The Infinite Dial 2020 #Infinitedial

The Infinite Dial 2020 #InfiniteDial

‣ 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

‣ In January/February 2020, Edison Research conducted a national telephone survey of 1502 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

61 53 44

14 10

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

T O T A L U . S . POPULATION 1 2 +

% OWNING A TABLET

Estimated 149 Million

56 53 53 49 51 50

2013 2014 2015 2016 2017 2018 2019 2020

TOTAL U.S. POPULATION 12+

% OWNING A SMARTWATCH

Estimated 48 Million

17 17 9 9

2017 2018 2019 2020

TOTAL U.S. POPULATION 12+

% AWARE OF ANY SMART SPEAKER BRAND Estimated 220 Million

79 78 75 69

2017 2018 2019 2020

T O T A L U . S . POPULATION 1 2 +

% OWNING A SMART SPEAKER

Estimated 76 Million

27 23 18

2017 2018 2019 2020

T O T A L U . S . POPULATION 1 2 +

% OWNING SMART SPEAKER

Amazon Alexa 21

Google Home 11

Apple HomePod 1

BASE: U.S. AGE 12+ SMART SPEAKER OWNERS

MEAN T H R E E # OF SMART ONE TWO O R M O R E SPEAKERS

2018 67 22 11 1.7

2019 48 28 24 2.0

2020 45 23 32 X.0

BASE: U.S. AGE 12+ SMART SPEAKER OWNERS

MEAN T H R E E # OF SMART ONE TWO O R M O R E SPEAKERS

2018 67 22 11 1.7

2019 48 28 24 2.0

2020 45 23 32 2.2

TOTAL U.S. POPULATION 12+

MEAN ZERO ONE TO THREE FOUR OR MORE # OF RADIOS

2008 4 64 32 3.0

2012 10 70 20 2.4

2016 21 63 16 1.9

2020 32 58 10 1.5

TOTAL U.S. POPULATION

MEAN ZERO ONE TO THREE FOUR OR MORE # OF RADIOS

Total 12+ 32 58 10 1.5

Age 18-34 52 42 6 0.9

Age 35+ 23 65 12 1.8

TOTAL U.S. POPULATION

MEAN ZERO ONE TO THREE FOUR OR MORE # OF RADIOS

Total 12+ 32 58 10 1.5

Own a smart speaker 31 58 11 1.7

TOTAL U.S. POPULATION

OWN A RADIO OWN BOTH A OWN A SMART OWN NEITHER A B U T N O T A RADIO AND A SPEAKER BUT RADIO NOR A SMART SPEAKER SMART SPEAKER NOT A RADIO SMART SPEAKER

2018 58 13 5 24

2020 49 19 8 24

T O T A L U . S . POPULATION 1 2 +

% USING VOICE - OPERATED PERSONAL ASSISTANTS ON DEVICE

Smartphone 48

Computer/laptop 31

Smart speaker 26

Tablet 20

Any other device 8

Use any voice-operated 62 personal assistant

T O T A L U . S . POPULATION 1 2 +

% SUBSCRIBE TO AMAZON PRIME

Estimated 118 Million

42 36 38 29 22

2016 2017 2018 2019 2020

TOTAL U.S. POPULATION 12+

% USING SOCIAL MEDIA Estimated 226 Million

80 80 77 77 79 70 66 63 57 53 44

21 10

2008* 2009* 2010* 2011* 2012* 2013 2014 2015 2016 2017 2018 2019 2020

* 2 0 0 8 - 2012: EVER USE FACEBOOK, TWITTER, OR LINKEDIN

T O T A L U . S . POPULATION 1 2 +

% AWARE OF SOCIAL MEDIA BRAND

94 Facebook 96 95 87 Instagram 93 91 87 Twitter 92 90 83 Snapchat 87 86 69 Pinterest 72 70 TikTok 64 2018 58 LinkedIn 64 2019 61 2020 WhatsApp 54 59

T O T A L U . S . POPULATION 1 2 +

% USING SOCIAL MEDIA BRAND

62 Facebook 61 63 36 Instagram 39 41 31 Snapchat 31 31 31 Pinterest 31 29 22 LinkedIn 22 22 2018 21 Twitter 19 21 2019 WhatsApp 18 2020 20 TikTok 11

