Insights: 6 Surprises From The Infinite Dial

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

Click here to view an 11-minute video of Pierre Bouvard, President of the Cumulus Media | Westwood One Audio Active Group®, presenting the key findings.