Edison Down Under

On October 13, Edison Director of Research Kevin Lubin spoke at RAIN Summit Australia about Australia’s growing interest in podcasts.  The conference, which was held in Melbourne, Australia, showcased experts in radio, podcasting, and other digital media.  Kevin discussed Edison Research’s Podcast Consumer Australia 2017 report, illustrating the distinctive differences between podcast listeners in Australia and the United States.

The Podcast Consumer Australia 2017  is Edison Research’s first report on podcast consumers in Australia.  Derived from the Infinite Dial Australia 2017, a study sponsored by Triton Digital, Commercial Radio Australia, and Southern Cross Austereo, the report highlights podcast consumption, social media behavior, device usage, and other media habits of Australian podcast consumers.

For those wondering about U.S. podcast listeners, Edison’s yearly series The Podcast Consumer was released back in April.

Megan Lazovick: Pod Person

On September 17, Edison Director of Research Megan Lazovick spoke at the Next Radio Conference in London to discuss podcasting’s increasing share of ear in the United States. While music remains the most listened to type of audio in the US, podcasting has made impressive strides in the last few years. At the conference, Megan broke down the anatomy of a “pod person” and offered advice on how to successfully market podcasts. The presentation can be viewed in full below.

The data used in the presentation stem from Edison Research’s Share of Ear® study. The study, which has been conducted since 2014, tracks consumer audio usage across many parameters, such as location of listening, devices used, listening by time of day, and type of audio content. The full Share of Ear® data set is available to subscribers on the study’s website.

Edison Research & NPR release Smart Audio Report Part Two

On September 28, Edison VP of Marketing and Strategy Tom Webster spoke at Advertising Week New York to unveil part two of Edison Research & NPR’s Smart Audio Report.

Smart speakers, such as the Amazon Alexa and Google Home, are quickly gaining popularity in the United States.  Those who already use the new technology are becoming reliant on them—so much so, that many users now consider their smart speaker to be part of the family.  Part Two of the Smart Audio Report focuses on how smart speakers have socialized audio and the many implications that this shift will have on the advertising industry.  You can view a full replay of Tom’s presentation here.

Following the presentation, Ad Age published Tom’s case for why marketers should be paying more attention to the smart speaker space. In the article, which can be read in full here, Webster discusses the habits of smart speaker owners and his predictions for the industry, as well as recommendations for how marketers can capitalize on the new technology. 

Both the workshop and article draw on data from Edison Research and NPR’s Smart Audio Report.  Based upon a national online survey of 1,620 Americans ages 18+, including 800 smart speaker owners, the Smart Audio Report is the first comprehensive study of the attitudes and behaviors of smart speaker owners.

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.