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The Infinite Dial
2015
.4.

- N¥

la. 
1’    J Social “ Music
' 2015 Networking 1 Discovery

1

   

    iii

 

Smartphones
Study Overview

In January/ February 2015, Edison Research conducted a national telephone survey of 2002 people
aged 12 an...
Technology changes in society

“Would you say all the ways technology has changed society over the last ten years have bee...
Medium most essential

“Among the Internet.  newspapers,  radio and television.  which one is most essential to your life?...
Medium used first in event of a major news story

“Among the Internet,  newspapers,  radio and television.  which one do y...
Medium used first to learn about new music

“Among the Internet.  newspapers,  radio and television.  which one do you tum...
Monthly Online Radio Listening

Estimated
143 Million

53°/ o
39%
34%
27% 27%
21% 20% 21%
17% 16% 15%
12%
5% 7% I I I I I ...
Monthly Online Radio Listening
(Age)

77%
61%
26%
12-24 25-54 55+
.  edison % listening to Online Radio in last month i  
...
Weekly Online Radio Listening

Estimated
119 Million

44°/ o

36°/ 
29% 33% O

17°/  17°/  22%
12% 12% 13% ° °
     8°’°II...
Weekly Online Radio Listening
(Age)

69%
50%
18%
12-24 25-54 55+
.  edison °/ o listening to Online Radio in last week i  ...
Average time ‘Weekly Online Radio Listeners’
spend listening to Online Radio

Hours: Minutes

1 3: 1 9 -
11 :56 1353
_ 917...
Devices used to listen to Online Radio

Smartphone
Desktop/ Laptop

Tablet

TV connected to Internet

| nternet~connected ...
Online Radio Listening in Car

“Have you ever listened to Internet Radio in a car by listening to the stream
from a cell p...
Online Radio Listening in Car

“Have you ever listened to Internet Radio in a car by listening to the stream
from a cell p...
#infinitedia ’
' ‘ i/ A, TRITON
When thinking about | nternet—only audio,  what is
the FIRST word that comes to mind? 

Mu5icYofiTube 

 **“’*°5P°F‘. *.Y ...
Audio Brand Awareness

Pandora
iTunes Radio
iHeartRadio
Amazon Music
Rhapsody
Spotity

Google Play All Access
Beats Music
...
Audio Brand Usage

iTunes Radio

Spotity

Amazon Music
Rhapsody

Google Play All Access
Tuneln Radio
Radio. com

Slacker

...
Listened in the last month to. ..

iHeartRadio - 11 %

iTunes Radio - 11%

 disOn % saying yes

Base:  Total Population 12+
Listened in the last month to. ..

31 "/0

Pandora

9%

iHeartRadio

8%

iTunes Radio
j 

6%

 disOn % saying yes

Base:  ...
Listened in the last month to. ..
(Age)

54%
Pandora 40%
12%
14%
iHeartRadio 130/
5% ° Age 12-24
Age 25-54
_ _ 20%
mines R...
Listened in the last week to. ..

Pandora 27%
Spotify 7%
iTunes Radio 7%
iHeartRadio 7%
.  edison % saying yes :  TRITUV

...
Listened in the last week to. ..

Pandora 22%
27%
4%
S I’
po ify 7%
2014
iTunes Radio 5% 2°‘ 5
7%
iHeartRadio 5%
7%
edison...
Listened in the last week to. ..
(Age)

45%
Pandora 33%
8%
17%
Spotify 7‘V
1% ° Age 12-24
Age 25-54
13%
iTunes Radio 77%, ...
Audio Brand used most often

iHeartRadio
11°/ o

Spotify

10%

Pandora

54% ‘ iTunes
Radio

8%

Others
None 15%

 2% j 

B...
Audio Brand used most often
(Age 12-24)

iHeartRadio
6%

Spotify
16%

Pandora
55%
iTunes
Radio
7%

Others

None 14%

1 edi...
YouTube Usage

“Have you used YouTube to watch music videos or listen to music.  . .  

