Infinite Dial Study Shows Radio Strong Amid Podcast and Smart Speaker Growth
Radio has retained its place as the most used audio platform, while awareness and use of podcasts has increased steadily over the past year, and ownership of smart speakers has doubled, according to the findings of the 2019 Infinite Dial Australia Study.
The comprehensive study of audio and digital media behaviour by global firm Edison Research found that 83% of Australians are now aware of podcasts, up from 78% a year ago.
Fifteen percent of Australians listened to podcasts in the last week, up from 13% a year ago and 10% in 2017. More than half of those who have ever listened to a podcast have listened to a radio show podcast.
Use of radio remained strong across multiple platforms, with 83% of the population aged 12 and over listening in the last week, little changed from 85% when the research was first conducted in Australia in 2017.
“The study shows that audio in Australia is the same kind of dynamic space we see in America,” said Edison Research President Larry Rosin. “Australian radio retains a large audience while streaming and podcasting continue to grow and new devices create new opportunities.”
Ownership of smart speakers more than doubled to 13% of the population, from 5% in 2018, but has some way to catch up to the US, where 23% of people own a smart speaker.
Commercial Radio Australia chief executive office Joan Warner said, “Podcasting in Australia is still in the early stages of take-up, but we expect it will follow the trend in the US, where there has been a significant jump in weekly podcast listeners over the past year. Interestingly, the 15% of Australians who listen to podcasts weekly listened to an average of six in the last week.”
The Infinite Dial Australia Study, commissioned by CRA, Southern Cross Austereo (SCA) via their PodcastOne subsidiary, and Triton Digital, is based on the US Infinite Dial, which has been running since 1998 and is the longest-running survey of digital media consumer behaviour in the US.
Key findings from the Infinite Dial Australia Study are available at www.radioalive.com.au.