The Smart Audio Report Australia 2021

Smart Speaker Ownership on the Rise in Australia as Households Acquire More Devices; 24% of smart speaker households own three or more

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The new Smart Audio Report Australia finds that 24% of smart speaker households own three or more of the devices, compared with 13% of smart speaker households that had three or more of the devices in 2020. Currently, smart speaker households in Australia own an average of 1.9 of the devices. 

The Smart Audio Report Australia 2021, the first robust study of smart speaker usage, attitudes, and behavior, was commissioned by major sponsor Commercial Radio Australia (CRA), with TalkVia, and conducted by Edison Research. Findings were presented in a webinar by Megan Lazovick, Vice President at Edison Research, and Jaime Chaux, Head of Digital at Commercial Radio Australia. 

Over one-quarter (26%) of Australians age 12+, around 5.6 million people, now own a smart speaker — a 53% jump from 17% ownership last year. 

Smart speaker user satisfaction and intention to purchase is high, with the potential of 8.7 million devices being added to Australian households, according to the study. Of those in Australia who already own a smart speaker, 88% use them in a typical week, and 67% use them daily. Sixty-one percent of smart speaker owners plan on purchasing another one of the devices in the future, and 38% of smart speaker non-owners say they are very or somewhat likely to purchase one in the next six months.  

Smart speaker ownership in Australia is quickly catching up to ownership levels in the U.S. In 2018, only 5% of Australians owned a smart speaker compared to 18% of those in the U.S. In 2021, the gap has narrowed with 33% of those in America owning a smart speaker compared with 26% of those in Australia. 

Voice assistant technology allows users to interact with brands:  49% of Australians have used some type of voice-assistant to interact with a brand, product, or service, or commence or complete a purchase. 

Smart speakers allow listeners to multi-task and they provide audio to complement everyday life: In a typical week, 67% of smart speaker owners listen to the device while doing chores, 63% listen while cooking, and 57% listen when entertaining.  

“Smart speakers have fundamentally changed the way people interact with media. The technology is influencing usage on other devices such as the smartphone.” said Lazovick, “It is a good bet that the Australian population will continue to grow more comfortable with this technology and opportunities will grow for those in audio and advertising if they embrace smart audio too.” 

Commercial Radio Australia chief executive officer Joan Warner said: “The increasing prevalence of smart speakers in Australian households extends access to radio to more places and more devices and demonstrates that consumers value audio and are open to the increasing possibilities of voice tech.” 

The study also shows that smart speakers are changing the way people interact with other technology: 49% say they are using their voice-operated assistant on their smartphone more since getting a smart speaker, and 40% say they spend less time with other technology since getting their smart speaker.

Other key findings from The Smart Audio Report Australia include:  

  • Smart speakers seem to be especially useful for parents: Fifty-one percent of those with children in the household said they reducing screen time was a reason they purchased a smart speaker, and 69% agree that the devices have made it easier to entertain children.
  • 61% of smart speaker owners plan to purchase another smart speaker
     
  •  59% of smart speaker owners agree that they are listening to more audio since they got their smart speaker.
     
  • Google continues to dominate the smart speaker market in Australia: 24% own a Google smart speaker, 3% own an Amazon smart speaker, and 1% own an Apple HomePod. 


How the study was conducted: The Smart Audio Report Australia is based on a national online survey of 5,000 adults age 18 and older in Australia, conducted April 19, 2021 through May 5, 2021. Additional data was taken from The Infinite Dial Australia from Commercial Radio Australia, Southern Cross Austereo/LiSTNR, Triton Digital, and Edison Research. 

 

Edison Announces Listener Survey Template For Podcasters

We are pleased to announce the release of the Edison Research Podcast Listener Survey, a free, “do it yourself” template for podcasters to use to conduct their own audience research. Anyone can download and adapt this template for their own usage—no registration or email is required.

Most individual podcasters strive to learn more about their listeners, but not every podcaster is in a position to hire a research company.  Edison Research has been investing in podcasting and individual podcasters for over fifteen years, and this survey template allows anyone who wants to solicit listener feedback to accomplish that goal.

