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1、THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial785819982023America is Far More DiverseTOTAL U.S.POPULATION 12+%WHITETHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial3Internet Access Becomes Nearly UniversalTOTAL U.S.POPULATION 12+%H
2、AVE INTERNET ACCESSTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial6%of Americans age 12+hadever listened to online audioIn 1998:70%of Americans age 12+have listened to online audio in the last weekIn 2023:THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial50%of Americans age 12+hada computer in
3、their householdIn 1998:91%of Americans age 12+have a smartphoneIn 2023:THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialSTUDY OVERVIEW&METHODOLOGYTECHNOLOGYSOCIALMEDIAONLINE AUDIOBRANDSIN-CAR MEDIAPODCASTINGOBSERVATIONSONLINEAUDIOPresentationOutli
4、neTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialStudy Overview 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 behavio
5、rs,internet audio,podcasting,social media,smart speakers and moreTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialStudy Methodology In January 2023,Edison Research conducted a national telephone survey of 1500 people aged 12 and older,using random digit dialing techniques to both cell phones and l
6、andlines Survey offered in both English and Spanish Data weighted to national 12+U.S.population figuresTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialTechnologyTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial8588889000202021202
7、22023Smartphone OwnershipTOTAL U.S.POPULATION 12+%OWNING A SMARTPHONEEstimated260 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial990020202120222023Smart Watch OwnershipTOTAL U.S.POPULATION 12+%OWNING A SMART WATCHEstimated69 MillionTHE INFINITE DIAL 2023 EDISON RESEA
8、RCH#InfiniteDial505358202120222023Bluetooth-Enabled Wireless Headphones OwnershipTOTAL U.S.POPULATION 12+Estimated166 Million%OWNING BLUETOOTH-ENABLED WIRELESS HEADPHONES/EARPHONESTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial6222023Smart TV OwnershipTOTAL U.S.POPULATION 12+Estimated
9、200 Million%OWNING A SMART TVTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial7620020202120222023Smart Speaker OwnershipTOTAL U.S.POPULATION 12+%OWNING A SMART SPEAKEREstimated103 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialSmart Speaker Ownership28122Amazon Ale
10、xa deviceGoogle Nest/Home deviceApple HomePodTOTAL U.S.POPULATION 12+%OWNING SMART SPEAKER BRANDTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial674845474262082002120222023Number of Smart Speakers in HouseholdBASE:U.S.AGE 12+SMART SPEAKER OWNERSONETHREE OR MORETWOM
11、EAN1.72.02.22.32.42.8THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialSocial MediaTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialSocial Media Brand Awareness96949493897568442311FacebookInstagramTikTokTwitterSnapchatPinterestLinkedInDiscordTruth SocialMastodonTOTAL U.S.POPULATION 12+%AWARE OF S
12、OCIAL MEDIA BRANDTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial648688942020202120222023TikTok AwarenessTOTAL U.S.POPULATION 12+%AWARE OF TIKTOKEstimated269 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialSocial Media Brand Awareness96949493897568442311FacebookInstagramTikTokTwitterSna
13、pchatPinterestLinkedInDiscordTruth SocialMastodonTOTAL U.S.POPULATION 12+%AWARE OF SOCIAL MEDIA BRANDTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial3667077807779808282822008*2009*2010*2011*2012*200019 2020 2021 2022 2023Social Media Usage*2 0 0 8-2 0 1 2:E V E R
14、U S E F A C E B O O K,T W I T T E R,O R L I N K E D I N%USING SOCIAL MEDIATOTAL U.S.POPULATION 12+Estimated235 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial8862646762608 2009 2000019 2020 2021 2022 2023Facebook UsageTOTAL U.S.POPULA
15、TION 12+%USING FACEBOOKEstimated174 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialSocial Media Brand UsageTOTAL U.S.POPULATION 12+%USING SOCIAL MEDIA BRAND6262031FacebookInstagramTikTokPinterestTwitterSnapchatLinkedInDiscordTruth SocialMastodonTHE INFINITE DIAL 2023 EDISON RES
16、EARCH#InfiniteDial6262033550620969494938975684423FacebookInstagramTikTokTwitterSnapchatPinterestLinkedInDiscordTruth SocialAware of brandCurrently ever use brandSocial Media Brand Awareness vs.UsageTOTAL U.S.POPULATION 12+THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialSocia
17、l Media Brand UsageTOTAL U.S.POPULATION 12+%USING SOCIAL MEDIA BRAND62263463628272722727262031FacebookInstagramTikTokPinterestTwitterSnapchatLinkedInDiscordTruth SocialMastodon202120222023THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialSocial Media Brand Usage(Age 12-34)5770
