Edison+Research：2023年数字报告-73页_1mb

Summary of the Infinite Dial 2023 Report

Introduction

The Infinite Dial is an annual survey that has tracked digital media consumer behavior in America since 1998. Conducted by Edison Research, this 2023 report provides insights into trends in technology, social media, online audio, podcasting, and in-car media consumption among the U.S. population aged 12 and older.

Methodology

The survey employed a national telephone poll with 1,500 participants using random digit dialing for both cell phones and landlines, spanning English and Spanish. Data was weighted to reflect the national population percentages.

Key Findings

• Demographics and Internet Access: In 2023, the U.S. population is more diverse than in 1998, with nearly universal internet access (over 90%). Digital audio devices have become widespread, with key statistics including smartphone ownership surpassing 70% and smart speaker adoption estimated at 103 million users.

• Technology Trends: Notable growth includes smartwatch ownership (estimated 69 million), Bluetooth-enabled headphones (about 166 million owned), and smart TV adoption (over 80%). Smart speaker brands like Amazon Alexa and Google Nest dominate the market.

• Social Media: High awareness and usage persist across platforms like Facebook, Instagram, and TikTok. TikTok awareness has grown significantly, reaching an estimated 269 million Americans. Usage trends show variations by age group, with younger audiences (12-34) more engaged in emerging platforms, while older demographics favor established services. Audio-based social media, such as Spotify Live and Twitter Spaces, are gaining traction.

• Online Audio and Podcasting: Online audio consumption reached record highs, with monthly listenership estimated at 214 million and weekly at 200 million. Podcast familiarity and listening have surged, peaking at nearly 48%. Weekly podcast listeners average nine episodes, amounting to about 90 million in total, with growth across all age groups. Trends indicate a post-pandemic rebound in podcast engagement.

Observations and Conclusions

The data reflects post-pandemic patterns, showing resilience in digital media habits. Overall audio consumption (including online and traditional formats) is at an all-time high, suggesting a shift back to auditory engagement. Advertisers are advised to reallocate budgets toward diverse audio formats, as audio is experiencing unprecedented growth, making it a critical channel for reaching audiences.

This report underscores the evolving digital landscape, emphasizing the importance of adapting strategies to meet current consumer behaviors.