© 2012 Arbitron Inc. and Edison Research
Methodology Overview»In January/February 2012, Arbitron and Edison Research conducted a national telephone survey offered ...
Headlines: Navigating Digital Platforms»The 30% year-over-year jump in the weekly online radio audience shows that radio i...
Digital andMedia Landscape                  © 2012 Arbitron Inc. and Edison Research
Media Landscape Before the Digital World      Audio                   Video       Radio                    TV             ...
Media Landscape 2002                                                                                       Own aHave Home ...
Media Landscape 2012                                    Access                                    Internet                ...
Media Landscape 2012                                    Have                                  Internet                    ...
Media Landscape 2012                                Internet 85%                                       Own                ...
Media Landscape 2012                                  Internet                                224 Mil. users              ...
Combined Time Spent per Day With Radio, TV, andInternet Gained More Than an Hour Since 2002Self-Reported Average Time Spen...
Internet Access andDigital Household Trends                       © 2012 Arbitron Inc. and Edison Research
Seven in Ten Persons HaveBroadband Internet Access at HomeHome Internet Access by Connection Type                         ...
Nearly Half of Consumers Now Say theInternet Is Most Essential to Their Lives% Saying the Internet Is the Most Essential M...
12-34s Far More Likely to Say theInternet Is Most Essential to Their Lives% by Age Group Saying the Internet Is the Most E...
Households Now AveragingNearly Two Working ComputersAverage Number of Working Computers in Household                      ...
Three-Quarters With Home Internet AccessHave a Wi-Fi Network% of Homes With Internet Access and a Wi-Fi Network Setup     ...
Online Radio               © 2012 Arbitron Inc. and Edison Research
Monthly Online Radio AudienceReaches Four in Ten Americans% Who Have Listened to Online Radio in Last Month               ...
Weekly Online Radio AudienceJumps Dramatically Year Over Year% Who Have Listened to Online Radio in Last Week             ...
Weekly Online Radio Listeners ReportListening for Nearly Ten Hours Per WeekSelf-Reported Average Time Spent per Week With ...
Vast Majority of Online Radio ListenersAlso Listen to Over-the-Air Radio% of Weekly Online Radio Listeners Who…           ...
Pandora ShowsYear-Over-Year Growth% Listened to Pandora…                                                                  ...
Continued Rise in Those Who Use TheirCell Phone to Listen to Online Radio in Their Cars% of Cell Phone Owners Who Have Eve...
One in Three At-Work Radio ListenersListen On a Computer or Mobile Device“Think about how you listen to the radio while at...
Online Video               © 2012 Arbitron Inc. and Edison Research
More Than Four in Ten Have ViewedOnline Video in the Last Week% Who Have Watched Online Video in Last Month / Last Week   ...
YouTube Growth Continues% Who Have Watched Internet Video Programming From YouTube…                                45%    ...
Time Spent per User With Online Radio Morethan Double Time Spent With Online VideoSelf-Reported Average Time Spent per Wee...
NontraditionalTelevision Viewing                     © 2012 Arbitron Inc. and Edison Research
Almost Half Have a DVR;Nearly Doubling in Five Years% Who Have a Digital Video Recorder                           Base: To...
More Than 80% of Active DVR OwnersSkip Commercials Almost Every Time“How often do you fast-forward or skip through the com...
More Than a Quarter Have Streamed/Downloaded TV Shows in the Last Month% Who Have Watched TV in the Last Month by Streamin...
Smartphones andOther Mobile Devices                       © 2012 Arbitron Inc. and Edison Research
Nearly Nine in Ten AmericansOwn a Cell Phone% Who Own a Cell Phone                                                        ...
More Than Four in TenNow Own a Smartphone% Who Own a Smartphone                                                           ...
Nearly Two-Thirds of 18-34sOwn a Smartphone% by Age Group Who Own a Smartphone                                      © 2012...
Six in Ten Own a PortableDigital Media Device% Who Own a Portable Digital Media Device(Apple iPod/iPhone/iPad, MP3 Player,...
