The Infinite Dial®, the leading study on digital audio from Edison Research, debuted in South Africa last week as Edison Research President Larry Rosin presented the findings in Johannesburg, Cape Town, and Durban. The study was commissioned by South Africa’s National Association of Broadcasters (NAB) Commercial Radio Committee and sponsored by Triton Digital, the global technology and services leader to the digital audio and podcast industry.
Following an online presentation of The Infinite Dial South Africa earlier today, the findings exploring digital audio, mobile, smart speakers, podcast consumption, and social media among South Africans living within the major metro commercial areas, covering the upper two of the three SEM Supergroups (or upper three of the five SEM Clusters), are now available for download.
The Infinite Dial® research for South Africa is patterned on the longest-running survey (1998) of digital media consumer behavior in the USA and provides an up-to-date profile of the South African digital consumer.
- 88% of the South African major metro commercial population own smartphones.
- 68% of the South African major metro commercial population have listened to AM/FM radio in the last week.
- 44% of radio listening at home by the South African major metro commercial population was done on a non-radio device.
- 39% of the South African major metro commercial population have listened to online audio in the past month.
- 22% of the South African major metro commercial population are aware of podcasting, and 19% of the population have ever listened to a podcast.
View a recording of the webinar here:
How the Study was Conducted:
In July 2019 Edison Research conducted in-person interviews with a total of 1,510 persons aged 15+ living in South Africa within the major metro commercial areas, covering the upper two of the three SEM Supergroups (or upper three of the five SEM Clusters). The data was weighted to reflect the gender, age, and race of this population. The purpose of the study was to explore the digital audio, social media, mobile, radio, and podcast habits of South Africans.
About Edison Research:
Edison Research conducts survey research and provides strategic information in over 50 countries for clients including AMC Theatres, AMC Theatres, Amazon, Apple, The Brookings Institute, Facebook, The Gates Foundation, Google, the U.S. International Broadcasting Bureau, Oracle, Pandora, The Pew Research Center, Samsung, Spotify, and SiriusXM Radio. The national tracking study The Infinite Dial® and the syndicated Share of Ear® are two of the most widely-cited studies in the audio space. Edison is also the leading podcast research company in the world and has conducted research for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the podcasting space. Edison’s network of more than 20,000 experienced interviewers allows the company to conduct research in almost any location. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool. For the 2020 U.S. elections, Edison will provide exit polls and will tabulate the national vote across every county in the United States for ABC News, CBS News, CNN, and NBC News.
About the National Association of Broadcasters of South Africa
The NAB is a voluntary association funded entirely by its members, comprising radio and television players in the public, community and commercial spheres. The NAB regularly engages with policy makers on behalf of its members in advocating for an enabling broadcasting environment that is robust and sustainable. It promotes an industry grounded in the principles of democracy, diversity and freedom of expression. A wide range of organisations belong to the NAB and hundreds of individuals working in the broadcasting and associated industries involve themselves in its activities.
About Triton Digital
Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 40 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize their revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading online audio measurement service and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global online industry. Triton Digital is a wholly owned subsidiary of The E.W. Scripps Company (NASDAQ: SSP). For more information, visit www.TritonDigital.com.