THE
INFINITE DIAL
2016
2016
#infinitedial
#INFINITEDIAL
Study Overview
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•
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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 2016, The Infinite Dial tracks and covers new research
on mobile behaviors, Internet Radio, Podcasting, Social
Media and more.
The Infinite Dial © 2016 Edison Research and Triton Digital
Study Methodology
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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
The Infinite Dial © 2016 Edison Research and Triton Digital
MEDIA & TECHNOLOGY
The Infinite Dial © 2016 Edison Research and Triton Digital
Smartphone Ownership
Total Population 12+
Estimated
207 Million
44%
53%
61%
71%
76%
31%
10%
2009
14%
2010
2011
2012
2013
% owning a smartphone
The Infinite Dial © 2016 Edison Research and Triton Digital
2014
2015
2016
Smartphone Ownership
68%
78%
86%
93%
2013
2014
2015
81%
64%
2016
84%
68%
36%
45%
25%
Age 12-24
Age 25-54
% owning a smartphone
The Infinite Dial © 2016 Edison Research and Triton Digital
Age 55+
51%
Tablet Ownership
Total Population 12+
Estimated
136 Million
29%
2013
39%
2014
49%
51%
2015
2016
% owning a tablet
The Infinite Dial © 2016 Edison Research and Triton Digital
Internet-Connected TV Ownership
Total Population 12+
Estimated
163 Million
51%
2014
58%
60%
2015
2016
% owning an Internet-connected TV
The Infinite Dial © 2016 Edison Research and Triton Digital
On-Demand Video Service Subscription
Total Population 12+
Netflix
43%
Amazon Prime
Hulu
22%
9%
Subscription to
any of the above
51%
% having a subscription
The Infinite Dial © 2016 Edison Research and Triton Digital
Used On-Demand Video
Service in Last Week
Total Population 12+
Netflix
33%
Amazon Prime Instant Video
Hulu
Used any of the
above in the last week
9%
5%
37%
% subscribing and using service in last week
The Infinite Dial © 2016 Edison Research and Triton Digital
Total Perceived Time Spent
with Media in Past 24 Hours
Total Population 12+
Sum of self-reported time spent with:
Television
Radio
Newspapers
Internet
8:47
7:22
2001
2016
Hours:Minutes
The Infinite Dial © 2016 Edison Research and Triton Digital
Number of Radios Owned in Home
Total Population 12+
Zero
2008
2016
4%
One to Three
Four or more
65%
21%
Mean #
of Radios
2.9
31%
63%
The Infinite Dial © 2016 Edison Research and Triton Digital
16%
1.9
Number of Radios Owned in Home
(Age 18-34)
Zero
2008
2016
One to Three
6%
Four or more
70%
32%
Mean #
of Radios
2.7
24%
60%
The Infinite Dial © 2016 Edison Research and Triton Digital
8%
1.4
ONLINE RADIO
The Infinite Dial © 2016 Edison Research and Triton Digital
Monthly Online Radio Listening
Total Population 12+
Estimated
155 Million
5%
7%
2000
'01
12%
'02
17% 16% 15%
'03
'04
'05
21% 20% 21%
'06
'07
'08
27% 27%
'09
34%
'10
'11
39%
'12
45% 47%
'13
% 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
The Infinite Dial © 2016 Edison Research and Triton Digital
'14
53%
'15
57%
2016
Relationship Between Monthly Online Radio
Listening and Smartphone Ownership
Total Population 12+
Monthly Online Radio Listening
Smartphone Ownership
71%
53%
76%
61%
44%
31%
34%
39%
2011
2012
45%
47%
2013
2014
The Infinite Dial © 2016 Edison Research and Triton Digital
53%
57%
2015
2016
Monthly Online Radio Listening
2013
68%
75%
77%
2014
2015