I Ever I In the Last Month ’ In th...
YouTube Usage

“How often would you say you listen to the music on YouTube without actually watching the videos? "

Most o...
Importance of keeping up-to-date with music

Total Population 12+ Age 12-24
Somewhat Somewhat
Important Important
33% 33%
...
Sources used for keeping up-to-date with music

Friends/ Family

AM/ FM Radio

YouTube

Pandora

Facebook

Music televisio...
Sources used for keeping up-to-date with music

(Age 12-24)

Friends/ Family

AM/ FM Radio

YouTube

Pandora

Facebook

Mu...
Sources used for keeping up-to-date with music

Friends/ Family

AMIFM Radio

YouTube

Pandora

Facebook

Music television...
Source used most for keeping up-to-date with music

Friends/  Family
22%

YouTube
1 0%

AM/ FM Radio Pandora

SiriusXM
Sat...
Source used most for keeping up-to-date with music
(Age 12-24)

YouTube
Friendsl Family 18%
28%

Pandora
13%

SiriusXM
Sat...
Source used most for keeping up-to-date with music

014 2015
.  Friends/ 
I . 
FF": r?lfi:  Family
21% 22%
AM’FM°Ra°"° AM/ ...
#infinitedia ’
' ‘ 2/A,  TRITON
Podcast Listening

Approximately
09 Million

0 33%
22% 23% 25%
18%
11% .1305 I I

2006 2007 2008 2009 2010 2011 2012 2013 ...
Devices used most often to listen to podcasts

201 015

Don't Know

3% Don‘t Know

3%
Smartphone! 
tabletl

Smartphone!  p...
Monthly Podcast Listening

Approximately
46 Million

17%
o 12% 12%
9% E I I I I

0, 15%
14 ° 12% I
2008 2009 2010 2011 201...
Weekly Podcast Listening

Approximately
27 Million

7%

2013 2014 2015

5"’
 diSOn % listening to podcasts in last week  )...
Podcast Listening: 
(Education)

“Have you listened to podcasts.  . .  "
Ever in the Last Month In the Last Week

45%

33°...
Podcast Listening: 
(Income)

"Have you used listened to podcasts.  . .  
Ever in the Last Month In the Last Week

52%

34...
Number of Podcasts listened to in last week

11 or more
15%
Six to Ten
9% One
14%
Four or Five
17%
Two
22%
Three _
.  23‘V...
“Serial” Podcast

3%

Aware of "Serial" Ever listened to "Serial"

Base:  Total Population 12+ ’ = ""iL-Aw» t%= :—-zu : ~....
1;
{km Smartphones and L
i Other Devices

i
ll
Smartphone Ownership

Estimated
192 Million

71%
61%
53%
44%
31%
2012 2013 2014 2015

2009 2010 201 1

% owning smartphone...
Smartphone Ownership
(Age)

2013 2014 2015
78% 86% 81%

68% 68%

64%

45%
36%

25%

1 2-24 25-54 55+

% owning smartphone
...
Smartphone Apps

“Have you ever downloaded any of the following apps to your smaitphone or other device? "

Pandora   50%
...
Smartphone Data Plan Consideration

"When listening to Internet Audio on your smartphone.  do you ever take
into considera...
Smartphone Data Plan Consideration

“When listening to Internet Audio on your smartphone.  do you ever take
into considera...
Shazam and SoundHound

“Are you/ Have you.  . .  ? "

40%
Aware of App 16%
17%
Downloaded App 6%
Used App to Identify Song...
Tablet Ownership

Non-iPad Tablet only
Both
Apple iPad only

Total Ownership

Total Ownership 49%
Total Ownership 39% 190/...
Internet-connected TV Ownership

58%
51%

2014 2015

% owning TV connected to the Internet

1 edison . - TRITON

Base:  To...
- In-Car Media

: ) TRITON
Audio sources used in primary car

AM/ FM Radio

CD Player

MP3 Player/ Owned Digital music

Online Radio

Satellite Radio...
Audio sources used in primary car

AM/ FM Radio

CD Player

MP3 Player/ Owned Digital music

Online Radio

Satellite Radio...
Audio sources used at least
‘most of the times’ in primary car

“In your primary car how often do you use. .."

I Most of ...
Audio sources used at least
‘most of the times’ in primary car

“In your primary car how often do you use. .."

