New Study Reveals Shifts in Digital Consumer Behavior

RADIO ONLINE | Wednesday, March 19, 2025 | 2:23pm CT

Edison Research

On the verge of presenting one of its significant annual events, The Infinite Dial 2025, Edison Research is set to unveil the latest trends in digital consumer behavior on Thursday. Supported by major industry players such as Audacy, Cumulus Media, and SiriusXM Media, the report continues its New Study Reveals Shifts in Digital Consumer Behavior

On the verge of presenting one of its significant annual events, The Infinite Dial 2025, Edison Research is set to unveil the latest trends in digital consumer behavior on Thursday. Supported by major industry players such as Audacy, Cumulus Media, and SiriusXM Media, the report continues its tradition since 1998 of providing insightful updates on how digital landscapes evolve year by year.

The upcoming webinar will delve into the most recent trends in podcast listening, online audio consumption, and, notably, shifts in social media usage. This year's Infinite Dial study comes at a crucial time, especially considering the impact of Elon Musk's acquisition of Twitter, now known as X, on user demographics.

According to the study, there has been a noticeable shift in X's user base. The 2023 survey showed 34% of Democrats, 28% of Independents, and 20% of Republicans were users. However, in 2024, there was a marked decline in usage among Democrats and Independents, a trend that seemed to stabilize in 2025. The latest data indicate a rebound, particularly among Republican users, increasing from 21% to 25%. Conversely, Democrat usage slightly rose to 22%, and Independents remained steady at 21%.

This transformation represents a notable change from a 14-point differential favoring Democrats in 2023 to a three-point advantage for Republicans in 2025, signaling a significant transformation in X's audience profile.

The webinar, featuring insights from Edison Research's Megan Lazovick and Podnews's James Cridland, is still open for registration. Industry professionals and observers alike are encouraged to join to gain a deeper understanding of these evolving digital trends.