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THE PODCAST CONSUMER AUSTRALIA 2017
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
Study Overview
• The Infinite Dial is the longest-running survey of digital media consumer behavior in America
• This inaugural 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 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
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
Study Methodology
• In the first quarter of 2017, Edison Research conducted a national telephone survey of 1,007 people aged 12 and older
• Data weighted to national 12+ population figures
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
72% 79% 83%
52%
Total 12+ Age 12-24 Age 25-54 Age 55+
Familiar with the term “Podcasting” in Australia
% familiar with the term podcasting
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
22%
37% 37% 43% 45% 45% 46% 46% 48% 49%
55% 60%
72%
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. 2017
Aus 2017
Familiar with the term “Podcasting” Base: Total Population 12+
% familiar with the term podcasting
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
29% 34% 34%
18%
Total 12+ Age 12-24 Age 25-54 Age 55+
Podcast Listening in Australia
% ever listened to a podcast
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
11% 13% 18%
22% 23% 25% 29% 27% 30% 33% 36%
40%
29%
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. 2017
Aus 2017
Podcast Listening Base: Total Population 12+
% ever listened to a podcast
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
17% 22% 20%
10%
Total 12+ Age 12-24 Age 25-54 Age 55+
Monthly Podcast Listening in Australia
% listened to a podcast in the last month
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
Monthly Podcast Listening Base: Total Population 12+
% listened to a podcast in the last month
9% 11% 12% 12% 14% 12% 15% 17% 21% 24%
17%
U.S. 2008
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. 2017
Aus 2017
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
Male 56%
Female 44%
Podcast Consumers in Australia: Base: Monthly Podcast Consumers 12+
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
27% 21% 20%
15%
Men Women
U.S. 2017 Aus 2017
Monthly Podcast Listening Base: Total Population 12+
% listened to a podcast in the last month
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
Age 12-17 9%
Age 18-34 29%
Age 35-54 31%
Age 55 and older 31%
Aus Population 12+
Podcast Consumers in Australia:
Age 12-17 10%
Age 18-34 38%
Age 35-54 34%
Age 55 and older 18%
Monthly Podcast Consumers 12+
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
27% 31%
12% 22% 20%
10%
Age 12-24 Age 25-54 Age 55+
U.S. 2017 Aus 2017
Monthly Podcast Listening
% listened to a podcast in the last month
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
10% 8%
11% 15%
7% 16% 28%
39%
Aus Population 18+ Monthly Podcast Consumers 18+
$150K or more
$100K-$150K
$75K-$100K
Podcast Consumers in Australia:
Annual Household Income:
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
30%
11% 5% 7%
22% 13%
38%
14% 6% 3%
11% 19%
Employed full-time
Employed part-time
Temporarily unemployed
Homemaker Retired Student
Aus Population 18+ Monthly Podcast Consumers 18+
Podcast Consumers in Australia:
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
10% 13% 13% 4%
Total 12+ Age 12-24 Age 25-54 Age 55+
Weekly Podcast Listening in Australia
% listened to a podcast in the last week
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
Weekly Podcast Listening Base: Total Population 12+
% listened to a podcast in the last week
7% 8% 10% 13% 15% 10%
U.S. 2013
U.S. '14
U.S. '15
U.S. '16
U.S. 2017
Aus 2017
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
Less than three hours
50%
3 hours to less than 5 hours
20%
5 hours or more 30%
Average Time “Weekly Podcast Listeners” Spend Listening to Podcasts in Australia
Mean: 5 hours 22 minutes
Base: Weekly Podcast Consumers 12+
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
One 22%
Two 13%
Three 26%
Four or Five 20%
Six to Ten 7% 11 or more
12%
Average of six podcasts listened
in last week
Number of Podcasts Listened to in Last Week in Australia Base: Weekly Podcast Listeners
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
62%
48%
27%
Method of Listening to Podcasts in Australia
Subscribe to podcast and download automatically to listen later
Base: Ever listened to a podcast
Click on podcast and listen immediately
Download podcast manually and listen later
% ever using method to listen to podcasts
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
One 14%
Two 13%
Three 16%
4 to 5 15%
6 to 10 20%
11 or more 10%
DK/NA 12%
Average of five podcasts
subscribed to
Number of Podcasts Subscribed to in Australia Base: Monthly Podcast Consumers 12+ who subscribe to podcasts
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
Download manually to listen later
26%
Subscribe to and download
automatically to listen later
25%
Click and listen immediately
47%
DK/NA 2%
Method Monthly Podcast Consumers Use Most Often to Listen to Podcasts in Australia Base: Monthly Podcast Consumers 12+
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
31%
18%
69%
82%
Monthly Podcast Consumers
Podcast Subscribers
Computer Smartphone/tablet/portable device
Device Used Most Often to Listen to Podcasts in Australia
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
Years Listening to Podcasts in Australia
18%
22%
21%
29%
35%
33%
34%
31%
21%
19%
20%
16%
14%
17%
16%
9%
12%
10%
9%
16%
Ever listened to a podcast
Monthly Podcast Consumers
Weekly Podcast Consumers
Podcast Subscribers
“For how long have you been listening to podcasts?”
