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THE PODCAST CONSUMER
AUSTRALIA 2017
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Study Overview
•  The Infinite Dial is the longest-running survey of digital...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Study Methodology
• In the first quarter of 2017, Edison Research
conducted ...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
72%
79%
83%
52%
Total 12+ Age 12-24 Age 25-54 Age 55+
Familiar with the term...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
22%
37% 37%
43% 45% 45% 46% 46% 48% 49%
55%
60%
72%
U.S.
2006
U.S.
'07
U.S.
...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
29%
34% 34%
18%
Total 12+ Age 12-24 Age 25-54 Age 55+
Podcast Listening in A...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
11% 13%
18%
22% 23% 25%
29% 27%
30%
33%
36%
40%
29%
U.S.
2006
U.S.
'07
U.S.
...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
17%
22% 20%
10%
Total 12+ Age 12-24 Age 25-54 Age 55+
Monthly Podcast Listen...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Monthly Podcast Listening
Base: Total Population 12+
% listened to a podcast...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Male
56%
Female
44%
Podcast Consumers in Australia:
Base: Monthly Podcast Co...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
27%
21%20%
15%
Men Women
U.S. 2017 Aus 2017
Monthly Podcast Listening
Base: ...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Age 12-17
9%
Age 18-34
29%
Age 35-54
31%
Age 55 and
older
31%
Aus Population...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
27%
31%
12%
22% 20%
10%
Age 12-24 Age 25-54 Age 55+
U.S. 2017 Aus 2017
Month...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
10% 8%
11% 15%
7%
16%28%
39%
Aus Population 18+ Monthly Podcast Consumers 18...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
30%
11%
5% 7%
22%
13%
38%
14%
6% 3%
11%
19%
Employed
full-time
Employed
part...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
10% 13% 13%
4%
Total 12+ Age 12-24 Age 25-54 Age 55+
Weekly Podcast Listenin...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Weekly Podcast Listening
Base: Total Population 12+
% listened to a podcast ...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Less than
three hours
50%
3 hours to less
than 5 hours
20%
5 hours or
more
3...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
One
22%
Two
13%
Three
26%
Four or Five
20%
Six to Ten
7%11 or more
12%
Avera...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
62%
48%
27%
Method of Listening to
Podcasts in Australia
Subscribe to podcas...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
One
14%
Two
13%
Three
16%
4 to 5
15%
6 to 10
20%
11 or more
10%
DK/NA
12%
Av...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Download
manually to
listen later
26%
Subscribe to
and download
automaticall...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
31%
18%
69%
82%
Monthly Podcast Consumers
Podcast Subscribers
Computer Smart...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Years Listening to Podcasts in Australia
18%
22%
21%
29%
35%
33%
34%
31%
21%...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
78%
39%
26%
23%
21%
12%
At home
In a car/truck
Walking around/On foot
Riding...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
At home
58%
At work
8%
In a car or
truck
16%
While riding
public
transportat...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
The entire
podcast
56%
Most of the
podcast
36%
Less than half
the podcast
7%...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Within 24
hours of
downloading it
46%
Within 48
hours of
downloading it
19%
...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
1% to 25%
4%
26% to 50%
12%
51% to 75%
14%
76% to 100%
70%
Percent of all po...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
39%
45%
43%
36%
Ever listened to a podcast
Monthly Podcast Consumers
Weekly ...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
72%
37%
29%
26%
22%
18%
12%
10%
7%
82%
48%
36%
39%
30%
33%
24%
17%
16%
Faceb...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
"Several
times a day"
58%
Less often
than "several
times a day"
42%
"Several...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Yes
60%
No
40%
Follow Companies/Brands on Social Media in Australia
Yes
69%
...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
35%
16%
9%
4%
49%
52%
18%
14%
7%
66%
Netflix
Foxtel Play, Foxtel Go, or Pres...
Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
36%
15%
7%
1%
46%
52%
15%
10%
1%
62%
Netflix
Foxtel Play, Foxtel Go, or Pres...
