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The Infinite Dial Australia 2018

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The Infinite Dial Australia, by Edison Research and Triton Digital, is the newest study of digital media consumer behavior in the Infinite Dial series and second annual study to be conducted in Australia. It is modeled after the original Infinite Dial report, which has been conducted yearly in the U.S. since 1998, and was conducted for the first time in Canada last year. The Australian Infinite Dial Study was commissioned by Commercial Radio Australia (CRA), Southern Cross Austereo (SCA) via their PodcastOne subsidiary, and Triton Digital.

Some highlights from the study include:

Despite the presence of a variety of audio options, radio consumption continues to rise in Australia, with 88% of people aged 12+ having listened to an AM/FM/DAB+ in the last week.
Radio is the leading audio platform consumed by Australians with 88% of people having listened to an AM/FM or DAB+ station in an average week, up from 85% and outpacing the U.S.’s 65%.
Radio is the choice for in-car listening, with 89% of people having listened to AM/FM radio in the car in the last month. Seventy percent of Australians use AM/FM radio as the audio source they use most often in-car, leading Canada (63%) and the U.S. (56%).
Familiarity with the term “podcasting” has grown from 72% to 78% in Australia. Thirteen percent of Australians have listened to a podcast in the last week, up from 10% in 2017.  An average of five podcasts are listened to each week by those who are weekly podcast listeners.  Fourteen percent of weekly podcasts are by Australian radio stations or Australian radio personalities.
Facebook usage as “the social media brand used most often” is down from 73% in 2017 to 60% in 2018, but overall social media usage by Australians is to 82% in this study.
Nintey percent of Australians own a Smartphone, and 96% of 25-54 year-olds own a smartphone.
Regarding Smart Speakers, Google Home leads Amazon Alexa with a 61% awareness versus 28%. Smart speaker ownership is 5% in Australia.
Netflix remains the most popular on-demand video service, with 41% of Australians subscribing. In the last week in Australia 49% of people have used Netflix, Foxtel Play, Go or Now, Stan or Amazon Prime.
Click here to download the full set of slides from Edison Research.

How the study was conducted:
The Australian Infinite Dial study was conducted in the first quarter of  2018 and uses a nationally representative survey of 1009 people and is a random probability telephone sample, comprising both mobile phones and landlines, of all Australians aged 12 and older.

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The Infinite Dial Australia 2018

