The Infinite Dial 2019

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1 The Infinite Dial 2019

2 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

3 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

4 Social Media

5 Social Media Usage T O T A L U. S. P O P U L A T I O N % U S I N G S O C I A L M E D I A Estimated 223 Million * 2009* 2010* 2011* 2012* * : 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

6 Social Media Brand Awareness T O T A L U. S. P O P U L A T I O N % A W A R E O F S O C I A L M E D I A B R A N D Facebook Instagram Twitter Snapchat Pinterest LinkedIn WhatsApp 54

7 Social Media Brand Usage T O T A L U. S. P O P U L A T I O N % U S I N G S O C I A L M E D I A B R A N D Facebook Instagram Pinterest Snapchat LinkedIn Twitter WhatsApp

8 Facebook Usage T O T A L U. S. P O P U L A T I O N % U S I N G F A C E B O O K Estimated 172 Million

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

10 Facebook Usage U. S. P O P U L A T I O N % U S I N G F A C E B O O K Age Age Age 55+

11 Estimated 82 Million year olds in the U.S. used Facebook in 2017 Estimated 65 Million year olds in the U.S. use Facebook today

12 Social Media Brand Usage (Age 12-34) U. S. P O P U L A T I O N % U S I N G S O C I A L M E D I A B R A N D Facebook Instagram Twitter Snapchat Pinterest LinkedIn WhatsApp 23

13 Social Media Brand Used Most Often B A S E : U. S. A G E S O C I A L M E D I A U S E R S O T H E R

14 Social Media Brand Used Most Often (Age 12-34) B A S E : U. S. S O C I A L M E D I A U S E R S O T H E R

15 Media & Technology

16 Smartphone Ownership T O T A L U. S. P O P U L A T I O N % O W N I N G A S M A R T P H O N E Estimated 237 Million

17 Tablet Ownership T O T A L U. S. P O P U L A T I O N % O W N I N G A T A B L E T Estimated 158 Million

18 Smart Speaker Awareness T O T A L U. S. P O P U L A T I O N % 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

19 Smart Speaker Ownership T O T A L U. S. P O P U L A T I O N % O W N I N G A S M A R T S P E A K E R Estimated 65 Million

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

21 Number of Smart Speakers in Household B A S E : U. S. A G E S M A R T S P E A K E R O W N E R S O N E T W O T H R E E O R M O R E M E A N # O F S M A R T S P E A K E R S

22 Online Audio

23 Monthly Online Audio Listening T O T A L U. S. P O P U L A T I O N % 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 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 ET Estimated 189 Million '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '

24 Monthly Online Audio Listening U. S. P O P U L A T I O N % 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 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 ET Age Age Age 55+

25 Weekly Online Audio Listening T O T A L U. S. P O P U L A T I O N % 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 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 ET Estimated 169 Million '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '

26 Average Time Spent Listening to Online Audio B A S E : U. S. A G E W E E K L Y O N L I N E A U D I O L I S T E N E R S H O U R S : M I N U T E S I N L A S T W E E K 16:43 11:56 13:19 12:53 12:08 14:39 13:40 6:13 6:31 8:02 9:17 9:

27 Audiobook Listening T O T A L U. S. P O P U L A T I O N % 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

28 In-Car Media

29 Audio Sources Currently Ever Used in Car B A S E : U. S. A G E A N D H A S D R I V E N / R I D D E N I N C A R I N L A S T M O N T H ; 8 9 % % U S I N G A U D I O S O U R C E I N C A R AM/FM radio 81 Owned digital music 45 CD player 43 Online radio 28 Podcasts 26 SiriusXM 22

30 Audio Sources Currently Ever Used in Car B A S E : U. S. A G E A N D H A S D R I V E N / R I D D E N I N C A R I N L A S T M O N T H ; 8 9 % % U S I N G A U D I O S O U R C E I N C A R AM/FM radio Owned digital music CD player Online radio Podcasts SiriusXM

31 Audio Source Used Most Often in Car B A S E : U. S. A G E 1 8 +, D R I V E N / R I D D E N I N C A R I N L A S T M O N T H, A N D U S E A N Y A U D I O S O U R C E I N C A R AM/ F M R A D I O O W N E D M U S I C S I R I U S X M O N L I N E A U D I O P O D C A S T S O T H E R