58% 58%
53...
In-Dash Information and Entertainment Systems

“Do you have an in-dash system that allows you to receive information
and e...
In-Dash Information and Entertainment Systems

“How important is it that your next purchase or lease of a new or used vehi...
- Social Media
Currently use any social media

Estimated
197 Million

7396

2008 2009 2010 2011 2012 2013 2014 2015

? 
qadison ) TRITON
...
Social Media Awareness

Facebook 92%
Twitter 84%
lnstagram 77%
Snapchat 60%
Google+ 56°/ o
Pinterest 56%
Linkedln 49%
Tumb...
Social Media Usage

Facebook 62%
lnstagram 24%
Pinterest 21 %
Twitter 18%
Goog| e+ 18%
Linkedln 13%
Snapchat 17%
Vine 8%
W...
Social Media Usage

Facebook

lnstagram 19°/ "24%

Pinterest 13% 21%

Twitter 1 510g’. /0

Goog| e+ 117:3’/ (‘ix

19°/ 
Li...
Social Media Usage
(Age 12-24)

Facebook 74%
lnstagram 59%
Pinterest 20°/ o
Twitter 32%
Google+ 26%
Linkedln 7%
Snapchat 5...
Usage of Social Media “Several Times per Day”

Facebook 54%
Snapchat 45%
lnstagram 43%
WhatsApp 43%
Twitter 30%
Tumblr 25%...
Social Media site used most often

“Which one social networking site or service do you use most often? ”

lnstagram
7%
Lin...
Social Media site used most often
(Age 12-24)

lnstagram
18%

Pinterest
3%

Google+
4%

Twitter

Facebook 8%

43%

Snapcha...
Observations

edison ' ) TRITON
  =  T
Observations

- Online Audio is now a fully mainstream activity
for people under 55.

- AM/ FM Radio continues to dominate...
Observations

- Pandora remains the dominant online audio
brand,  though Spotify has grown,  especially on
the young end. ...
Observations

- Online radio in the car is growing—more than
doubled in two years. 

- The Smartphone continues to drive o...
Observations

~ Podcasting is increasingly mainstream,  and
carving out a segment of highly attractive
advertising targets...
For a free copy of this report visit: 

edisonresearch. com
tritondigital. com

Contact twebster@edisonresearch. com
@webb...
The Infinite Dial 2015
The Infinite Dial 2015
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The Infinite Dial 2015

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The Infinite Dial 2015 is the 23rd study in this long-running research series from Edison Research and Triton Digital. This year's study looks at the rise of online radio, growth in podcasting, mobile behaviors, social media and more.