Smartphone Owners Use Mobile PhoneFunctions Much More Frequently% Who (Item) on a (Non-Smartphone Cell Phone/Smartphone)“S...
Texting Is the Form of Communication12-24s Use Most When Not In Person“When not in person, which ONE of the following ways...
More Than Half of Cell Phone Owners AlwaysHave Their Phone Within Arm’s Length“How often is your cell phone with you or ne...
More Smartphone OwnersAlways Have Their Phone Nearby“How often is your cell phone with you or nearby; that is, when it is ...
Ownership of Tabletsand Dedicated Ebook Readers% Who Own a…                                 Ownership of Apple iPad triple...
Digital Device Users Slightly More Likely toListen to AM/FM Radio in the Last WeekIndex of Weekly Listening to AM/FM Radio...
Social Networking                    © 2012 Arbitron Inc. and Edison Research
Over Half of Americans Have aProfile on a Social Networking Site% Who Currently Have a Personal Profile Page on Facebook,M...
Facebook Is the DominantPlayer in Social Networking% Using Each Social Networking Site/Service       Facebook(Have persona...
Year-Over-Year Growth in Social NetworkingGreatest Among People Age 45 and Older% by Age Group Who Currently Have a Person...
More Than One in Five Americans CheckTheir Social Network Several Times per Day% Who Use Social Networking Websites/Servic...
Young Facebook UsersHave Lots of “Friends”Average Number of Facebook Friends by Age Group                       Base: Have...
More Than Four in Ten Americans Hear or ReadAbout Tweets Almost Every Day in the Media“How often do you hear about Twitter...
Over One in Seven Are Daily Deals Users“Are you a registered user of any ‘daily deals’ sites or services such as Groupon o...
Daily Deals Services Spark Trial Usageby a Majority of Registered Users“Which of the following best describes your experie...
Podcasting             © 2012 Arbitron Inc. and Edison Research
Nearly Half Are FamiliarWith the Term “Podcasting”% Aware (aided) of the Term Podcasting                           Base: T...
Nearly One in Three Americans HaveEver Listened to an Audio Podcast% Who Have Ever Listened to an Audio Podcast% Who Have ...
An Estimated 36 Million Americans HaveListened to a Podcast in the Past Month% Who Have Listened to an Audio Podcast in th...
Heavy Users ofRadio, TV, and Internet                          © 2012 Arbitron Inc. and Edison Research
Ages of Heavy Radio Users Closest to Population; HeavyInternet Users Skew Younger, Heavy TV Users Lean OlderAge Compositio...
Heavy Usage of One Medium Is NOT NecessarilyAssociated With Less Time With Other MediaSelf-Reported Average Time Spent per...
Heavy Users of Radio and InternetMore Likely to Be Employed Full Time% Employed Full Time                                 ...
Impact of DigitalPlatforms/Devices                    © 2012 Arbitron Inc. and Edison Research
Smartphones Are the Digital Device/PlatformWith the Biggest Impact on People’s Lives% of Users Who Said Platform/Device Ha...
Observations               © 2012 Arbitron Inc. and Edison Research
Observation # 1Digital platforms have made cross-platform strategies  crucial to satisfy today’s   connected consumer.    ...
Observation # 2   Digital platforms enable   all forms of media to be   consumed at any place          at any time.       ...
Observation # 3   Smartphones are having a profound impact on media      and entertainment.                    © 2012 Arbi...
Observation # 4Social media is now used by the majority of Americans, changing how people and       brands interact.      ...
Observation # 5 Facebook in particular has changed the way Americans     filter information.                    © 2012 Arb...
Observation # 6 Daily deals sites are about   trial usage, not loyalty.                      © 2012 Arbitron Inc. and Edis...
Observation # 7  Online radio continues its      upward trajectory.                      © 2012 Arbitron Inc. and Edison R...
Observation # 8 Radio remains at the core    of consumers’ media  consumption and digitalcontinues to be an expansion    o...
Free Copies of Arbitron/Edison Research Studies      www.arbitron.comwww.edisonresearch.com                           © 20...
