Download to read offline
Uploaded byAmanda Snyder
Edison research arbitron_infinite_dial_2012
This document summarizes the findings of a 2012 survey on digital media consumption conducted by Arbitron and Edison Research. Some key findings include: - Online radio listening has increased dramatically, with the weekly audience jumping 30% year-over-year. - Smartphone ownership has tripled in two years and now over 40% of Americans own a smartphone. - Social media use has grown most among those age 45+ year-over-year. - Over half of Americans have a profile on a social networking site, with Facebook being the dominant player.
More Related Content
Similar to Edison research arbitron_infinite_dial_2012
Edison research arbitron_infinite_dial_2012
- 1. © 2012 ArbitronInc. and Edison Research
- 2. © 2012 ArbitronInc. and Edison Research page 2 Methodology Overview »In January/February 2012, Arbitron and Edison Research conducted a national telephone survey offered in both English and Spanish language (landline and cell phone) of 2,020 people aged 12 and older »Data were weighted to national 12+ population figures »This is the 20th study in our series dating to 1998 »These studies provide estimates of emerging digital platforms and their impact on the media landscape
- 3. © 2012 ArbitronInc. and Edison Research page 3 »The 30% year-over-year jump in the weekly online radio audience shows that radio is more relevant than ever, spanning broadcast, video, mobile, social media, and online »Smartphone ownership has tripled in two years »The majority of Americans own a portable digital media device »Social media grows most year over year among age 45+ Headlines: Navigating Digital Platforms
- 4. © 2012 ArbitronInc. and Edison Research Digital and Media Landscape
- 5. © 2012 ArbitronInc. and Edison Research page 5 Media Landscape Before the Digital World Video TV Audio Radio
- 6. © 2012 ArbitronInc. and Edison Research page 6 Media Landscape 2002 Own a Cell Phone 54% Source: Infinite Dial 2002, TVB- “TV Basics,” Arbitron Inc., and RADAR Base P12+ (except TV base = # TV HHs) TV ~97% % living in TV HHs Radio ~94% % who listen per week Access Internet any location 72% Have Home Broadband 13%
- 7. © 2012 ArbitronInc. and Edison Research page 7 TV ~97% % living in TV HHs Radio ~93% % who listen per week Media Landscape 2012 Access Internet any location 85% Source: Infinite Dial 2012, TVB- “TV Basics,” Arbitron Inc., and RADAR Base P12+ (except TV base = # TV HHs)
- 8. © 2012 ArbitronInc. and Edison Research page 8 TV ~97% % living in TV HHs Radio ~93% % who listen per week Media Landscape 2012 Internet 85% Have Home Broadband 70% Source: Infinite Dial 2012, TVB- “TV Basics,” Arbitron Inc., and RADAR Base P12+ (except TV base = # TV HHs)
- 9. © 2012 ArbitronInc. and Edison Research page 9 TV ~97% % living in TV HHs Radio ~93% % who listen per week Media Landscape 2012 Internet 85% Source: Infinite Dial 2012, TVB- “TV Basics,” Arbitron Inc., and RADAR Base P12+ (except TV base = # TV HHs) Own Smart Phone 44%
- 10. © 2012 ArbitronInc. and Edison Research page 10 TV ~257 Mil. People in TV HHs Radio ~241 Mil. Listeners per week Media Landscape 2012 Internet 224 Mil. users Source: Infinite Dial 2012, TVB- “TV Basics,” Arbitron Inc., and RADAR Base P12+ Smart Phone 116 mil. owners
- 11. © 2012 ArbitronInc. and Edison Research page 11 Combined Time Spent per Day With Radio, TV, and Internet Gained More Than an Hour Since 2002 Self-Reported Average Time Spent per Day With Today’s Three Biggest Media: Radio, TV, Internet (Hours:Minutes) Base: Total Population 12+
- 12. © 2012 ArbitronInc. and Edison Research Internet Access and Digital Household Trends
- 13. © 2012 ArbitronInc. and Edison Research page 13 Seven in Ten Persons Have Broadband Internet Access at Home Home Internet Access by Connection Type Have Broadband Internet at Home 70% Have Dial-Up Internet at Home 6% Do Not Have Internet Access at Home 21% Don't Know 3% Base: Total Population 12+