TOTAL U.S. POPULATION 12+

% USING FACEBOOK

Estimated 178 Million

67 64 62 62 61 63 58 58 54 51 41

18 8

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

U.S. POPULATION

% USING FACEBOOK

2017 2018 2019 2020

79 72 74 67 69 69 62 64 53 52 49 49

Age 12-34 Age 35-54 Age 55+

U.S. POPULATION

% USING SOCIAL MEDIA BRAND

67 Facebook 62 64 62 Instagram 66 68 62 Snapchat 62 61 36 Pinterest 31 32 19 LinkedIn 21 2018 22 28 Twitter 29 2019 29

WhatsApp 23 2020 29 TikTok 25

U.S. POPULATION

% USING SOCIAL MEDIA BRAND

59 Facebook 61 62 21 Instagram 24 26 13 Snapchat 12 14 28 Pinterest 30 28 23 LinkedIn 22 2018 22 17 Twitter 13 2019 16

WhatsApp 15 2020 15 TikTok 3

B A S E : U.S. AGE 12 + SOCIAL MEDIA USERS

2015 65 7 4 5 4 15

2016 62 7 8 4 5 14

2017 62 9 9 5 3 12

2018 57 12 14 5 5 7

2019 52 16 13 5 5 9

2020 54 16 9 4 5 12

OTHER

BASE: U.S. SOCIAL MEDIA USERS

OTHER

2015 58 15 9 3 6 9

2020 32 27 18 2 8 4 3 6

TOTAL U.S. POPULATION 12+

% SAYING YES

15 Currently ever watch live, streamed video games 15

2019 2020

7 Ever played a video game and streamed it live 9

TOTAL U.S. POPULATION 12+

% SAYING YES

2019 2020

19 19 11 11

Men Women

TOTAL U.S. POPULATION 12+

% SAYING YES

2019 2020

29 26

10 11 6 3

Age 12-34 Age 35-54 Age 55+

TOTAL U.S. POPULATION 12+

% SAYING YES

2019 2020

10 12 4 5

Men Women

TOTAL U.S. POPULATION 12+

% SAYING YES

2019 2020

16 13 5 6 2 3

Age 12-34 Age 35-54 Age 55+

TOTAL U.S. POPULATION 12+

% LISTENED TO ONLINE AUDIO IN LAST MONTH Estimated ONLINE AUDIO = LISTENING TO AM/FM RADIO STATIONS ONLINE AND/OR LISTENING TO STREAMED AUDIO CONTENT AVAILABLE ONLY ON THE INTERN ET 192 Million

67 68 64 61 57 53 45 47 39 34 27 27 21 20 21 17 16 15 12 5 7

2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 2020

U.S. POPULATION

% LISTENED TO ONLINE AUDIO IN LAST MONTH

ONLINE AUDIO = LISTENING TO AM/FM RADIO STATIONS ONLINE AND/OR LISTENING TO STREAMED AUDIO CONTENT AVAILABLE ONLY ON THE INTERN ET

2018 2019 2020

85 87 86 76 69 70

40 42 33

Age 12-34 Age 35-54 Age 55+

TOTAL U.S. POPULATION 12+

% LISTENED TO ONLINE AUDIO IN LAST WEEK

ONLINE AUDIO = LISTENING TO AM/FM RADIO STATIONS ONLINE AND/OR LISTENING TO STREAMED AUDIO CONTENT AVAILABLE ONLY ON THE INTERN ET Estimated 169 Million

60 60 57 53 50 44 36 33 29 22 17 17 12 12 13 8 8 8 5 6 2

2000 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 2020

BASE : U.S. AGE 12+ WEEKLY ONLINE AUDIO LISTENERS

HOURS:MINUTES IN LAST WEEK

16:43 14:39 15:12 13:40 13:19 12:53 11:56 12:08

9:17 9:46 8:02 6:13 6:31

2008 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 2020

T O T A L U . S . POPULATION 1 2 +

% AWARE OF AUDIO BRAND

Pandora 85 iHeartRadio 73 Spotify 72 Apple Music 71 Amazon Music 68 Google Play 63 Napster 42 SoundCloud 41 NPR One 20 Radio.com 18 TuneIn Radio 16 Tidal 12 LiveXLive, formerly Slacker 11 AccuRadio 7 Deezer 7

