That’s according to the 2018 Infinite Dial study, presented by Edison Research and Triton Digital, now in its 20th year of providing research on digital audio, social media, smart speakers, and podcast consumption. Eighty-two percent of the population 12 and older continue to listen to AM/FM radio in the automobile today, despite the onslaught of a tremendous amount of competition. Radio’s stronghold on providing local information continues to be the reason why automobile listening is still so high.
Another reason given for radio’s strong performance was how easy it is to use. You hit a button and it’s there. Owned digital music is a distant 45%, according to the study, while online listening is even further down the list at 28%. The most interesting piece of data from this part of the survey was what’s happened to satellite radio. Some would argue that satellite radio has become fairly easy to use in the automobile as more and more vehicles come equipped with SiriusXM. However, for the first time ever, podcast listening (23%) surpassed satellite radio (21%) in the Infinite Dial survey.
On the flip side of that, back in 2008, 96% of Americans 12 and over, had at least one radio in their home. Thirty-three percent had four or more radios. In 2018, only 71% say they now have a radio in their home. Hopefully, with the growth of smart speakers, and radio’s wise move to become embedded in those devices, it will no longer matter if there are no longer clock radio’s in the home.
The Infinite Dial survey methodology includes 2,000 people, 12 and older. It was a telephone survey, half of which was done contacting people on their mobile device. Typically Edison and Triton present the data in a webinar. For the first time ever the presentation was made on Facebook Live.