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THE
INFINITE DIAL
2016
#INFINITEDIAL
2016 #infinitedial
2017
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
Study Overview
• 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 2017, The Infinite Dial tracks and covers new research
on mobile behaviors, Internet Radio, Podcasting, Social
Media, Smart Speakers and more.
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
Study Methodology
• In January/February 2017, Edison Research conducted a
national telephone survey of 2000 people aged 12 and
older, using random digit dialing techniques
• Interviews were 51% landline and 49% cell phone
• Survey offered in both English and Spanish languages
• Data weighted to national 12+ population figures
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
MEDIA & TECHNOLOGY
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
10%
14%
31%
44%
53%
61%
71%
76%
81%
2009 2010 2011 2012 2013 2014 2015 2016 2017
Estimated
226 Million
Total Population 12+
% owning a smartphone
Smartphone Ownership
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
68% 64%
25%
78%
68%
36%
86%
81%
45%
93%
84%
51%
95%
89%
60%
Age 12-24 Age 25-54 Age 55+
2013 2014 2015 2016 2017
Smartphone Ownership
% owning a smartphone
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
29%
39%
49% 51% 53%
2013 2014 2015 2016 2017
Estimated
148 Million
Total Population 12+
Tablet Ownership
% owning a tablet
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
51%
58% 60%
64%
2014 2015 2016 2017
Total Population 12+
Internet-Connected TV Ownership
% owning an Internet-connected TV
Estimated
179 Million
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
43%
22%
9%
51%
50%
29%
14%
58%
Netflix
Amazon Prime
Hulu
2016
2017
Total Population 12+
On-Demand Video Service Subscription
Subscription to
any of the above
% having a subscription
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
45%
13%
10%
48%
Netflix
Amazon Prime Instant Video
Hulu
Total Population 12+
Used On-Demand Video
Service in Last Week
Used any of the
above in the last week
% using service in last week
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
57%
45%
63%
Amazon Alexa*
Google Home
Total Population 12+
Smart Speaker Awareness
Aware of either
Amazon Alexa or Google Home
% aware of smart speaker
*Asked as “Amazon Echo or Amazon Dot, which uses the Alexa voice service”
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
5%
2%
7%
Amazon Alexa*
Google Home
Total Population 12+
Smart Speaker Ownership
Own either
Amazon Alexa or Google Home
% owning smart speaker
*Asked as “Amazon Echo or Amazon Dot, which uses the Alexa voice service”
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
ONLINE RADIO
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
5% 7%
12%
17% 16% 15%
21% 20% 21%
27% 27%
34%
39%
45% 47%
53%
57%
61%
2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 2017
Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
Monthly Online Radio Listening
Total Population 12+
% listening to Online Radio in last month
Estimated
170 Million
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
68%
52%
20%
75%
50%
21%
77%
61%
26%
79%
65%
31%
87%
70%
32%
Age 12-24 Age 25-54 Age 55+
2013 2014 2015 2016 2017
Monthly Online Radio Listening
Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
% listening to Online Radio in last month
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
2% 5% 6% 8% 8% 8%
12% 12% 13%
17% 17%
22%
29%
33% 36%
44%
50% 53%
2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 2017
Weekly Online Radio Listening
Estimated
148 Million
Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
Total Population 12+
% listening to Online Radio in last week
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
52%
36%
13%
64%
37%
13%
69%
50%
18%
73%
56%
24%
83%
59%
32%
Age 12-24 Age 25-54 Age 55+
2013 2014 2015 2016 2017
Weekly Online Radio Listening
Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
% listening to Online Radio in last week
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
6:13 6:31
8:02
9:17 9:46
11:56
13:19 12:53 12:08
14:39
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
33M
people
43M
people
44M
people
57M
people
76M
people
87M
people
95M
people
119M
people
136M
people
Base: Weekly Online Radio Listeners
Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
Average Time “Weekly Online Radio
Listeners” Spend Listening to Online Radio
Hours:Minutes in last week
148M
people
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
6%
11%
17%
21%
26%
35% 37%
40%
2010 2011 2012 2013 2014 2015 2016 2017
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%
% saying yes
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