- 14. © 2012 ArbitronInc. and Edison Research page 14 Nearly Half of Consumers Now Say the Internet Is Most Essential to Their Lives % Saying the Internet Is the Most Essential Medium to Their Lives Among TV, Radio, Newspapers, and Internet 20% 33% 46% 2002 2007 2012 Base: Total Population 12+
- 15. © 2012 ArbitronInc. and Edison Research page 15 12-34s Far More Likely to Say the Internet Is Most Essential to Their Lives 33% 68% Persons 35+ Persons 12-34 % by Age Group Saying the Internet Is the Most Essential Medium to Their Lives Among TV, Radio, Newspapers, and Internet
- 16. © 2012 ArbitronInc. and Edison Research page 16 Households Now Averaging Nearly Two Working Computers 1.2 1.4 1.8 2002 2007 2012 Average Number of Working Computers in Household Base: Total Population 12+
- 17. © 2012 ArbitronInc. and Edison Research page 17 Three-Quarters With Home Internet Access Have a Wi-Fi Network % of Homes With Internet Access and a Wi-Fi Network Setup Base: Access the Internet From Home Have Wi-Fi 76% Do Not Have Wi-Fi 22% Don't Know 2%
- 18. © 2012 ArbitronInc. and Edison Research Online Radio
- 19. © 2012 ArbitronInc. and Edison Research page 19 12% 17% 16% 15% 21% 20% 21% 27% 27% 34% 39% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Monthly Online Radio Audience Reaches Four in Ten Americans % Who Have Listened to Online Radio in Last Month Estimated 103 Million Base: Total Population 12+
- 20. © 2012 ArbitronInc. and Edison Research page 20 6% 8% 8% 8% 12% 12% 13% 17% 17% 22% 29% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Weekly Online Radio Audience Jumps Dramatically Year Over Year Estimated 76 Million % Who Have Listened to Online Radio in Last Week Base: Total Population 12+
- 21. © 2012 ArbitronInc. and Edison Research page 21 Weekly Online Radio Listeners Report Listening for Nearly Ten Hours Per Week Self-Reported Average Time Spent per Week With All Sources of Online Radio (Hours:Minutes) Base: Weekly Online Radio Listeners
- 22. © 2012 ArbitronInc. and Edison Research page 22 Vast Majority of Online Radio Listeners Also Listen to Over-the-Air Radio Listened Exclusively to Online Radio (Did NOT Listen to AM/FM) 13% Listened to Over- the-Air AM/FM Radio in the Last Week 87% % of Weekly Online Radio Listeners Who… Base: Weekly Online Radio Listeners
- 23. © 2012 ArbitronInc. and Edison Research page 23 Pandora Shows Year-Over-Year Growth 16% 10% 22% 16% Last Month Last Week 2011 2012 % Listened to Pandora… Base: Total Population 12+
- 24. © 2012 ArbitronInc. and Edison Research page 24 Continued Rise in Those Who Use Their Cell Phone to Listen to Online Radio in Their Cars Base: Own a Cell Phone % of Cell Phone Owners Who Have Ever Listened to Online Radio in a Car by Listening to the Stream From a Cell Phone Connected to a Car Stereo
- 25. © 2012 ArbitronInc. and Edison Research page 25 One in Three At-Work Radio Listeners Listen On a Computer or Mobile Device Radio Stations on Your Computer Over Internet 18% Radio Stations on a Regular Radio 68% Don't Know 1% On a Mobile Device Such as a Smartphone 13% “Think about how you listen to the radio while at work. Do you most often listen to…?” Base: Persons 18+ Employed Full-Time or Part-Time and Listen to the Radio While Working (27% of Total 18+ Population)
- 26. © 2012 ArbitronInc. and Edison Research Online Video
- 27. © 2012 ArbitronInc. and Edison Research page 27 More Than Four in Ten Have Viewed Online Video in the Last Week 50% 43% Last Month Last Week % Who Have Watched Online Video in Last Month / Last Week Approximately 112 Million Base: Total Population 12+
- 28. © 2012 ArbitronInc. and Edison Research page 28 YouTube Growth Continues 12% 7% 21% 14% 34% 23% 38% 28% 41% 31% 45% 37% Last Month Last Week 2007 2008 2009 2010 2011 2012 % Who Have Watched Internet Video Programming From YouTube… Base: Total Population 12+