For those seeking third party validation for sponsorship purposes or anyone else who wants to outsource their survey, Edison Research is offering a paid, managed option, but the free DIY version is available now for anyone to use as they see fit without obligation. The template for the Edison Research Podcast Listener Survey, along  with more information, is available at : https://www.edisonresearch.com/edison-research-podcast-listener-survey/.

Work-From-Home Leads to Enormous Shift in U.S. Audio Consumption

As a significant share of American workers shifted to at-home employment in 2020, naturally their audio consumption patterns were deeply affected as well. Data from Edison Research’s Share of Ear® survey allows its clients to quantify those shifts and also to predict how things might shift again if and when people go back to commuting to offices and other work locations.

  

In addition to previous data releases that showed a massive shift in the total share of all audio consumed at home, the latest Share of Ear release shows a clear difference in listening between those working primarily at home vs. those not working from home. 


Among employed persons who work from home, nearly three-quarters of their total audio consumption (72%) happens at home. Meanwhile, among those who work away from their homes, only 29% of their listening happens at home.
Share of Ear subscribers recently received an extensive report detailing all the ways audio has changed in the last year under so many COVID-related disruptions. Included are details on the work-from-home cohort, as well as many insights into how the pandemic changed audio over the last year. 

 

 

Share of Ear has tracked the growth of audio consumption since 2014 and has always tracked listening location as part of that dataset. The study has now added a measure of those U.S. adults who are employed and work primarily from home, and those who are employed and do not work primarily from home, leading to new insights. 

 

“We knew from Share of Ear data in 2020 that a tremendous amount of listening had shifted to home as a result of quarantine restrictions. While almost everyone was spending at least some increased time at home during the pandemic, it is those who shifted their work to their homes who drove the biggest changes,” said Director of Research Laura Ivey. “We also saw audio consumption rise on computers and other devices such as internet-connected televisions, so we can see that at-home workers are using various audio devices at home.” 

 

As quarantine restrictions continue to evolve and the American workforce continues to adapt to workplace changes, Share of Ear® will continue to track these findings.  

Clubhouse Users in America

Fifteen Percent of Social Media Users 18+ Have Ever Used Clubhouse; Demographics Revealed
Edison Research presents first demographic research on users of social audio service 

According to a new study from Edison Research entitled “Clubhouse Users in America,” 15% of social media users 18+ say they have ever used Clubhouse, the invitation-only audio-based social networking platform that debuted last year. Data for this first look at Clubhouse users is from Edison Research’s weekly social media tracking service, The Social Habit, which provides ongoing behavior and usage data for all major social media platforms.

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Although Clubhouse has a relatively small number of users compared to other social media networking services, it has garnered significant attention due to its premise of shared audio spaces and the exclusive nature of its invitation-only membership. Clubhouse Users in America found that the percentage of social media users who use Clubhouse remained relatively flat over the survey period (Feb 2021 – Apr 2021) and that time spent using the service declined in April. However, those that do use the service use it often, with 44% of Clubhouse users saying they use the service at least once per day, and 28% saying they use it at least once per week.

Demographics of Clubhouse users:

  • 66% of Clubhouse users are male
  • 56% of Clubhouse users are age 18-34, 42% are age 35-54, 2% are age 55+
  • 59% are White, 19% Hispanic/Latino, 17% Black

The study also found that current Clubhouse users index very highly for household income and education, and are far more likely to identify as Liberal than the general population.

“Clubhouse has been an iPhone-only service up until now,” noted Edison Research SVP Tom Webster, “and as a result, the audience for the service is not as diverse as we see in the leading social platforms.”

Click here for more information on The Social Habit.

How the study was conducted
Clubhouse Users in America data was derived from The Social Habit, a weekly online tracking study of social media users in America ages 18+. The total sample comprised 4557 social media users. Interviews were conducted between February 15th and April 26th.

