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.

Smart Audio Report- NPR & Edison Research

NPR, Edison Research Release “The Smart Audio Report”

Somerville, New Jersey; June 21, 2017: According to The Infinite Dial 2017, 7% of Americans 12+ own a “Smart Speaker,” the category of voice-controlled devices that includes the Amazon Echo and Google Home. Now, for the first time, a new study from NPR and Edison Research reveals the habits and behaviors of Smart Speaker owners. This study, entitled “The Smart Audio Report from NPR and Edison Research,” reveals that 70% of Smart Speaker owners say they are listening to more audio at home since acquiring their device.

In addition, 65% of Smart Speaker owners indicate that they would not want to go back to their lives before getting one of these devices. Indeed, 42% of owners say that their device is now “essential” to their everyday lives.

One of the more intriguing findings was the appeal of these devices to parents. Eight in ten parents say these devices have made it easier to entertain their children, and nearly 90% say their children enjoy Smart Speakers. In fact, 57% of owners with children at home say that entertaining children was a reason for wanting the speaker.

“Being a leader in audio programming, NPR was eager to work with Edison on this study, so we could best understand the role smart speakers play in everyday life and how listening behavior is shifting. This important research will guide us as we enhance the NPR experience on this platform,” said NPR’s Chief Marketing Officer Meg Goldthwaite. “Listeners love and trust NPR, and we are already the news source for Amazon Alexa, Google Home, and soon on Apple’s Homepod. We aim for NPR to be everywhere people are listening.”

“Although Smart Speakers have not been around for very long, nearly one in five owners say that these devices are the way that they most often listen to audio,” noted Edison VP of Strategy Tom Webster. “The frictionless way in which these devices enable audio consumption is already changing listening behaviors, and potentially increasing audio consumption overall.”

The Smart Audio Report, from NPR and Edison Research, contains numerous insights that have never before been reported on audio consumption, usage behaviors, ties to Smart home technology and more. The study was presented for the first time at the RAIN Podcast Business Summit in New York.

How This Study Was Conducted
The Smart Audio Report is based upon a national online survey of 1620 Americans ages 18+. 800 respondents indicated that they owned at least one Smart Speaker (160 Google Home, 709 Amazon Alexa-enabled, and 69 who owned both.) 820 respondents did not own a Smart Speaker device, and were surveyed for comparative purposes. The device owner data was weighted to nationally representative figures on Smart Speaker users from The Infinite Dial 2017 from Edison Research and Triton Digital.

About NPR
NPR’s rigorous reporting and unsurpassed storytelling connect with millions of Americans everyday—on the air, online, and in person. NPR strives to create a more informed public—one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and cultures. With a nationwide network of award-winning journalists and 17 international bureaus, NPR and its Member Stations are never far from where a story is unfolding. Listeners consider public radio an enriching and enlightening companion; they trust NPR as a daily source of unbiased independent news, and inspiring insights on life and the arts. More information at http://www.npr.org/about/ and following NPR Extra on Facebook, Twitter and Instagram.

About Edison Research:
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, NPR, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, St. Jude Children’s Research Hospital, The Gates Foundation, and Univision. Edison is the leading podcast research company in the world, and has conducted research on the medium for NPR, CBS, PodcastOne, WNYC, and many more leading companies in the space. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

Edison Research Presents First Canadian Share of Ear®

Edison Research: Broadcast Radio Controls More than Three-Fifths Of Canadian Listening

While broadcast radio controls more than 50% of all audio usage in the United States, the medium is even healthier in Canada. Whether heard over-the-air or via streaming, AM/FM radio stations account for 61% of all Canadian listening, according to Edison Research’s first Canadian Share of Ear® study. By comparison, streaming audio services comprise only 9% of listening, compared to 15% in America.

Share of Ear Canada

Share of Ear® Canada

Share of Ear® has accurately and consistently measured audio listening across platforms in the U.S. since 2014. Share of Ear®: Canada was commissioned by Radio Connects, Canada’s radio marketing and advocacy group. The presentation was unveiled this morning in Toronto as part of an event for the advertising community sponsored by Numeris, Canada’s broadcast ratings cooperative.

Share of Ear® uses diary methodology to determine both the amount and nature of audio consumed by users in an average week. AM/FM radio is followed by listeners’ owned music collections (16%), streaming audio (9%), TV music channels (6%), SiriusXM Satellite Radio (4%), and podcasts (3%). The study also found that Canadians average 4 hours and 14 minutes of listening to audio daily, slightly more than their U.S. counterparts.

Canada has a unique audio landscape. Some of the audio brands familiar to Americans are unavailable, particularly Pandora. In addition, 2017 will be remembered as a significant year for Canadian audio with the nationwide launch of both iHeartRadio Canada and Radioplayer Canada. Share of Ear® provides a first look at how Canadians use all sources of audio and provide a benchmark for years to come.

“We are pleased to bring our unique methodology for capturing all audio to Canada for the first time,” says Edison Research president Larry Rosin. “Bravo to Radio Connects for giving broadcasters a potent tool to demonstrate the power of the medium in a way that goes beyond empirical evidence, and for providing the entire audio industry with a report card.”

More details of Share of Ear®: Canada are available through Radio Connects.

How The Survey Was Conducted
Edison Research conducted a nationally representative study of 1,022 Canadians ages 13+ to measure their time spent listening to audio sources. Respondents completed a 24-hour diary of their audio listening on an assigned day. Diaries were completed both online and by-mail using a paper diary. Diaries were completed in both English and French.

About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

Moms and Media 2017

moms and media 2017: the highlights

Moms in 2017 continue to benefit from modern media and technology, making heavy consumption part of their daily routine. In the latest edition of Moms and Media, which focuses on U.S. moms and is drawn from the Infinite Dial series, the Internet takes the biggest piece of a mom’s daily media pie. On average, moms spend three hours and thirty one minutes using the Internet in a 24-hour period, surpassing time spent with TV and radio.

A major factor of that high Internet consumption is the adoption of the smartphone, allowing moms access any time of day.  Smartphone ownership is still rising among moms, showing even more gains in this year’s report. Compared to the total sample from the Infinite Dial, moms are out in front for smartphone ownership.  In 2017, 86% of moms own a smartphone.

For moms with Internet access at home, more than half (55%) said they access the Internet most using their cell phone.   In 2017, the gap between computer and cell phone is even wider than last year, with the smartphone showing its impact once again.

Not only did Moms and Media 2017 highlight the power of the smartphone, but the data also reflects the continuing commitment that moms have to social media. This year, 93% of moms use some social networking site or service.  That percentage is up from the 88% we saw last year and has consistently been rising.  With plenty of options now available, there is no shortage of opportunity for moms to engage with social media.

That opportunity to engage with social media is fully recognized by moms, with 62% of social networking moms checking those sites several times per day.   This has been a trend with a steady increase each year since 2008 when we first started tracking social media.

For the full Moms and Media 2017 report click here.