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THE

INFINITE DIAL
2016 2016 2018
#InfiniteDial
#INFINITEDIAL
THE INFINITE DIAL
2018
Study Overview
#InfiniteDial

• 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 1998
• For 2018, The Infinite Dial tracks and covers new research on
mobile behaviors, Internet Radio, Podcasting, Social Media,
Smart Speakers and more

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Study Methodology
#InfiniteDial

• In January/February 2018, Edison Research conducted a


national telephone survey of 2000 people aged 12 and
older, using random digit dialing techniques to both cell
phones and landlines
• Survey offered in both English and Spanish languages
• Data weighted to national 12+ population figures

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Smartphone Ownership
#InfiniteDial

Total Population 12+


Estimated
233 Million

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

MEDIA & TECHNOLOGY

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Tablet Ownership
#InfiniteDial

Total Population 12+


Estimated
141 Million

51% 53% 50%


49%
39%
29%

2013 2014 2015 2016 2017 2018

% owning a tablet
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Smart Speaker Awareness
#InfiniteDial

Total Population 12+

57%
Amazon Alexa
71%

2017
2018
45%
Google Home
56%

% aware of Smart Speaker


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Smart Speaker Ownership
#InfiniteDial

Total Population 12+

Estimated
51 Million

18%
7%

2017 2018

% owning either Amazon Alexa or Google Home devices


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Smart Speaker Ownership
#InfiniteDial

Base: Own a Smart Speaker

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%

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Number of Smart Speakers in Household
#InfiniteDial

Base: Own a Smart Speaker

Three or more
11%

One
67%

Two
22%
Own either
Amazon Alexa or Google Home

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Number of Radios Owned in Home
#InfiniteDial

Total Population 12+

Mean
Zero One to three Four or more (# of Radios)

2008 4% 65% 31% 2.9

2018 29% 60% 11% 1.6

The Infinite Dial © 2018 Edison Research and Triton Digital


Number of Radios Owned in Home
THE INFINITE DIAL
2018 (Age 18-34) #InfiniteDial

Mean
Zero One to three Four or more (# of Radios)

2008 6% 70% 24% 2.7

2018 50% 45% 5% 1.0

The Infinite Dial © 2018 Edison Research and Triton Digital


Radio Ownership and
THE INFINITE DIAL
2018 Smart Speaker Ownership #InfiniteDial

Total Population 12+

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%

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
#InfiniteDial

SOCIAL MEDIA

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Social Media Brand Awareness
#InfiniteDial

Total Population 12+

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%

% aware of social media brand


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Social Media Usage
#InfiniteDial

Base: Age 12+ and currently ever use Facebook, Snapchat, Twitter, Instagram, Pinterest, or LinkedIn Estimated
216 Million

77% 80% 77%


70%
63% 66%
57%
53%
44%

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

Total Population 12+ Estimated


174 Million

64% 67%
62% 62%
58% 58%
51% 54%
41%

18%
8%

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

% currently ever use Facebook


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Social Media Brand Usage
#InfiniteDial

Total Population 12+


64%
Facebook 67%
62%

29%
Instagram 34%
36%

25%
Pinterest 30% 2016
31%
2017
23%
Snapchat 29% 2018
31%

20%
LinkedIn 22%
22%

21%
Twitter 23%
21%

% currently ever use social media brand


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Facebook Usage
#InfiniteDial

2017 2018

79%
72% 69%
67%

49% 49%

Age 12-34 Age 35-54 Age 55+

% currently ever use Facebook


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Social Media Brand Used Most Often
#InfiniteDial

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

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Monthly Online Audio Listening
#InfiniteDial

Total Population 12+ Estimated


180 Million

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

% listening to Online Audio in last month


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
THE INFINITE DIAL
2018
Monthly Online Audio Listening
#InfiniteDial

2014 2015 2016 2017 2018

87% 88%
77% 79%
75% 73%
70%
65%
61%
50%

31% 32% 33%


26%
21%

Age 12-24 Age 25-54 Age 55+

% listening to Online Audio in last month


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
THE INFINITE DIAL
2018
Weekly Online Audio Listening
#InfiniteDial

Total Population 12+


Estimated
160 Million

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

% listening to Online Audio 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
Average Time “Weekly Online Audio
THE INFINITE DIAL
2018 Listeners” Spend Listening to Online Audio #InfiniteDial

Base: Weekly Online Audio Listeners

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

Base: Own a cell phone; 95%

44%
40%
35% 37%

26%
21%
17%
11%
6%

2010 2011 2012 2013 2014 2015 2016 2017 2018

% saying yes

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
#InfiniteDial

AUDIO BRANDS

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Audio Brand Awareness
#InfiniteDial

Total Population 12+

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”