#INFINITEDIALAUSTRA
LIA
AUSTRALIA 2017
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The Podcast Consumer Australia 2017

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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

Published in: Business
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The Podcast Consumer Australia 2017

  1. 1. THE PODCAST CONSUMER AUSTRALIA 2017
  2. 2. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 Study Overview •  The Infinite Dial is the longest-running survey of digital media consumer behavior in America •  This inaugural 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 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
  3. 3. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 Study Methodology • In the first quarter of 2017, Edison Research conducted a national telephone survey of 1,007 people aged 12 and older • Data weighted to national 12+ population figures
  4. 4. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 72% 79% 83% 52% Total 12+ Age 12-24 Age 25-54 Age 55+ Familiar with the term “Podcasting” in Australia % familiar with the term podcasting
  5. 5. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 22% 37% 37% 43% 45% 45% 46% 46% 48% 49% 55% 60% 72% 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. 2017 Aus 2017 Familiar with the term “Podcasting” Base: Total Population 12+ % familiar with the term podcasting
  6. 6. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 29% 34% 34% 18% Total 12+ Age 12-24 Age 25-54 Age 55+ Podcast Listening in Australia % ever listened to a podcast
  7. 7. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 11% 13% 18% 22% 23% 25% 29% 27% 30% 33% 36% 40% 29% 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. 2017 Aus 2017 Podcast Listening Base: Total Population 12+ % ever listened to a podcast
  8. 8. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 17% 22% 20% 10% Total 12+ Age 12-24 Age 25-54 Age 55+ Monthly Podcast Listening in Australia % listened to a podcast in the last month
  9. 9. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 Monthly Podcast Listening Base: Total Population 12+ % listened to a podcast in the last month 9% 11% 12% 12% 14% 12% 15% 17% 21% 24% 17% U.S. 2008 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. 2017 Aus 2017
  10. 10. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 Male 56% Female 44% Podcast Consumers in Australia: Base: Monthly Podcast Consumers 12+
  11. 11. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 27% 21%20% 15% Men Women U.S. 2017 Aus 2017 Monthly Podcast Listening Base: Total Population 12+ % listened to a podcast in the last month
  12. 12. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 Age 12-17 9% Age 18-34 29% Age 35-54 31% Age 55 and older 31% Aus Population 12+ Podcast Consumers in Australia: Age 12-17 10% Age 18-34 38% Age 35-54 34% Age 55 and older 18% Monthly Podcast Consumers 12+
  13. 13. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 27% 31% 12% 22% 20% 10% Age 12-24 Age 25-54 Age 55+ U.S. 2017 Aus 2017 Monthly Podcast Listening % listened to a podcast in the last month
  14. 14. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 10% 8% 11% 15% 7% 16%28% 39% Aus Population 18+ Monthly Podcast Consumers 18+ $150K or more $100K-$150K $75K-$100K Podcast Consumers in Australia: Annual Household Income:
  15. 15. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 30% 11% 5% 7% 22% 13% 38% 14% 6% 3% 11% 19% Employed full-time Employed part-time Temporarily unemployed Homemaker Retired Student Aus Population 18+ Monthly Podcast Consumers 18+ Podcast Consumers in Australia:
  16. 16. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 10% 13% 13% 4% Total 12+ Age 12-24 Age 25-54 Age 55+ Weekly Podcast Listening in Australia % listened to a podcast in the last week
  17. 17. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 Weekly Podcast Listening Base: Total Population 12+ % listened to a podcast in the last week 7% 8% 10% 13% 15% 10% U.S. 2013 U.S. '14 U.S. '15 U.S. '16 U.S. 2017 Aus 2017
  18. 18. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 Less than three hours 50% 3 hours to less than 5 hours 20% 5 hours or more 30% Average Time “Weekly Podcast Listeners” Spend Listening to Podcasts in Australia Mean: 5 hours 22 minutes Base: Weekly Podcast Consumers 12+
  19. 19. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 One 22% Two 13% Three 26% Four or Five 20% Six to Ten 7%11 or more 12% Average of six podcasts listened in last week Number of Podcasts Listened to in Last Week in Australia Base: Weekly Podcast Listeners
  20. 20. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 62% 48% 27% Method of Listening to Podcasts in Australia Subscribe to podcast and download automatically to listen later Base: Ever listened to a podcast Click on podcast and listen immediately Download podcast manually and listen later % ever using method to listen to podcasts