32 Online Audio Listening in Car Through a Cell Phone T O T A L U. S. P O P U L A T I O N % 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

33 In-Dash Information and Entertainment Systems B A S E : U. S. A G E A N D H A S D R I V E N / R I D D E N I N C A R I N L A S T M O N T H ; 8 9 % % 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

34 Audio Brands

35 Audio Brand Awareness T O T A L U. S. P O P U L A T I O N % A W A R E O F A U D I O B R A N D Pandora iheartradio Amazon Music Apple Music Spotify Google Play All Access Napster SoundCloud NPR One Radio.com TuneIn Radio Slacker Tidal 8Tracks AccuRadio Deezer

36 Audio Brands Listened to in Last Month T O T A L U. S. P O P U L A T I O N % 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 Pandora 30 Spotify 24 iheartradio Apple Music Amazon Music SoundCloud Google Play All Access 6

37 Audio Brands Listened to in Last Month T O T A L U. S. P O P U L A T I O N % 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 Pandora Spotify iheartradio Apple Music Amazon Music SoundCloud Google Play All Access

38 Audio Brand Listened to in Last Month (Age 12-34) U. S. P O P U L A T I O N % 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 Pandora Spotify iheartradio Apple Music Amazon Music SoundCloud Google Play All Access

39 Audio Brand Listened to in Last Month (Age 35-54) U. S. P O P U L A T I O N % 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 Pandora Spotify iheartradio Apple Music Amazon Music SoundCloud Google Play All Access

40 Audio Brands Listened to in Last Week T O T A L U. S. P O P U L A T I O N % 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 Pandora 22 Spotify 20 Apple Music 11 Amazon Music 9 iheartradio 8 Google Play All Access 5

41 Audio Brands Listened to in Last Week T O T A L U. S. P O P U L A T I O N % 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 Pandora Spotify Apple Music Amazon Music iheartradio Google Play All Access 4 5 5

42 Audio Brand Used Most Often B A S E : U. S. A G E A N D C U R R E N T L Y E V E R U S E A N Y A U D I O B R A N D A P P L E I H E A R T A M A Z O N G O O G L E P A N D O R A S P O T I F Y M U S I C R A D I O M U S I C P L A Y O T H E R Total Own a smart speaker O T H E R

43 Audio Brand Used Most Often B A S E : U. S. A G E A N D C U R R E N T L Y E V E R U S E A N Y A U D I O B R A N D A P P L E I H E A R T A M A Z O N G O O G L E P A N D O R A S P O T I F Y M U S I C R A D I O M U S I C P L A Y O T H E R Total Own a smart speaker

44 Weekly YouTube Music Usage T O T A L U. S. P O P U L A T I O N % 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

45 Weekly YouTube Music Usage U. S. P O P U L A T I O N % 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 Age Age Age 55+

46 Podcasting

47 Podcasting Familiarity T O T A L U. S. P O P U L A T I O N % 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 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '

48 Podcasting Listening T O T A L U. S. P O P U L A T I O N % 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 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '

49 Monthly Podcast Listening T O T A L U. S. P O P U L A T I O N % 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

50 Monthly Podcast Listening U. S. P O P U L A T I O N % 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 Men Women

51 Monthly Podcast Listening U. S. P O P U L A T I O N % 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 Age Age Age 55+

52 Monthly Podcast Listening B A S E : U. S. A G E A N D L I S T E N E D T O S P O T I F Y I N L A S T M O N T H % 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 Among Spotify Listeners Age

53 Weekly Podcast Listening T O T A L U. S. P O P U L A T I O N % 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

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

55 Number of Podcasts Listened to in Last Week B A S E : U. S. A G E A N D L I S T E N E D T O P O D C A S T I N L A S T W E E K Two 15% Three 17% One 16% Four or Five 21% U.S. weekly podcast listeners averaged Seven podcasts in the last week 11 or more 14% Six to Ten 17%

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

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

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

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

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

61 Podcast Consumer Coming Soon Moms and Media The Infinite Dial - Australia The Infinite Dial - Canada Details to follow at

62 The Infinite Dial 2019

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