% aware of audio brand


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Listened in the last month to…
#InfiniteDial

Total Population 12+

Pandora 31%

Spotify 20%

iHeartRadio 11%

Apple Music* 10%

Amazon Music 9%

SoundCloud 9% Brands lower than 6% Age 12+ not shown

Google Play All Access 6%


*Asked as “Apple Music, the paid music subscription from Apple”

% listened in last month


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Listened in the last month to…
#InfiniteDial

Total Population 12+


32%
Pandora 32%
31%
13%
Spotify 18%
20%
12%
iHeartRadio 13% 2016
11%
12% 2017
Apple Music* 8%
10%
6% 2018
Amazon Music 6%
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

% listened in last month


The Infinite Dial © 2018 Edison Research and Triton Digital
Listened in the last month to…
THE INFINITE DIAL
2018 (Age 25-54) #InfiniteDial

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

% listened in last month


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Listened in the last week to…
#InfiniteDial

Total Population 12+

Pandora 23%

Spotify 16%

Apple Music* 9%

iHeartRadio 7%

Amazon Music 6%
Brands lower than 5% Age 12+ not shown

Google Play All Access 5%

*Asked as “Apple Music, the paid music subscription from Apple”

% listened in last week


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Listened in the last week to…
#InfiniteDial

Total Population 12+


25%
Pandora 23%
23%
10%
Spotify 15%
16%
2016
8%
Apple Music* 7%
2017
9%
8% 2018
iHeartRadio 9%
7%
4%
Amazon Music 4%
6%
4%
Google Play All Access 4%
5%
*2016: “Asked as Apple Music, formerly known as iTunes Radio
2017-2018: *Asked as Apple Music, the paid music subscription from Apple

% listened in last week


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Audio Brand Used Most Often
#InfiniteDial

Base: Currently ever use any audio brand


Spotify
21%

Apple Music
10%

iHeartRadio
Pandora
8%
35%

Amazon Music
8%
Own either
Amazon Alexa or Google Home Google Play
Others 5%
13%

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Audio Brand Used Most Often
#InfiniteDial

Base: Currently ever use any audio brand

Apple iHeart Amazon Google


Pandora Spotify Music* Radio Music Play Other

12+ Population 35% 21% 10% 8% 8% 5% 13%

Own a Smart Speaker 34% 23% 10% 5% 15% 6% 7%

*Asked as Apple Music, the paid music subscription from Apple

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
Weekly YouTube Usage
2018
“Have you used YouTube to watch music videos or listen to music in the last week?”
#InfiniteDial

Total Population 12+


Estimated
129 Million

46%
41% 43% 43%
33%

2014 2015 2016 2017 2018

% used YouTube in last week


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
#InfiniteDial

IN-CAR MEDIA

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
Audio Sources Used in Car
2018
#InfiniteDial

Base: Age 18+ and has driven/ridden in car in last month; 88%

AM/FM Radio 82%

CD Player 49%

Owned Digital Music 45%

Online Radio 28%

Podcasts 23%

Satellite Radio 21%

% currently ever using audio source in car


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
Audio Sources Used in Car
2018
#InfiniteDial

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%

% currently ever using audio source in car


The Infinite Dial © 2018 Edison Research and Triton Digital
Audio Source Used
THE INFINITE DIAL
2018 Most Often in Car #InfiniteDial

Base: Age 18+ and has driven/ridden in car in last month, and use any audio source in car

AM/FM CDs/Own Online Satellite


Radio music collection Audio Radio Podcasts Other

2015 60% 17% 8% 11% 1%

2016 63% 15% 8% 12% 1%

2017 57% 15% 9% 14% 3%

2018 56% 15% 12% 13% 3%

The Infinite Dial © 2018 Edison Research and Triton Digital


In-Dash Information and
THE INFINITE DIAL
2018 Entertainment Systems #InfiniteDial

Base: Age 18+ and has driven/ridden in car in last month; 88%
Estimated
42 Million

15%
12% 12%
10%
8%
6%

2013 2014 2015 2016 2017 2018

% have an in-dash system in car


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
#InfiniteDial

AUDIOBOOKS

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Audiobook Listening
#InfiniteDial

Total Population 12+


Estimated
124 Million

43% 43% 45% 44%

2015 2016 2017 2018

% ever listened to an audiobook


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Last Listened to an Audiobook
#InfiniteDial

Base: Ever listened to an audiobook


One month to Six months to
less than six less than 12
months ago months ago
22% 12%

One year to
two years ago
16%

Within the past


four weeks
30%
More than two
years ago
20%

The Infinite Dial © 2018 Edison Research and Triton Digital


Number of Audiobooks
THE INFINITE DIAL
2018 Listened to in Past 12 Months #InfiniteDial