Published in: Business

The Infinite Dial 2015

  1. 1. The Infinite Dial 2015
  2. 2. .4. - N¥ la. 1’ J Social “ Music ' 2015 Networking 1 Discovery 1 iii Smartphones
  3. 3. Study Overview In January/ February 2015, Edison Research conducted a national telephone survey of 2002 people aged 12 and older, using random digit dialing techniques. Survey offered in both English and Spanish languages. Both landlines and cell phones were called. Data weighted to national 12+ population figures. This is the 23" study in the series dating to 1998. These studies provide estimates of digital platforms and their impact on the media landscape based on self—reported consumer behaviors and attitudes. Follow along on Twitter at #infinitedia| For a free copy of this report, visit: - wwwedisonresearchcom ° www__lri_t_<_J_i_idigita| .o_o_n1_ qadison ’ TRITON i, l-, -J, l llll
  4. 4. Technology changes in society “Would you say all the ways technology has changed society over the last ten years have been. Somewhat positive 24% Equally positive and negative 25% Somewhat negative Mostly positive 3% 33% Mostly — Q edison Don't Know "eQ3t| V€‘ ‘ N 3% 7% Base: Total Population 12+
  5. 5. Medium most essential “Among the Internet. newspapers, radio and television. which one is most essential to your life? " 2010 I2O15 5% 4°/ jo - Internet Newspaper Television F’ qadison ) TRITON Base: Total Population 12+ ’ “L ""
  6. 6. Medium used first in event of a major news story “Among the Internet, newspapers, radio and television. which one do you tum to first in the event of a major news story? " 2010 2015 62% 50% 40% 25% 5% 3% 7% 6% Internet Newspaper Radio Television , R‘, Base: Total Population 12+
  7. 7. Medium used first to learn about new music “Among the Internet. newspapers, radio and television. which one do you tum to first to learn about new music? " 2010 -2015 120%) 90A) 3% 1% 1 Internet Newspaper Television F’ qadison ) TRITON . _iii. i Base: Total Population 12+ ’ ""‘
  8. 8. Monthly Online Radio Listening Estimated 143 Million 53°/ o 39% 34% 27% 27% 21% 20% 21% 17% 16% 15% 12% 5% 7% I I I I I II - I '02 '03 12 2000 '01 '04 '05 '06 '07 '08 '09 '10 '11 ' '13 '14 2015 } diSon % listening to Online Radio in last month ) N Online Radro = Llstemng to AMIFM radio stations onllne and/ or listening to streamed auulo cement available only on the Intemel Base: Total Population 12+ "' " " ll_lllfil
  9. 9. Monthly Online Radio Listening (Age) 77% 61% 26% 12-24 25-54 55+ . edison % listening to Online Radio in last month i Online Rad»o = Listening to AMWFM radio stations onllne aridlov l-stening to streamed audio content available only on the Internet
  10. 10. Weekly Online Radio Listening Estimated 119 Million 44°/ o 36°/ 29% 33% O 17°/ 17°/ 22% 12% 12% 13% ° ° 8°’°II II _° — - I I '10 '11 '13 2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '12 } diSon % listening to Online Radio in last week ) '14 2015 Online Radio = Listening to AIWFM radio stations online andloa listening to streamed audio cement available only on the lntemei Base: Total Population 12+ ' ' '
  11. 11. Weekly Online Radio Listening (Age) 69% 50% 18% 12-24 25-54 55+ . edison °/ o listening to Online Radio in last week i Online Redo = Listening to AMWFM raauo stations onlme andlcv I-sterling to streamed auolo content available only on the Internet
  12. 12. Average time ‘Weekly Online Radio Listeners’ spend listening to Online Radio Hours: Minutes 1 3: 1 9 - 11 :56 1353 _ 917 9:46 8.02 6; 1 3 6:31 33 million 43 million 44 million 57 million 76 million 87 million 95 million 119 million P509’? people people people people people people people 2008 2009 2010 2011 2012 2013 2014 2015 edison , Online Redo = Listening to AMWFM radio stations onlirie aridiov l-stenirig to streamed audio content available only on the Internet Base: Weekly Online Radio Listeners