AUDIO BRANDS
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
86%
71%
62%
60%
60%
50%
47%
38%
20%
19%
19%
18%
16%
11%
9%
8%
7%
6%
Pandora
iHeartRadio
Spotify
Apple Music*
Amazon Music
Google Play All Access
Napster**
SoundCloud
NPR One
Radio.com
Slacker
TuneIn Radio
NextRadio
Tidal
8Tracks
Stitcher
AccuRadio
Deezer
*Asked as “Apple Music, the paid music subscription from Apple”
**Asked as “Rhapsody, now known as Napster”
Audio Brand Awareness
Total Population 12+
% aware of audio brand
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
32%
18%
13%
11%
8%
6%
6%
3%
3%
Pandora
Spotify
iHeartRadio
SoundCloud
Apple Music*
Amazon Music
Google Play All Access
NPR One
TuneIn Radio
Brands lower than 3% Age 12+ not shown
Listened in the last month to…
Total Population 12+
*Asked as “Apple Music, the paid music subscription from Apple”
% listened in last month
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
27%
4%
8%
31%
6%
9%
8%
34%
10%
11%
11%
32%
13%
12%
12%
32%
18%
13%
8%
Pandora
Spotify
iHeartRadio
Apple Music*
2013
2014
2015
2016
2017
Listened in the last month to…
Total Population 12+
% listened in last month
*2014-2015: Asked as “iTunes Radio”
2016: Asked as “Apple Music, formerly known as iTunes Radio”
2017: Asked as “Apple Music, the paid music subscription from Apple”
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
49%
7%
10%
55%
16%
12%
17%
54%
23%
14%
20%
43%
30%
14%
22%
39%
45%
19%
19%
Pandora
Spotify
iHeartRadio
Apple Music*
2013
2014
2015
2016
2017
Listened in the last month to…
(Age 12-24)
% listened in last month
*2014-2015: Asked as “iTunes Radio”
2016: “Asked as “Apple Music, formerly known as iTunes Radio”
2017: *Asked as “Apple Music, the paid music subscription from Apple”
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
30%
5%
10%
33%
5%
11%
7%
40%
9%
13%
12%
39%
12%
15%
11%
39%
16%
15%
7%
Pandora
Spotify
iHeartRadio
Apple Music*
2013
2014
2015
2016
2017
Listened in the last month to…
(Age 25-54)
% listened in last month
*2014-2015: Asked as “iTunes Radio”
2016: “Asked as “Apple Music, formerly known as iTunes Radio”
2017: *Asked as “Apple Music, the paid music subscription from Apple”
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
20%
3%
5%
22%
4%
5%
5%
27%
7%
7%
7%
25%
10%
8%
8%
23%
15%
9%
7%
Pandora
Spotify
iHeartRadio
Apple Music*
2013
2014
2015
2016
2017
Listened in the last week to…
Total Population 12+
% listened in last week
*2014-2015: Asked as “iTunes Radio”
2016: “Asked as “Apple Music, formerly known as iTunes Radio”
2017: *Asked as “Apple Music, the paid music subscription from Apple”
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
39%
6%
6%
43%
11%
6%
13%
45%
17%
8%
13%
33%
25%
9%
17%
30%
38%
12%
18%
Pandora
Spotify
iHeartRadio
Apple Music*
2013
2014
2015
2016
2017
Listened in the last week to…
(Age 12-24)
% listened in last week
*2014-2015: Asked as “iTunes Radio”
2016: “Asked as “Apple Music, formerly known as iTunes Radio”
2017: *Asked as “Apple Music, the paid music subscription from Apple”
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
21%
3%
6%
23%
3%
6%
4%
33%
7%
8%
7%
32%
9%
10%
8%
29%
14%
4%
2%
Pandora
Spotify
iHeartRadio
Apple Music*
2013
2014
2015
2016
2017
Listened in the last week to…
(Age 25-54)
% listened in last week
*2014-2015: Asked as “iTunes Radio”
2016: “Asked as “Apple Music, formerly known as iTunes Radio”
2017: *Asked as “Apple Music, the paid music subscription from Apple”
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
54%
48%
40%
10%
14%
21%
8%
10%
6%
11%
9%
10%
17%
19%
23%
2015
2016
2017
Pandora Spotify Apple Music* iHeartRadio Others
*2015: Asked as “iTunes Radio”
2016: Asked as “Apple Music, formerly known as iTunes Radio”
Base: Currently ever use any audio brand
Audio Brand Used Most Often
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
MUSIC DISCOVERY
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
Importance of Keeping
Up-To-Date with Music
14%
26%
35%
44%
51%
30%
Total Population 12+
Age 12-24
Very Important Somewhat Important Not at all Important
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
68%
64%
63%
48%
41%
33%
30%
28%
26%
25%
23%
15%
Friends/Family
YouTube
AM/FM Radio
Pandora
Facebook
Spotify
Apple iTunes
Music television channels
Information or displays at a local store
SiriusXM satellite radio
iHeartRadio
Blogs about music
Base: Those saying it is “Very Important” or “Somewhat Important” to keep up-to-date with music
Sources Used for Keeping
Up-to-Date with Music
% using source
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
68%
66%
68%
47%
42%
25%
68%
64%
63%
48%
41%
33%
Friends/Family
YouTube
AM/FM Radio
Pandora
Facebook
Spotify
2016
2017