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The Infinite Dial 2012: Navigating Digital Platforms

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The 2012 Edison Research / Arbitron Infinite Dial study, the 20th in the series, provides new research about online radio, smartphones, social media and other emerging platforms.

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The Infinite Dial 2012: Navigating Digital Platforms

  1. 1. © 2012 Arbitron Inc. and Edison Research
  2. 2. Methodology Overview»In January/February 2012, Arbitron and Edison Research conducted a national telephone survey offered in both English and Spanish language (landline and cell phone) of 2,020 people aged 12 and older»Data were weighted to national 12+ population figures»This is the 20th study in our series dating to 1998»These studies provide estimates of emerging digital platforms and their impact on the media landscape © 2012 Arbitron Inc. and Edison Research page 2
  3. 3. Headlines: Navigating Digital Platforms»The 30% year-over-year jump in the weekly online radio audience shows that radio is more relevant than ever, spanning broadcast, video, mobile, social media, and online»Smartphone ownership has tripled in two years»The majority of Americans own a portable digital media device»Social media grows most year over year among age 45+ © 2012 Arbitron Inc. and Edison Research page 3
  4. 4. Digital andMedia Landscape © 2012 Arbitron Inc. and Edison Research
  5. 5. Media Landscape Before the Digital World Audio Video Radio TV © 2012 Arbitron Inc. and Edison Research page 5
  6. 6. Media Landscape 2002 Own aHave Home Broadband Cell 13% Phone Access 54% Internet any location 72% Radio TV ~94% ~97% % who listen per week % living in TV HHs Source: Infinite Dial 2002, TVB- “TV Basics,” Arbitron Inc., and RADAR Base P12+ (except TV base = # TV HHs) © 2012 Arbitron Inc. and Edison Research page 6
  7. 7. Media Landscape 2012 Access Internet any location 85% Radio TV ~93% ~97% % who listen per week % living in TV HHs Source: Infinite Dial 2012, TVB- “TV Basics,” Arbitron Inc., and RADAR Base P12+ (except TV base = # TV HHs) © 2012 Arbitron Inc. and Edison Research page 7
  8. 8. Media Landscape 2012 Have Internet Home Broadband 85% 70% Radio TV ~93% ~97% % who listen per week % living in TV HHs Source: Infinite Dial 2012, TVB- “TV Basics,” Arbitron Inc., and RADAR Base P12+ (except TV base = # TV HHs) © 2012 Arbitron Inc. and Edison Research page 8
  9. 9. Media Landscape 2012 Internet 85% Own Smart Phone 44% Radio TV ~93% ~97% % who listen per week % living in TV HHs Source: Infinite Dial 2012, TVB- “TV Basics,” Arbitron Inc., and RADAR Base P12+ (except TV base = # TV HHs) © 2012 Arbitron Inc. and Edison Research page 9
  10. 10. Media Landscape 2012 Internet 224 Mil. users Smart Phone 116 mil. owners Radio TV ~241 Mil. ~257 Mil. Listeners per week People in TV HHs Source: Infinite Dial 2012, TVB- “TV Basics,” Arbitron Inc., and RADAR Base P12+ © 2012 Arbitron Inc. and Edison Research page 10
  11. 11. Combined Time Spent per Day With Radio, TV, andInternet Gained More Than an Hour Since 2002Self-Reported Average Time Spent per Day WithToday’s Three Biggest Media: Radio, TV, Internet (Hours:Minutes) Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 11
  12. 12. Internet Access andDigital Household Trends © 2012 Arbitron Inc. and Edison Research
  13. 13. Seven in Ten Persons HaveBroadband Internet Access at HomeHome Internet Access by Connection Type Have Dial-Up Internet at Home 6% Have Broadband Do Not Have Internet at Internet Home Access at 70% Home 21% Dont Know 3% Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 13
