the podcast consumer australia 2017

THE PODCAST CONSUMER AUSTRALIA 2017

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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

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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

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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

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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

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29% 34% 34%

18%

Total 12+ Age 12-24 Age 25-54 Age 55+

Podcast Listening in Australia

% ever listened to a podcast

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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

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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

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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

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Male 56%

Female 44%

Podcast Consumers in Australia: Base: Monthly Podcast Consumers 12+

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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

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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+

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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

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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:

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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:

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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

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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

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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+

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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

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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

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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

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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+

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31%

18%

69%

82%

Monthly Podcast Consumers

Podcast Subscribers

Computer Smartphone/tablet/portable device

Device Used Most Often to Listen to Podcasts in Australia

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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

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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

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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+

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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+

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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

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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

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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?”

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72%

37%

29%

26%

22%

18%

12%

10%

7%

82%

48%

36%

39%

30%

33%

24%

17%

16%

Facebook

Instagram

Snapchat

Pinterest

What's App

LinkedIn

Twitter

Google+

Tumblr

Aus Population 12+

Monthly Podcast Consumers 12+

Social Media Brand Usage in Australia

% currently ever use social media brand

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"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

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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+

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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

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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