Base: Those saying it is “Very Important” or “Somewhat Important” to keep up-to-date with music
Sources Used for Keeping
Up-to-Date with Music
% using source
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
77%
80%
50%
53%
42%
59%
38%
22%
23%
23%
25%
19%
Friends/Family
YouTube
AM/FM Radio
Pandora
Facebook
Spotify
Apple iTunes
Music television channels
Information or displays at a local store
SiriusXM satellite radio
iHeartRadio
Blogs about music
Base: Those saying it is “Very Important” or “Somewhat Important” to keep up-to-date with music
Sources Used for Keeping
Up-to-Date with Music (Age 12-24)
% using source
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
AM/FM
Radio
19%
Friends/
Family
22%
YouTube
15%
Pandora
9%
SiriusXM
5%
Facebook
3%
Spotify
10%
Others
17%
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
20172016
AM/FM
Radio
28%
Friends/
Family
23%
YouTube
14%
Pandora
7%
SiriusXM
4%
Facebook
3%
Spotify
4%
Others
17%
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
AM/FM
Radio
9%
Friends/
Family
32%
YouTube
22%
Pandora
9%
SiriusXM
1%
Facebook
4%
Spotify
9%
Others
14%
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
AM/FM
Radio
8%
Friends/
Family
25%
YouTube
19%
Pandora
9%
SiriusXM
1%
Facebook
3%
Spotify
20%
Others
15%
20172016
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
68%
91%
78%
57%
84%
66%
43%
74%
48%
Total Population 12+ Age 12-24 Age 25-54
Ever In the Last Month In the Last Week
“Have you used YouTube to watch music videos or listen to music…?”
YouTube Usage
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
PODCASTING
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
22%
37% 37%
43% 45% 45% 46% 46% 48% 49%
55%
60%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Estimated
168 Million
Total Population 12+
Podcast Familiarity
% familiar with the term podcasting
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
11% 13%
18%
22% 23% 25%
29% 27% 30% 33% 36%
40%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Estimated
112 Million
Total Population 12+
Podcast Listening
% ever listening to a podcast
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
9% 11% 12% 12% 14% 12% 15% 17%
21% 24%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Total Population 12+
Monthly Podcast Listening
% listening to a podcast in last month
Estimated
67 Million
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
11%
16%
7%
20% 17%
7%
23%
19%
10%
27% 24%
11%
27%
31%
12%
Age 12-24 Age 25-54 Age 55+
2013 2014 2015 2016 2017
Monthly Podcast Listening
% listening to a podcast in last month
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
15%
9%
17%
13%
17% 16%
24%
18%
27%
21%
Men Women
2013 2014 2015 2016 2017
Monthly Podcast Listening
% listening to a podcast in last month
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
7% 8% 10%
13% 15%
2013 2014 2015 2016 2017
Estimated
42 Million
Total Population 12+
Weekly Podcast Listening
% listening to a podcast in last week
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
One
16%
Two
24%
Three
19%
Four or Five
20%
Six to Ten
13%11 or more
8%
Average of five
podcasts listened
per week
Base: Weekly Podcast Listeners
Number of Podcasts
Listened to in Last Week
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
Device Used Most Often
to Listen to Podcasts
42%
34%
33%
55%
64%
65%
2015
2016
2017
Computer Smartphone/tablet/portable device Don't Know
Base: Ever Listened to a Podcast
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
80%
47%
29%
28%
20%
19%
At home
In a car/truck
At work
Walking around/On foot
At a gym/Working out
Riding public transportation
Podcast Listening Locations
% ever listen to podcasts in location
Base: Ever Listened to a Podcast
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
Location Listened to Most Often
Base: Ever Listened to a Podcast
At home
52%
In car/truck
18%
At work
12%
Riding public
transportation
3%
At gym/
Working out
3%
Walking
around/
On foot
3%
Other
9%
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
The entire
podcast
episode
40%
Most of the
podcast
45%
Less than half
the podcast
10%
Just the
beginning of
the podcast
5%
Podcasting Listening
Base: Ever Listened to a Podcast
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
77%
41%
27%
Methods of Listening to Podcasts
% ever using method to listen to a podcast
Click on podcast
and listen immediately
Download podcast
manually and listen later
Subscribe to podcast and download
automatically to listen later
Base: Ever Listened to a Podcast
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
1%-25%
13%
26%-50%
20%
51%-75%
15%
76%-100%
52%
Percent of all podcasts downloaded
and then listened to
Base: Have ever downloaded podcasts to listen at a later time
