SalesTechStar

Podcasting and Audiobooks Both Attain 50% Reach; Facebook Usage Continues to Drop

Edison Research and Triton Digital Reveal Results of The Infinite Dial 2019

Podcasting shows explosive year-over-year growth as gains in spoken-word audio mark the 2019 Infinite Dial Study by Edison Research and Triton Digital. Among the U.S. population ages 12 and older, as the total number of people who have ever listened to a podcast passes 50% for the first time.

“This is a watershed moment for podcasting–a true milestone. With over half of Americans 12+ saying that they have ever listened to a podcast, the medium has firmly crossed into the mainstream,” noted Tom Webster, Senior Vice President at Edison Research.

One-third of the population reported having listened to a podcast in the last month, representing 90 million monthly listeners. The spoken-word audio sector also saw increases with audiobooks, as the portion of the U.S. population that has ever listened to an audiobook surpasses one-half for the first time.

Read More: Survey Shows Disjointed Communications Technologies Fail Customers

“It’s a pleasure to once again partner with Edison Research for another insightful presentation of media usage and consumption in the U.S.,” said John Rosso, President of Market Development at Triton Digital.

The latest study also finds that the number of current users of Facebook continues to drop. The study shows an estimated 15 million fewer users of Facebook than in the 2017 report. The declines are heavily concentrated among younger people.

Read More: Tony Robbins And Corporate Visions To Offer New Program For Entrepreneurs And Small Business Owners

Other findings include:

  • More than half the U.S. population now reports having used YouTube specifically for music in last week. This number is now 70% among 12-34-year-olds.
  • The percentage of Americans who listen to online audio (defined as listening to AM/FM radio stations online and/or listening to streamed audio content available only on the internet) has doubled since 2012, growing from one-third of the population to two-thirds.
  • Time spent listening to online audio has reached a record high this year, with weekly online audio listeners reporting and average of nearly 17 hours of listening in the last week.

Read More SalesTech Interview With Ryan MacInnis, Director of Marketing at Notarize

The 2019 Infinite Dial is the latest report in a series dating back to 1998 that covers consumer usage of media and technology, has tracked many new mediums as they develop. The Infinite Dial currently provides the latest research in U.S. digital audio, mobile, smart speakers, podcast consumption, and social media. The Infinite Dial study uses the “gold standard” of nationally representative survey research—a random probability telephone sample, comprising both mobile phones and landlines, of all Americans ages 12 and older. The study has become the report card on digital audio and other digital media and is widely used and quoted by broadcasters, Internet radio, ad agencies, and the financial community.

Read More: Reynolds And Reynolds Announces New Version Of Its Successful XtreamService Enhanced Lead Sourcing