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The Infinite Dial 2017

The Infinite Dial 2017 report presents findings on digital media consumption behaviors in the U.S., covering topics like smartphone ownership, internet radio, podcasting, and social media. Conducted through a national telephone survey in early 2017 with a sample of 2000 individuals aged 12 and older, the data offers insights into trends and developments in digital media consumption. Key highlights include significant smartphone ownership and increased usage of internet radio and smart speakers among the population.

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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

  • 1.
  • 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
  • 68.