  21. 21. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 One 14% Two 13% Three 16% 4 to 5 15% 6 to 10 20% 11 or more 10% DK/NA 12% Average of five podcasts subscribed to Number of Podcasts Subscribed to in Australia Base: Monthly Podcast Consumers 12+ who subscribe to podcasts
  22. 22. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 Download manually to listen later 26% Subscribe to and download automatically to listen later 25% Click and listen immediately 47% DK/NA 2% Method Monthly Podcast Consumers Use Most Often to Listen to Podcasts in Australia Base: Monthly Podcast Consumers 12+
  23. 23. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 31% 18% 69% 82% Monthly Podcast Consumers Podcast Subscribers Computer Smartphone/tablet/portable device Device Used Most Often to Listen to Podcasts in Australia
  24. 24. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 Years Listening to Podcasts in Australia 18% 22% 21% 29% 35% 33% 34% 31% 21% 19% 20% 16% 14% 17% 16% 9% 12% 10% 9% 16% Ever listened to a podcast Monthly Podcast Consumers Weekly Podcast Consumers Podcast Subscribers “For how long have you been listening to podcasts?” 5 years or more 3 years to < than 5 years Less than 6 months 6 months to < than 1 year 1 year to < than 3 years
  25. 25. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 78% 39% 26% 23% 21% 12% At home In a car/truck Walking around/On foot Riding public transportation At work At a gym/Working out Podcast Listening Locations in Australia Base: Monthly Podcast Consumers 12+ % ever listened to podcasts in location
  26. 26. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 At home 58% At work 8% In a car or truck 16% While riding public transportation 5% Other 13% Where are Podcasts Most Often Listened to in Australia? Base: Monthly Podcast Consumers 12+
  27. 27. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 The entire podcast 56% Most of the podcast 36% Less than half the podcast 7% Just the beginning of the podcast 1% Amount of Podcast Episode Listened to in Australia Base: Monthly Podcast Consumers 12+
  28. 28. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 Within 24 hours of downloading it 46% Within 48 hours of downloading it 19% Within a week of downloading it 16% Longer than a week after downloading it 8%Don't Know 11% Time Between Downloading Last Podcast and Listening to It Base: Monthly Podcast Consumers 12+ who download podcasts to listen at a later time
  29. 29. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 1% to 25% 4% 26% to 50% 12% 51% to 75% 14% 76% to 100% 70% Percent of all podcasts downloaded that are listened to in Australia Base: Monthly Podcast Consumers 12+ who download podcasts to listen at a later time
  30. 30. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 39% 45% 43% 36% Ever listened to a podcast Monthly Podcast Consumers Weekly Podcast Consumers Podcast Subscribers Listening to Radio-Produced Podcasts in Australia % currently ever listen to podcasts from radio producers “Do you currently ever listen to any podcasts from Radio producers, such as the Hit Network, Triple M, Nova, or the ABC?”
  31. 31. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 72% 37% 29% 26% 22% 18% 12% 10% 7% 82% 48% 36% 39% 30% 33% 24% 17% 16% Facebook Instagram Snapchat Pinterest What's App LinkedIn Twitter Google+ Tumblr Aus Population 12+ Monthly Podcast Consumers 12+ Social Media Brand Usage in Australia % currently ever use social media brand
  32. 32. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 "Several times a day" 58% Less often than "several times a day" 42% "Several times a day" 74% Less often than "several times a day" 26% Aus Population 12+ Monthly Podcast Consumers 12+ “How often do you use any social networking site or service?” Frequency of Social Media Usage in Australia
  33. 33. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 Yes 60% No 40% Follow Companies/Brands on Social Media in Australia Yes 69% No 31% “Do you follow any companies or brands on any social networking sites, such as Facebook or Twitter?” Monthly Podcast Consumers 12+Aus Population 12+
  34. 34. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 35% 16% 9% 4% 49% 52% 18% 14% 7% 66% Netflix Foxtel Play, Foxtel Go, or Presto Stan Amazon Prime Aus Population 12+ Monthly Podcast Consumers 12+ On-Demand Video Service Subscription in Australia Subscription to any of the above % using service in last week
  35. 35. Sponsored by: PODCAST CONSUMER AUSTRALIA 2017 36% 15% 7% 1% 46% 52% 15% 10% 1% 62% Netflix Foxtel Play, Foxtel Go, or Presto Stan Amazon Prime Instant Video Aus Population 12+ Monthly Podcast Consumers 12+ Used On-Demand Video Service in Last Week in Australia % having a subscription Used any of the above in the last week
  36. 36. #INFINITEDIALAUSTRA LIA AUSTRALIA 2017

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