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
One
20%
Two
16%
Three
12%
Four to five
19%
Six to ten
20%
Eleven or more
9%Don't Know
4%
Number of Podcasts Subscribed to
Base: Have ever subscribed to podcasts
Average of
six podcasts
subscribed to
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
IN-CAR MEDIA
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
82%
52%
45%
26%
22%
19%
AM/FM Radio
CD Player
Owned Digital Music
Online Radio*
Satellite Radio
Podcasts
Base: Age 18+ and has driven/ridden in car in last month
Audio Sources Used in Primary Car
% currently ever using audio source in primary car
*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 © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
86%
61%
31%
14%
17%
81%
55%
38%
21%
17%
84%
56%
38%
21%
19%
82%
52%
45%
26%
22%
19%
AM/FM Radio
CD Player
Owned Digital Music
Online Radio
Satellite Radio
Podcasts
2014
2015
2016
2017
Audio Sources Used in Primary Car
Base: Age 18+ and has driven/ridden in car in last month
% currently ever using audio source in primary car
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
47%
19%
10% 13% 11%
4%
AM/FM Radio Owned
Digital Music
CD Player Satellite Radio Online Radio* Podcasts
“In your primary car, how often do you use…?”
Audio Sources Used at Least
‘Most of the Times’ in Primary Car
% using audio source “most” or “all” of the times in primary car
Base: Age 18+ and has driven/ridden in car in last month
*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 © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
Audio Source Used
Most Often in Primary Car
60%
63%
57%
17%
15%
15%
8%
8%
9%
11%
12%
14%
5%
2%
5%
2015
2016
2017
Base: Use any audio source in primary car
CDs/Own
music collection
AM/FM
Radio
Online
Radio*
Satellite
Radio Other
*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 © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
SOCIAL MEDIA
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
24%
34%
48%
52% 53%
62%
67%
73%
78% 81%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Estimated
226 Million
Total Population 12+
Social Media Usage
% currently use any social media
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
95%
90%
88%
82%
70%
58%
56%
39%
21%
Facebook
Twitter
Instagram
Snapchat
Pinterest
LinkedIn
Tumblr
WhatsApp
Music.ly
Total Population 12+
Social Media Brand Awareness
% aware of social media brand
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
92%
84%
77%
60%
56%
93%
87%
83%
71%
63%
95%
90%
88%
82%
70%
Facebook
Twitter
Instagram
Snapchat
Pinterest
2015
2016
2017
Page 1 of 2
Total Population 12+
Social Media Brand Awareness
% aware of social media brand
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
49%
44%
26%
52%
50%
30%
58%
56%
39%
21%
LinkedIn
Tumblr
WhatsApp
Music.ly
2015
2016
2017
Page 2 of 2
Total Population 12+
Social Media Brand Awareness
% aware of social media brand
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
67%
34%
30%
29%
23%
22%
13%
8%
3%
Facebook
Instagram
Pinterest
Snapchat
Twitter
LinkedIn
WhatsApp
Tumblr
Music.ly
Total Population 12+
Social Media Brand Usage
% currently ever use social media brand
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
58%
19%
13%
14%
16%
19%
62%
24%
21%
17%
18%
18%
64%
29%
25%
23%
21%
20%
67%
34%
30%
29%
23%
22%
Facebook
Instagram
Pinterest
Snapchat
Twitter
LinkedIn
2014
2015
2016
2017
Total Population 12+
Social Media Brand Usage
% currently ever use social media brand
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
76%
73%
31%
79%
40%
9%
15%
16%
11%
Facebook
Instagram
Pinterest
Snapchat
Twitter
LinkedIn
WhatsApp
Tumblr
Music.ly
Social Media Brand Usage
(Age 12-24)
% currently ever use social media brand
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
Social Media Brand Used Most Often
Base: Currently use any social networking brands
Facebook
62%
Snapchat
9%
Instagram
9%
LinkedIn
4%
Pinterest
5%Twitter
3%Others
8%
2017
Facebook
61%
Snapchat
8%
Instagram
7%
LinkedIn
4%
Pinterest
4%
Twitter
5%
Others
11%
2016
The Infinite Dial © 2017 Edison Research and Triton Digital
THE INFINITE DIAL
2017
Social Media Brand Used Most Often
(Age 12-24)
Base: Currently use any social networking brands
Facebook
39%
Snapchat
31%
Instagram
20%
Twitter
1%
Others
9%
2017
Facebook
32%
Snapchat
26%
Instagram
17%
Twitter
8%Others
17%
2016
THE
INFINITE DIAL
2016
#INFINITEDIAL
2016 #infinitedial
2017

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The Infinite Dial 2017

  • 2. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 Study Overview • 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 2017, The Infinite Dial tracks and covers new research on mobile behaviors, Internet Radio, Podcasting, Social Media, Smart Speakers and more.