Base: Listened to audiobook in past 12 months


Three to Four Median of
27%
three audiobooks
listened to

Five to Ten
Two
19%
20%

One Eleven or more


19% 15%

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
#InfiniteDial

PODCASTING

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Podcasting Familiarity
#InfiniteDial

Total Population 12+


Estimated
180 Million

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

% familiar with the term podcasting


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Podcast Listening
#InfiniteDial

Total Population 12+


Estimated
124 Million

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

% ever listened to a podcast


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Monthly Podcast Listening
#InfiniteDial

Total Population 12+


Estimated
73 Million

24% 26%
21%
15% 17%
12% 12% 14% 12%
9% 11%

2008 '09 '10 '11 '12 '13 '14 '15 '16 '17 2018

% listening to a podcast in last month


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Monthly Podcast Listening
#InfiniteDial

2014 2015 2016 2017 2018

30% 31% 32%


27% 27% 24%
20% 23%
17% 19%
10% 11% 12% 13%
7%

Age 12-24 Age 25-54 Age 55+

% listening to a podcast in last month


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Monthly Podcast Listening
#InfiniteDial

2014 2015 2016 2017 2018

24% 27% 27% 24%


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

Men Women

% listening to a podcast in last month


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Weekly Podcast Listening
#InfiniteDial

Total Population 12+

Estimated
48 Million

15% 17%
13%
8% 10%
7%

2013 2014 2015 2016 2017 2018

% listening to a podcast in last week


The Infinite Dial © 2018 Edison Research and Triton Digital
Number of Podcasts
THE INFINITE DIAL
2018 Listened to in Last Week #InfiniteDial

Base: Weekly Podcast Listeners

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

Base: Ever Listened to a Podcast

Computer Smartphone/Tablet/Portable device Don’t Know

2015 42% 55%

2016 34% 64%

2017 33% 65%

2018 29% 69%

The Infinite Dial © 2018 Edison Research and Triton Digital


Location Listened to
THE INFINITE DIAL
2018 Podcasts Most Often #InfiniteDial

Base: Ever Listened to a Podcast


In car/truck
22%

At work
11%

At home Riding public


49% transportation
4%
Working out
4%
Walking around
Other 3%
7%

The Infinite Dial © 2018 Edison Research and Triton Digital


Listen to Podcast
THE INFINITE DIAL
2018 Most Often in Car/Truck #InfiniteDial

Base: Ever Listened to a Podcast

22%
16% 17% 18%

2015 2016 2017 2018

% listen to podcast most often in car/truck


The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
Podcasting Listening
2018
“Think about the podcast episodes you listen to. Do you typically listen to..?”
#InfiniteDial

Base: Ever Listened to a Podcast


Most of the
podcast
45%

Less than half


the podcast
12%
Just the
The entire beginning of
podcast the podcast
episode Don't Know 5%
35% 3%
The Infinite Dial © 2018 Edison Research and Triton Digital
THE INFINITE DIAL
2018
Increasing Podcast Playback Speed
#InfiniteDial

“Do you ever increase the speed of your podcasts in order to listen to them faster?”

Yes
19%

No
81%

Base: Ever Listened to a Podcast

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Observations
#InfiniteDial

Smart Speaker adoption is growing at a faster rate than


the early days of smartphones. Brands and advertisers
need to quickly develop an audio strategy that accounts
for this dramatic change.

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Observations
#InfiniteDial

While AM/FM radio faces a “home hardware


challenge," particularly among 18-34 year-olds, radio
remains by far the dominant medium in the car.

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Observations
#InfiniteDial

The percentage of Americans who use social media


has tapered off, led by the first-ever decline in
Facebook usage. Facebook also experienced a
dramatic fall-off as the "most-used" service amongst
younger people.

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Observations
#InfiniteDial

In streaming audio, Pandora maintains a stable


percentage of users and remains the category leader.
Growth in Spotify, Apple Music, and Amazon Music are
all contributing to the continued growth in audio
consumption.

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Observations
#InfiniteDial

Podcasting continues its steady growth, with even more


significant gains in the vehicle. After remaining fairly
steady for several years, the number of podcasts
consumed by weekly listeners has also gone up--
matching the medium's increased Share of Ear.

The Infinite Dial © 2018 Edison Research and Triton Digital


THE INFINITE DIAL
2018
Save the Date
#InfiniteDial

Infinite Dial Canada


April 4, 2018 at 2pm Eastern
Details to follow

Infinite Dial Australia


Spring 2018
Details to follow

The Infinite Dial © 2018 Edison Research and Triton Digital


THE
INFINITE DIAL
2016 2016 2018
#InfiniteDial
#INFINITEDIAL

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