Infinite Dial 2019

1. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
The Infinite Dial 2019
#InfiniteDial

2. T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
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
‣ The Infinite Dial tracks mobile behaviors, internet audio,
podcasting, social media, smart speakers and more

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Study Methodology
‣ In January/February 2019, Edison Research conducted a national
telephone survey of 1500 people aged 12 and older, using random
digit dialing techniques to both cell phones and landlines
‣ Survey offered in both English and Spanish
‣ Data weighted to national 12+ U.S. population figures

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Social Media

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10
21
44
53
57
63
66
70
77
80
77 79
2008* 2009* 2010* 2011* 2012* 2013 2014 2015 2016 2017 2018 2019
Social Media Usage
* 2 0 0 8 - 2 0 1 2 : E V E R U S E F A C E B O O K , T W I T T E R , O R L I N K E D I N
% U S I N G S O C I A L M E D I A
Estimated
223 Million
TOTAL U.S. POPULATION 12+

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Social Media Brand Awareness
95
88
90
82
70
58
94
87
87
83
69
58
96
93
92
87
72
64
54
Facebook
Instagram
Twitter
Snapchat
Pinterest
LinkedIn
WhatsApp
2017
2018
2019
TOTAL U.S . POPULATION 12+
% A W A R E O F S O C I A L M E D I A B R A N D

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Social Media Brand Usage
67
34
30
29
22
23
62
36
31
31
22
21
61
39
31
31
22
19
18
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
WhatsApp
2017
2018
2019
TOTAL U.S . POPULATION 12+
% U S I N G S O C I A L M E D I A B R A N D

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8
18
41
51
54
58 58
62 64
67
62 61
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Facebook Usage
TOTAL U.S. POPULATION 12+
% U S I N G F A C E B O O K
Estimated
172 Million

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There are an estimated
fewer Facebook users in the U.S. today than in 2017

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Facebook Usage
79
72
49
67 69
49
62
69
53
Age 12-34 Age 35-54 Age 55+
2017 2018 2019
% U S I N G F A C E B O O K
U.S. POPULATION

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82 Million12-34 year olds in the U.S.
used Facebook in 2017
Estimated
65 Million12-34 year olds in the U.S.
use Facebook today
Estimated

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Social Media Brand Usage (Age 12-34)
79
64
36
62
36
23
67
62
28
62
36
19
62
66
29
62
31
21
23
Facebook
Instagram
Twitter
Snapchat
Pinterest
LinkedIn
WhatsApp
2017
2018
2019
U.S. POPULATION
% U S I N G S O C I A L M E D I A B R A N D

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65
62
62
57
52
7
7
9
12
16
4
8
9
14
13
5
4
5
5
5
4
5
3
5
5
15
14
12
7
9
2015
2016
2017
2018
2019
Social Media Brand Used Most Often
BASE: U.S. AGE 12 + SOCIAL MEDIA USERS
O T H E R

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58
29
15
26
9
28
3
1
6
6
9
10
2015
2019
Social Media Brand Used Most Often (Age 12-34)
BASE: U.S. SOCIAL MEDIA USERS
O T H E R

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Media & Technology

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10
14
31
44
53
61
71
76
81 83 84
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Smartphone Ownership
TOTAL U.S. POPULATION 12+
% O W N I N G A S M A R T P H O N E
Estimated
237 Million

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29
39
49 51 53
50
56
2013 2014 2015 2016 2017 2018 2019
Tablet Ownership
TOTAL U.S . POPULATION 12+
% O W N I N G A T A B L E T
Estimated
158 Million

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69
75
79
2017 2018 2019
Smart Speaker Awareness
TOTAL U.S. POPULATION 12+
% A W A R E O F A N Y S M A R T S P E A K E R B R A N D
Estimated
223 Million

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7
18
23
2017 2018 2019
Smart Speaker Ownership
TOTAL U.S . POPULATION 12+
% O W N I N G A S M A R T S P E A K E R
Estimated
65 Million