18、443634552358726557255373851294221FacebookInstagramTikTokPinterestTwitterSnapchatLinkedInDiscordTruth SocialMastodon202120222023U.S.POPULATION%USING SOCIAL MEDIA BRANDTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialSocial Media Brand Usage(Age 35-54)U.S.POPULATION%USING SOCIAL MEDIA BRA
19、ND7327645343328342821351342FacebookInstagramTikTokPinterestTwitterSnapchatLinkedInDiscordTruth SocialMastodon202120222023THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialSocial Media Brand Usage(Age 55+)U.S.POPULATION%USING SOCIAL MEDIA BRAND577256169211
20、5514221FacebookInstagramTikTokPinterestTwitterSnapchatLinkedInDiscordTruth SocialMastodon202120222023THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial46205574233346574Total 12+Age 12-34Age 35-54Age 55+Social Media Brand Used Most OftenBASE:U.S.SOCIAL MEDIA USERSOTHERTHE INFIN
21、ITE DIAL 2023 EDISON RESEARCH#InfiniteDial3420243334520222023Social Media Brand Used Most Often(Age 12-34)BASE:U.S.SOCIAL MEDIA USERSOTHERTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial6932537720222023Social Media Brand Used Most Often(Age 35-54)BASE:U.S.SOCIAL MEDIA USERSO
22、THERTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial7774362436023Social Media Brand Used Most Often(Age 55+)BASE:U.S.SOCIAL MEDIA USERSOTHERTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial2Audio-Based Social Media Service AwarenessTOTAL U.S.POPULATION 12+%AWARE OF SPOTIFY
23、 LIVE,TWITTER SPACES,CLUBHOUSE,OR AMAZON AMPEstimated100 Million*2 0 2 2 INC LUDES SP O TIFY LIVE,TWITTER SP AC ES,AND C LUBH O USETHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial3420222023Audio-Based Social Media Service UsageTOTAL U.S.POPULATION 12+%USING SPOTIFY LIVE,TWITTER SPACES,CLUBHOUSE,O
24、R AMAZON AMP*2 0 2 2 INC LUDES SP O TIFY LIVE,TWITTER SP AC ES,AND C LUBH O USEEstimated11 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialOnline AudioTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial570247535767520000070809516171819
25、2021222023Monthly Online Audio ListeningTOTAL U.S.POPULATION 12+%LISTENED TO ONLINE AUDIO IN LAST MONTHO N L I N E A U D I O =L I S T E N I N G T O A M/F M R A D I O S T A T I O N S O N L I N E A N D/O R L I S T E N I N G T O S T R E A M E D A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H
26、E I N T E R N E TEstimated214 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial867246878152898553Age 12-34Age 35-54Age 55+202120222023Monthly Online Audio Listening%LISTENED TO ONLINE AUDIO IN LAST MONTHO N L I N E A U D I O =L I S T E N I N G T O A M/F M R A D I O S T A T I O N S O N L I N
27、 E A N D/O R L I S T E N I N G T O S T R E A M E D A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H E I N T E R N E TTOTAL U.S.POPULATION 12+THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial25688822933364450535760606267702000007080951222023Weekl
28、y Online Audio ListeningTOTAL U.S.POPULATION 12+%LISTENED TO ONLINE AUDIO IN LAST WEEKO N L I N E A U D I O =L I S T E N I N G T O A M/F M R A D I O S T A T I O N S O N L I N E A N D/O R L I S T E N I N G T O S T R E A M E D A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H E I N T E R N E T
29、Estimated200 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial43434544504546455320002120222023Audiobook ListeningTOTAL U.S.POPULATION 12+%EVER LISTENED TO AN AUDIOBOOKEstimated152 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial230283520
30、002120222023Audiobook Listening in Last YearTOTAL U.S.POPULATION 12+%LISTENED TO AN AUDIOBOOK IN THE LAST YEAREstimated100 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialOnline Audio BrandsTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialOnline Audio Brand Awareness8482787573
31、6946211818PandoraSpotifyiHeartRadioApple MusicYouTube Music*Amazon MusicSoundcloudNPR OneAudacyTuneIn RadioTOTAL U.S.POPULATION 12+%AWARE OF ONLINE AUDIO BRAND*ASKED AS:“YO UTUBE MUSIC,TH E STREAMING MUSIC SERVIC E FROM YOUTUBE”THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialOnline Audio Brands L
32、istened to in Last MonthTOTAL U.S.POPULATION 12+%LISTENED TO ONLINE AUDIO BRAND IN LAST MONTH3423171212106SpotifyYouTube Music*PandoraApple MusicAmazon MusiciHeartRadioSoundcloud*ASKED AS:“YO UTUBE MUSIC,TH E STREAMING MUSIC SERVIC E FROM YOUTUBE”THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialOn
33、line Audio Brands Listened to in Last WeekTOTAL U.S.POPULATION 12+%LISTENED TO ONLINE AUDIO BRAND IN LAST WEEK291912111064SpotifyYouTube Music*PandoraApple MusicAmazon MusiciHeartRadioSoundcloud*ASKED AS:“YO UTUBE MUSIC,TH E STREAMING MUSIC SERVIC E FROM YOUTUBE”THE INFINITE DIAL 2023 EDISON RESEARC
