The Infinite Dial 2014 is the latest in a series of online media studies, conducted by Edison Media Research and Triton Digital. The companies have conducted this survey 22 times since 1998. The focus is on audio services, especially the growth of both awareness and usage of digital platforms.
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No one will be shocked to hear that all of these digital platforms are being used with greater frequency. The Infinite Dial study’s main benefit is in tracking how fast these services and platforms are growing, and key differences between various demographics. Among the topline highlights:
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- Nearly half of all Americans had listened to online radio (online-only or the stream of an AM/FM station) in the month before the study. Weekly usage of online radio is estimated at 94 million.
- ¼ of cell phone users have plugged their mobile phones into the dashboard. 26% of those surveyed claimed that they have done this.
- Pandora is the top brand in online-only radio. Awareness is over 70% for Pandora, and no other brand surveyed was over 50%. Besides awareness, Pandora also easily ranked #1 in usage in the last month,
- iTunes Radio made a big splash. Apple’s new audio service ranks third in both overall awareness and usage in the last month.
- 12-24 year-olds are much more likely to do any of thesethings.75% of the youngest cohort said they had listened to online radio in the last month. And 43% of the young ones who had them said they have listened to their mobile phones in the car.
- AM/FM radio is still#1 in overall usage for keeping up to date with music. 47% of the total sample said that keeping up with music is somewhat or very important, and 75% of those said that traditional radio was their #1 source. But YouTube is #1 among 12-24 year olds, with traditional radio ranking (behind friends/family and Pandora).
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You can see a slideshow of the entire study here.