  1. 1. #INFINITEDIAL AUSTRALIA 2018
  2. 2. AUSTRALIA 2018 Sponsored by: Study Overview • The Infinite Dial is the longest-running survey of digital media consumer behaviour in America • The Infinite Dial Australia report mirrors the Infinite Dial U.S. reports, which have been undertaken annually since 1998 by Edison Research and cover a wide range of online digital media topics • Infinite Dial Australia, now in its second year, explores the penetration of online digital audio and social media in Australia and the online platforms and technologies that Australians are using • This study is designed to allow for direct comparisons between the Australian and U.S. markets – plus now also with comparisons to “Infinite Dial Canada”
  3. 3. AUSTRALIA 2018 Sponsored by: Study Methodology • In the first quarter of 2018, Edison Research conducted a national telephone survey of 1,009 Australians ages 12 and older • Data weighted to national 12+ population figures
  4. 4. AUSTRALIA 2018 Sponsored by: RADIO & RADIO SIMULCAST
  5. 5. AUSTRALIA 2018 Sponsored by: 88% 85% 2018 2017 Listening to AM/FM Radio in Australia in the Last Week *AM/FM Radio includes both “over-the-air” and online. 2017 figures do not include DAB+ listening. Base: Total Population 12+
  6. 6. AUSTRALIA 2018 Sponsored by: 65% 88% U.S. 2018 Aus 2018 Listening to AM/FM Radio in the Last Week Base: Total Population 12+ *AM/FM Radio includes both “over-the-air” and online.
  7. 7. AUSTRALIA 2018 Sponsored by: Number of Radios Owned in Homes in Australia 21% 24% 68% 65% 11% 11% 2017 2018 Mean # of Radios 1.7 Zero One to Three Four or more 1.6 *2017 figures do not include DAB+ radios Base: Total Population 12+
  8. 8. AUSTRALIA 2018 Sponsored by: Number of Radios Owned in Home 24% 29% 65% 60% 11% 11% Australia 2018 U.S.A. 2018 Mean # of Radios 1.6 1.6 Zero One to Three Four or more *2017 figures do not include DAB+ radios Base: Total Population 12+
  9. 9. AUSTRALIA 2018 Sponsored by: 21% 18% 28% 13% Total 12+ Age 12-24 Age 25-54 Age 55+ Radio Listening on Other Devices in Australia “Do you ever use a mobile phone, computer, or TV to listen to radio while at home?”
  10. 10. AUSTRALIA 2018 Sponsored by: 12% 18% 18% 18% 16% 14% U.S. 2014 U.S. '15 U.S. '16 U.S. '17 U.S. 2018 Aus 2018 Online Listening to AM/FM Radio in the Last Month Base: Total Population 12+
  11. 11. AUSTRALIA 2018 Sponsored by: AUDIO AGGREGATORS
  12. 12. AUSTRALIA 2018 Sponsored by: Audio Aggregator Brand Awareness in Australia Base: Total Population 12+ 27% 19% 15% 37% 20% 15% iHeartRadio TuneIn Radio RadioApp 2017 2018
  13. 13. AUSTRALIA 2018 Sponsored by: 37% 20% 15% 67% 16% iHeartRadio TuneIn Radio RadioApp Aus 2018 U.S. 2018 Audio Aggregator Brand Awareness Base: Total Population 12+ % aware of audio aggregator brand
  14. 14. AUSTRALIA 2018 Sponsored by: Audio Aggregators: Monthly Listening in Australia Base: Total Population 12+ 1% 4% 2% 3% 4% 1% iHeartRadio TuneIn Radio RadioApp 2017 2018
  15. 15. AUSTRALIA 2018 Sponsored by: ONLINE AUDIO STREAMING SERVICES
  16. 16. AUSTRALIA 2018 Sponsored by: 61% 57% 52% U.S. 2018 Canada 2018 Australia 2018 Online Audio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet Monthly Online Audio Listening % listening to Online Audio in last month Base: Total Population 18+
  17. 17. AUSTRALIA 2018 Sponsored by: Awareness of Online Audio Streaming Services in Australia *Asked as “Apple Music, the paid music subscription from Apple” Base: Total Population 12+ 73% 72% 36% 10% 77% 75% 37% 35% 10% Spotify Apple Music* Amazon Music Google Play All Access Tidal 2017 2018
  18. 18. AUSTRALIA 2018 Sponsored by: 77% 75% 37% 35% 10% 65% 60% 60% 51% 10% Spotify Apple Music* Amazon Music Google Play All Access Tidal Aus 2018 U.S. 2018 Awareness of Online Audio Streaming Services Base: Total Population 12+ *Asked as “Apple Music, the paid music subscription from Apple”
