Infinite Dial Australia

The Infinite Dial Australia study shows that radio continues to be the key driver of audio consumption in Australia.
 
The study, sponsored by Commercial Radio Australia, Southern Cross Austereo and Triton Digital was undertaken in the first quarter of 2017 and provides new insights into what Australians are consuming online. The methodology for the study was based on the longest running survey of digital media consumer behaviour conducted in the USA, Infinite Dial. The study has been conducted in the USA since 1998 and is highly regarded globally.
 
Key findings from the study include:
 

  • Radio is the leading audio platform consumed by Australians with 85% of people having listened to an AM/FM or DAB+ station in an average week, compared to Spotify 21%, Podcasting 10%, Pandora 8%, Apple Music 6%, Google Play All Access 2%. 
  • Twice as many people are listening to AM/FM radio (on-air and online) than all online audio streaming services each week (85% vs.43%).
  • 89% of Australians use AM/FM sometimes when in the car and nearly 50% use an AM/FM radio almost every time they are in the car. With now 36 vehicle brands in Australia including DAB+ digital radio, 10% of people use DAB+ radio almost every time they are in the car.
  • Despite new ways to listen to AM/FM/DAB+ radio, 79% of the population have one or more radios in their home.
  • 72% of Australians are familiar with podcasting (60% USA) and 29% of people have listened to a podcast. 
  • 17% have listened to a podcast in the last month, with 25-54 year olds making up the largest share of monthly podcast listeners. An average of six podcasts are listened to each week by those who are weekly podcast listeners.
  • 73% of Australians have used YouTube to watch music videos or listen to music;59%  have used YouTube to watch music videos or listen to music in the last month and 44% in the last week.
  • 80% of people currently use social media and 9 in 10 of those aged 12-54 years are current users.  Facebook awareness is highest (98%), followed by Twitter (95%), Instagram (94%) and Snapchat (84%). Awareness of all these social media brands is higher in Australia than the USA.
  • Facebook is more likely to be the most-used social media brand among 12-24s in Australia than the USA (58% vs. 39%), however Snapchat is less chosen as the most-used among this group in Australia than the USA (16% vs. 31%).
  • Penetration of smartphones and tablets in Australia is been greater than the USA, however penetration of internet connected TVs is higher in the U.S. 
  • 88% of Australians own a smartphone, with ownership highest amongst 12-24 (95%) and 25-54 year olds (95%). Ownership in Australia is 7% higher than the U.S (81% overall).
  • 53% of people own an internet-connected TV, with ownership highest amongst 12-24 (71%) and 25-54 year olds (60%). 
  • Netflix is the most popular on-demand video service, with 35% of Australians having access to a subscription.

The Australian Infinite Dial study was conducted in February and March 2017 and uses a nationally representative survey of 1007 people and is a random probability telephone sample, comprising both mobile phones and landlines, of all Australians aged 12 and older. The study in the USA has become the report card on digital audio and other digital media, and is widely used and quoted by broadcasters, ad agencies, and the financial community.


For more information, please contact Shannan Parker at shannan.parker@commercialradio.com.au or 02 9281 6577.
 

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