Infinite Dial 2016, released Thursday, is the latest report in a series dating back to 1998 that uses the “gold standard” of survey research—a random probability telephone sample, comprising both cellphones and landlines, of all Americans ages 12 or older. The study has become the report card on digital audio and other digital media, and is widely used and quoted by broadcasters, Internet radio, ad agencies, and the financial community.
Among the many other highlights:
- Podcast Listening showed sharp gains on both a monthly basis (17% to 21%) and weekly (10% to 13%). Those who consume podcasts on a weekly basis listened to an average of five podcasts per week.
- In-home Ownership of Over-The-Air Radio receivers has dropped, with 79% of respondents saying they have a radio at home. That number was 96% in 2008. Among 18-34-year-olds, that number is down from 94% to 68% over the same time period.
- Pandora remains the most-known online audio brand with 82% awareness, followed by the retooled Apple Music (67%), iHeart Radio (65%) and Spotify (52%). For listening in the past week, Pandora (32%) has a large advantage over Spotify (13%), but Spotify has narrowed that gap over 2015. Among 12-to-24s, 43% listened to Pandora last month and 30% listened to Spotify.
- Spotify also posted a gain as “Audio Brand Used Most Often,” up 10% to 14%, while Pandora, however, leads strongly with 48%.
- Broadcast Radio is tied for the lead among all sources used for keeping up-to-date with new music. “AM/FM Radio” is used for that purpose by 68% of respondents, the same number that rely on “friends and family.” You Tube is next with 66%. Among 12-to-24s, however, broadcast radio falls to third (58%), behind You Tube (86%) and friends/family (74%). Smartphone Ownership has increased from 71% to 76% of all respondents. Among 12-24-year-olds, smartphone ownership rose to 93%, while even respondents age 55 and older cracked the “more than half” barrier, up 45 to 51%
- On demand video-subscriptions are at 51% of the population; 43% of all respondents subscribe to Netflix.
- Facebook remains the most-used social media brand among all-ages with 64%. But among 12-24s, it has been overtaken by Snapchat (72% to 68%) with Instagram close behind (66%).
“The Infinite Dial remains an important yardstick for media consumption and the 2016 edition does not disappoint”, said John Rosso, President of Market Development at Triton Digital. “As online radio joins smartphones and social media as truly mainstream, mass market activities, we are sure to see some interesting data emerge from this study.”