  19. 19. AUSTRALIA 2018 Sponsored by: Listening to Online Audio Streaming Services in Australia in the Last Week Base: Total Population 12+ 21% 6% 2% 26% 7% 1% 2% Spotify Apple Music* Amazon Music Google Play All Access 2017 2018 *Asked as “Apple Music, the paid music subscription from Apple”
  20. 20. AUSTRALIA 2018 Sponsored by: 47% 44% 2018 2017 Weekly YouTube Music Usage in Australia Base: Total Population 12+
  21. 21. AUSTRALIA 2018 Sponsored by: 44% 46% 45% U.S. 2018 Canada 2018 Australia 2018 Weekly YouTube Music Usage “Have you used YouTube to watch music videos or listen to music in the last week?” % used YouTube for music in last week Base: Total Population 18+
  22. 22. AUSTRALIA 2018 Sponsored by: Mobile Audio Streaming in Australia 53% 59% 58% 24% Total 12+ Age 12-24 Age 25-54 Age 55+ “Do you use your mobile data allowance to listen to audio via your mobile?” Base: Own mobile phone and have ever listened to AM/FM/DAB+ Radio or Internet-only audio
  23. 23. AUSTRALIA 2018 Sponsored by: IN-CAR AUDIO
  24. 24. AUSTRALIA 2018 Sponsored by: Audio Sources Used in Car in Australia Base: Age 18+ and has driven/ridden in car in last month (89% of total) 89% 59% 38% 10% 8% 8% 4% 89% 52% 37% 6% 9% 10% 4% AM/FM Radio CD Player Owned Digital Music DAB+ Radio Receiver Podcasts Online Audio Streaming Services Online AM/FM Stations 2017 2018
  25. 25. AUSTRALIA 2018 Sponsored by: 89% 52% 37% 6% 9% 10% 82% 49% 45% 28% 23% 21% AM/FM Radio CD Player Owned Digital Music DAB+ Radio Receiver Online Audio Podcasts Satellite Radio Aus 2018 U.S. 2018 Audio Sources Used in Car Base: Age 18+ and has driven/ridden in car in last month (89% of total)
  26. 26. AUSTRALIA 2018 Sponsored by: Audio Source Used Most Often in Car in Australia Base: Age 18+ and has driven/ridden in car in last month, and use any audio source in car 75% 71% 20% 21% 5% 8% 2017 2018 CDs/Own music collection AM/FM/DAB Radio Other
  27. 27. AUSTRALIA 2018 Sponsored by: Audio Source Used Most Often in Car 56% 63% 70% 15% 22% 21% 13% 6% 12% 4% 3% 3% 3% 2% 2018 U.S. 2018 Canada 2018 Australia CDs/Own music collection AM/FM Radio Satellite Radio Online Audio Other Podcasts Base: Age 18+, has driven/ridden in car in last month, and use any audio source in car
  28. 28. AUSTRALIA 2018 Sponsored by: DEVICES & TECHNOLOGIES
  29. 29. AUSTRALIA 2018 Sponsored by: Smartphone Ownership in Australia 88% 95% 95% 72% 90% 95% 96% 77% Total 12+ Age 12-24 Age 25-54 Age 55+ 2017 2018
  30. 30. AUSTRALIA 2018 Sponsored by: 10% 14% 31% 44% 53% 61% 71% 76% 81% 83% 90% U.S. 2009 U.S. '10 U.S. '11 U.S. '12 U.S. '13 U.S. '14 U.S. '15 U.S. '16 U.S. '17 U.S. 2018 Aus 2018 Smartphone Ownership Base: Total Population 12+
  31. 31. AUSTRALIA 2018 Sponsored by: Smart Speaker Awareness in Australia Base: Total Population 12+ 28% 61% Amazon Alexa Google Home
  32. 32. AUSTRALIA 2018 Sponsored by: Smart Speaker Awareness Base: Total Population 12+ 28% 61% 71% 56% Amazon Alexa Google Home Aus 2018 U.S. 2018
  33. 33. AUSTRALIA 2018 Sponsored by: Smart Speaker Ownership in Australia 5% 5% 6% 3% Total 12+ Age 12-24 Age 25-54 Age 55+
  34. 34. AUSTRALIA 2018 Sponsored by: 17% 8% 5% U.S. 2018 Canada 2018 Australia 2018 Smart Speaker Ownership % owning a Smart Speaker Base: Total Population 18+
  35. 35. AUSTRALIA 2018 Sponsored by: PODCASTING
  36. 36. AUSTRALIA 2018 Sponsored by: 72% 79% 83% 52% 78% 81% 88% 62% Total 12+ Age 12-24 Age 25-54 Age 55+ 2017 2018 Familiar with the term “Podcasting” in Australia
  37. 37. AUSTRALIA 2018 Sponsored by: 22% 37% 37% 43% 45% 45% 46% 46% 48% 49% 55% 60% 64% 78% U.S. 2006 U.S. '07 U.S. '08 U.S. '09 U.S. '10 U.S. '11 U.S. '12 U.S. '13 U.S. '14 U.S. '15 U.S. '16 U.S. '17 U.S. 2018 Aus 2018 Familiar with the term “Podcasting” Base: Total Population 12+
