The Infinite Dial 2015 is the 23rd in a series of studies on consumer adoption of digital media dating back to 1998. It uses a random probability telephone sample representative of all Americans ages 12 and older to explore a wide range of digital behaviors from smartphone adoption to social media usage and content consumption trends.
This new national survey from Edison Research and Triton Digital found that online audieo “is now a fully mainstream activity for people under 55.” The research also concludes that podcasting “is increasingly mainstream and carving out a segement of highly attractive advertising targets.”
Among the many other findings:
The Internet is the second most used medium turned to first in the event of a major news story; (40%). Television still ranks first at 50%, though that number has declined significantly since 2010 when it was 62%.
The Internet is the most essential medium to those polled (54%), followed by television at 30%, Radio at 9% and Newspapers at 4%.
People now turn to the Internet to learn about new music (44%) over radio (32%).
Podcasting is on the rise, as monthly audio podcast consumption grew from approximately 39 million monthly users in 2014 to approximately 46 million in 2015.
Podcast listeners average six podcasts per week.
Nearly two-thirds (63%) of all users and nine-in-ten 12 to 24 year-olds have used YouTube to watch music videos or listen to music.
Mobile devices are the devices of choice used to listen to Online Radio (73%) and Podcasts (55%).
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But I must explain to you how all this mistaken idea of denouncing pleasure and praising pain was born and I will give you a complete account of the system, and expound the actual teachings of the great explorer of the truth, the master-builder of human happiness. No one rejects, dislikes, or avoids pleasure itself, because it is pleasure, but because those who do not know how to pursue pleasure rationally encounter consequences that are extremely painful. Nor again is there anyone who loves or pursues or desires to obtain pain of itself, because it is pain, but because occasionally circumstances occur in which toil and pain can procure him some great pleasure. To take a trivial example, which of us ever undertakes laborious physical exercise, except to obtain some advantage from it? But who has any right to find fault with a man who chooses to enjoy a pleasure that has no annoying consequences, or one who avoids a pain that produces no resultant pleasure?
Much of the buzz at CES last week surrounded wearable technology—clothing and accessories that incorporate computer and electronic technologies. Yet given that the C in CES stands for consumer, it isn’t a great surprise that much of the coverage took the form of breathless accounts of the latest toy or snarky critiques of wearable tech aesthetics. CNET.com editor at large Brian Cooley was in attendance and turned a keen eye to the wearable tech on display as he gears up for his New Content Platforms session at next week’s OPA Summit (January 22-24 in Miami, Fl.) – the 12th annual meeting for members of the Online Publishers Association.
Right now, Cooley says there are three main classes of wearable devices that marketers and content companies need to be keeping an eye on: Fitness bands, watches and glasses. To date, Google Glass has been the poster child for this emerging group of products. However Cooley says the most mature area is Fitness Bands and one that presents some very interesting opportunities for marketers. Given that on mobile devices, consumers expect increasingly personalized experiences, wearable tech offers great promise in improving data quality. “In a way,” says Cooley, “the fitness band is the other shoe we’ve been waiting to drop since mobile started.”
As he points out, “Marketers could do a lot with the data these devices gather about users’ lifestyle and behaviors.” The data gathered, says Cooley, would be almost “100 percent pure” as opposed to other forms of information gathering. “Most of the data we have now is somewhere between a good estimation and a lie. Remember that buying athletic shoes doesn’t mean someone is active.”
The opportunity for this level of granular and accurate data would allow for unrivaled content targeting. “Think about it: you could message Nyquil only to those who are sick,” he says. There are, however, still significant hurdles to overcome in tapping into this “tantalizing data,” not the least of which is the fact that device makers he has spoken to “don’t plan to give away their customer information and risk that relationship.”
Cooley also cautions those thinking about tying their messages to wearable devices to approach this highly-personalized experience carefully, noting that “the concern is intrusion, which resonates around all of these products.” While you might be able to access a photo someone took via their Glasses while out drinking with friends—and be tempted to use it to send the wearer an advertisement about their beverage of choice—marketers must balance this with consumers’ privacy concerns.
Cooley encourages content makers that are eying wearable devices to “attack consumers’ needs and keep the products at an arms distance.” While he realizes that this may not sound ideal for marketers, he says that you have to be “even more sensitive to users’ ‘personal space’ than even smartphones. Deliver information, not ‘messages’ and you’ll connect with them.”
Samsung Gear Smartwatch
There may also be an opportunity for content companies and marketers to work with device makers to take these products mainstream. “Wearables in general are waiting for a killer app,” says Cooley. “The fitness bands and watches aren’t doing anything too unheard of. The trick is to put it together so that there is a compelling reason to use them. While device makers are good at building the devices, helping them to that next level of relevance is an opportunity for media companies and marketers.”
At the OPA Summit, Cooley will focus on the reality, challenges and genuine opportunities presented by wearable technology. He’ll also provide attendees with users-eye-view videos to help media executives envision the best possible experiences. And following his session, attendees will have an opportunity to get their hands on several wearable devices including the Samsung Gear Smartwatch, Atiz Innovation’s Wellograph Watch and Avegant’s Glyph Headgear.