- 29. © 2012 ArbitronInc. and Edison Research page 29 Time Spent per User With Online Radio More than Double Time Spent With Online Video 6:13 6:31 8:02 9:17 9:46 2:20 2:20 2:53 3:26 4:20 2008 2009 2010 2011 2012 Weekly Online Radio Users Weekly Online Video Users Self-Reported Average Time Spent per Week per User (Hours:Minutes)
- 30. © 2012 ArbitronInc. and Edison Research Nontraditional Television Viewing
- 31. © 2012 ArbitronInc. and Edison Research page 31 Almost Half Have a DVR; Nearly Doubling in Five Years % Who Have a Digital Video Recorder Base: Total Population 12+
- 32. © 2012 ArbitronInc. and Edison Research page 32 More Than 80% of Active DVR Owners Skip Commercials Almost Every Time “How often do you fast-forward or skip through the commercials when you watch time-shifted programming recorded from your DVR?” Base: Have a digital video recorder and watch time-shifted TV at least half the times TV is watched 4% 6% 9% 81% Usually watch the commercials Some of the times Most of the times Almost every time commercials come on
- 33. © 2012 ArbitronInc. and Edison Research page 33 More Than a Quarter Have Streamed/ Downloaded TV Shows in the Last Month % Who Have Watched TV in the Last Month by Streaming or Downloading Shows to be Viewed on a Television, Cell Phone, Desktop, Laptop, or Tablet
- 34. © 2012 ArbitronInc. and Edison Research Smartphones and Other Mobile Devices
- 35. © 2012 ArbitronInc. and Edison Research page 35 Nearly Nine in Ten Americans Own a Cell Phone 58% 68% 72% 74% 75% 81% 84% 84% 88% 2004 2005 2006 2007 2008 2009 2010 2011 2012 % Who Own a Cell Phone Base: Total Population 12+
- 36. © 2012 ArbitronInc. and Edison Research page 36 More Than Four in Ten Now Own a Smartphone 10% 14% 31% 44% 2009* 2010* 2011* 2012** % Who Own a Smartphone *2009-2011: “Is your cell phone a smartphone?” **2012: Own an Apple iPhone, Android smartphone, BlackBerry, or Windows smartphone Smartphone Owners represent half of those who own cell phones Base: Total Population 12+
- 37. © 2012 ArbitronInc. and Edison Research page 37 Nearly Two-Thirds of 18-34s Own a Smartphone % by Age Group Who Own a Smartphone
- 38. © 2012 ArbitronInc. and Edison Research page 38 Six in Ten Own a Portable Digital Media Device Own a Portable Digital Media Device 61% Do Not Own a Portable Digital Media Device 39% % Who Own a Portable Digital Media Device (Apple iPod/iPhone/iPad, MP3 Player, Tablet, Android/Windows/BlackBerry Smartphone) 40% of all Americans own an iPod, iPhone, and/or iPad Base: Total Population 12+
- 39. © 2012 ArbitronInc. and Edison Research page 39 0% 1% 1% 1% 2% 3% 6% 4% 5% 34% 59% 2% 4% 11% 12% 21% 25% 23% 34% 46% 78% 86% Smartphone Users Non-Smartphone Cell Phone Users Smartphone Owners Use Mobile Phone Functions Much More Frequently Base: Own a Cell Phone/Smartphone % Who (Item) on a (Non-Smartphone Cell Phone/Smartphone) “Several Times per Day” or More Make Calls or Receive Calls Send or Receive Text Messages Browse the Internet Use Social Networking Sites Take Pictures With Phone’s Camera Listen to Downloaded Music Play Games Listen to Online Radio Watch Video Purchase an App Download Coupons From Retailers
- 40. © 2012 ArbitronInc. and Edison Research page 40 Texting Is the Form of Communication 12-24s Use Most When Not In Person “When not in person, which ONE of the following ways do you communicate with your friends and family MOST often?” 64% 21% 6% 6% 39% 44% 0% 14% Talk on Phone Text Message Email Facebook Persons 12+ Persons 12-24
- 41. © 2012 ArbitronInc. and Edison Research page 41 More Than Half of Cell Phone Owners Always Have Their Phone Within Arm’s Length Sometimes 11% Almost Never 2% Rarely 4% Always 52% Most of the Time 32% “How often is your cell phone with you or nearby; that is, when it is within arm’s length?” Base: Own a Cell Phone
