edison-2020年数字报告（英文）-2020.4-78页_5mb

The Infinite Dial 2020 Summary

Study Overview

The Infinite Dial is the longest-running survey of digital media consumer behavior in America, providing insights into how people engage with digital media since 1998. It covers a wide range of topics including mobile behaviors, internet audio, podcasting, social media, and smart speaker usage.

Study Methodology

• Conducted in January/February 2020 by Edison Research.
• Surveyed 1,502 people aged 12 and older.
• Used random digit dialing to reach both cell phones and landlines.
• Offered in English and Spanish.
• Data was weighted to reflect the national 12+ U.S. population.

Media & Technology

Smartphone Ownership

• Estimated Total U.S. Population 12+: 240 million.
• Smartphone Ownership %: Not explicitly provided but indicates a large portion of the population.

Tablet Ownership

• Estimated Total U.S. Population 12+: 149 million.
• Tablet Ownership %: Not explicitly provided but indicates a significant number of users.

Smartwatch Ownership

• Estimated Total U.S. Population 12+: 48 million.
• Smartwatch Ownership %: Not explicitly provided but indicates a growing trend.

Smart Speaker Awareness and Ownership

• Smart Speaker Awareness %: Not explicitly provided, but the survey includes data on awareness and usage.
• Smart Speaker Ownership %: Not explicitly provided, but the survey includes data on ownership and usage.
• Estimated Total U.S. Population 12+: 220 million for awareness, 76 million for ownership.

Social Media

Social Media Usage

• Estimated Total U.S. Population 12+: 226 million.
• Social Media Brand Awareness %: Not explicitly provided, but data on brand awareness and usage is included.
• Social Media Brand Usage %: Not explicitly provided, but data on usage is included.

Facebook Usage

• Estimated Total U.S. Population 12+: 178 million.
• Facebook Usage %: Not explicitly provided, but data on usage is included.

Social Media Brand Usage by Age Group

• Age 12-34: High usage rates.
• Age 35+: Lower usage rates compared to younger age groups.

Social Media Brand Used Most Often

• BASE: U.S. Age 12+ and currently ever use any social media brand.
• Most Used Brands: Not explicitly listed, but the survey includes data on this.

Live Streamed Video Games

• Total U.S. Population 12+: 2019 and 2020 data shows an increase in live streaming.
• Currently Ever Watch Live Streamed Video Games %: Increased from 2019 to 2020.
• Gender and Age Differences: Men are more likely to watch live streamed video games than women. Age 35-54 and 55+ groups show varying levels of engagement.

Online Audio

Monthly Online Audio Listening

• Estimated Total U.S. Population 12+: 192 million.
• Weekly Online Audio Listening: 169 million.
• Average Time Spent Listening to Online Audio: Over 15 hours per week.

Audio Brand Awareness and Usage

• Audio Brand Awareness %: Not explicitly provided, but data on awareness and usage is included.
• Audio Brands Listened to in Last Month: Pandora and SoundCloud are among the most recognized.
• Audio Brands Listened to in Last Week: Data shows usage trends over time.

Pandora/SoundCloud Awareness and Usage

• Aware of Pandora or SoundCloud %: Not explicitly provided.
• Listen to Pandora or SoundCloud in Last Month %: 31%.
• Listen to Pandora or SoundCloud in Last Week %: 21%.

Audio Brand Used Most Often

• BASE: U.S. Age 12+ and currently ever use any audio brand.
• Most Used Brand: Not explicitly listed, but data on this is included.

Podcasting

Podcasting Familiarity

• Estimated Total U.S. Population 12+: 155 million have ever listened to a podcast.

Podcasting Listening

• Monthly Podcast Listening %: 104 million.
• Weekly Podcast Listening %: 68 million.
• Monthly Podcast Consumers Growth: Increased by 16% year-over-year, reaching 100 million for the first time.

Weekly Podcast Listening by Age Group

• Age 12-34: High engagement.
• Age 35-54: Moderate engagement.
• Age 55+: Lower engagement.

Average Time Spent Listening to Podcasts

• BASE: U.S. Age 12+ and listened to a podcast in the last week.
• Average Listening Time: Over 15 hours per week.

Number of Podcasts Listened to in Last Week

• U.S. Weekly Podcast Listeners Averaged: Six podcasts per week.

In-Car Media

Audio Sources Currently Ever Used in Car

• BASE: U.S. Age 18+ and has driven/ridden in a car in the last month (89%).
• Audio Source Used Most Often: "OTHER" is the most commonly used source, indicating a shift from traditional radio.

In-Dash Information and Entertainment Systems

• Ownership %: Increased over the years, with 2020 showing the highest growth.
• BASE: U.S. Age 18+ and driven/ridden in a car in the last month (89%).

Vehicle Integrated Mobile Operating Systems

• Ownership %: Shows growth from 2017 to 2020.
• BASE: U.S. Age 18+ and driven/ridden in a car in the last month (89%).

Online Audio Listening in Car Through a Cell Phone

• Total U.S. Population 12+: A significant percentage ever listened to online audio in a car through a cell phone.

Observations

• Voice Assistant Usage: More than six in ten Americans use voice-operated personal assistants.
• Smart Speaker Growth: Nearly one-third of smart speaker owners have three or more devices, indicating a trend towards multi-device households.
• Digital Audio Growth Potential: In-car media holds the most potential for growth in digital audio, despite the stagnation in smartphone, tablet, and smartwatch usage.
• AM/FM Radio: Still strong in in-car media usage.
• Streaming Services: Pandora and Spotify are tied for monthly users, while Amazon music has gained traction, especially among smart speaker owners.
• Social Media Growth: The growth cycle seems to have ended, though Instagram and TikTok show early growth trends.

Additional Reports

• Edison Research Democratic Primary Exit Polls: Details for November 2020 are pending.
• The Infinite Dial – Australia and Canada: Details are upcoming.
• Moms and Media: Details are pending.