5 years or more 3 years to < than 5 years
Less than 6 months
6 months to < than 1 year
1 year to < than 3 years
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
78%
39%
26%
23%
21%
12%
At home
In a car/truck
Walking around/On foot
Riding public transportation
At work
At a gym/Working out
Podcast Listening Locations in Australia Base: Monthly Podcast Consumers 12+
% ever listened to podcasts in location
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
At home 58%
At work 8%
In a car or truck 16%
While riding public
transportation 5%
Other 13%
Where are Podcasts Most Often Listened to in Australia? Base: Monthly Podcast Consumers 12+
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
The entire podcast
56%
Most of the podcast
36%
Less than half the podcast
7% Just the
beginning of the podcast
1%
Amount of Podcast Episode Listened to in Australia Base: Monthly Podcast Consumers 12+
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
Within 24 hours of
downloading it 46%
Within 48 hours of
downloading it 19%
Within a week of
downloading it 16%
Longer than a week after
downloading it 8% Don't Know
11%
Time Between Downloading Last Podcast and Listening to It Base: Monthly Podcast Consumers 12+ who download podcasts to listen at a later time
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
1% to 25% 4%
26% to 50% 12%
51% to 75% 14%
76% to 100% 70%
Percent of all podcasts downloaded that are listened to in Australia Base: Monthly Podcast Consumers 12+ who download podcasts to listen at a later time
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
39%
45%
43%
36%
Ever listened to a podcast
Monthly Podcast Consumers
Weekly Podcast Consumers
Podcast Subscribers
Listening to Radio-Produced Podcasts in Australia
% currently ever listen to podcasts from radio producers
“Do you currently ever listen to any podcasts from Radio producers, such as the Hit Network, Triple M, Nova, or the ABC?”
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
72%
37%
29%
26%
22%
18%
12%
10%
7%
82%
48%
36%
39%
30%
33%
24%
17%
16%
Snapchat
What's App
Google+
Tumblr
Aus Population 12+
Monthly Podcast Consumers 12+
Social Media Brand Usage in Australia
% currently ever use social media brand
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
"Several times a day"
58%
Less often than "several times a day"
42%
"Several times a day"
74%
Less often than "several times a day"
26%
Aus Population 12+ Monthly Podcast Consumers 12+
“How often do you use any social networking site or service?”
Frequency of Social Media Usage in Australia
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
Yes 60%
No 40%
Follow Companies/Brands on Social Media in Australia
Yes 69%
No 31%
“Do you follow any companies or brands on any social networking sites, such as Facebook or Twitter?”
Monthly Podcast Consumers 12+ Aus Population 12+
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
35%
16%
9%
4%
49%
52%
18%
14%
7%
66%
Netflix
Foxtel Play, Foxtel Go, or Presto
Stan
Amazon Prime
Aus Population 12+
Monthly Podcast Consumers 12+
On-Demand Video Service Subscription in Australia
Subscription to any of the above
% using service in last week
Sponsored by:
PODCAST CONSUMER AUSTRALIA 2017
36%
15%
7%
1%
46%
52%
15%
10%
1%
62%
Netflix
Foxtel Play, Foxtel Go, or Presto
Stan
Amazon Prime Instant Video
Aus Population 12+
Monthly Podcast Consumers 12+
Used On-Demand Video Service in Last Week in Australia
% having a subscription
Used any of the above in the last week
#INFINITEDIALAUSTRALIA
AUSTRALIA 2017