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Smart Speaker Ownership
16
7
3
2
Amazon Alexa
Google Home
Sonos One with Alexa
Apple HomePod
TOTAL U.S . POPULATION 12+
% O W N I N G S M A R T S P E A K E R

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Number of Smart Speakers in Household
BASE: U.S. AGE 12+ SMART SPEAKER OWNERS
67
48
22
28
11
24
2018
2019
ONE TWO
THREE
OR MORE
M E A N
# O F S M A R T
S P E A K E R S
1.7
2.0

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Online Audio

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5 7
12
17 16 15
21 20 21
27 27
34
39
45 47
53
57
61
64
67
2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 2019
Monthly Online Audio Listening
TOTAL U.S. POPULATION 12+
% L I S T E N E D T O O N L I N E A U D I O I N L A S T M O N T H
Estimated
189 Million
O N L I N E A U D I O = L I S T E N I N G T O A M / F M R A D I O S T A T I O N S O N L I N E A N D / O R
L I S T E N I N G T O S T R E A M E D A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H E I N T E R N E T

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87
70
32
88
73
33
91
74
40
Age 12-24 Age 25-54 Age 55+
2017 2018 2019
Monthly Online Audio Listening
% L I S T E N E D T O O N L I N E A U D I O I N L A S T M O N T H
U.S. POPULATION
O N L I N E A U D I O = L I S T E N I N G T O A M / F M R A D I O S T A T I O N S O N L I N E A N D / O R
L I S T E N I N G T O S T R E A M E D A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H E I N T E R N E T

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2
5 6 8 8 8
12 12 13
17 17
22
29
33
36
44
50
53
57
60
2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 2019
Weekly Online Audio Listening
TOTAL U.S. POPULATION 12+
% L I S T E N E D T O O N L I N E A U D I O I N L A S T W E E K
Estimated
169 Million
O N L I N E A U D I O = L I S T E N I N G T O A M / F M R A D I O S T A T I O N S O N L I N E A N D / O R
L I S T E N I N G T O S T R E A M E D A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H E I N T E R N E T

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Average Time Spent Listening to Online Audio
BASE : U.S. AGE 12+ WEEKLY ONLINE AUDIO LISTENERS
H O U R S : M I N U T E S I N L A S T W E E K
6:13 6:31
8:02
9:17 9:46
11:56
13:19 12:53
12:08
14:39
13:40
16:43
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

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43 43 45 44
50
2015 2016 2017 2018 2019
Audiobook Listening
TOTAL U.S. POPULATION 12+
% E V E R L I S T E N E D T O A N A U D I O B O O K
Estimated
141 Million

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In-Car Media

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Audio Sources Currently Ever Used in Car
81
45
43
28
26
22
AM/FM radio
Owned digital music
CD player
Online radio
Podcasts
SiriusXM
BASE: U.S. AGE 18 + AND HAS DRIVEN/RIDDEN IN CAR IN LAST MONTH; 89%
% U S I N G A U D I O S O U R C E I N C A R

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Audio Sources Currently Ever Used in Car
82
45
52
26
19
22
82
45
49
28
23
21
81
45
43
28
26
22
AM/FM radio
Owned digital music
CD player
Online radio
Podcasts
SiriusXM
2017
2018
2019
% U S I N G A U D I O S O U R C E I N C A R
BASE: U.S. AGE 18+ AND HAS DRIVEN/RIDDEN IN CAR IN LAST MONTH; 89%

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57
56
52
15
15
15
14
13
15
9
12
12
3
3
4
2
1
2
2017
2018
2019
Audio Source Used Most Often in Car
AM/FM RADIO
OTHER
OWNED
MUSIC
ONLINE
AUDIOSIRIUSXM PODCASTS
BASE: U.S. AGE 18 +, DRIVEN/RIDDEN IN CAR IN LAST MONTH, AND USE ANY AUDIO SOURCE IN CAR