2016
79%
52%
61%
65%
50%
20%
Age 12-24
Age 25-54
21%
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
The Infinite Dial © 2016 Edison Research and Triton Digital
26%
31%
Weekly Online Radio Listening
Total Population 12+
Estimated
136 Million
2%
2000
5%
6%
8%
8%
8%
'01
'02
'03
'04
'05
12% 12% 13%
'06
'07
'08
17% 17%
'09
22%
'10
'11
29%
'12
33% 36%
'13
% 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
The Infinite Dial © 2016 Edison Research and Triton Digital
'14
44%
'15
50%
2016
Weekly Online Radio Listening
2013
64%
69%
2014
2015
2016
73%
52%
50%
36%
56%
37%
13%
Age 12-24
Age 25-54
13%
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
The Infinite Dial © 2016 Edison Research and Triton Digital
18%
24%
Portion of Online Radio Monthly
Listeners Who Also Listen Weekly
Total Population 12+
88%
=
% listening weekly
% listening monthly
53%
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
The Infinite Dial © 2016 Edison Research and Triton Digital
2015
2016
Average Time “Weekly Online Radio
Listeners” Spend Listening to Online Radio
Base: Weekly Online Radio Listeners
8:02
9:17
9:46
11:56
13:19
12:53
12:08
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
136 million
people
2008
2009
2010
2011
2012
2013
2014
2015
2016
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
The Infinite Dial © 2016 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?”
Base: Own a cell phone; 93%
6%
2010
11%
2011
17%
2012
21%
2013
35%
37%
2015
2016
26%
2014
% saying yes
The Infinite Dial © 2016 Edison Research and Triton Digital
AUDIO BRANDS
The Infinite Dial © 2016 Edison Research and Triton Digital
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%
*Asked as “Apple Music, formerly known as iTunes Radio”
% aware of audio brand
The Infinite Dial © 2016 Edison Research and Triton Digital
67%
65%
82%
Listened in the last month to…
Total Population 12+
Pandora
32%
Spotify
13%
iHeartRadio
12%
Apple Music*
12%
Radio.com
Amazon Music
Google Play All Access
TuneIn Radio
9%
6%
Brands lower than 3% Age 12+ not shown
5%
3%
*Asked as “Apple Music, formerly known as iTunes Radio”
% listened in last month
The Infinite Dial © 2016 Edison Research and Triton Digital
Listened in the last month to…
Total Population 12+
27%
31%
34%
32%
Pandora
Spotify
iHeartRadio
Apple Music*
4%
6%
2013
10%
13%
2014
8%
9%
11%
12%
2015
2016
8%
11%
12%
*2014-2015: Asked as “iTunes Radio”
2016: “Asked as Apple Music, formerly known as iTunes Radio
% listened in last month
The Infinite Dial © 2016 Edison Research and Triton Digital
Listened in the last month to…
Age 12-24
43%
Age 25-54
Age 55+
39%
15%
Pandora
14%
15%
30%
22%
11%
6%
iHeartRadio
5%
Apple Music*
*Asked as “Apple Music, formerly known as iTunes Radio”
% listened in last month
The Infinite Dial © 2016 Edison Research and Triton Digital
12%
2%
Spotify
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
The Infinite Dial © 2016 Edison Research and Triton Digital
Listened in the last week to…
Total Population 12+
20%
22%
27%
25%
Pandora
Spotify
iHeartRadio
Apple Music*
3%
4%
7%
10%
2013
2014
5%
5%
7%
8%
2015
2016
5%
7%
8%
*2014-15: Asked as “iTunes Radio”
2016: “Asked as Apple Music, formerly known as iTunes Radio
% listened in last week
The Infinite Dial © 2016 Edison Research and Triton Digital
Listened in the last week to…
Age 12-24
33%
