The Infinite Dial Canada - 2018
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The Infinite Dial Canada from Edison Research and Triton Digital is the newest study of consumer behavior and media consumption in the Infinite Dial series and the first to be conducted in Canada. It is modeled after the original Infinite Dial report, which has been conducted yearly in the U.S. since 1998.
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The Infinite Dial Canada - 2018
- 2. CANADA 2018 Study Overview • The Infinite Dial is the longest-running survey of digital media consumer behaviour in America • This inaugural Infinite Dial Canada 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 Canada explores the penetration of online digital audio in Canada and the online platforms and technologies that Canadians are using
- 3. CANADA 2018 Study Methodology • In January/February 2018, Edison Research conducted a national telephone survey of 1000 people aged 18 and older, using random digit dialing techniques to both cell phones and landlines • Survey offered in both English and French languages • Data weighted to national 18+ population figures
- 4. CANADA 2018 MEDIA & TECHNOLOGIES
- 5. CANADA 2018 76% 54% 49% Smartphone Internet-connected TV Tablet Device Ownership in Canada % owning device Base: Total Population 18+
- 6. CANADA 2018 76% 97% 86% 52% Total 18+ Age 18-34 Age 35-54 Age 55+ Smartphone Ownership in Canada % owning a smartphone
- 7. CANADA 2018 9% 14% 30% 43% 52% 59% 69% 74% 79% 82% 76% 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 Canada 2018 Smartphone Ownership % owning a smartphone Base: Total Population 18+
- 8. CANADA 2018 49% 46% 62% 40% Total 18+ Age 18-34 Age 35-54 Age 55+ Tablet Ownership in Canada % owning a tablet
- 9. CANADA 2018 54% 46% Google Home Amazon Alexa Smart Speaker Awareness in Canada % aware of Smart Speaker Base: Total Population 18+
- 10. CANADA 2018 54% 46% 56% 70% Google Home Amazon Alexa Canada 2018 U.S. 2018 Smart Speaker Awareness % aware of Smart Speaker Base: Total Population 18+
- 11. CANADA 2018 8% 10% 11% 4% Total 18+ Age 18-34 Age 35-54 Age 55+ Smart Speaker Ownership in Canada % owning a Smart Speaker
- 12. CANADA 2018 7% 17% 8% U.S. 2017 U.S. 2018 Canada 2018 Smart Speaker Ownership % owning a Smart Speaker Base: Total Population 18+
- 13. CANADA 2018 Smart Speaker Ownership in Canada Own either Amazon Alexa or Google Home Own Amazon Alexa but not Google Home 30% Own Google Home but not Amazon Alexa 63% Own both Amazon Alexa and Google Home 7% Base: Own a Smart Speaker; n=82
- 14. CANADA 2018 Number of Radios Owned in Homes in Canada 29% 51% 30% 11% 63% 46% 60% 78% 8% 3% 10% 11% Total 18+ Age 18-34 Age 35-54 Age 55+ Zero One to Three Four or more 1.6 1.0 1.6 1.9 Mean # of Radios
- 15. CANADA 2018 Number of Radios Owned in Home 29% 29% 63% 60% 8% 11% Canada 2018 U.S. 2018 Mean # of Radios 1.6 1.7 Zero One to Three Four or more Base: Total Population 18+
- 17. CANADA 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 in Canada % listening to Online Audio in last month 57% 73% 63% 41% Total 18+ Age 18-34 Age 35-54 Age 55+
- 18. CANADA 2018 26% 26% 33% 36% 43% 43% 51% 55% 59% 61% 57% 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 Canada 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+
- 19. CANADA 2018 Online Audio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet Weekly Online Audio Listening in Canada % listening to Online Audio in last week 49% 64% 55% 31% Total 18+ Age 18-34 Age 35-54 Age 55+
- 20. CANADA 2018 16% 17% 21% 27% 31% 32% 41% 47% 50% 55% 49% 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 Canada 2018 Online Audio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet Weekly Online Audio Listening % listening to Online Audio in last week Base: Total Population 18+
- 22. CANADA 2018 17% 13% 9% 9% 8% 7% 7% 6% Radioplayer Canada TuneIn 8tracks Slacker Last.fm Deezer Tidal eMusic Audio Brand Awareness in Canada % aware of audio brand Base: Total Population 18+ *Asked as Apple Music, the paid music subscription from Apple 64% 62% 58% 43% 42% 37% 35% 33% 23% Spotify Apple Music* Google Play Music iHeartRadio Amazon Music SoundCloud CBC Music Stingray Yahoo Music