  13. 13. Devices used to listen to Online Radio Smartphone Desktop/ Laptop Tablet TV connected to Internet | nternet~connected audio system (eg. Sonos) % using device 3} ‘ ‘ ‘ Online Radio = Listening to AMIFM radio stations onllne andior listening to streamed audio content available only on the Internet ‘ ‘ Base: Weekly Online Radio Listeners " " ‘ ‘ ' ‘
  14. 14. 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? " 35°/ o 26% 21% 17% 11 % 6% 2010 2011 2012 2013 2014 2015 edison % saying yes i Online Rad»o = Listening to AMi'Flil radio stations online aridior ltstenirig to streamed audio content available only on the Internet Base: Own a cell phone; 92%
  15. 15. 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? " 59% 39% 10% Age 12-24 Age 25-54 Age 55+ edison % saying yes i Online Rad»o = Listening to AMi'Flil radio stations online aridior lstenirig to streamed audio content available only on the Internet Base: Own a cell phone: 92%
  16. 16. #infinitedia ’ ' ‘ i/ A, TRITON
  17. 17. When thinking about | nternet—only audio, what is the FIRST word that comes to mind? Mu5icYofiTube **“’*°5P°F‘. *.Y qgdm, ) TRITON miir, l- -i, i, iiii Base: Total Population 12+
  18. 18. Audio Brand Awareness Pandora iTunes Radio iHeartRadio Amazon Music Rhapsody Spotity Google Play All Access Beats Music Slacker Radio com Tuneln Radio 8Tracks Rdio Groc/ veshark Live 365 Songza AccuRadio @diSOn % aware of audio brand I N 1 SlimL. ,ii: i_i. i2., g.a»i , ‘l-J ii; l‘l5Llll L‘li. ilvl: ll Base: Total Population 12+
  19. 19. Audio Brand Usage iTunes Radio Spotity Amazon Music Rhapsody Google Play All Access Tuneln Radio Radio. com Slacker Beats Music f diSOn % currently ever using audio brand ) N Base: Total Population 12+ ’ '1“ """‘ Brands lower than 3% Age 12+ not shown
  20. 20. Listened in the last month to. .. iHeartRadio - 11 % iTunes Radio - 11% disOn % saying yes Base: Total Population 12+
  21. 21. Listened in the last month to. .. 31 "/0 Pandora 9% iHeartRadio 8% iTunes Radio j 6% disOn % saying yes Base: Total Population 12+
  22. 22. Listened in the last month to. .. (Age) 54% Pandora 40% 12% 14% iHeartRadio 130/ 5% ° Age 12-24 Age 25-54 _ _ 20% mines Radio 120/, A99 55" 3% 23% Spotity 9% 1% edison % saying yes §
  23. 23. Listened in the last week to. .. Pandora 27% Spotify 7% iTunes Radio 7% iHeartRadio 7% . edison % saying yes : TRITUV Base: Total Population 12+
  24. 24. Listened in the last week to. .. Pandora 22% 27% 4% S I’ po ify 7% 2014 iTunes Radio 5% 2°‘ 5 7% iHeartRadio 5% 7% edison % saying yes § Base: Total Population 12+
  25. 25. Listened in the last week to. .. (Age) 45% Pandora 33% 8% 17% Spotify 7‘V 1% ° Age 12-24 Age 25-54 13% iTunes Radio 77%, Age 55+ 2% 8°/ o iHeartRadio 8% 3% edison % saying yes ‘ TRITUV
  26. 26. Audio Brand used most often iHeartRadio 11°/ o Spotify 10% Pandora 54% ‘ iTunes Radio 8% Others None 15% 2% j Base: Currently use any lnremet audio service
  27. 27. Audio Brand used most often (Age 12-24) iHeartRadio 6% Spotify 16% Pandora 55% iTunes Radio 7% Others None 14% 1 edison 2% . - TRITON Base: Currently use any lnremet audio service
  28. 28. YouTube Usage “Have you used YouTube to watch music videos or listen to music. . . I Ever I In the Last Month ’ In the Last Week 0 9° / " 83% 0 75 A’ 70% 57% 44% Total Population 12+ Age 12-24 Age 25-54 ? Qadison ) ""7"" It L‘: Jt. :i '_ _. i-VHL
  29. 29. YouTube Usage “How often would you say you listen to the music on YouTube without actually watching the videos? " Most of the time 21% All of the time 13% Almost Never 2-/ °o gadison / ) TRITON “llJ i, l-, »,i, lil_Vi‘rll_lJ‘>‘ Base: Used You Tube specifically to watch videos or listen to music in the last month