32%
Age 55+
25%
9%
Pandora
Age 25-54
9%
Spotify
*Asked as “Apple Music, formerly known as iTunes Radio”
1%
9%
10%
17%
4%
iHeartRadio
% listened in last week
The Infinite Dial © 2016 Edison Research and Triton Digital
8%
4%
Apple Music*
Audio Brand Used Most Often
Base: Currently ever use any audio brand
Pandora
2015
2016
54%
48%
Spotify
10%
14%
*2015: Asked as “iTunes Radio”
2016: “Asked as Apple Music, formerly known as iTunes Radio
The Infinite Dial © 2016 Edison Research and Triton Digital
Apple Music*
8%
10%
11%
9%
iHeartRadio
17%
19%
Others
MUSIC DISCOVERY
The Infinite Dial © 2016 Edison Research and Triton Digital
Importance of Keeping
Up-To-Date with Music
Very Important
Total Population 12+
Age 12-24
17%
Somewhat Important
36%
29%
Not at all Important
47%
40%
The Infinite Dial © 2016 Edison Research and Triton Digital
31%
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
68%
AM/FM Radio
68%
YouTube
Pandora
66%
47%
Facebook
Music television channels
Information or displays at a local store
Apple iTunes
Spotify
SiriusXM satellite radio
iHeartRadio
Blogs about music
42%
33%
30%
30%
25%
24%
20%
15%
% using source
The Infinite Dial © 2016 Edison Research and Triton Digital
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
74%
AM/FM Radio
58%
YouTube
Pandora
86%
57%
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%
% using source
The Infinite Dial © 2016 Edison Research and Triton Digital
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%
AM/FM
Radio
28%
YouTube
14%
Pandora
7%
SiriusXM
4%
Facebook
3%
Spotify
4%
Others
17%
The Infinite Dial © 2016 Edison Research and Triton Digital
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%
SiriusXM
1%
Facebook
4%
Friends/
Family
32%
Spotify
9%
AM/FM
Radio
9%
Others
14%
The Infinite Dial © 2016 Edison Research and Triton Digital
YouTube Usage
“Have you used YouTube to watch music videos or listen to music…?”
Ever
In the Last Month
86%
63%
53%
81%
71%
In the Last Week
70%
58%
46%
43%
Total Population 12+
Age 12-24
% saying yes
The Infinite Dial © 2016 Edison Research and Triton Digital
Age 25-54
PODCASTING
The Infinite Dial © 2016 Edison Research and Triton Digital
Podcast Listening
Total Population 12+
Estimated
98 Million
11%
13%
2006
2007
18%
2008
22%
23%
25%
2009
2010
2011
29%
27%
2012
2013
% ever listening to a podcast
The Infinite Dial © 2016 Edison Research and Triton Digital
30%
2014
33%
2015
36%
2016
Monthly Podcast Listening
Total Population 12+
Estimated
57 Million
9%
11%
12%
12%
14%
12%
2008
2009
2010
2011
2012
2013
% listening to a podcast in last month
The Infinite Dial © 2016 Edison Research and Triton Digital
15%
17%
2014
2015
21%
2016
Monthly Podcast Listening
2013
11%
20%
23%
Age 12-24
2014
27%
16%
17%
2015
19%
2016
24%
7%
Age 25-54
% listening to a podcast in last month
The Infinite Dial © 2016 Edison Research and Triton Digital
7%
10%
Age 55+
11%
Monthly Podcast Listening
2013
15%
17%
17%
2014
2015
2016
24%
9%
Men
13%
16%
Women
% listening to a podcast in last month
The Infinite Dial © 2016 Edison Research and Triton Digital
18%
Weekly Podcast Listening
Total Population 12+
Estimated
35 Million
7%
8%
10%
2013
2014
2015
% listening to a podcast in last week
The Infinite Dial © 2016 Edison Research and Triton Digital
13%
2016
Number of Podcasts
Listened to in Last Week
Base: Weekly Podcast Listeners