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5
9
15
19
23
32 34
38
42 41
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Online Audio Listening in Car Through a Cell Phone
% E V E R L I S T E N E D T O O N L I N E A U D I O I N A C A R T H R O U G H A C E L L P H O N E
TOTAL U.S. POPULATION 12+

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6 8 10 12 12
15
19
2013 2014 2015 2016 2017 2018 2019
In-Dash Information and Entertainment Systems
% O W N I N G I N - D A S H I N F O R M A T I O N A N D E N T E R T A I N M E N T S Y S T E M I N C A R
BASE: U.S. AGE 18 + AND HAS DRIVEN/RIDDEN IN CAR IN LAST MONTH ; 89%

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Audio Brands

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Audio Brand Awareness
89
74
74
73
71
58
47
44
22
21
20
18
15
11
10
6
Pandora
iHeartRadio
Amazon Music
Apple Music
Spotify
Google Play All Access
Napster
SoundCloud
NPR One
Radio.com
TuneIn Radio
Slacker
Tidal
8Tracks
AccuRadio
Deezer
TOTAL U.S . POPULATION 12+
% A W A R E O F A U D I O B R A N D

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Audio Brands Listened to in Last Month
30
24
13
12
12
11
6
Pandora
Spotify
iHeartRadio
Apple Music
Amazon Music
SoundCloud
Google Play All Access
TOTAL U.S . POPULATION 12+
% L I S T E N E D T O A U D I O B R A N D I N L A S T M O N T H

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Audio Brands Listened to in Last Month
32
18
13
8
6
11
6
31
20
11
10
9
9
6
30
24
13
12
12
11
6
Pandora
Spotify
iHeartRadio
Apple Music
Amazon Music
SoundCloud
Google Play All Access
2017
2018
2019
TOTAL U.S . POPULATION 12+
% L I S T E N E D T O A U D I O B R A N D I N L A S T M O N T H

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Audio Brand Listened to in Last Month (Age 12-34)
42
37
17
15
7
25
8
41
39
12
19
8
18
9
36
46
14
20
10
23
8
Pandora
Spotify
iHeartRadio
Apple Music
Amazon Music
SoundCloud
Google Play All Access
2017
2018
2019
% L I S T E N E D T O A U D I O B R A N D I N L A S T M O N T H
U.S. POPULATION

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Audio Brand Listened to in Last Month (Age 35-54)
35
10
15
6
9
5
8
35
14
16
9
13
5
8
37
18
17
11
16
6
8
Pandora
Spotify
iHeartRadio
Apple Music
Amazon Music
SoundCloud
Google Play All Access
2017
2018
2019
% L I S T E N E D T O A U D I O B R A N D I N L A S T M O N T H
U.S. POPULATION

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Audio Brands Listened to in Last Week
22
20
11
9
8
5
Pandora
Spotify
Apple Music
Amazon Music
iHeartRadio
Google Play All Access
TOTAL U.S . POPULATION 12+
% L I S T E N E D T O A U D I O B R A N D I N L A S T W E E K

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Audio Brands Listened to in Last Week
23
15
7
4
9
4
23
16
9
6
7
5
22
20
11
9
8
5
Pandora
Spotify
Apple Music
Amazon Music
iHeartRadio
Google Play All Access
2017
2018
2019
TOTAL U.S . POPULATION 12+
% L I S T E N E D T O A U D I O B R A N D I N L A S T W E E K

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30
23
25
23
11
13
8
7
9
16
4
6
13
12
Total
Own a smart speaker
Audio Brand Used Most Often
PANDORA SPOTIFY
APPLE
MUSIC
IHEART
RADIO
AMAZON
MUSIC
GOOGLE
PLAY
OTHER
BASE: U.S. AGE 12 + AND CURRENTLY EVER USE ANY AUDIO BRAND
OTHER

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30
23
25
23
11
13
8
7
9
16
4
6
13
12
Total
Own a smart speaker
Audio Brand Used Most Often
PANDORA SPOTIFY
APPLE
MUSIC
IHEART
RADIO
AMAZON
MUSIC
GOOGLE
PLAY
BASE: U.S. AGE 12+ AND CURRENTLY EVER USE ANY AUDIO BRAND
OTHER

