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.

1. #INFINITEDIAL
AUSTRALIA 2018

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. 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. AUSTRALIA 2018
Sponsored by:
RADIO & RADIO SIMULCAST

5. AUSTRALIA 2018
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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. 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. 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. 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. 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. 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. AUSTRALIA 2018
Sponsored by:
AUDIO AGGREGATORS

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. 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. 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. AUSTRALIA 2018
Sponsored by:
ONLINE AUDIO STREAMING SERVICES

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. AUSTRALIA 2018
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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. 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. 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. AUSTRALIA 2018
Sponsored by:
47%
44%
2018
2017
Weekly YouTube Music Usage in Australia
Base: Total Population 12+

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. 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. AUSTRALIA 2018
Sponsored by:
IN-CAR AUDIO

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. 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. 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. 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. AUSTRALIA 2018
Sponsored by:
DEVICES & TECHNOLOGIES

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. 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. AUSTRALIA 2018
Sponsored by:
Smart Speaker Awareness in Australia
Base: Total Population 12+
28%
61%
Amazon Alexa
Google Home

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. AUSTRALIA 2018
Sponsored by:
Smart Speaker Ownership in Australia
5% 5% 6% 3%
Total 12+ Age 12-24 Age 25-54 Age 55+

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. AUSTRALIA 2018
Sponsored by:
PODCASTING

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. 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. 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. 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. 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. 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. 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. 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. 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. AUSTRALIA 2018
Sponsored by:
SOCIAL MEDIA & ON-DEMAND VIDEO

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. 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. 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. 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. 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. 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. AUSTRALIA 2018
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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. AUSTRALIA 2018
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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. #INFINITEDIAL
AUSTRALIA 2018