- 42. © 2012 ArbitronInc. and Edison Research page 42 More Smartphone Owners Always Have Their Phone Nearby Almost Never 1% Sometimes 7% Rarely 1% Always 60% Most of the Time 31% “How often is your cell phone with you or nearby; that is, when it is within arm’s length?” Smartphone Owners Sometimes 15% Almost Never 3% Rarely 5% Always 44% Most of the Time 33% Non-Smartphone Cell Phone Owners
- 43. © 2012 ArbitronInc. and Edison Research page 43 Ownership of Tablets and Dedicated Ebook Readers 14% 17% Dedicated Ebook Reader Tablet % Who Own a… Ownership of Apple iPad tripled from 4% in 2011 to 12% in 2012 Base: Total Population 12+
- 44. © 2012 ArbitronInc. and Edison Research page 44 Digital Device Users Slightly More Likely to Listen to AM/FM Radio in the Last Week Index of Weekly Listening to AM/FM Radio 103 104 105 Smartphone Owners Portable MP3 Player Owners Tablet Owners
- 45. © 2012 ArbitronInc. and Edison Research Social Networking
- 46. © 2012 ArbitronInc. and Edison Research page 46 Over Half of Americans Have a Profile on a Social Networking Site % Who Currently Have a Personal Profile Page on Facebook, MySpace®, LinkedIn, or Any Other Social Networking Website Base: Total Population 12+
- 47. © 2012 ArbitronInc. and Edison Research page 47 Facebook Is the Dominant Player in Social Networking Facebook (Have personal profile) MySpace (Have personal profile) LinkedIn (Have personal profile) Google+ (Have personal profile) % Using Each Social Networking Site/Service Twitter (Ever use)
- 48. © 2012 ArbitronInc. and Edison Research page 48 76% 80% 68% 63% 45% 31% 15% 81% 80% 68% 65% 55% 34% 23% 12-17 18-24 25-34 35-44 45-54 55-64 65+ 2011 2012 Year-Over-Year Growth in Social Networking Greatest Among People Age 45 and Older % by Age Group Who Currently Have a Personal Profile Page on Facebook, MySpace, LinkedIn, Google+, or Any Other Social Networking Website
- 49. © 2012 ArbitronInc. and Edison Research page 49 More Than One in Five Americans Check Their Social Network Several Times per Day % Who Use Social Networking Websites/Services “Several Times per Day” Approx. 18 Million Approx. 39 Million Approx. 46 Million Approx. 12 Million Approx. 58 Million Base: Total Population 12+
- 50. © 2012 ArbitronInc. and Edison Research page 50 Young Facebook Users Have Lots of “Friends” Average Number of Facebook Friends by Age Group Base: Have a Facebook Profile Page
- 51. © 2012 ArbitronInc. and Edison Research page 51 More Than Four in Ten Americans Hear or Read About Tweets Almost Every Day in the Media Regularly, but Not Daily 16% Sometimes 13% Rarely 8% Never 9% Have Not Heard of Twitter 11% Almost Every Day 44% “How often do you hear about Twitter feeds, commonly called tweets, through media such as TV, radio, newspapers, or websites other than Twitter?” Base: Total Population 12+
- 52. © 2012 ArbitronInc. and Edison Research page 52 Over One in Seven Are Daily Deals Users Not a User of Daily Deals Site/Service 85% Registered User of Daily Deals Site/Service 15% “Are you a registered user of any ‘daily deals’ sites or services such as Groupon or LivingSocial?” Base: Total Population 12+
- 53. © 2012 ArbitronInc. and Edison Research page 53 Daily Deals Services Spark Trial Usage by a Majority of Registered Users 15% 23% 28% 30% Registered but never bought anything (Volunteered) You’ve tried businesses for the first time because of the deal, and have continued to visit that business without the deal You were already a customer of the businesses whose deals you used You’ve tried businesses for the first time because of the deal, but generally haven’t returned “Which of the following best describes your experience with ‘daily deals’ services?” Base: Registered Users of Daily Deals Services
- 54. © 2012 ArbitronInc. and Edison Research Podcasting
- 55. © 2012 ArbitronInc. and Edison Research page 55 Nearly Half Are Familiar With the Term “Podcasting” % Aware (aided) of the Term Podcasting Base: Total Population 12+