- 23. CANADA 2018 13% 9% 9% 7% 7% 16% 11% 19% 7% 10% TuneIn 8tracks Slacker Deezer Tidal Canada 2018 U.S. 2018 Audio Brand Awareness in Canada % aware of audio brand Base: Total Population 18+ *Asked as Apple Music, the paid music subscription from Apple 64% 62% 58% 43% 42% 37% 62% 58% 50% 66% 60% 33% Spotify Apple Music* Google Play Music iHeartRadio Amazon Music SoundCloud
- 24. CANADA 2018 Monthly Online Audio Listening in Canada Base: Total Population 18+ % listened to audio brand in last month 19% 12% 11% 11% 8% 6% 4% Spotify Stingray Apple Music* Google Play Music SoundCloud CBC Music TuneIn *Asked as Apple Music, the paid music subscription from Apple Brands lower than 4% not shown
- 25. CANADA 2018 19% 11% 11% 8% 3% 17% 10% 6% 7% 11% Spotify Apple Music* Google Play Music SoundCloud iHeartRadio Canada 2018 U.S. 2018 Monthly Online Audio Listening Base: Total Population 18+ % listened to audio brand in last month *Asked as Apple Music, the paid music subscription from Apple
- 26. CANADA 2018 Weekly Online Audio Listening in Canada Base: Total Population 18+ % listened to audio brand in last week 16% 9% 7% 7% 4% Spotify Apple Music* Stingray Google Play Music SoundCloud *Asked as Apple Music, the paid music subscription from Apple
- 27. CANADA 2018 Weekly Online Audio Listening Base: Total Population 18+ % listened to audio brand in last week *Asked as Apple Music, the paid music subscription from Apple 16% 9% 7% 4% 14% 9% 4% 5% Spotify Apple Music* Google Play Music SoundCloud Canada 2018 U.S. 2018
- 28. CANADA 2018 Audio Brand Used Most Often in Canada Own either Amazon Alexa or Google Home Spotify 26% Apple Music 16% Stingray 14% Google Play 14% CBC Music 8% SoundCloud 6% Others 16% Base: Currently ever use any audio brand
- 29. CANADA 2018 26% 18% 16% 10% 14% 5% 14% 37% 8% 10% 9% 22% 11% Canada 2018 U.S. 2018 Audio Brand Used Most Often Pandora Spotify Apple Music iHeart Radio Google Play Other Base: Currently ever use any audio brand Spotify Stingray Apple Music CBC Music Amazon Music Google Play Other
- 30. CANADA 2018 29% 38% 40% 40% 44% 46% U.S. 2014 U.S. '15 U.S. '16 U.S. '17 U.S. 2018 Canada 2018 Base: Total Population 18+ 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
- 32. CANADA 2018 83% 49% 40% 22% 12% 11% AM/FM Radio CD Player Owned Digital Music Podcasts Satellite Radio Online Radio Audio Sources Used in Car in Canada Base: Age 18+ and has driven/ridden in car in last month; 83% % currently ever using audio source in car
- 33. CANADA 2018 83% 49% 40% 22% 12% 11% 82% 49% 45% 23% 21% 28% AM/FM Radio CD Player Owned Digital Music Podcasts Satellite Radio Online Radio Canada 2018 U.S. 2018 Audio Sources Used in Car Base: Age 18+ and has driven/ridden in car in last month % currently ever using audio source in car
- 34. CANADA 2018 Audio Source Used Most Often in Car 63% 56% 22% 15% 6% 13% 4% 12% 3% 3% 2018 Canada 2018 U.S. 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
- 35. CANADA 2018 6% 8% 10% 12% 12% 15% 10% U.S. 2013 U.S. 2014 U.S. 2015 U.S. 2016 U.S. 2017 U.S. 2018 Canada 2018 In-Dash Information and Entertainment Systems Base: Age 18+ and has driven/ridden in car in last month % have an in-dash system in car
- 37. CANADA 2018 61% 63% 70% 50% Total 18+ Age 18-34 Age 35-54 Age 55+ Familiar with the term “Podcasting” in Canada % familiar with the term podcasting
- 38. CANADA 2018 42% 45% 44% 46% 46% 48% 48% 55% 59% 64% 61% 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 Canada 2018 Familiar with the term “Podcasting” Base: Total Population 18+ % familiar with the term podcasting
- 39. CANADA 2018 28% 41% 29% 19% Total 18+ Age 18-34 Age 35-54 Age 55+ Monthly Podcast Listening in Canada % listened to a podcast in the last month
- 40. CANADA 2018 11% 13% 12% 14% 12% 14% 16% 20% 24% 25% 28% 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 Canada 2018 Monthly Podcast Listening Base: Total Population 18+ % listened to a podcast in the last month