T O T A L U . S . POPULATION 1 2 +

% LISTENED TO AUDIO BRAND IN LAST MONTH

Pandora 25

Spotify 25

Amazon Music 14

Apple Music 12

iHeartRadio 11

Google Play 9

SoundCloud 8

T O T A L U . S . POPULATION 1 2 +

% LISTENED TO AUDIO BRAND IN LAST MONTH

31 Pandora 30 25 20 Spotify 24 25 9 Amazon Music 12 14 2018 10 Apple Music 12 2019 12 2020 11 iHeartRadio 13 11 6 Google Play 6 9 9 SoundCloud 11 8

U.S. POPULATION

% LISTENED TO AUDIO BRAND IN LAST MONTH

41 Pandora 36 26 39 Spotify 46 48 8 Amazon Music 10 15 2018 19 Apple Music 20 2019 21 2020 12 iHeartRadio 14 10 9 Google Play 8 10 18 SoundCloud 23 17

U.S. POPULATION

% LISTENED TO AUDIO BRAND IN LAST MONTH

35 Pandora 37 35 14 Spotify 18 20 13 Amazon Music 16 20 2018 9 Apple Music 11 2019 10 2020 16 iHeartRadio 17 15 8 Google Play 8 10 5 SoundCloud 6 4

T O T A L U . S . POPULATION 1 2 +

% LISTENED TO AUDIO BRAND IN LAST WEEK

Spotify 22

Pandora 18

Apple Music 10

Amazon Music 10

iHeartRadio 8

Google Play 6

T O T A L U . S . POPULATION 1 2 +

% LISTENED TO AUDIO BRAND IN LAST WEEK

16 Spotify 20 22 23 Pandora 22 18 9 Apple Music 11 2018 10 2019 6 Amazon Music 9 2020 10 7 iHeartRadio 8 8 5 Google Play 5 6

T O T A L U . S . POPULATION 1 2 +

% SAYING YES

31 21

Aware of Listen to Listen to Pandora or SoundCloud Pandora or SoundCloud Pandora or SoundCloud in last month in last week

B A S E : U.S. AGE 12 + AND CURRENTLY EVER USE ANY AUDIO BRAND

APPLE IHEART AMAZON GOOGLE SPOTIFY PANDORA MUSIC RADIO MUSIC PLAY OTHER

Total 28 24 14 8 8 7 11

Own a smart speaker

OTHER

BASE: U.S. AGE 12+ AND CURRENTLY EVER USE ANY AUDIO BRAND

APPLE IHEART AMAZON GOOGLE SPOTIFY PANDORA MUSIC RADIO MUSIC PLAY OTHER

Total 28 24 14 8 8 7 11

Own a smart speaker

OTHER

BASE: U.S. AGE 12+ AND CURRENTLY EVER USE ANY AUDIO BRAND

APPLE IHEART AMAZON GOOGLE SPOTIFY PANDORA MUSIC RADIO MUSIC PLAY OTHER

Total 28 24 14 8 8 7 11

Own a smart speaker 28 18 15 6 15 7 11

OTHER

BASE: U.S. A G E 18+ AND HAS DRIVEN/RIDDEN IN CAR IN LAST MONTH; 89%

% USING AUDIO SOURCE IN CAR

82 AM/FM radio 81 81 45 Owned digital music 45 48 49 CD player 43 2018 41 2019 28 Online radio 28 2020 33 23 Podcasts 26 28 21 SiriusXM 22 24

B A S E : U.S. AGE 18 +, DRIVEN/RIDDEN IN CAR IN LAST MONTH, AND USE ANY AUDIO SOURCE I N CAR

OWNED ONLINE AM/ F M R A D I O MUSIC SIRIUSXM AUDIO PODCASTS

2017 57 15 14 9 3 2

2018 56 15 13 12 3 1

2019 52 15 15 12 4 2

2020 50 20 12 11 4 3

OTHER

B A S E : U.S. AGE 18 + AND HAS DRIVEN/RIDDEN IN CAR IN LAST MONTH ; 8 9 %

% OWNING IN - DASH INFORMATION AND ENTERTAINMENT SYSTEM IN CAR

19 18 15 10 12 12 6 8

2013 2014 2015 2016 2017 2018 2019 2020

B A S E : U.S. AGE 18 +, DRIVEN/RIDDEN IN CAR IN LAST MONTH, 8 9 %

% HAVE SYSTEM IN PRIMARY VEHICLE

6 Apple Carplay 8

2017 2 2018 4 Android Auto 2019 6 2020 5

TOTAL U.S. POPULATION 12+

% EVER LISTENED TO ONLINE AUDIO IN A CAR THROUGH A CELL PHONE

45 42 41 38 32 34 23 19 15 9 5

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

T O T A L U . S . POPULATION 1 2 +

% FAMILIAR WITH PODCASTING Estimated 212 Million 75 70 64 60 55 49 46 46 48 43 45 45 37 37