  30. 30. Importance of keeping up-to-date with music Total Population 12+ Age 12-24 Somewhat Somewhat Important Important 33% 33% Very Important 0 Very 27 /0 Important 16% NotAt All Important NotAt All 51% Important 40°/ o ‘
  31. 31. Sources used for keeping up-to-date with music Friends/ Family AM/ FM Radio YouTube Pandora Facebook Music television channels Information or displays at a local store Apple fiunes SiriusXM satellite radio iHeartRadio Spotity Blogs about music di: SQn % using source ) N Base: Those saying it is ‘Very Important" or “Somewhat Important" V to Keep Up-To—Date With Music “ *‘ " ‘* ‘J’ “' "
  32. 32. Sources used for keeping up-to-date with music (Age 12-24) Friends/ Family AM/ FM Radio YouTube Pandora Facebook Music television channels Information or displays at a local store Apple iTunes SiriusXM satellite radio iHeartRadio Spotify Blogs about music edison 49% 43% 37% 41 °/ o 24% 27% 37°/ o 23% % using source 57% Base: Those saying it is “Very Important” or “Somewhat Important" to Keep Up-To-Date With Music 77% 70% 83% TRITOi°~l
  33. 33. Sources used for keeping up-to-date with music Friends/ Family AMIFM Radio YouTube Pandora Facebook Music television channels Information or displays at a local store Apple iTunes SiriusXM satellite radio iHeartRadio Spotify Blogs about music edison 66% 70% 75% 69% 59%’ 61% 48% 51% 39% 40% 335'" ” 39% 2014 30% 32°-'5 20 1 5 30% 31 ‘V0 20% g 23% 18% 20% 14% 20% 14% 13% % using source TRlT0i°~l Base: Those saying it is “Very Important” or “Somewhat Important" to Keep Up-To-Date With Music
  34. 34. Source used most for keeping up-to-date with music Friends/ Family 22% YouTube 1 0% AM/ FM Radio Pandora SiriusXM Satellite Radio 4% Facebook Spotify 4% Others 3% 20% edmon Base‘ Those saying it is ‘Very Important" or "Somewhat Important" to Keep Up-To-Date With Music
  35. 35. Source used most for keeping up-to-date with music (Age 12-24) YouTube Friendsl Family 18% 28% Pandora 13% SiriusXM Satellite Radio 1% Facebook AM/ F M Radio 4% 8% Spotify 7% Others 21% Base Those saying it is ‘Very Important” or “Somewhat Important" to Keep Up-To-Date With Music
  36. 36. Source used most for keeping up-to-date with music 014 2015 . Friends/ I . FF": r?lfi: Family 21% 22% AM’FM°Ra°"° AM/ FM Radio YouTube 35"’ 29% 10% YouTube 10% Pandora ' Pandora 8% SiriusXM 9% Satellite SiriusXM . R3d'° ' Satellite SPOWY 4% Facebook - 3°/ 0112?/ rs Spotify 4% R2310 others Facebook 0 _ - ° ‘°" 20% 4% TRlT0°~l edison . ' Base: Those saying it is “Very Important” or “Somewhat Important" to Keep Up-To-Date With Music
  37. 37. #infinitedia ’ ' ‘ 2/A, TRITON
  38. 38. Podcast Listening Approximately 09 Million 0 33% 22% 23% 25% 18% 11% .1305 I I 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 ‘-9 di. SOn % ever listening to a podcast ) N L E‘ L l _lll i_iiiJ. l;: i Base: Total Population 12+
  39. 39. Devices used most often to listen to podcasts 201 015 Don't Know 3% Don‘t Know 3% Smartphone! tabletl Smartphone! p9”ab'e tabiet, audio player p°"ab'° Computer 55% audio player 46% 51 0/“ Computer 42% Qadison ’ TRITON Base: Everlistenedta podcast ""'“ J "" "" “ “ l L“ ““
  40. 40. Monthly Podcast Listening Approximately 46 Million 17% o 12% 12% 9% E I I I I 0, 15% 14 ° 12% I 2008 2009 2010 2011 2012 2013 2014 2015 ‘-9 diSOn % listening to podcastsin last month ) 1 5‘ l , lIl L‘liJvl: {l Base: Total Population 12+
  41. 41. Weekly Podcast Listening Approximately 27 Million 7% 2013 2014 2015 5"’ diSOn % listening to podcasts in last week ) Base: Total Population 12+ ' “
  42. 42. Podcast Listening: (Education) “Have you listened to podcasts. . . " Ever in the Last Month In the Last Week 45% 33°/ o 24°/ o 24% 11% 14% 6% 17% 10% Total Population 12+ No college degree College degree ,
  43. 43. Podcast Listening: (Income) "Have you used listened to podcasts. . . Ever in the Last Month In the Last Week 52% 34% 24% 26% 17% 16% 13% 7% 10% Under $50K $50K to $100K More than $1 OOK , Base: Age 18+