  14. 14. Nearly Half of Consumers Now Say theInternet Is Most Essential to Their Lives% Saying the Internet Is the Most Essential Medium to Their LivesAmong TV, Radio, Newspapers, and Internet 46% 33% 20% 2002 2007 2012 Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 14
  15. 15. 12-34s Far More Likely to Say theInternet Is Most Essential to Their Lives% by Age Group Saying the Internet Is the Most Essential Medium toTheir Lives Among TV, Radio, Newspapers, and Internet Persons 12-34 68% Persons 35+ 33% © 2012 Arbitron Inc. and Edison Research page 15
  16. 16. Households Now AveragingNearly Two Working ComputersAverage Number of Working Computers in Household 1.8 1.4 1.2 2002 2007 2012 Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 16
  17. 17. Three-Quarters With Home Internet AccessHave a Wi-Fi Network% of Homes With Internet Access and a Wi-Fi Network Setup Do Not Have Have Wi-Fi Wi-Fi 76% 22% Dont Know 2% Base: Access the Internet From Home © 2012 Arbitron Inc. and Edison Research page 17
  18. 18. Online Radio © 2012 Arbitron Inc. and Edison Research
  19. 19. Monthly Online Radio AudienceReaches Four in Ten Americans% Who Have Listened to Online Radio in Last Month Estimated 103 Million 39% 34% 27% 27% 21% 21% 20% 17% 16% 15%12%2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 19
  20. 20. Weekly Online Radio AudienceJumps Dramatically Year Over Year% Who Have Listened to Online Radio in Last Week Estimated 76 Million 29% 22% 17% 17% 12% 12% 13% 8% 8% 8% 6%2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 20
  21. 21. Weekly Online Radio Listeners ReportListening for Nearly Ten Hours Per WeekSelf-Reported Average Time Spent per Week With All Sourcesof Online Radio (Hours:Minutes) Base: Weekly Online Radio Listeners © 2012 Arbitron Inc. and Edison Research page 21
  22. 22. Vast Majority of Online Radio ListenersAlso Listen to Over-the-Air Radio% of Weekly Online Radio Listeners Who… Listened Listened to Over- Exclusively to the-Air AM/FM Online Radio Radio in the (Did NOT Listen Last Week to AM/FM) 87% 13% Base: Weekly Online Radio Listeners © 2012 Arbitron Inc. and Edison Research page 22
  23. 23. Pandora ShowsYear-Over-Year Growth% Listened to Pandora… 2011 2012 22% 16% 16% 10% Last Month Last Week Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 23
  24. 24. Continued Rise in Those Who Use TheirCell Phone to Listen to Online Radio in Their Cars% of Cell Phone Owners Who Have Ever Listened to Online Radio in a Carby Listening to the Stream From a Cell Phone Connected to a Car Stereo Base: Own a Cell Phone © 2012 Arbitron Inc. and Edison Research page 24
  25. 25. One in Three At-Work Radio ListenersListen On a Computer or Mobile Device“Think about how you listen to the radio while at work. Do you most often listen to…?” Radio Stations on Your Computer Over Internet 18% Radio Stations on a Regular Radio 68% On a Mobile Device Such as a Smartphone 13% Dont Know 1% Base: Persons 18+ Employed Full-Time or Part-Time and Listen to the Radio While Working (27% of Total 18+ Population) © 2012 Arbitron Inc. and Edison Research page 25
  26. 26. Online Video © 2012 Arbitron Inc. and Edison Research
  27. 27. More Than Four in Ten Have ViewedOnline Video in the Last Week% Who Have Watched Online Video in Last Month / Last Week Approximately 112 Million 50% 43% Last Month Last Week Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 27
  28. 28. YouTube Growth Continues% Who Have Watched Internet Video Programming From YouTube… 45% 41% 38% 37% 34% 31% 28% 21% 23% 12% 14% 7% Last Month Last Week 2007 2008 2009 2010 2011 2012 Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 28
  29. 29. Time Spent per User With Online Radio Morethan Double Time Spent With Online VideoSelf-Reported Average Time Spent per Week per User (Hours:Minutes) 9:46 9:17 8:02 6:13 6:31 4:20 3:26 2:53 2:20 2:20 2008 2009 2010 2011 2012 Weekly Online Radio Users Weekly Online Video Users © 2012 Arbitron Inc. and Edison Research page 29
