Edison-2019年美国网络数字报告（英文）-2019.3-62页_1mb

The Infinite Dial 2019 Summary

Core Content

The Infinite Dial 2019 is a comprehensive report on digital media consumer behavior in the United States, highlighting trends in social media, mobile usage, online audio, podcasting, and in-car media consumption. Conducted by Edison Research in January/February 2019, the survey included 1500 respondents aged 12 and older, using random digit dialing to reach both cell phones and landlines. The data was weighted to reflect the national population of U.S. citizens aged 12 and above.

Main Findings

Social Media

• Total U.S. Population (12+): Approximately 223 million people use social media.
• Facebook Usage:
  • An estimated 172 million U.S. users use Facebook.
  • There are 15 million fewer Facebook users in 2019 than in 2017.
  • 12-34 year olds: 82 million users in 2017 vs. 65 million in 2019.
• Social Media Brand Usage:
  • Among 12-34 year olds, the most used social media brands are Facebook, YouTube, and Instagram.
  • Among 35-54 year olds, Facebook remains the most used.

Mobile & Technology

• Smartphone Ownership:
  • 237 million U.S. citizens aged 12+ own a smartphone.
• Tablet Ownership:
  • 158 million U.S. citizens aged 12+ own a tablet.
• Smart Speaker Awareness & Ownership:
  • 79% of U.S. citizens aged 12+ are aware of any smart speaker brand.
  • 65 million U.S. citizens aged 12+ own a smart speaker.
  • The average smart speaker user has two devices.

Online Audio

• Online Audio Listening:
  • 90% of the U.S. population aged 12+ listened to online audio in the last month.
  • 62% listened to online audio in the last week.
  • Weekly listening time has increased, possibly due to podcasting and smart speaker adoption.
• Audiobook Listening:
  • 141 million U.S. citizens aged 12+ have ever listened to an audiobook.
• Audio Brands:
  • Pandora, Spotify, and Amazon Music are the most used audio brands.
  • Among 12-34 year olds, Spotify is the most used.
  • Among 35-54 year olds, Pandora is the most used.

Podcasting

• Podcasting Familiarity:
  • 17 million more U.S. citizens are aware of podcasting compared to 2018.
• Podcasting Listening:
  • 20 million more U.S. citizens have ever listened to a podcast compared to 2018.
  • 17 million more monthly podcast listeners in the U.S. than in 2018.
  • 14 million more weekly podcast listeners in the U.S. than in 2018.
• Weekly Podcast Listeners:
  • U.S. weekly podcast listeners averaged 7 podcasts in the last week.

In-Car Media

• Audio Sources Used in Cars:
  • 89% of U.S. citizens aged 18+ who have driven or ridden in a car in the last month use audio sources.
  • The most common audio sources are AM/FM radio, streaming services, and podcasts.
• In-Dash Systems:
  • Ownership of in-dash information and entertainment systems has increased over the years, reaching 79% in 2019.

Key Trends

• Social Media Usage:
  • Stalled growth, with declines in Facebook and Twitter, especially among younger users.
• Podcasting & Audiobooks:
  • Both have seen significant growth, indicating a rising interest in spoken word content.
• Smart Speakers:
  • Ownership continues to grow, with over 65 million U.S. citizens owning one, and the average user possessing two devices.
• Online Audio:
  • Weekly listening time has reached a new high, driven by the popularity of podcasts and smart speakers.

Observations

• Online audio consumption has surged, with increased time spent listening weekly.
• Podcasting has reached a milestone, with the majority of Americans having ever listened to a podcast.
• Audiobook consumption has also increased, showing a trend towards more spoken word audio.
• Social media usage appears to have plateaued, with declines in younger demographics.
• Smart speaker adoption is on the rise, with a growing number of users and devices per household.