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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#InfiniteDial319519982023Internet 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#InfiniteDial1014314453617176818384858888912009201020112012201320142015201620172018201920202021202

7、22023Smartphone OwnershipTOTAL U.S.POPULATION 12+%OWNING A SMARTPHONEEstimated260 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial9917171820242017201820192020202120222023Smart 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#InfiniteDial616270202120222023Smart TV OwnershipTOTAL U.S.POPULATION 12+Estimated

9、200 Million%OWNING A SMART TVTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial71823273335362017201820192020202120222023Smart 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#InfiniteDial674845474143222823192620112432343338201820192020202120222023Number 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#InfiniteDial102144535763667077807779808282822008*2009*2010*2011*2012*2013201420152016201720182019 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#InfiniteDial81841515458586264676261636163612008 2009 2010201120122013201420152016201720182019 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 BRAND614433312727262031FacebookInstagramTikTokPinterestTwitterSnapchatLinkedInDiscordTruth SocialMastodonTHE INFINITE DIAL 2023 EDISON RES

16、EARCH#InfiniteDial61443327273126203355061666244422420969494938975684423FacebookInstagramTikTokTwitterSnapchatPinterestLinkedInDiscordTruth 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 BRAND614323312328226346362827272113614433312727262031FacebookInstagramTikTokPinterestTwitterSnapchatLinkedInDiscordTruth SocialMastodon202120222023THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialSocial Media Brand Usage(Age 12-34)5770

18、44363455235872613142531926557255373851294221FacebookInstagramTikTokPinterestTwitterSnapchatLinkedInDiscordTruth 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、ND71401636252132764534332819319734233342821351342FacebookInstagramTikTokPinterestTwitterSnapchatLinkedInDiscordTruth SocialMastodon202120222023THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDialSocial Media Brand Usage(Age 55+)U.S.POPULATION%USING SOCIAL MEDIA BRAND5717620105155718132012613256169211

20、5514221FacebookInstagramTikTokPinterestTwitterSnapchatLinkedInDiscordTruth SocialMastodon202120222023THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial462055741831126142212477966122233346574Total 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#InfiniteDial342024311722571312334520222023Social Media Brand Used Most Often(Age 12-34)BASE:U.S.SOCIAL MEDIA USERSOTHERTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial615510127127932537720222023Social Media Brand Used Most Often(Age 35-54)BASE:U.S.SOCIAL MEDIA USERSO

22、THERTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial777436243612549420222023Social Media Brand Used Most Often(Age 55+)BASE:U.S.SOCIAL MEDIA USERSOTHERTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial213520222023Audio-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#InfiniteDial5712171615212021272734394547535761646768687375200001020304050607080910111213141516171819

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#InfiniteDial2568881212131717222933364450535760606267702000010203040506070809101112131415161718192021222023Weekl

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#InfiniteDial434345445045464553201520162017201820192020202120222023Audiobook ListeningTOTAL U.S.POPULATION 12+%EVER LISTENED TO AN AUDIOBOOKEstimated152 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial2125262730303028352015201620172

30、01820192020202120222023Audiobook 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#InfiniteDial37562617211622281451822111410674129516135465Total 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、l3737392114231412101115127158532546Total 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#InfiniteDial889088898783848720162017201820192020202120222023Driven/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 HOME242014658707578202120222023THE 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%754830333521735332323522735338372920AM/FM radioOwned digital musicPodcastsOnline audioCD playerSiriusXM202120222023THE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial8429126315735338372920AM/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#InfiniteDial3811121522262017201820192020202120222023Mobile 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#InfiniteDial5915192332343842414550495320102011201220132014201520162017201820192020202120222023Online 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 070809101112131415161718192021222023Podcasting FamiliarityTOTAL U.S.POPULATION 12+%FAMILIAR WITH PODCASTINGEstimated237 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial

43、1113182223252927303336404451555762642006 070809101112131415161718192021222023Podcasting ListeningTOTAL U.S.POPULATION 12+%EVER LISTENED TO A PODCASTEstimated183 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial9111212141215172124263237413842200809101112131415161718192021222023Monthly 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#InfiniteDial7810131517222428263120132014201520162017201820192020202120222023Weekly Podcast ListeningTOTAL U.S.POP

46、ULATION 12+%LISTENED TO A PODCAST IN LAST WEEKEstimated89 MillionTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial2821252128233527MenWomen2020202120222023Weekly Podcast Listening%LISTENED TO A PODCAST IN LAST WEEKU.S.POPULATIONTHE INFINITE DIAL 2023 EDISON RESEARCH#InfiniteDial34251336301733311440

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