  • 3. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 Study Methodology • In January/February 2017, Edison Research conducted a national telephone survey of 2000 people aged 12 and older, using random digit dialing techniques • Interviews were 51% landline and 49% cell phone • Survey offered in both English and Spanish languages • Data weighted to national 12+ population figures
  • 4. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 MEDIA & TECHNOLOGY
  • 5. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 10% 14% 31% 44% 53% 61% 71% 76% 81% 2009 2010 2011 2012 2013 2014 2015 2016 2017 Estimated 226 Million Total Population 12+ % owning a smartphone Smartphone Ownership
  • 6. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 68% 64% 25% 78% 68% 36% 86% 81% 45% 93% 84% 51% 95% 89% 60% Age 12-24 Age 25-54 Age 55+ 2013 2014 2015 2016 2017 Smartphone Ownership % owning a smartphone
  • 7. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 29% 39% 49% 51% 53% 2013 2014 2015 2016 2017 Estimated 148 Million Total Population 12+ Tablet Ownership % owning a tablet
  • 8. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 51% 58% 60% 64% 2014 2015 2016 2017 Total Population 12+ Internet-Connected TV Ownership % owning an Internet-connected TV Estimated 179 Million
  • 9. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 43% 22% 9% 51% 50% 29% 14% 58% Netflix Amazon Prime Hulu 2016 2017 Total Population 12+ On-Demand Video Service Subscription Subscription to any of the above % having a subscription
  • 10. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 45% 13% 10% 48% Netflix Amazon Prime Instant Video Hulu Total Population 12+ Used On-Demand Video Service in Last Week Used any of the above in the last week % using service in last week
  • 11. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 57% 45% 63% Amazon Alexa* Google Home Total Population 12+ Smart Speaker Awareness Aware of either Amazon Alexa or Google Home % aware of smart speaker *Asked as “Amazon Echo or Amazon Dot, which uses the Alexa voice service”
  • 12. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 5% 2% 7% Amazon Alexa* Google Home Total Population 12+ Smart Speaker Ownership Own either Amazon Alexa or Google Home % owning smart speaker *Asked as “Amazon Echo or Amazon Dot, which uses the Alexa voice service”
  • 13. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 ONLINE RADIO
  • 14. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 5% 7% 12% 17% 16% 15% 21% 20% 21% 27% 27% 34% 39% 45% 47% 53% 57% 61% 2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 2017 Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet Monthly Online Radio Listening Total Population 12+ % listening to Online Radio in last month Estimated 170 Million
  • 15. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 68% 52% 20% 75% 50% 21% 77% 61% 26% 79% 65% 31% 87% 70% 32% Age 12-24 Age 25-54 Age 55+ 2013 2014 2015 2016 2017 Monthly Online Radio Listening Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet % listening to Online Radio in last month
  • 16. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 2% 5% 6% 8% 8% 8% 12% 12% 13% 17% 17% 22% 29% 33% 36% 44% 50% 53% 2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 2017 Weekly Online Radio Listening Estimated 148 Million Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet Total Population 12+ % listening to Online Radio in last week
  • 17. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 52% 36% 13% 64% 37% 13% 69% 50% 18% 73% 56% 24% 83% 59% 32% Age 12-24 Age 25-54 Age 55+ 2013 2014 2015 2016 2017 Weekly Online Radio Listening Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet % listening to Online Radio in last week
  • 18. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 6:13 6:31 8:02 9:17 9:46 11:56 13:19 12:53 12:08 14:39 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 33M people 43M people 44M people 57M people 76M people 87M people 95M people 119M people 136M people Base: Weekly Online Radio Listeners Online Radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet Average Time “Weekly Online Radio Listeners” Spend Listening to Online Radio Hours:Minutes in last week 148M people
  • 19. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 6% 11% 17% 21% 26% 35% 37% 40% 2010 2011 2012 2013 2014 2015 2016 2017 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% % saying yes
  • 20. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 AUDIO BRANDS
