47%
39%
34%
27% 27%
21% 20% 21%
17% 16% 15%
12%
5% 7%
2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 2018
87% 88%
77% 79%
75% 73%
70%
65%
61%
50%
57%
53%
50%
44%
36%
33%
29%
22%
17% 17%
12% 12% 13%
6% 8% 8% 8%
5%
2%
2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 2018
14:39
13:19 13:40
12:53 12:08
11:56
9:17 9:46
8:02
6:13 6:31
33M 43M 44M 57M 76M 87M 95M 119M 136M 148M 160M
people people people people people people people people people people people
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Hours:Minutes in last week
Online Audio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
The Infinite Dial © 2018 Edison Research and Triton Digital
Online Audio Listening in Car
THE INFINITE DIAL “Have you ever listened to Internet Audio in a car by listening to the stream
from a cell phone that you have connected to a car audio system?”
2018
#InfiniteDial
44%
40%
35% 37%
26%
21%
17%
11%
6%
% saying yes
AUDIO BRANDS
Pandora 85%
iHeartRadio 67%
Spotify 65%
Apple Music* 60%
Amazon Music 60%
Google Play All Access 51%
Napster 44%
SoundCloud 38%
NPROne 20%
Slacker 18%
Radio.com 17%
TuneIn Radio 16%
8Tracks 11%
Tidal 10%
AccuRadio 8%
Deezer 7%
*Asked as “Apple Music, the paid music subscription from Apple”
Pandora 31%
Spotify 20%
iHeartRadio 11%
Amazon Music 9%
SoundCloud 11%
9%
5%
Google Play All Access 6%
6%
*2016: “Asked as Apple Music, formerly known as iTunes Radio
2017-2018: *Asked as Apple Music, the paid music subscription from Apple
39%
Pandora 39%
39%
12%
Spotify 16%
18%
15%
iHeartRadio 15% 2016
16%
11% 2017
Apple Music* 7%
10%
7% 2018
Amazon Music 10%
13%
SoundCloud 8%
8%
5%
Google Play All Access 8%
9%
*2016: “Asked as Apple Music, formerly known as iTunes Radio
2017-2018: *Asked as Apple Music, the paid music subscription from Apple
Pandora 23%
Spotify 16%
Apple Music* 9%
iHeartRadio 7%
Amazon Music 6%
Brands lower than 5% Age 12+ not shown
Apple Music
10%
iHeartRadio
Pandora
8%
35%
Amazon Music
8%
Own either
Amazon Alexa or Google Home Google Play
Others 5%
13%
46%
41% 43% 43%
33%
IN-CAR MEDIA
Base: Age 18+ and has driven/ridden in car in last month; 88%
CD Player 49%
Podcasts 23%
Base: Age 18+ and has driven/ridden in car in last month; 88%
84%
AM/FM Radio 82%
82%
56%
CD Player 52%
49% 2016
38%
Owned Digital Music 45% 2017
45%
21%
Online Radio 26% 2018
28%
Podcasts 19%
23%
19%
Satellite Radio 22%
21%
Base: Age 18+ and has driven/ridden in car in last month, and use any audio source in car
Base: Age 18+ and has driven/ridden in car in last month; 88%
Estimated
42 Million
15%
12% 12%
10%
8%
6%
AUDIOBOOKS
One year to
two years ago
16%
Five to Ten
Two
19%
20%
PODCASTING
64%
60%
55%
48% 49%
45% 45% 46% 46%
43%
37% 37%
22%
2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 2018
44%
40%
36%
33%
29% 30%
25% 27%
22% 23%
18%
11% 13%
2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 2018
24% 26%
21%
15% 17%
12% 12% 14% 12%
9% 11%
2008 '09 '10 '11 '12 '13 '14 '15 '16 '17 2018
Men Women
Estimated
48 Million
15% 17%
13%
8% 10%
7%
Three
13% Average of seven
Four or Five podcasts listened
21% per week
Two
17%
Six to Ten
One 17%
18%
11 or more
14%
The Infinite Dial © 2018 Edison Research and Triton Digital
Device Used Most Often
THE INFINITE DIAL
2018 to Listen to Podcasts #InfiniteDial
At work
11%
22%
16% 17% 18%
“Do you ever increase the speed of your podcasts in order to listen to them faster?”
Yes
19%
No
81%