Infinite Dial Australia


The Infinite Dial Australia 2018 study reveals that radio continues to be the key driver of audio consumption in Australia.

The second annual Infinite Dial Australia study, sponsored by Commercial Radio Australia, Southern Cross Austereo and Triton Digital was undertaken in the first quarter of 2018. The study builds upon the findings from the 2017 study, showing how Australian audiences have changed their consumption behviour and their adoption of new technology and services.

Key findings from the study include:

  • Radio is the leading audio platform consumed by Australians with 88% of people having listened to an AM/FM or DAB+ station in the last week (up from 85% AM/FM in 2017).
  • After just 17 months, awareness of the Australian radio industry’s free mobile app with access to more than 250 stations, RadioApp is 15%, compared to the long established Tunein 20% and iHeartRadio 37%. 
     
  • Radio continues to dominate listening in the car with 89% of people (over 18 years) having listened to AM/FM radio in the car in the last month.
  • 13% of Australians have listened to a podcast in the last week, with 16% of 25-54 year olds listening to a podcast weekly.  An average of five podcasts are listened to each week by those who are weekly podcast listeners.  14% of weekly podcasts are by Australian radio stations or Australian radio personalities.
  • Overall social media usage by Australians is up 2% to 82% in 2018, with 94% of 12-24 year olds using some form of social media. However, the social media used most often finds Facebook use down to 60% from 73% in 2017 and Instagram up to 14% from 8%.
  • Smartphone ownership in Australia continues to outstrip the US with 90% of Australians owning a smartphone and the 25-54 year olds have the highest ownership with 96% owning a smartphone.
  • Brand awareness of smart speakers in Australia shows Google Home leading with 61% awareness, compared to Amazon Alexa at 28%.  Smart speaker ownership is 5% in Australia compared to the USA at 18% but the US ownership more than doubled from 7% in 2017.   
  • Netflix remains the most popular on-demand video service, with 41% of Australians subscribing.  Foxtel Play, Go or Now is up in 2018 to 18%.  In the last week in Australia 49% of people have used Netflix, Foxtel Play, Go or Now, Stan or Amazon Prime. 

The Australian Infinite Dial study was conducted in February and March 2018 and uses a nationally representative survey of 1,007 people and is a random probability telephone sample, comprising both mobile phones and landlines, of all Australians aged 12+.

For more information, please contact Briony McLean at briony.mclean@commercialradio.com.au or 02 9281 6577.