2020 Audio Consumption Behavior

Photo: Audio Consumption Behavior

Edison Research and Triton Digital have published the latest annual Infinite Dial report, tracking audio consumption behavior. It is always a must-read for marketers generally and anyone involved in audio marketing in particular.

Some of the findings from this year’s report:

  • More than one-third of Americans age 12 and over (104 Million) are consuming podcasts regularly, up significantly from 2019.
  • Seventy-five percent of Americans age 12+ (approximately 212 million people) are now familiar with podcasting, up from 70% in 2019, and 37% (104 million) listen monthly, up from 32% in 2019. This continues the growth trend that The Infinite Dial® has measured since 2009.
  • 62% of those in the U.S. age 12+ use voice-operated assistants, and 45% of those in the U.S. age 12+ have listened to audio in a car through a cell phone. This year’s study also continues the legacy of measuring developing technologies, with the finding that 18% of Americans age 18+ own a car with an in-dash information and entertainment system. 
  • Growth in smart speaker ownership as a result of multiple devices in households. In 2020, smart speaker households owned an average of 2.2 of the devices, up from an average of 1.7 just two years ago.  

If you don’t want to read the report, no problem. Edison’s Tom Webster and Triton’s John Rosso presented the findings in a live webinar on March 19, 2020.

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