  • 21. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 86% 71% 62% 60% 60% 50% 47% 38% 20% 19% 19% 18% 16% 11% 9% 8% 7% 6% Pandora iHeartRadio Spotify Apple Music* Amazon Music Google Play All Access Napster** SoundCloud NPR One Radio.com Slacker TuneIn Radio NextRadio Tidal 8Tracks Stitcher AccuRadio Deezer *Asked as “Apple Music, the paid music subscription from Apple” **Asked as “Rhapsody, now known as Napster” Audio Brand Awareness Total Population 12+ % aware of audio brand
  • 22. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 32% 18% 13% 11% 8% 6% 6% 3% 3% Pandora Spotify iHeartRadio SoundCloud Apple Music* Amazon Music Google Play All Access NPR One TuneIn Radio Brands lower than 3% Age 12+ not shown Listened in the last month to… Total Population 12+ *Asked as “Apple Music, the paid music subscription from Apple” % listened in last month
  • 23. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 27% 4% 8% 31% 6% 9% 8% 34% 10% 11% 11% 32% 13% 12% 12% 32% 18% 13% 8% Pandora Spotify iHeartRadio Apple Music* 2013 2014 2015 2016 2017 Listened in the last month to… Total Population 12+ % listened in last month *2014-2015: Asked as “iTunes Radio” 2016: Asked as “Apple Music, formerly known as iTunes Radio” 2017: Asked as “Apple Music, the paid music subscription from Apple”
  • 24. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 49% 7% 10% 55% 16% 12% 17% 54% 23% 14% 20% 43% 30% 14% 22% 39% 45% 19% 19% Pandora Spotify iHeartRadio Apple Music* 2013 2014 2015 2016 2017 Listened in the last month to… (Age 12-24) % listened in last month *2014-2015: Asked as “iTunes Radio” 2016: “Asked as “Apple Music, formerly known as iTunes Radio” 2017: *Asked as “Apple Music, the paid music subscription from Apple”
  • 25. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 30% 5% 10% 33% 5% 11% 7% 40% 9% 13% 12% 39% 12% 15% 11% 39% 16% 15% 7% Pandora Spotify iHeartRadio Apple Music* 2013 2014 2015 2016 2017 Listened in the last month to… (Age 25-54) % listened in last month *2014-2015: Asked as “iTunes Radio” 2016: “Asked as “Apple Music, formerly known as iTunes Radio” 2017: *Asked as “Apple Music, the paid music subscription from Apple”
  • 26. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 20% 3% 5% 22% 4% 5% 5% 27% 7% 7% 7% 25% 10% 8% 8% 23% 15% 9% 7% Pandora Spotify iHeartRadio Apple Music* 2013 2014 2015 2016 2017 Listened in the last week to… Total Population 12+ % listened in last week *2014-2015: Asked as “iTunes Radio” 2016: “Asked as “Apple Music, formerly known as iTunes Radio” 2017: *Asked as “Apple Music, the paid music subscription from Apple”
  • 27. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 39% 6% 6% 43% 11% 6% 13% 45% 17% 8% 13% 33% 25% 9% 17% 30% 38% 12% 18% Pandora Spotify iHeartRadio Apple Music* 2013 2014 2015 2016 2017 Listened in the last week to… (Age 12-24) % listened in last week *2014-2015: Asked as “iTunes Radio” 2016: “Asked as “Apple Music, formerly known as iTunes Radio” 2017: *Asked as “Apple Music, the paid music subscription from Apple”
  • 28. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 21% 3% 6% 23% 3% 6% 4% 33% 7% 8% 7% 32% 9% 10% 8% 29% 14% 4% 2% Pandora Spotify iHeartRadio Apple Music* 2013 2014 2015 2016 2017 Listened in the last week to… (Age 25-54) % listened in last week *2014-2015: Asked as “iTunes Radio” 2016: “Asked as “Apple Music, formerly known as iTunes Radio” 2017: *Asked as “Apple Music, the paid music subscription from Apple”
  • 29. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 54% 48% 40% 10% 14% 21% 8% 10% 6% 11% 9% 10% 17% 19% 23% 2015 2016 2017 Pandora Spotify Apple Music* iHeartRadio Others *2015: Asked as “iTunes Radio” 2016: Asked as “Apple Music, formerly known as iTunes Radio” Base: Currently ever use any audio brand Audio Brand Used Most Often
  • 30. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 MUSIC DISCOVERY
  • 31. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 Importance of Keeping Up-To-Date with Music 14% 26% 35% 44% 51% 30% Total Population 12+ Age 12-24 Very Important Somewhat Important Not at all Important
  • 32. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 68% 64% 63% 48% 41% 33% 30% 28% 26% 25% 23% 15% Friends/Family YouTube AM/FM Radio Pandora Facebook Spotify Apple iTunes Music television channels Information or displays at a local store SiriusXM satellite radio iHeartRadio Blogs about music Base: Those saying it is “Very Important” or “Somewhat Important” to keep up-to-date with music Sources Used for Keeping Up-to-Date with Music % using source
  • 33. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 68% 66% 68% 47% 42% 25% 68% 64% 63% 48% 41% 33% Friends/Family YouTube AM/FM Radio Pandora Facebook Spotify 2016 2017 Base: Those saying it is “Very Important” or “Somewhat Important” to keep up-to-date with music Sources Used for Keeping Up-to-Date with Music % using source