  44. 44. Number of Podcasts listened to in last week 11 or more 15% Six to Ten 9% One 14% Four or Five 17% Two 22% Three _ . 23‘V 6 1 edison ° . TRITON Base: Weekly podcast listeners
  45. 45. “Serial” Podcast 3% Aware of "Serial" Ever listened to "Serial" Base: Total Population 12+ ’ = ""iL-Aw» t%= :—-zu : ~.u«u I mi: -i
  46. 46. 1; {km Smartphones and L i Other Devices i ll
  47. 47. Smartphone Ownership Estimated 192 Million 71% 61% 53% 44% 31% 2012 2013 2014 2015 2009 2010 201 1 % owning smartphone 2 Qledison um" i. _i, i; Base: Total Population 12+ ’
  48. 48. Smartphone Ownership (Age) 2013 2014 2015 78% 86% 81% 68% 68% 64% 45% 36% 25% 1 2-24 25-54 55+ % owning smartphone 1 edison . - TRITON
  49. 49. Smartphone Apps “Have you ever downloaded any of the following apps to your smaitphone or other device? " Pandora 50% iHeartRadio — 17% Spotify — 15% An AM/ FM Radio Station App — 11% ESPN Radio - 8% Google Play All Access - 5% Tuneln Radio - 4% SiriusXM - 3% Slacker - 3% Rhapsody - 3% Songza |1% Radio. com App I1% Rdio I1°/6 gadison mayingyes ) TRITON Base: Own a smartpnone
  50. 50. Smartphone Data Plan Consideration "When listening to Internet Audio on your smartphone. do you ever take into consideration how much data you are using on your cell phone? ” qgdm, ) TRITON L E‘l| "iL-Ji: i,i, lE-,2»; gi-Jiii: THELIII i_‘IiJ-lzll Base: Weekly Online Radio Listeners who listen on a smartphone
  51. 51. Smartphone Data Plan Consideration “When listening to Internet Audio on your smartphone. do you ever take into consideration how much data you are using on your cell phone? ” Age 12-24 Age 25-54 Age 55+ d_ % saying yes 2 9.'§9“ )_ Base: Weekly Online Radio Listeners who listen on a smartphone ’
  52. 52. Shazam and SoundHound “Are you/ Have you. . . ? " 40% Aware of App 16% 17% Downloaded App 6% Used App to Identify Songs 16% A Shazam 6% SoundHound Used to identify/ get more information L 5% about something seen on TV Nomsked edison % saying yes ‘ TRITON Base: Own a smartphone
  53. 53. Tablet Ownership Non-iPad Tablet only Both Apple iPad only Total Ownership Total Ownership 49% Total Ownership 39% 190/ 29% 160/ ° 0 8% 12% or 3% 6 / o 14% 17% 22% 2013 2014 2015 _ , . 9 edlson % owning tablet ‘ I‘, Base: Total Population 12+
  54. 54. Internet-connected TV Ownership 58% 51% 2014 2015 % owning TV connected to the Internet 1 edison . - TRITON Base: Total Population 12+
  55. 55. - In-Car Media : ) TRITON
  56. 56. Audio sources used in primary car AM/ FM Radio CD Player MP3 Player/ Owned Digital music Online Radio Satellite Radio edison 55% 38% 21% 17°/ o % currently ever using medium in primary car Base: Age 18+ and Driven/ Ridden in car in last month 81% TR| T0i°~l
  57. 57. Audio sources used in primary car AM/ FM Radio CD Player MP3 Player/ Owned Digital music Online Radio Satellite Radio edison 63% 61 % 55% 29% 31% 38% 12% 14% 21% 15% 17% 17% % currently ever using medium in primary car Base: Age 18+ and Driven/ Ridden in car in last month 84% 86% 8 1 “/ o 2013 2014 2015 TR| T0i°~l
  58. 58. Audio sources used at least ‘most of the times’ in primary car “In your primary car how often do you use. .." I Most of the times - Almost all of the times 35% 15% 11% 10% 9% — AM/ FM Radio MP3 Player/ CD Player Satellite Radio Online Radio Owned Digital music ? gadison ) TRITON Base: Age 18+ and Dnven/ Ridden in car in last month 1 “
  59. 59. Audio sources used at least ‘most of the times’ in primary car “In your primary car how often do you use. .." 58% 58% 53°/ o 11% 13% 15% 15% 15% 11% 10% 11% 10% % 9% I I - 5 _ AM/ FM Radio MP3 Playerl CD Player Satellite Radio Online Radio Owned Digital music gadison ) TRITON Base: Age 18+ and Dnven/ Ridden in car in last month 1 “ " ‘ ‘
