When Edison Research started the Infinite Dial Study in 1998, the goal was to understand how Americans use emerging forms of audio and new media. Twenty-four years later, the Infinite Dial is the longest-running survey of consumer behavior with digital media in America.
This week's Cumulus Media | Westwood One Audio Active Group® blog outlines six surprising findings from Edison’s recently released study of 1,502 Americans, 12 years and older, surveyed in January 2022.
- The explosive growth of TikTok means audio content creators must prioritize the platform for audience engagement and marketing
- Smart speakers are more important than ever as an at-home distribution platform for radio broadcasters: 40% of smart speaker owners do not have a radio at home
- AM/FM radio buys should allocate 14% of budgets to the AM/FM steam and 84% to over-the-air AM/FM radio; after four years of stability, online audio experiences a significant listening surge
- Number of Americans who have ever tried podcasting soars to a record 62% while monthly/weekly audiences dip slightly as younger demos reengage with away-from-home activities
- Podcasts’ tale of two cities: Persons 12-34 podcast audiences are down as the post-pandemic outdoors beckons, while persons 35-54 audiences grow strongly
- The changing podcast audience profile: More female, older, and more diverse
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