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33
41 43 43
46
50
2014 2015 2016 2017 2018 2019
Weekly YouTube Music Usage
TOTAL U.S. POPULATION 12+
% U S E D Y O U T U B E F O R M U S I C O R M U S I C V I D E O S I N L A S T W E E K

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65
44
17
66
47
20
70
51
24
Age 12-34 Age 35-54 Age 55+
2017 2018 2019
Weekly YouTube Music Usage
U.S. POPULATION
% U S E D Y O U T U B E F O R M U S I C O R M U S I C V I D E O S I N L A S T W E E K

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Podcasting

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22
37 37
43 45 45 46 46 48 49
55
60
64
70
2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 2019
Podcasting Familiarity
TOTAL U.S . POPULATION 12+
% F A M I L I A R W I T H P O D C A S T I N G
Estimated
197 Million

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11 13
18
22 23 25
29 27
30
33
36
40
44
51
2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 2019
Podcasting Listening
TOTAL U.S . POPULATION 12+
% E V E R L I S T E N E D T O A P O D C A S T
Estimated
144 Million

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9 11 12 12 14 12
15 17
21
24 26
32
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Monthly Podcast Listening
TOTAL U.S . POPULATION 12+
% L I S T E N E D T O A P O D C A S T I N L A S T M O N T H
Estimated
90 Million

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27
21
27
24
36
29
Men Women
2017 2018 2019
Monthly Podcast Listening
% L I S T E N E D T O A P O D C A S T I N L A S T M O N T H
U.S. POPULATION

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27
31
12
30 32
13
40 39
17
Age 12-24 Age 25-54 Age 55+
2017 2018 2019
Monthly Podcast Listening
% L I S T E N E D T O A P O D C A S T I N L A S T M O N T H
U.S. POPULATION

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32
53
2018 2019
Monthly Podcast Listening
% L I S T E N E D T O A P O D C A S T I N L A S T M O N T H
BASE: U.S. AGE 12 -24 AND LISTENED TO SPOTIFY IN LAST MONTH
Among Spotify Listeners Age 12-24

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7 8 10
13 15 17
22
2013 2014 2015 2016 2017 2018 2019
Weekly Podcast Listening
TOTAL U.S. POPULATION 12+
% L I S T E N E D T O A P O D C A S T I N L A S T W E E K
Estimated
62 Million

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17 Millionmore persons in the U.S. are
aware of podcasting than in 2018
Estimated:
20 Millionmore persons in the U.S. have ever
listened to a podcast than in 2018
Estimated:
17 Millionmore monthly podcast listeners
in the U.S. than in 2018
Estimated:
14 Millionmore weekly podcast listeners
in the U.S. than in 2018
Estimated:

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One
16%
Two
15%
Three
17%
Four or
Five
21%
Six to Ten
17%
11 or more
14%
Number of Podcasts Listened to in Last Week
BASE: U.S. AGE 12+ AND LISTENED TO PODCAST IN LAST WEEK
U.S. weekly podcast listeners averaged
Sevenpodcasts
in the last week

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Observations
Online audio has reached a new high in weekly time
spent listening, potentially driven by podcasting and
smart speakers.

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Observations
Podcasting has reached a milestone, with the majority
of Americans now saying they have ever listened to one.

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Observations
Along with the increases in podcast listening,
audiobook consumption also surged, indicating a trend
towards increased spoken word audio consumption.

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Observations
Social Media usage appears to have stalled. Facebook and
Twitter have declined, especially with younger users.

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Observations
Smart speaker ownership continues to grow,
approaching one in four Americans age 12+. The
average smart speaker user possesses two devices.

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Coming Soon
Details to follow at www.edisonresearch.com
Podcast Consumer
The Infinite Dial - Australia
Moms and Media
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The Infinite Dial 2019
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