  60. 60. In-Dash Information and Entertainment Systems “Do you have an in-dash system that allows you to receive information and entertainment over the Internet in your primary car? " 10% 8% 5% 2013 2014 2015 edison % saying yes i Base: Age 18+ and Dnven/ Ridden in car in last month
  61. 61. In-Dash Information and Entertainment Systems “How important is it that your next purchase or lease of a new or used vehicle has an in-dash system that allows you to receive information and entertainment over the Internet? " Somewhat Important N°t Very 17% Important 24% Very Important 15% Don't Know 3% Not At All Important , . 41% 9 ed| SOn , Base: Age 18+ and Dnven/ Ridden in car in last month
  62. 62. - Social Media
  63. 63. Currently use any social media Estimated 197 Million 7396 2008 2009 2010 2011 2012 2013 2014 2015 ? qadison ) TRITON Base: Total Population 12+
  64. 64. Social Media Awareness Facebook 92% Twitter 84% lnstagram 77% Snapchat 60% Google+ 56°/ o Pinterest 56% Linkedln 49% Tumblr 44% Vine 39% VVIWSADD 26% TR| T0I°~l GCIISOH °/ o aware of social networking Web site/ service Base: Total Population 12+
  65. 65. Social Media Usage Facebook 62% lnstagram 24% Pinterest 21 % Twitter 18% Goog| e+ 18% Linkedln 13% Snapchat 17% Vine 8% WhatsApp 7% Tumblr 5% GCHSOH % using social networking Web site/ service Base: Total Population 12+
  66. 66. Social Media Usage Facebook lnstagram 19°/ "24% Pinterest 13% 21% Twitter 1 510g’. /0 Goog| e+ 117:3’/ (‘ix 19°/ Linkedln 18., /0° Snapchat 13%; 7% Vine 85.’, /:/ " VVhatsApp 7% Tumblr 5?, /Z/ " d ison % currently ever use social networking Web site/ service ’ N Base. Total Population 12+ ‘ “ " ‘
  67. 67. Social Media Usage (Age 12-24) Facebook 74% lnstagram 59% Pinterest 20°/ o Twitter 32% Google+ 26% Linkedln 7% Snapchat 57% Vine 30% V/ hats/ -pD 11 % Tumblr 15% TR| T0i°~l GCHSOH % currently ever use social networking Web site/ service
  68. 68. Usage of Social Media “Several Times per Day” Facebook 54% Snapchat 45% lnstagram 43% WhatsApp 43% Twitter 30% Tumblr 25% Vine 23% Pinterest 17% Google+ 17% Linkedln 10% TR| T0i°~l GCHSOH °/ o using social networking Web site/ service “several times per day" Base: Currently ever use social networking Web site/ service
  69. 69. Social Media site used most often “Which one social networking site or service do you use most often? ” lnstagram 7% Linkedln 5% Pinterest 5% Facebook Google+ 65% ‘ M 4% Twitter 4% Snapchat 4% Others None 5% _ 1% edmon Base: Currently use any social networking sites or services
  70. 70. Social Media site used most often (Age 12-24) lnstagram 18% Pinterest 3% Google+ 4% Twitter Facebook 8% 43% Snapchat 15% None Others , . 1% 8% ‘ Base: Currently use any social networking sites or services
  71. 71. Observations edison ' ) TRITON = T
  72. 72. Observations - Online Audio is now a fully mainstream activity for people under 55. - AM/ FM Radio continues to dominate in-car, but is losing its music discovery leadership. F qadison ’ TRITON
  73. 73. Observations - Pandora remains the dominant online audio brand, though Spotify has grown, especially on the young end. - YouTube as a music channel is as mainstream as all of online audio put together. } qadison ’ TRITON
  74. 74. Observations - Online radio in the car is growing—more than doubled in two years. - The Smartphone continues to drive online audio, and most users don’t care about data consumption. } qadison ’ TRITON
  75. 75. Observations ~ Podcasting is increasingly mainstream, and carving out a segment of highly attractive advertising targets. ~ Facebook remains the king of social media, but young Americans are gravitating towards mobile, visual content. 1 edison . - TRITON
  76. 76. For a free copy of this report visit: edisonresearch. com tritondigital. com Contact twebster@edisonresearch. com @webby2001 3 ttinfinitedial I '| 'R| '|'[]N

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