  30. 30. NontraditionalTelevision Viewing © 2012 Arbitron Inc. and Edison Research
  31. 31. Almost Half Have a DVR;Nearly Doubling in Five Years% Who Have a Digital Video Recorder Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 31
  32. 32. More Than 80% of Active DVR OwnersSkip Commercials Almost Every Time“How often do you fast-forward or skip through the commercials when youwatch time-shifted programming recorded from your DVR?” Almost every time 81% commercials come on Most of the times 9% Some of the times 6% Usually watch the 4% commercials Base: Have a digital video recorder and watch time-shifted TV at least half the times TV is watched © 2012 Arbitron Inc. and Edison Research page 32
  33. 33. More Than a Quarter Have Streamed/Downloaded TV Shows in the Last Month% Who Have Watched TV in the Last Month by Streaming or DownloadingShows to be Viewed on a Television, Cell Phone, Desktop, Laptop, or Tablet © 2012 Arbitron Inc. and Edison Research page 33
  34. 34. Smartphones andOther Mobile Devices © 2012 Arbitron Inc. and Edison Research
  35. 35. Nearly Nine in Ten AmericansOwn a Cell Phone% Who Own a Cell Phone 88% 81% 84% 84% 72% 74% 75% 68% 58% 2004 2005 2006 2007 2008 2009 2010 2011 2012 Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 35
  36. 36. More Than Four in TenNow Own a Smartphone% Who Own a Smartphone 44% 31% Smartphone Owners represent half of those who own cell 14% phones 10% 2009* 2010* 2011* 2012** *2009-2011: “Is your cell phone a smartphone?” **2012: Own an Apple iPhone, Android smartphone, BlackBerry, or Windows smartphone Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 36
  37. 37. Nearly Two-Thirds of 18-34sOwn a Smartphone% by Age Group Who Own a Smartphone © 2012 Arbitron Inc. and Edison Research page 37
  38. 38. Six in Ten Own a PortableDigital Media Device% Who Own a Portable Digital Media Device(Apple iPod/iPhone/iPad, MP3 Player, Tablet, Android/Windows/BlackBerry Smartphone) Own a Portable Digital Media Do Not Own a Device Portable Digital 61% Media Device 39% 40% of all Americans own an iPod, iPhone, and/or iPad Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 38
  39. 39. Smartphone Owners Use Mobile PhoneFunctions Much More Frequently% Who (Item) on a (Non-Smartphone Cell Phone/Smartphone)“Several Times per Day” or More 86% Make Calls or Receive Calls 59% 78% Send or Receive Text Messages 34% Browse the Internet 46% 5% Use Social Networking Sites 34% 4% 23%Take Pictures With Phone’s Camera 6% 25% Listen to Downloaded Music 3% 21% Play Games 2% 12% Listen to Online Radio 1% 11% Smartphone Users Watch Video 1% Non-Smartphone Cell Phone Users Purchase an App 4% 1%Download Coupons From Retailers 2% 0% Base: Own a Cell Phone/Smartphone © 2012 Arbitron Inc. and Edison Research page 39
  40. 40. Texting Is the Form of Communication12-24s Use Most When Not In Person“When not in person, which ONE of the following ways do you communicate with your friends and family MOST often?” 64% Talk on Phone 39% 21% Text Message 44% 6% Email 0% Persons 12+ 6% Persons 12-24 Facebook 14% © 2012 Arbitron Inc. and Edison Research page 40
  41. 41. More Than Half of Cell Phone Owners AlwaysHave Their Phone Within Arm’s Length“How often is your cell phone with you or nearby; that is, when it is within arm’s length?” Most of the Time 32% Always 52% Sometimes Rarely 11% Almost Never 4% 2% Base: Own a Cell Phone © 2012 Arbitron Inc. and Edison Research page 41
  42. 42. More Smartphone OwnersAlways Have Their Phone Nearby“How often is your cell phone with you or nearby; that is, when it is within arm’s length?” Smartphone Owners Non-Smartphone Cell Phone Owners Always Always 44% 60% Almost Never Most of the 3% Time Most of the Rarely 33% Almost Never Time 5% 1% Rarely Sometimes 31% Sometimes 1% 7% 15% © 2012 Arbitron Inc. and Edison Research page 42
