The Podcast Consumer Australia 2017

The Podcast Consumer Australia 2017 is a first look at this growing platform in Australia. Patterned on a similar report in the USA, this information adds to Edison’s worldwide dataset on Podcasting. This information is derived from the Infinite Dial Australia 2017 study, which is sponsored by Triton Digital, Commercial Radio Australia, and Southern Cross Austereo. This report shows the current status of podcasting including information on:

  • Demographics
    • Podcast Consumption
    • Device Usage
    • Social Media Behaviors
    • Other Media Behaviors

Findings of this report include the following:

  • A strong majority of Australians (72%) are familiar with the term “podcasting” – higher than in the United States.
  • Just under 30% of Australians have ever listened to a podcast, and 17% have listened to one in the last month.
  • The audience for podcasts is predominately 18-54, and leans slightly male.
  • The Podcast listener is an affluent, educated consumer— and one who is more likely to gravitate to ad-free or ad-light subscription experiences.
  • Clicking on a podcast to listen to it immediately (either streamed or via progressive download) is the dominant paradigm for listening, though 27% do subscribe to podcasts.
  • Subscribers tend to have been podcast consumers for longer than non-subscribers, consume more podcasts, and are more likely to use their smartphone as their primary podcast player.
  • While Home continues to be the most often named location for podcast listening, the vehicle is a strong second.
  • Most podcast consumers listen to most of the podcast episodes they download, and the vast majority listen to at least most of each episode.

 

Infinite Dial Australia

The Infinite Dial Australia

A new study released by Edison Research reveals the digital audio, social media, mobile and podcast habits of Australians.

The Infinite Dial Australia, commissioned by Commercial Radio Australia (CRA), Southern Cross Austereo (SCA), and Triton Digital, provides new insights into what Australians are consuming online.  The Infinite Dial research for Australia is patterned on the longest-running survey (1998) of digital media consumer behavior in the USA and provides a profile of the 2017 Australian digital consumer.

“The Infinite Dial Australia explores the penetration of online digital audio and social media in Australia and looks at the technology that Australians are using and it’s interesting to see how Australia compares to the USA,” said Edison President Larry Rosin.

Key Infinite Dial Australia findings include:

  • Radio is the leading audio platform consumed by Australians with 85% of people having listened to an AM/FM or DAB+ station in an average week, compared to Spotify 21%, Podcasting 10%, Pandora 8%, Apple Music 6%, Google Play All Access 2%.
  • Twice as many people are listening to AM/FM radio (on-air and online) than all online audio streaming services each week (85% vs.43%).
  • 89% of Australians use AM/FM sometimes when in the car and nearly 50% use an AM/FM radio almost every time they are in the car. With now 36 vehicle brands in Australia including DAB+ digital radio, 10% of people use DAB+ radio almost every time they are in the car.
  • Despite new ways to listen to AM/FM/DAB+ radio, 79% of the population have one or more radios in their home.
  • 72% of Australians are familiar with podcasting (60% USA) and 29% of people have listened to a podcast.
  • 17% have listened to a podcast in the last month, with 25-54 year olds making up the largest share of monthly podcast listeners. An average of six podcasts are listened to each week by those who are weekly podcast listeners.
  • 73% of Australians have used YouTube to watch music videos or listen to music;59% have used YouTube to watch music videos or listen to music in the last month and 44% in the last week.
  • 80% of people currently use social media and 9 in 10 of those aged 12-54 years are current users. Facebook awareness is highest (98%), followed by Twitter (95%), Instagram (94%) and Snapchat (84%). Awareness of all these social media brands is higher in Australia than the USA.
  • Facebook is more likely to be the most-used social media brand among 12-24s in Australia than the USA (58% vs. 39%), however Snapchat is less chosen as the most-used among this group in Australia than the USA (16% vs. 31%).
  • Penetration of smartphones and tablets in Australia is been greater than the USA, however penetration of internet connected TVs is higher in the U.S.
  • 88% of Australians own a smartphone, with ownership highest amongst 12-24 (95%) and 25-54 year olds (95%). Ownership in Australia is 7% higher than the U.S (81% overall).
  • 53% of people own an internet-connected TV, with ownership highest amongst 12-24 (71%) and 25-54 year olds (60%).
  • Netflix is the most popular on-demand video service, with 35% of Australians having access to a subscription.

The Infinite Dial Australia study was conducted in February and March 2017 and uses a nationally representative survey of 1007 people and is a random probability telephone sample, comprising both mobile phones and landlines, of all Australians aged 12 and older. The study in the USA has become the report card on digital audio and other digital media, and is widely used and quoted by broadcasters, ad agencies, and the financial community.

View the webinar below, or click here to download the presentation slides.