- 41. CANADA 2018 27% 23% 31% 26% Men Women U.S. 2018 Canada 2018 Monthly Podcast Listening Base: Total Population 18+ % listened to a podcast in the last month
- 42. CANADA 2018 19% 27% 18% 13% Total 18+ Age 18-34 Age 35-54 Age 55+ Weekly Podcast Listening in Canada % listened to a podcast in the last week
- 43. CANADA 2018 7% 8% 9% 13% 16% 17% 19% U.S. 2013 U.S. '14 U.S. '15 U.S. '16 U.S. '17 U.S. 2018 Canada 2018 Weekly Podcast Listening Base: Total Population 18+ % listened to a podcast in the last week
- 44. CANADA 2018 One 18% Two 22% Three 20% Four or Five 19% Six to Ten 12%11 or more 9% Average of five podcasts listened in last week Number of Podcasts Listened to in Last Week in Canada Base: Weekly Podcast Listeners
- 45. CANADA 2018 Device Used Most Often to Listen to Podcasts 40% 29% 57% 68% Canada 2018 U.S. 2018 Base: Ever Listened to a Podcast Computer Smartphone/tablet/portable device Don’t Know
- 46. CANADA 2018 At home 61% In car/truck 12% At work 12% Riding public transportation 4% Walking around 4%Other 7% Location Listened to Podcasts Most Often Base: Ever Listened to a Podcast Canada 18+U.S. 18+ At home 49% In car/truck 22% At work 11% Riding public transportation 4% Walking around 3%Other 11%
- 47. CANADA 2018 The entire podcast episode 47% Most of the podcast 35% Less than half the podcast 9% Just the beginning of the podcast 5% Don't Know 4% Base: Ever Listened to a Podcast Podcasting Listening in Canada “Think about the audio podcast episodes you listen to. Do you typically listen to..?”
- 48. CANADA 2018 47% 37% 35% 44% 9% 11% 5% 5% Canada 2018 U.S. 2018 The entire podcast episode Most of the podcast episode Less than half of episode Just the beginning Base: Ever Listened to a Podcast Podcasting Listening “Think about the audio podcast episodes you listen to. Do you typically listen to..?” Don’t Know
- 49. CANADA 2018 Yes 9% No 91% Podcast Listening Speed in Canada “Do you ever increase the speed of your podcasts in order to listen to them faster?” Base: Ever Listened to a Podcast
- 50. CANADA 2018 18% 9% U.S. 2018 Canada 2018 Podcast Listening Speed % saying yes Base: 18+ and Ever Listened to a Podcast “Do you ever increase the speed of your podcasts in order to listen to them faster?”
- 51. CANADA 2018 Questions? Comments? Watch for The Podcast Consumer 2018 April 19th 2 p.m. Eastern
Editor's Notes
- John And what smart speakers do people own? Well, when our interviews were conducted in January the Apple Home Pod had yet to be released. So, it was mostly still a two-smart speaker world of Amazon Alexa, and Google Home. We learned that 72% of those surveyed had an Alexa, 17% had a Google Home, and 11% had both. Remember, Amazon had about a two year head start over google in the smart speaker business. It’s starting to get a bit confusing for those of us who do own both, and perhaps use Siri or Cortana as well. More and more frequently, I find myself wondering why my phone doesn’t respond when I try to call lit “Alexa”. It will be interesting to see how these ownership trends develop this year – and what sort of impact the much more expensive Apple Home Pod has on this market.
- John Let me once again point out a change in the base for this question. In this case it is that same 18+ driver/rider person – but only if they have used ANY audio source in the car. The winners jump out here and are mostly consistent with what we saw a moment ago. Online audio has taken a step up from 9% to 12%. Podcasts appear to be flat – following a very large increase last year. How do you rationalize that with the big increase in podcasting on the last slide? Well, on the last slide we showed the result for people who were asked if they currently “ever” listen to podcasts in the car. On this slide we’re asking which source they use most often. So, more people are discovering podcasts – but we’re not yet seeing an increase in the number of people turning to podcasts “most often.”