  43. 43. Ownership of Tabletsand Dedicated Ebook Readers% Who Own a… Ownership of Apple iPad tripled from 4% in 2011 to 12% in 2012 Tablet 17% DedicatedEbook Reader 14% Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 43
  44. 44. Digital Device Users Slightly More Likely toListen to AM/FM Radio in the Last WeekIndex of Weekly Listening to AM/FM Radio 103 104 105 Smartphone Owners Portable MP3 Player Owners Tablet Owners © 2012 Arbitron Inc. and Edison Research page 44
  45. 45. Social Networking © 2012 Arbitron Inc. and Edison Research
  46. 46. Over Half of Americans Have aProfile on a Social Networking Site% Who Currently Have a Personal Profile Page on Facebook,MySpace®, LinkedIn, or Any Other Social Networking Website Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 46
  47. 47. Facebook Is the DominantPlayer in Social Networking% Using Each Social Networking Site/Service Facebook(Have personal profile) LinkedIn(Have personal profile) MySpace(Have personal profile) Twitter (Ever use) Google+(Have personal profile) © 2012 Arbitron Inc. and Edison Research page 47
  48. 48. Year-Over-Year Growth in Social NetworkingGreatest Among People Age 45 and Older% by Age Group Who Currently Have a Personal Profile Page on Facebook,MySpace, LinkedIn, Google+, or Any Other Social Networking Website 81% 80% 80% 76% 68% 68% 63% 65% 55% 45% 34% 31% 23% 15% 12-17 18-24 25-34 35-44 45-54 55-64 65+ 2011 2012 © 2012 Arbitron Inc. and Edison Research page 48
  49. 49. More Than One in Five Americans CheckTheir Social Network Several Times per Day% Who Use Social Networking Websites/Services“Several Times per Day” Approx. 58 Million Approx. 46 Million Approx. 39 Million Approx. 18 Million Approx. 12 Million Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 49
  50. 50. Young Facebook UsersHave Lots of “Friends”Average Number of Facebook Friends by Age Group Base: Have a Facebook Profile Page © 2012 Arbitron Inc. and Edison Research page 50
  51. 51. More Than Four in Ten Americans Hear or ReadAbout Tweets Almost Every Day in the Media“How often do you hear about Twitter feeds, commonly called tweets, through media such as TV, radio, newspapers, or websites other thanTwitter?” Almost Every Regularly, but Day Not Daily 44% 16% Sometimes 13% Have Not Heard Rarely of Twitter 8% Never 11% 9% Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 51
  52. 52. Over One in Seven Are Daily Deals Users“Are you a registered user of any ‘daily deals’ sites or services such as Groupon or LivingSocial?” Registered User Not a User of of Daily Deals Daily Deals Site/Service Site/Service 15% 85% Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 52
  53. 53. Daily Deals Services Spark Trial Usageby a Majority of Registered Users“Which of the following best describes your experience with‘daily deals’ services?” You’ve tried businesses for the first time because of the deal, but generally haven’t 30% returned You were already a customer of the businesses whose deals you used 28% You’ve tried businesses for the first timebecause of the deal, and have continued to 23% visit that business without the deal Registered but never bought anything (Volunteered) 15% Base: Registered Users of Daily Deals Services © 2012 Arbitron Inc. and Edison Research page 53
  54. 54. Podcasting © 2012 Arbitron Inc. and Edison Research
  55. 55. Nearly Half Are FamiliarWith the Term “Podcasting”% Aware (aided) of the Term Podcasting Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 55
  56. 56. Nearly One in Three Americans HaveEver Listened to an Audio Podcast% Who Have Ever Listened to an Audio Podcast% Who Have Ever Watched a Video Podcast 29% 25% 26% 22% 23% 22% 20% 18% 18% 16% 13%11% 10% 11% 2006 2007 2008 2009 2010 2011 2012 Ever Listened to Audio Podcast Ever Watched Video Podcast Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 56