34、H#InfiniteDial37562645745Total 12+Age 12-34Age 35-54Age 55+Online Audio Brand Used Most OftenIHEARTRADIOAMAZONMUSICBASE:U.S.AGE 12+AND CURRENTLY EVER USE ANY ONLINE AUDIO BRANDOTHERPANDORASPOTIFYAPPLEMUSICYOUTUBEMUSICTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDia
35、l373739232546Total 12+Own an Alexa deviceOwn a Google Nest deviceOnline Audio Brand Used Most OftenPANDORASPOTIFYAPPLEMUSICIHEARTRADIOAMAZONMUSICYOUTUBEMUSICBASE:U.S.AGE 12+SMART SPEAKER OWNERS WHO CURRENTLY EVER USE ANY ONLINE AUDIO BRANDOTHERTHE INFINITE DIAL 2023 EDISON RESE
36、ARCH#InfiniteDialIn-Car MediaTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial88908889878384872000222023Driven/Ridden in Car in Last Month%DRIVING OR RIDING IN CAR/VEHICLE IN LAST MONTHBASE:U.S.AGE 18+THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialPrimary Work LocationBAS
37、E:U.S.AGE 18+WHO ARE CURRENTLY EMPLOYED FULL-TIME OR PART-TIME;54%PRIMARILY INSIDE HOMEBOTH EQUALLYPRIMARILYOUTSIDE HOME2420202120222023THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialAudio Sources Currently Ever Used in Car%USING AUDIO SOURCE IN CARBASE:U.S.AGE 18+AND HAS DRIVEN/RIDDE
38、N IN CAR IN LAST MONTH;87%7548303335222735338372920AM/FM radioOwned digital musicPodcastsOnline audioCD playerSiriusXM202120222023THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial84298372920AM/FM radioOwned digital musicPodcastsOnline audioCD playerSiriusXM20132023Audio Sourc
39、es Currently Ever Used in Car%USING AUDIO SOURCE IN CARBASE:U.S.AGE 18+AND HAS DRIVEN/RIDDEN IN CAR IN LAST MONTHNOT ASKEDNOT ASKEDTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialMobile Operating Systems in Primary Vehicle1614Apple CarPlayAndroid Auto%HAVE SYSTEM IN PRIMARY VEHICLEBASE:U.S.AGE 18
40、+,DRIVEN/RIDDEN IN CAR IN LAST MONTH,87%THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial380020202120222023Mobile Operating Systems in Primary Vehicle%HAVE APPLE CARPLAY OR ANDROID AUTO IN PRIMARY VEHICLEBASE:U.S.AGE 18+,DRIVEN/RIDDEN IN CAR IN LAST MONTH,87%Estimated65 Milli
41、onTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial5984240000222023Online Audio Listening in Car Through a Cell Phone%EVER LISTENED TO ONLINE AUDIO IN A CAR THROUGH A CELL PHONETOTAL U.S.POPULATION 12+THE INFINITE DIAL 2023 EDISON R
42、ESEARCH#InfiniteDialPodcastingTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial2237374345454646484955606470757879832006 07080951222023Podcasting FamiliarityTOTAL U.S.POPULATION 12+%FAMILIAR WITH PODCASTINGEstimated237 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial
43、529273033364044506 07080951222023Podcasting ListeningTOTAL U.S.POPULATION 12+%EVER LISTENED TO A PODCASTEstimated183 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial957451222023Monthly Podcas
44、t ListeningTOTAL U.S.POPULATION 12+%LISTENED TO A PODCAST IN LAST MONTHEstimated120 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial3936433941364639MenWomen2020202120222023Monthly Podcast Listening%LISTENED TO A PODCAST IN LAST MONTHU.S.POPULATIONTHE INFINITE DIAL 2023 EDISON RESEARCH#Infi
45、niteDial494022563926504322555121Age 12-34Age 35-54Age 55+2020202120222023Monthly Podcast Listening%LISTENED TO A PODCAST IN LAST MONTHU.S.POPULATIONTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial78428263002120222023Weekly Podcast ListeningTOTAL U.S.POP
46、ULATION 12+%LISTENED TO A PODCAST IN LAST WEEKEstimated89 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial28227MenWomen2020202120222023Weekly Podcast Listening%LISTENED TO A PODCAST IN LAST WEEKU.S.POPULATIONTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial342511440
47、3914Age 12-34Age 35-54Age 55+2020202120222023Weekly Podcast Listening%LISTENED TO A PODCAST IN LAST WEEKU.S.POPULATIONTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialOne11%Two14%Three16%Four or Five16%Six to Ten24%11 or more19%Number of Podcast Episodes Listened to in Last WeekBASE:U.S.AGE 12+AND
48、 LISTENED TO PODCAST IN LAST WEEKU.S.weekly podcast listeners averageNinepodcastsin the last weekTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialObservationsData appears to reflect post-pandemic:on pattern from previous yearsTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialObservationsOnline au
49、dio hits new highsTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialObservationsAdvertisers need to move more of their budgets to audio in all its formsTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialObservationsPodcasting is back,reaching the highest numbers ever,with 90 million listeners each weekTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialObservationsData appears to reflect post-pandemic:on pattern from previous yearsTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial#InfiniteDialTHE INFINITE DIAL 2023 EDISON RESEARCH