The Podcast Consumer 2017

The Podcast Consumer 2017, the latest in Edison’s annual study of the medium, contains all new data on podcast users in America, derived from the Infinite Dial 2017 study (conducted in partnership with Triton Digital) and the latest from Edison’s Share of Ear® research. This report charts the rise of podcasting over the past decade, and also includes new, unreleased information on the following:

• Demographics
• Podcast Consumption
• Device Usage
• Social Media Behaviors
• Other Media Behaviors
• The updated Share of Ear® for podcasting

Findings of this report include the following:

  • Podcasting continues to rise, with Monthly listeners growing from 21% to 24% year over year.
  • The audience for podcasts continues to be predominately 18-54, and leans slightly male.
  • The Podcast listener remains an affluent, educated consumer— and one that is becoming increasingly more likely to gravitate to ad-free or ad-light subscription experiences.
  • Clicking on a podcast to listen to it immediately (either streamed or via progressive download) is the dominant paradigm for listening, though 27% do subscribe to podcasts.
  • Subscribers tend to have been podcast consumers for longer than non-subscribers, consume more podcasts, and are more likely to use their smartphone as their primary podcast player.
  • While Home continues to be the most often named location for podcast listening, the vehicle is a strong second.
  • Most podcast consumers listen to most of the podcast episodes they download, and the vast majority listen to at least most of each episode.
  • Podcasts are the number one audio source by time of consumption among podcast listeners.
  • On the smartphone, podcasting’s Share of Ear® is tied with AM/FM content, and leads AM/FM among 13-34 year olds.

Download the Podcast Consumer 2017 report here.

2017-04-18 14.01 The Podcast Consumer 2017 from Tom Webster on Vimeo.

Save The Date For The Podcast Consumer 2017

The Podcast Consumer 2017, the latest in an annual series of studies from Edison, will debut in a free webinar at 2PM on Tuesday, April 18th. Hosted by Edison VP of Strategy, Tom Webster, this 30-minute presentation will combine data from The Infinite Dial, Edison’s annual study of consumer habits presented in conjunction with Triton Digital, as well as new data from Edison’s Share of Ear® research.

To register for this event and receive a free copy of the report when it is published, click here.

Podcasting’s “Mobile” Listening At Home

Over the past couple of weeks since the publication of the 2017 Infinite Dial, one particular finding has prompted more questions from podcasters than any other: the data on listening location. When we asked people to name all the locations where they listen to podcasts, one location clearly stood out:

80% of podcast listeners said that “At Home” is one of the locations where they listen to podcasts. Not the only location. But the most commonly-named location. Furthermore, when we asked people to name the location where they listen most often to podcasts, “At Home” once again rose to the top of the list:

These data have been misinterpreted in a number of ways since we published The Infinite Dial 2017 just two weeks ago. First, I’ve seen it reported a number of times as “most podcasts are listened to at home,” which is not at all what it says and not necessarily true. We don’t survey podcasts; we survey humans. Most humans who listen to podcasts, tell us they listen to those podcasts at home, among other places. So this finding doesn’t speak to the percentage of podcasts or the amount of time spent listening to those podcasts in any way.

Most often, however, a number of podcast producers have challenged me in various fora about the amount of “mobile” listening they see in their own data. I’ve had someone with a podcast company say “At Home” can’t possibly be the most common location–after all, the vast majority of their podcasts are accessed by mobile devices (which, by the way, is a finding supported by our Infinite Dial data.) I’ve had others tell me that their listeners tell them that they listen in their cars, or on the go. Our research supports that, too. I’ve even had someone who produces a very popular podcast in a European capital city tell me that their podcast is almost exclusively consumed by “on the go” listeners. That’s probably true–and as we bring The Infinite Dial to other countries, we will no doubt see other results.

But for now, “At Home” listening is an important part of American podcast consumption. I’ve been a little surprised to see how many people have pushed back on this, to be honest, by citing their “mobile” numbers. There is no question that the mobile phone is the dominant device for podcast consumption. But a device is not a location. If you primarily listen to podcasts on your smartphone, that behavior is going to hold true whether you are on the bus, or on your couch. As my friend Mitch Joel is fond of saying, there is no “first” or “second” screen–there is only the screen in front of you. And for most of us, most of the time, that screen belongs to a smartphone equipped with a podcast listening client.

Certainly in-car listening is growing (19% of American drivers 18+ say they have listened to podcasts in their car, which is a pretty big number!) And we also shouldn’t be surprised to see “At Home” be larger than “At Work”–it would certainly be difficult for me to simultaneously do my job and engage with a lean-forward medium like a podcast! But for today, “At Home” listening–on a mobile device–remains the most often-cited listening location, and this should encourage podcast producers. After all, it is at home that any form of media has your full attention, and it is precisely that full attention that fosters engagement, loyalty, and (not unimportantly) recall of sponsors.