  57. 57. An Estimated 36 Million Americans HaveListened to a Podcast in the Past Month% Who Have Listened to an Audio Podcast in the Past Month Approximately 36 Million Base: Total Population 12+ © 2012 Arbitron Inc. and Edison Research page 57
  58. 58. Heavy Users ofRadio, TV, and Internet © 2012 Arbitron Inc. and Edison Research
  59. 59. Ages of Heavy Radio Users Closest to Population; HeavyInternet Users Skew Younger, Heavy TV Users Lean OlderAge Composition of…Heavy Internet Users Heavy Radio Users Heavy TV Users Median Age = 36 Median Age = 42 Median Age = 47 21% 20% 20% 18% 19% 19% 17% 17% 17% 16% 15% 14% 14% 13%13% 12% 10% 9% 7% 7% 6% Heavy Internet Users Heavy Radio Users Heavy TV Users 12-17 18-24 25-34 35-44 45-54 55-64 65+ © 2012 Arbitron Inc. and Edison Research page 59
  60. 60. Heavy Usage of One Medium Is NOT NecessarilyAssociated With Less Time With Other MediaSelf-Reported Average Time Spent per Day With Each Medium(Hours:Minutes) 2:46 2:43 Internet TV 7:08 Radio 3:37 2:25 8:10 3:46 4:07 6:16 2:07 1:56 2:14 Persons 12+ Heavy Radio Users Heavy TV Users Heavy Internet Users 3+ hours/day 5+ hours/day 4+ hours/day © 2012 Arbitron Inc. and Edison Research page 60
  61. 61. Heavy Users of Radio and InternetMore Likely to Be Employed Full Time% Employed Full Time 52% 49% 43% 33% Persons 12+ Heavy Radio Users Heavy TV Users Heavy Internet Users Base: Total Population 18+ © 2012 Arbitron Inc. and Edison Research page 61
  62. 62. Impact of DigitalPlatforms/Devices © 2012 Arbitron Inc. and Edison Research
  63. 63. Smartphones Are the Digital Device/PlatformWith the Biggest Impact on People’s Lives% of Users Who Said Platform/Device Has a Big Impact On Their Life Apple iPhone 53% Android Smartphone 50% Broadband Internet Access 43% BlackBerry 37%Cell Phone (not Smartphone) 35% Digital Video Recorder 27% Apple iPad 27% Apple iPod 23% Android Tablet 22% “How much of an impact on Windows Smartphone 19% your life has (item) had?” (“5” = “Big Impact”; “1” = “No Impact”) Ebook Readers 15% Non-Apple MP3 player 14% Base: Use Platform/Device © 2012 Arbitron Inc. and Edison Research page 63
  64. 64. Observations © 2012 Arbitron Inc. and Edison Research
  65. 65. Observation # 1Digital platforms have made cross-platform strategies crucial to satisfy today’s connected consumer. © 2012 Arbitron Inc. and Edison Research page 65
  66. 66. Observation # 2 Digital platforms enable all forms of media to be consumed at any place at any time. © 2012 Arbitron Inc. and Edison Research page 66
  67. 67. Observation # 3 Smartphones are having a profound impact on media and entertainment. © 2012 Arbitron Inc. and Edison Research page 67
  68. 68. Observation # 4Social media is now used by the majority of Americans, changing how people and brands interact. © 2012 Arbitron Inc. and Edison Research page 68
  69. 69. Observation # 5 Facebook in particular has changed the way Americans filter information. © 2012 Arbitron Inc. and Edison Research page 69
  70. 70. Observation # 6 Daily deals sites are about trial usage, not loyalty. © 2012 Arbitron Inc. and Edison Research page 70
  71. 71. Observation # 7 Online radio continues its upward trajectory. © 2012 Arbitron Inc. and Edison Research page 71
  72. 72. Observation # 8 Radio remains at the core of consumers’ media consumption and digitalcontinues to be an expansion opportunity for radio. © 2012 Arbitron Inc. and Edison Research page 72
  73. 73. Free Copies of Arbitron/Edison Research Studies www.arbitron.comwww.edisonresearch.com © 2012 Arbitron Inc. and Edison Research page 73
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