  • 34. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 77% 80% 50% 53% 42% 59% 38% 22% 23% 23% 25% 19% Friends/Family YouTube AM/FM Radio Pandora Facebook Spotify Apple iTunes Music television channels Information or displays at a local store SiriusXM satellite radio iHeartRadio Blogs about music Base: Those saying it is “Very Important” or “Somewhat Important” to keep up-to-date with music Sources Used for Keeping Up-to-Date with Music (Age 12-24) % using source
  • 35. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 AM/FM Radio 19% Friends/ Family 22% YouTube 15% Pandora 9% SiriusXM 5% Facebook 3% Spotify 10% Others 17% 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 20172016 AM/FM Radio 28% Friends/ Family 23% YouTube 14% Pandora 7% SiriusXM 4% Facebook 3% Spotify 4% Others 17%
  • 36. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 AM/FM Radio 9% Friends/ Family 32% YouTube 22% Pandora 9% SiriusXM 1% Facebook 4% Spotify 9% Others 14% 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 AM/FM Radio 8% Friends/ Family 25% YouTube 19% Pandora 9% SiriusXM 1% Facebook 3% Spotify 20% Others 15% 20172016
  • 37. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 68% 91% 78% 57% 84% 66% 43% 74% 48% Total Population 12+ Age 12-24 Age 25-54 Ever In the Last Month In the Last Week “Have you used YouTube to watch music videos or listen to music…?” YouTube Usage
  • 38. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 PODCASTING
  • 39. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 22% 37% 37% 43% 45% 45% 46% 46% 48% 49% 55% 60% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Estimated 168 Million Total Population 12+ Podcast Familiarity % familiar with the term podcasting
  • 40. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 11% 13% 18% 22% 23% 25% 29% 27% 30% 33% 36% 40% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Estimated 112 Million Total Population 12+ Podcast Listening % ever listening to a podcast
  • 41. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 9% 11% 12% 12% 14% 12% 15% 17% 21% 24% 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Total Population 12+ Monthly Podcast Listening % listening to a podcast in last month Estimated 67 Million
  • 42. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 11% 16% 7% 20% 17% 7% 23% 19% 10% 27% 24% 11% 27% 31% 12% Age 12-24 Age 25-54 Age 55+ 2013 2014 2015 2016 2017 Monthly Podcast Listening % listening to a podcast in last month
  • 43. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 15% 9% 17% 13% 17% 16% 24% 18% 27% 21% Men Women 2013 2014 2015 2016 2017 Monthly Podcast Listening % listening to a podcast in last month
  • 44. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 7% 8% 10% 13% 15% 2013 2014 2015 2016 2017 Estimated 42 Million Total Population 12+ Weekly Podcast Listening % listening to a podcast in last week
  • 45. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 One 16% Two 24% Three 19% Four or Five 20% Six to Ten 13%11 or more 8% Average of five podcasts listened per week Base: Weekly Podcast Listeners Number of Podcasts Listened to in Last Week
  • 46. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 Device Used Most Often to Listen to Podcasts 42% 34% 33% 55% 64% 65% 2015 2016 2017 Computer Smartphone/tablet/portable device Don't Know Base: Ever Listened to a Podcast
  • 47. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 80% 47% 29% 28% 20% 19% At home In a car/truck At work Walking around/On foot At a gym/Working out Riding public transportation Podcast Listening Locations % ever listen to podcasts in location Base: Ever Listened to a Podcast
  • 48. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 Location Listened to Most Often Base: Ever Listened to a Podcast At home 52% In car/truck 18% At work 12% Riding public transportation 3% At gym/ Working out 3% Walking around/ On foot 3% Other 9%
  • 49. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 The entire podcast episode 40% Most of the podcast 45% Less than half the podcast 10% Just the beginning of the podcast 5% Podcasting Listening Base: Ever Listened to a Podcast
  • 50. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 77% 41% 27% Methods of Listening to Podcasts % ever using method to listen to a podcast Click on podcast and listen immediately Download podcast manually and listen later Subscribe to podcast and download automatically to listen later Base: Ever Listened to a Podcast