  38. 38. AUSTRALIA 2018 Sponsored by: Monthly Podcast Listening in Australia 17% 22% 20% 10% 18% 22% 22% 9% Total 12+ Age 12-24 Age 25-54 Age 55+ 2017 2018
  39. 39. AUSTRALIA 2018 Sponsored by: Weekly Podcast Listening in Australia 10% 13% 13% 4% 13% 16% 16% 5% Total 12+ Age 12-24 Age 25-54 Age 55+ 2017 2018
  40. 40. AUSTRALIA 2018 Sponsored by: 17% 19% 13% U.S. 2018 Canada 2018 Australia 2018 Weekly Podcast Listening % listened to a podcast in the last week Base: Total Population 18+
  41. 41. AUSTRALIA 2018 Sponsored by: One 20% Two 16% Three 18% Four or Five 18% Six to Ten 18% 11 or more 10% Average of FIVE podcasts listened in last week Number of Podcasts Listened to in Last Week in Australia Base: Weekly Podcast Listeners
  42. 42. AUSTRALIA 2018 Sponsored by: Device Used Most Often to Listen to Podcasts 20% 29% 79% 69% Aus 2018 U.S. 2018 Base: Ever Listened to a Podcast Computer Smartphone/tablet/portable device Don’t Know
  43. 43. AUSTRALIA 2018 Sponsored by: 74% 35% 19% 18% 13% 10% At home In a car/truck Walking around/On foot At work Riding public transportation At a gym/Working out Podcast Listening Locations in Australia Base: Ever Listened to a Podcast
  44. 44. AUSTRALIA 2018 Sponsored by: Radio Podcast Listening 14% 12% 18% 9% Total 12+ Age 12-24 Age 25-54 Age 55+ “Do you listen to any podcasts by Australian radio stations or Australian radio personalities?”
  45. 45. AUSTRALIA 2018 Sponsored by: SOCIAL MEDIA & ON-DEMAND VIDEO
  46. 46. AUSTRALIA 2018 Sponsored by: Overall Social Media Usage in Australia 80% 95% 89% 57% 82% 94% 91% 61% Total 12+ Age 12-24 Age 25-54 Age 55+ 2017 2018
  47. 47. AUSTRALIA 2018 Sponsored by: Social Media Brand Usage in Australia Base: Total Population 12+ 73% 37% 29% 26% 22% 18% 12% 7% 73% 39% 29% 25% 23% 19% 13% 5% Facebook Instagram Snapchat Pinterest WhatsApp LinkedIn Twitter Tumblr 2017 2018
  48. 48. AUSTRALIA 2018 Sponsored by: Social Media Brand Usage in Australia (Age 12-24) 84% 75% 71% 25% 14% 10% 11% 14% 82% 75% 76% 21% 19% 5% 14% 10% Facebook Instagram Snapchat Pinterest WhatsApp LinkedIn Twitter Tumblr 2017 2018
  49. 49. AUSTRALIA 2018 Sponsored by: Social Media Brand Used Most Often in Australia Facebook 73% Instagram 8% Snapchat 6% WhatsApp 4% Pinterest 3% Others 6% Base: Currently use any social networking brands Facebook 60% Instagram 14% Snapchat 10% WhatsApp 6% Pinterest 4%Others 6% 2017 2018
  50. 50. AUSTRALIA 2018 Sponsored by: 35% 16% 9% 4% 49% 41% 18% 7% 3% 50% Netflix Foxtel Play, Foxtel Go, or Foxtel Now* Stan Amazon Prime 2017 2018 On-Demand Video Service Subscription in Australia Subscription to any of the above Base: Total Population 12+ *2017: Foxtel Play, Foxtel Go, or Presto
  51. 51. AUSTRALIA 2018 Sponsored by: 36% 15% 7% 1% 46% 40% 16% 6% 1% 49% Netflix Foxtel Play, Foxtel Go, or Foxtel Now* Stan Amazon Prime 2017 2018 Used On-Demand Video Service in Last Week in Australia Used any of the above in the last week Base: Total Population 12+ *2017: Foxtel Play, Foxtel Go, or Presto
  52. 52. AUSTRALIA 2018 Sponsored by: Key Takeaways • While broadcast radio is resilient and strong in the U.S. and Canada – the medium performs yet more strongly in Australia • Australians use fewer audio options in their cars so radio is stronger there as well • Online audio is not the same factor in Australia as in North America • The concept of ‘Podcasting’ is better known in Australia than in the U.S. but usage is lower
  53. 53. AUSTRALIA 2018 Sponsored by: Key Takeaways • Smart Speakers are an exciting new factor that will likely increase in-home audio usage significantly • New forms of digital media are major factors in Australia, driven in large measure by the Smartphone – which has even higher adoption in Australia than in the U.S.: • Social Media (Facebook leads, but is slipping) • YouTube • Netflix
  54. 54. #INFINITEDIAL AUSTRALIA 2018

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