About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of commercial clients, governments, and NGOs, including AMC Theatres, Amazon, Apple, BBC, The Brookings Institution, Facebook, The Gates Foundation, Google, Voice of America, The New York Times, Oracle, Pandora, The Pew Research Center, Spotify, SiriusXM Radio, and UnidosUS. Edison Research is the leading podcast research company in the world and has conducted research on the medium for NPR, PodcastOne, Slate, Spotify, Stitcher/Midroll, ESPN, WNYC Studios, Wondery, and many more companies in the space. Another specialty for Edison Research is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, consisting of ABC News, CBS News, CNN, and NBC News, conducting exit polls and collecting real-time vote results in all 50 states.

The Infinite Dial 2021 Canada

Smart Speaker Ownership, Podcast Listening Remain Robust Among Canadians

Click here to download The Infinite Dial 2021 Canada in English
Click here to download The Infinite Dial 2021 Canada French

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Smart speaker ownership and podcast listening remain robust among Canadians despite COVID-19 quarantine restrictions, according to The Infinite Dial 2021® Canada from Edison Research and Triton Digital®

Twenty-seven percent of Canadians 12+ own a smart speaker, up one percentage point from 2020, and smart speaker households in Canada now own an average of 1.8 of the devices, up from 1.7 in 2020.

Podcast listening saw slight movement as monthly podcast listeners increased one percentage point to 38% of all Canadians 12+ compared to 37% in the 2020 survey. 

Although podcasting’s reach saw only a slight increase since last year, engagement remains strong, with 76% of podcast listeners typically listening to all or most of the podcast episode, and weekly podcast listeners consuming an average of five podcasts per week.

Online audio reach has remained consistent as well, as 71% of Canadians age 12+ are monthly online audio listeners, compared to 70% in 2020. 

Spotify is in a dominant position among online brands as 30% of those in Canada age 12+ have used Spotify in the last month, with the next-highest brand being YouTube Music at 15%. Spotify is also the biggest mover in this year’s survey, as forty-one percent of Canadians 12+ say Spotify is the online audio brand they use most often, up from 37% in 2020 and 32% in 2019. 

“The pandemic disrupted people’s lives in some very significant ways,” noted Edison Research SVP Tom Webster. “The fact that so many of the key audio metrics we track remained stable in the face of these disruptions really speaks to the continued importance of online audio and podcasting in the lives of Canadians.” 

“With more than 7 in 10 Canadians 18+ listening to online audio each month, the results of this year’s survey underscore the role that that this highly-engaging medium continues to play in the daily lives of consumers,” said Stephanie Donovan, SVP, Publisher Development at Triton Digital.  “Canadians of all ages continued to turn to both streaming audio and podcasts for education, information, and entertainment, even during a year of unprecedented change.” 

Other findings of The Infinite Dial 2021 Canada include: 

  • 77% of Canadians age 12+ have driven or ridden in a car in the last month, down dramatically from 92% in 2020, reflecting the change in habits of Canadians due to quarantine restrictions. 
     
  • Almost one-fourth (24%) of Canadians who have ridden or driven in a car in the last month own an in-dash information and entertainment system.
     
  • When asked what time spent with online audio is replacing, 31% said it replaced time with over-the-air AM/FM radio, 30% said owned music, 4% said SiriusXM and 35% said it is “new time” not taken from another medium. 
     
  • 48% of podcast listeners listen to podcasts produced by Canadians.


How the study was conducted
In February 2021, Edison Research conducted a national telephone survey of 1,001 people aged 18 and older, using random digital dialing techniques to both mobile phones and landlines. The survey was offered in both English and French. Data is weighted to national 18+ population figures.  

About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of commercial clients, governments, and NGOs, including AMC Theatres, Amazon, Apple, BBC, The Brookings Institution, Facebook, The Gates Foundation, Google, Voice of America, The New York Times, Oracle, Pandora, The Pew Research Center, Spotify, SiriusXM Radio, and UnidosUS. Edison Research is the leading podcast research company in the world and has conducted research on the medium for NPR, PodcastOne, Slate, Spotify, Stitcher/Midroll, ESPN, WNYC Studios, Wondery, and many more companies in the space. Another specialty for Edison Research is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, consisting of ABC News, CBS News, CNN, and NBC News, conducting exit polls and collecting real-time vote results in all 50 states. 

About Triton Digital
Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 80 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. For more information, visit www.TritonDigital.com.