Three
22%
Average of five
podcasts listened
per week
Two
19%
Four or Five
21%
One
17%
11 or more
8%
Six to Ten
13%
The Infinite Dial © 2016 Edison Research and Triton Digital
Device Used Most Often
to Listen to Podcasts
Base: Ever Listened to a Podcast
Computer
2015
2016
Smartphone/tablet/portable device
42%
55%
34%
64%
The Infinite Dial © 2016 Edison Research and Triton Digital
Don't Know
IN-CAR MEDIA
The Infinite Dial © 2016 Edison Research and Triton Digital
Audio Sources Used in Primary Car
Base: Age 18+ and has driven/ridden in car in last month
84%
AM/FM Radio
56%
CD Player
38%
MP3 Player/Owned Digital Music
Online Radio*
Satellite 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
19%
% currently ever using audio source in primary car
The Infinite Dial © 2016 Edison Research and Triton Digital
Audio Sources Used in Primary Car
Base: Age 18+ and has driven/ridden in car in last month
84%
86%
81%
84%
AM/FM Radio
CD Player
55%
56%
29%
31%
MP3 Player/Owned Digital Music
Online Radio*
Satellite Radio
12%
14%
21%
21%
63%
61%
2013
2014
2015
38%
38%
*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
15%
17%
17%
19%
% currently ever using audio source in primary car
The Infinite Dial © 2016 Edison Research and Triton Digital
2016
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
*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
54%
15%
AM/FM Radio
MP3 Player/
Owned Digital Music
11%
11%
8%
CD Player
Satellite Radio
Online Radio*
% using audio source “most” or “all” of the times in primary car
The Infinite Dial © 2016 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…?”
Base: Age 18+ and has driven/ridden in car in last month
2013
58% 58%
2014
2015
2016
*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
53% 54%
15% 15%
11% 13%
AM/FM Radio
MP3 Player/
Owned Digital Music
15% 15%
11% 11%
CD Player
10% 11% 10% 11%
9% 8%
4% 6%
Satellite Radio
Online Radio*
% using audio source “most” or “all” of the times in primary car
The Infinite Dial © 2016 Edison Research and Triton Digital
Audio Source Used
Most Often in Primary Car
Base: Use any audio source in primary car
AM/FM
Radio
2015
2016
Column1
CDs/Own
music collection
60%
63%
Online
Radio*
17%
Satellite
Radio
8%
15%
*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
The Infinite Dial © 2016 Edison Research and Triton Digital
8%
Other
11%
12%
5%
2%
In-Dash Information and
Entertainment Systems
Base: Age 18+ and has driven/ridden in car in last month
Estimated
33 Million
6%
2013
8%
2014
10%
2015
% have an in-dash system in primary car
The Infinite Dial © 2016 Edison Research and Triton Digital
12%
2016
SOCIAL MEDIA
The Infinite Dial © 2016 Edison Research and Triton Digital
Social Media Usage
Total Population 12+
Estimated
212 Million
48%
24%
2008
52%
53%
2011
2012
62%
67%
73%
78%
34%
2009
2010
2013
% currently use any social media
The Infinite Dial © 2016 Edison Research and Triton Digital
2014
2015
2016
Social Media Brand Awareness
Total Population 12+
Facebook
93%
Twitter
87%
Instagram
83%
Snapchat
71%
Pinterest
63%
Google+
57%
LinkedIn
52%
Tumblr
50%
Vine
45%
Tinder
45%
Kik
WhatsApp
32%
30%
% aware of social media brand
The Infinite Dial © 2016 Edison Research and Triton Digital
Social Media Brand Awareness
Total Population 12+
Page 1 of 2
92%
93%
Facebook
84%
87%
Twitter
77%
Instagram
