The Infinite Dial Australia 2020

On Tuesday, May 19th, Larry Rosin, President, Edison Research unveiled the results of The Infinite Dial Australia 2020.  

Click here to download The Infinite Dial Australia 2020 presentation slides

Click here to watch the full Infinite Dial Australia 2020 live webinar

Le audio Le paysage audio en Australie est défin par la croissance de l'écoute audio sur Internet écoute et de l'écoute des podcasts, tandis que l'écoute de la radio traditionnelle  radio écoute demeure bien ancrée. Ces données ont été révélées par  The Infinite Dial® Australie 2020, une étude approfondie sur le comportement des médias numériques en Australie, publiée aujourd'hui par Edison Research, le principal fournisseur d’enquêtes de qualité sur l'audio aux États-Unis et dans le monde. L'étude  a été menée  avant les perturbations du COVID-19. 

The Australian Infinite Dial Study est commissioned par Commercial Radio Australia (CRA), Southern Cross Austereo (SCA) via their PodcastOne subsidiary, and Triton Digital fournisseur mondial de technologies et services destinés au secteur de l'audio numérique et des podcasts.  Il s'agit de la  quatrième  publication annuelle de l'étude en Australie dans le cadre de l'expansion continue de The Infinite Dial®.  The study is the longest running survey of digital media consumer behavior in U.S., et also includes surveys in Canada, Allemagne, and South Africa as well. 

AM/FM/DAB+ radio content, including live content and catch-up podcasts, continues to reach large numbers of those in Australia age 12+. Eighty-five percent of those in Australia age 12+ have listened to at least 15 minutes of AM/FM/DAB+ live content or catch-up podcasts in the last month, down minimally from the 87 % recorded last year. Over-the-air remains the preferred delivery mechanism of such content: 80 % des those in Australia age 12+ have listened to AM/FM/DAB+ content over-la-air la semaine dernière. Twelve percent of those in Australia age 12+ have listened to AM/FM/DAB+ content online in the last week. 
 
“For radio, the findings underscore the importance of being easily accessible on multiple platforms and devices as consumer behavior evolves, but ultimately it’s the content and unique service radio offers that drives listener loyalty,” said Joan Warner, chief executive officer of industry body Commercial Radio Australia. 
 
Reported time spent listening to online audio, which includes online AM/FM/DAB+ radio or internet-only audio services, has increased for the fourth year in a row. Weekly online audio listeners in Australia age 12+ spend an average of 12 hours and 37 minutes listening to online audio per week, up from just over 11 hours last year. The smartphone is the device the vast majority of online listeners use to listen, with 83 % of those in Australia age 12+ saying they use a smartphone to listen to online audio. Quatorze pour cent des Australiens de 12 ans et plus affirment utiliser une enceinte intelligente pour écouter l'audio en ligne, contre 8 % l'année précédente.  

One-quarter of those in Australia age 12+ have listened to a podcast in the last month, up from 22 % in 2019, yet still behind 37 % of those age 12+ who are monthly podcast listeners in the U.S. Awareness of podcasting in Australia surpasses what is seen in the United States, as 87 % of Australians are familiar with of podcasting compared to 75 % of Americans. 
 
« L'Australie continue d'être l'un des marchés les plus passionnants au monde pour l'audio et la diffusion de podcasts en ligne », a déclaré John Rosso, président du développement des marchés chez Triton Digital. « Nous sommes heureux de nous associer à nouveau à Edison Research, au CRA et au SCA pour dévoiler une nouvelle année de perspectives et de tendances. »   

Smart speaker awareness continues to grow, with 85 % of those in Australia age 12+ being aware of smart speakers, and this year's report shows 17 % of those age 12+ own one of the devices (up from 14 % last year). The number of smart speaker owners who own two of the devices has almost doubled since last year’s survey: Thirty-two percent of smart speaker owners two devices compared to 16 % in 2019. 

"Each year we have performed The Infinite Dial Australia we have seen how audio is changing and adapting to new technologies,” says Edison Research president Larry Rosin.  “Alors que podcasting and smart speakers, along with other new developments, continue to see growth, Australia also has an extremely resilient broadcast radio industry that outperforms as compared to what we see from other countries around the world.  Nous sommes fiers que tous les acteurs de l'espace audio puissent utiliser ces informations pour guider leur compréhension de ce secteur dynamique. » 
 
According to John Musgrove, Head of Research and Insights at SCA, “In its quatre years the Australian Infinite Dial® report has become as much a currency for the industry as the oft-quoted U.S. version. Comparing the two countries indicates how healthy the Australian audio industry is and how strong et consistent its growth continues to be regardless of other challenges. Audio goes with us all day, every day, and this report confirms how broadly Audio accompanies and impacts Australian lifestyles.” 
 
Parmi les autres découvertes clés d'Infinite Dial Australia, citons : 

• At-home is the location where most Australians have consumed a podcast. Eighty-one percent of podcast listeners in Australia age 12+ have listened to a podcast at home and 45 % have listened in a voiture/truck. 
• 85 % of podcast listeners in Australia age 12+ most often listen to podcasts on their smartphone/tablet or portable device, 11 % listen to podcasts most often on their computer, and 3 % listen most often on an in-car entertainment system. 

• Of the total 12+ population in Australia, 14 % own a Google Home smart speaker, avec no other smart speaker brands have more than 1 % ownership. 
• 33 % of those in Australia age 12+ who have driven or ridden in a car in the last month have used an online audio streaming service in the car, up from 26 % last year and just 8 % two years ago. 
• AM/FM/DAB+ est la source audio la plus utilisée en voiture : 66 % des Australiens de 12 ans et plus utilisent AM/FM/DAB+ le plus souvent.  Onze pour cent écoutent plus souvent de la musique achetée et 19 % n'écoutent de l'audio que sur Internet. 

Le Infinite Dial® survey, conducted in the first quarter of 2020 before the COVID-19 pandemic, is a high-quality telephone survey and uses a nationally representative survey of 1,014 people. The sample is a random probability telephone sample, comprised of both mobile phones and landlines, of all Australians ages 12 and older. The data is weighted to 12+ population figures. 

For more information, download:

• The Infinite Dial Australia 2020 presentation slides