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Monthly online audio consumption in South Africa has increased 56% over the last two years among the major metropolitan commercial population age 15 and older — use of online audio has grown from 39% in 2019 to 61% now. This finding and many others come from The Infinite Dial 2022 South Africa.
In addition, monthly podcast listening increased from 10% of the major metropolitan commercial population in 2019 to 26% in the current survey.
The Infinite Dial 2022 South Africa, the second iteration of the report, was commissioned by the National Association of Broadcasters South Africa (NAB), sponsored by Triton Digital®, and produced in association with The Broadcast Research Council of South Africa (BRC). The study explores digital audio, mobile, smart speaker ownership, podcast consumption, and other topics among South Africans age 15+ living within the major metro commercial areas, covering the upper two of the three SEM Supergroups (or upper three of the five SEM Clusters) in the eight largest metro areas of South Africa.
Even as consumption of online audio and podcasts continues to grow, listening to radio remains strong. Sixty-nine percent of the surveyed 15+ population are weekly radio listeners, consistent with 68% from the prior survey. Traditional radio ownership is still very high as 94% of the surveyed 15+ population own at least one radio. Radio listening at home has also expanded to non-radio devices as 64% of the surveyed 15+ population reported listening to radio at home on a non-radio device – an increase from 44% in the prior survey.
Larry Rosin, President of Edison Research, shared findings from the study in an online presentation today. Rosin added, “The increase in online audio consumption and podcast listening among those we surveyed in South Africa points to a space that can accommodate many audio platforms while radio stays strong. We hope this data that shows robust growth in audio consumption motivates advertisers to consider all of these various audiences.”
“While the pandemic may have accelerated these trends, the digital listening data still provides advertisers and media agencies with a rich research additive to traditional radio listening,” said the BRC’s CEO, Gary Whitaker.
Other highlights from the study include:
- 90% of the major metro population age 15+ own a smartphone
- 32% of the major metro population age 15+ own a smart speaker
- 80% of the major metro population age 15+ who have driven or ridden in a car in the last month currently use AM/FM radio in-car
- Weekly podcast listeners consume an average of four episodes per week
How the Study was Conducted
In November/December 2021, Edison Research conducted in-person interviews with a total of 1,500 persons aged 15 and older. All respondents are in the upper two of the three SEM Supergroups (or upper three of the five SEM Clusters) and live within the following eight major metropolitan municipalities in South Africa: Nelson Mandela Bay, Mangaung, City of Johannesburg, eThekwini, City of Cape Town, Buffalo City, City of Tshwane, and City of Ekurhuleni. The data was weighted to reflect the gender, age, and race of this population.
About The Infinite Dial
The Infinite Dial is the longest-running survey of digital media consumer behavior in America, created by Edison Research and tracked annually since 1998. The Infinite Dial study has been conducted in the United States, Canada, Australia, Germany, and South Africa.
About The National Association of Broadcasters, SA
The NAB is an industry association that that was formed in 1993 to advance the needs and interests of the regulated broadcasting sector in South Africa. Its members comprise public, community and commercial broadcasters as well as industry associates. It engages regularly with policy makers and regulators, and its members established the Broadcasting Complaints Commission of South Africa (BCCSA) and the Broadcast Research Council of South Africa (BRC). www.nab.org.za
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.
About The Broadcast Research Council of South Africa DNA
The Broadcast Research Council of South Africa (BRC), established in 2015, chief role is to commission and oversee the delivery of radio and television audience measurement research for broadcasters and the advertising and marketing industry.
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 Research 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 Research provided exit polls and tabulated the national vote across every county in the United States for ABC News, CBS News, CNN, and NBC News.