83%
60%
Snapchat
71%
Pinterest
56%
Google+
56%
57%
63%
% aware of social media brand
The Infinite Dial © 2016 Edison Research and Triton Digital
2015
2016
Social Media Brand Awareness
Total Population 12+
Page 2 of 2
49%
52%
LinkedIn
44%
Tumblr
50%
39%
Vine
45%
Tinder
Kik
WhatsApp
45%
32%
26%
30%
% aware of social media brand
The Infinite Dial © 2016 Edison Research and Triton Digital
2015
2016
Social Media Brand Usage
Total Population 12+
Facebook
64%
Instagram
29%
Pinterest
25%
Snapchat
23%
Twitter
21%
LinkedIn
20%
Google+
15%
WhatsApp
9%
Tumblr
8%
Vine
8%
Kik
8%
Tinder
2%
% currently ever use social media brand
The Infinite Dial © 2016 Edison Research and Triton Digital
Social Media Brand Usage
(Age 12-24)
Facebook
68%
Instagram
66%
Pinterest
27%
Snapchat
72%
Twitter
36%
LinkedIn
9%
Google+
21%
WhatsApp
10%
Tumblr
24%
Vine
26%
Kik
Tinder
29%
4%
% currently ever use social media brand
The Infinite Dial © 2016 Edison Research and Triton Digital
Social Media Brand Usage
Total Population 12+
58%
58%
Facebook
12%
Instagram
Twitter
LinkedIn
3%
24%
29%
2013
10%
13%
Pinterest
Snapchat
19%
62%
64%
21%
14%
17%
25%
2014
2015
23%
15%
16%
18%
21%
17%
19%
18%
20%
% currently ever use social media brand
The Infinite Dial © 2016 Edison Research and Triton Digital
2016
Use Social Media Brand
‘Several Times per Day’
Total Population 12+
Facebook
35%
Snapchat
12%
Instagram
12%
Twitter
Pinterest
7%
4%
WhatsApp
2%
Tumblr
2%
Google+
2%
LinkedIn
2%
Vine
1%
% using social media brand “several times per day”
The Infinite Dial © 2016 Edison Research and Triton Digital
Social Media Brand Used Most Often
Base: Currently use any social networking brands
2015
2016
Snapchat
8%
Snapchat
4%
Facebook
65%
Instagram
7%
Instagram
7%
Facebook
61%
LinkedIn
4%
LinkedIn
5%
Pinterest
5%
Twitter
4%
Pinterest
4%
Twitter
5%
Others
11%
Others
10%
The Infinite Dial © 2016 Edison Research and Triton Digital
Social Media Brand Used Most Often
(Age 12-24)
Base: Currently use any social networking brands
2015
2016
Snapchat
15%
Facebook
43%
Instagram
18%
Others
16%
Snapchat
26%
Facebook
32%
Twitter
8%
The Infinite Dial © 2016 Edison Research and Triton Digital
Instagram
17%
Others
17%
Twitter
8%
Social Media Brand Used Most Often
Base: Currently use any social networking brands
Men
Women
Snapchat
8%
Instagram
6%
Facebook
57%
Facebook
67%
LinkedIn
8%
Pinterest
1%
Twitter
7%
Others
13%
The Infinite Dial © 2016 Edison Research and Triton Digital
Snapchat
8%
Instagram
7%
LinkedIn
1%
Pinterest
7%
Twitter
Others 2%
8%
Use Social Media Brand to Follow
Political News or Candidates
Total Population 12+
Facebook
25%
Twitter
11%
Instagram
7%
Snapchat
Google+
5%
3%
Pinterest
2%
Tumblr
2%
LinkedIn
2%
WhatsApp
1%
Vine
1%
Kik
1%
% using social media brand to follow political news/candidates
The Infinite Dial © 2016 Edison Research and Triton Digital
Conclusions and Observations
•
The Smartphone has rewritten the media landscape
•
Netflix and on-demand audio series smash the “attention
span” myth
The Infinite Dial © 2016 Edison Research and Triton Digital
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
The Infinite Dial © 2016 Edison Research and Triton Digital
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
The Infinite Dial © 2016 Edison Research and Triton Digital
THE
INFINITE DIAL
2016
2016
#infinitedial
#INFINITEDIAL