2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 2020

T O T A L U . S . POPULATION 1 2 +

% EVER LISTENED TO A PODCAST

Estimated 155 Million

55 51 44 40 36 33 29 30 25 27 22 23 18 11 13

2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 2020

T O T A L U . S . POPULATION 1 2 +

% LISTENED TO A PODCAST IN LAST MONTH

Estimated 104 Million

37 32 24 26 21 15 17 12 12 14 12 9 11

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

U.S. POPULATION

% LISTENED TO A PODCAST IN LAST MONTH

2017 2018 2019 2020

39 36 36 27 27 29 24 21

Men Women

U.S. POPULATION

% LISTENED TO A PODCAST IN LAST MONTH

2017 2018 2019 2020

49 42 40 34 36 31 27 29 22 17 12 13

Age 12-34 Age 35-54 Age 55+

B A S E : U.S. AGE 12+ A N D LISTENED TO PODCAST IN LAST MONTH

U.S. POPULATION 12+ MONTHLY PODCAST CONSUMERS 12+

Men Men 51% 51%

Women Women 49% 49%

B A S E : U.S. AGE 12+ A N D LISTENED TO PODCAST IN LAST MONTH

U.S. POPULATION 12+ MONTHLY PODCAST CONSUMERS 12+

Age 12-34 48% Age 12-34 37% Age 35-54 31%

Age 35-54 32%

Age 55+ Age 55+ 20% 32%

B A S E : U.S. AGE 12+ A N D LISTENED TO PODCAST IN LAST MONTH

U.S. POPULATION 12+ MONTHLY PODCAST CONSUMERS 12+

African- American African- 13% American 11%

White White 63% Hispanic 58% Hispanic 18% 11%

Asian Asian 5% 4% Other Other 9% 7%

TOTAL U.S. POPULATION 12+

% LISTENED TO A PODCAST IN LAST WEEK

Estimated 68 Million

22 24 17 13 15 10 7 8

2013 2014 2015 2016 2017 2018 2019 2020

B A S E : U.S. AGE 12+ A N D LISTENED TO PODCAST IN LAST WEEK

HOURS:MINUTES IN LAST WEEK

6:37 6:29 6:39 5:07 4:27 4:10

2015 2016 2017 2018 2019 2020

B A S E : U.S. AGE 12+ A N D LISTENED TO PODCAST IN LAST WEEK

Three Two 19% 21%

U.S. weekly podcast listeners averaged

One Four or Six podcasts 11% Five in the last week 19%

11 or more 12% Six to Ten 18%

Monthly podcast consumers grew by 16% year-over-year, cresting 100 million Americans for the first time.

Approximately 169 million Americans listened to online audio in the last week, spending an average of over 15 hours doing so.

More than six in ten Americans use some form of voice assistant technology. It is incumbent upon content producers to ensure their content is easily retrievable through voice.

With nearly one-third of smart speaker owners having three or more devices in their homes, there is increased opportunity to produce audio for environments and contexts previously underserved.

With smartphone, tablet, and smartwatch showing no new growth, in-car currently holds the most potential for digital audio growth.

In-car media users continue to incorporate digital audio, though AM/FM remains strong.

Pandora and Spotify are tied among Americans 12+ for monthly users, while Amazon music has become a strong third, buoyed by smart speaker owners.

Social media’s growth cycle seems to have ended, though Instagram continues to show growth, and TikTok has made a strong early impression.

April 16, 2020 Portents for November: A review of the Edison Research Democratic Primary Exit Polls

Coming Soon Details soon The Infinite Dial – Australia

Details soon Moms and Media

Details soon The Infinite Dial – Canada

Details to follow at www.edisonresearch.com The Infinite Dial 2020 #InfiniteDial