New 'Infinite Dial' Report Cites Huge Growth In Smartphones, Digital Media Usage
April 5, 2011 at 4:57 PM (PT)
The latest research report from ARBITRON and EDISON MEDIA has discovered exponential growth in smartphone usage, with other online activities, be it FACEBOOK or Net radio The report, "The Infinite Dial 2011: Navigating Digital Platforms," is the 19th in a series of studies dating back to 1998.
Among the report's findings:
* The percentage of Americans 12+ who own a smartphone has more than doubled in the past year, from 14% to 31%.
* FACEBOOK is now being used by a majority of all Americans 12+ (51%); In 2008, only 8% used FACEBOOK.
* A majority of American households now have two or more computers (51%); as compared to 24% of households in 2002.
* Usage of online radio also went up significantly, with weekly usage of online radio doubling in the last five years; it's now nearly 10 hours (9 hours 47 minutes).
* Daily time spent with TV, Radio and the Internet combined has increased by 20% in the last 10 years, with self-reported daily usage now at 8 hours 11 minutes.
* Just under one-third of all Americans (31%) have plugged an MP3 player such as an Apple iPod into their car stereo systems.
* One in 10 Americans report listening to PANDORA in the week before they were surveyed.
* Among the 81% of American households with Internet access, two-thirds now have a Wi-Fi network installed.
* More than 10% of all cell phone owners have listened to online radio streamed in their cars by connecting their phones to their car stereo system.
"When you consider the rapid growth in ownership of smartphones in context with the continued rise in the use of social media it becomes increasingly clear that these platforms are fueling fundamental changes in consumer expectations and how they use media," ARBITRON SVP/Marketing BILL ROSE said.
"What’s fascinating about the Internet over the past ten years is the additive effect it has had upon the American media diet, which continues to expand," EDISON RESEARCH VP/Strategy and Marketing TOM WEBSTER. "Rather than crowding other forms of media off the plate, so to speak, digital media is being consumed simultaneously with offline media, and in venues and opportunities where media might not have been consumed previously."
"This study provides further evidence of radio’s continued resilience and relevance in today’s digital landscape," ARBITRON’s ROSE added.