- 56. © 2012 ArbitronInc. and Edison Research page 56 Nearly One in Three Americans Have Ever Listened to an Audio Podcast 11% 13% 18% 22% 23% 25% 29% 10% 11% 16% 18% 20% 22% 26% 2006 2007 2008 2009 2010 2011 2012 Ever Listened to Audio Podcast Ever Watched Video Podcast % Who Have Ever Listened to an Audio Podcast % Who Have Ever Watched a Video Podcast Base: Total Population 12+
- 57. © 2012 ArbitronInc. and Edison Research page 57 An Estimated 36 Million Americans Have Listened to a Podcast in the Past Month Approximately 36 Million % Who Have Listened to an Audio Podcast in the Past Month Base: Total Population 12+
- 58. © 2012 ArbitronInc. and Edison Research Heavy Users of Radio, TV, and Internet
- 59. © 2012 ArbitronInc. and Edison Research page 59 13% 7% 7% 20% 16% 10% 20% 18% 14% 17% 15% 13% 17% 19% 17% 9% 14% 19% 6% 12% 21% Heavy Internet Users Heavy Radio Users Heavy TV Users 12-17 18-24 25-34 35-44 45-54 55-64 65+ Ages of Heavy Radio Users Closest to Population; Heavy Internet Users Skew Younger, Heavy TV Users Lean Older Age Composition of… Heavy Radio Users Median Age = 42 Heavy TV Users Median Age = 47 Heavy Internet Users Median Age = 36
- 60. © 2012 ArbitronInc. and Edison Research page 60 Heavy Usage of One Medium Is NOT Necessarily Associated With Less Time With Other Media 2:07 6:16 1:56 2:14 3:46 3:37 8:10 4:07 2:25 2:46 2:43 7:08 Persons 12+ Heavy Radio Users Heavy TV Users Heavy Internet Users Internet TV Radio Self-Reported Average Time Spent per Day With Each Medium (Hours:Minutes) 3+ hours/day 5+ hours/day 4+ hours/day
- 61. © 2012 ArbitronInc. and Edison Research page 61 43% 49% 33% 52% Persons 12+ Heavy Radio Users Heavy TV Users Heavy Internet Users Heavy Users of Radio and Internet More Likely to Be Employed Full Time % Employed Full Time Base: Total Population 18+
- 62. © 2012 ArbitronInc. and Edison Research Impact of Digital Platforms/Devices
- 63. © 2012 ArbitronInc. and Edison Research page 63 14% 15% 19% 22% 23% 27% 27% 35% 37% 43% 50% 53% Non-Apple MP3 player Ebook Readers Windows Smartphone Android Tablet Apple iPod Apple iPad Digital Video Recorder Cell Phone (not Smartphone) BlackBerry Broadband Internet Access Android Smartphone Apple iPhone Smartphones Are the Digital Device/Platform With the Biggest Impact on People’s Lives % of Users Who Said Platform/Device Has a Big Impact On Their Life “How much of an impact on your life has (item) had?” (“5” = “Big Impact”; “1” = “No Impact”) Base: Use Platform/Device
- 64. © 2012 ArbitronInc. and Edison Research Observations
- 65. © 2012 ArbitronInc. and Edison Research page 65 Observation # 1 Digital platforms have made cross-platform strategies crucial to satisfy today’s connected consumer.
- 66. © 2012 ArbitronInc. and Edison Research page 66 Observation # 2 Digital platforms enable all forms of media to be consumed at any place at any time.
- 67. © 2012 ArbitronInc. and Edison Research page 67 Observation # 3 Smartphones are having a profound impact on media and entertainment.
- 68. © 2012 ArbitronInc. and Edison Research page 68 Observation # 4 Social media is now used by the majority of Americans, changing how people and brands interact.
- 69. © 2012 ArbitronInc. and Edison Research page 69 Observation # 5 Facebook in particular has changed the way Americans filter information.
- 70. © 2012 ArbitronInc. and Edison Research page 70 Observation # 6 Daily deals sites are about trial usage, not loyalty.
- 71. © 2012 ArbitronInc. and Edison Research page 71 Observation # 7 Online radio continues its upward trajectory.
- 72. © 2012 ArbitronInc. and Edison Research page 72 Observation # 8 Radio remains at the core of consumers’ media consumption and digital continues to be an expansion opportunity for radio.
- 73. © 2012 ArbitronInc. and Edison Research page 73 Free Copies of Arbitron/ Edison Research Studies www.edisonresearch.com www.arbitron.com