  • 51. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 1%-25% 13% 26%-50% 20% 51%-75% 15% 76%-100% 52% Percent of all podcasts downloaded and then listened to Base: Have ever downloaded podcasts to listen at a later time
  • 52. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 One 20% Two 16% Three 12% Four to five 19% Six to ten 20% Eleven or more 9%Don't Know 4% Number of Podcasts Subscribed to Base: Have ever subscribed to podcasts Average of six podcasts subscribed to
  • 53. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 IN-CAR MEDIA
  • 54. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 82% 52% 45% 26% 22% 19% AM/FM Radio CD Player Owned Digital Music Online Radio* Satellite Radio Podcasts Base: Age 18+ and has driven/ridden in car in last month Audio Sources Used in Primary Car % currently ever using audio source in primary car *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
  • 55. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 86% 61% 31% 14% 17% 81% 55% 38% 21% 17% 84% 56% 38% 21% 19% 82% 52% 45% 26% 22% 19% AM/FM Radio CD Player Owned Digital Music Online Radio Satellite Radio Podcasts 2014 2015 2016 2017 Audio Sources Used in Primary Car Base: Age 18+ and has driven/ridden in car in last month % currently ever using audio source in primary car
  • 56. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 47% 19% 10% 13% 11% 4% AM/FM Radio Owned Digital Music CD Player Satellite Radio Online Radio* Podcasts “In your primary car, how often do you use…?” Audio Sources Used at Least ‘Most of the Times’ in Primary Car % using audio source “most” or “all” of the times in primary car Base: Age 18+ and has driven/ridden in car in last month *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
  • 57. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 Audio Source Used Most Often in Primary Car 60% 63% 57% 17% 15% 15% 8% 8% 9% 11% 12% 14% 5% 2% 5% 2015 2016 2017 Base: Use any audio source in primary car CDs/Own music collection AM/FM Radio Online Radio* Satellite Radio Other *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
  • 58. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 SOCIAL MEDIA
  • 59. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 24% 34% 48% 52% 53% 62% 67% 73% 78% 81% 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Estimated 226 Million Total Population 12+ Social Media Usage % currently use any social media
  • 60. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 95% 90% 88% 82% 70% 58% 56% 39% 21% Facebook Twitter Instagram Snapchat Pinterest LinkedIn Tumblr WhatsApp Music.ly Total Population 12+ Social Media Brand Awareness % aware of social media brand
  • 61. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 92% 84% 77% 60% 56% 93% 87% 83% 71% 63% 95% 90% 88% 82% 70% Facebook Twitter Instagram Snapchat Pinterest 2015 2016 2017 Page 1 of 2 Total Population 12+ Social Media Brand Awareness % aware of social media brand
  • 62. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 49% 44% 26% 52% 50% 30% 58% 56% 39% 21% LinkedIn Tumblr WhatsApp Music.ly 2015 2016 2017 Page 2 of 2 Total Population 12+ Social Media Brand Awareness % aware of social media brand
  • 63. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 67% 34% 30% 29% 23% 22% 13% 8% 3% Facebook Instagram Pinterest Snapchat Twitter LinkedIn WhatsApp Tumblr Music.ly Total Population 12+ Social Media Brand Usage % currently ever use social media brand
  • 64. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 58% 19% 13% 14% 16% 19% 62% 24% 21% 17% 18% 18% 64% 29% 25% 23% 21% 20% 67% 34% 30% 29% 23% 22% Facebook Instagram Pinterest Snapchat Twitter LinkedIn 2014 2015 2016 2017 Total Population 12+ Social Media Brand Usage % currently ever use social media brand
  • 65. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 76% 73% 31% 79% 40% 9% 15% 16% 11% Facebook Instagram Pinterest Snapchat Twitter LinkedIn WhatsApp Tumblr Music.ly Social Media Brand Usage (Age 12-24) % currently ever use social media brand
  • 66. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 Social Media Brand Used Most Often Base: Currently use any social networking brands Facebook 62% Snapchat 9% Instagram 9% LinkedIn 4% Pinterest 5%Twitter 3%Others 8% 2017 Facebook 61% Snapchat 8% Instagram 7% LinkedIn 4% Pinterest 4% Twitter 5% Others 11% 2016
  • 67. The Infinite Dial © 2017 Edison Research and Triton Digital THE INFINITE DIAL 2017 Social Media Brand Used Most Often (Age 12-24) Base: Currently use any social networking brands Facebook 39% Snapchat 31% Instagram 20% Twitter 1% Others 9% 2017 Facebook 32% Snapchat 26% Instagram 17% Twitter 8%Others 17% 2016