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

The study, sponsored by Commercial Radio Australia, Southern Cross Austereo and Triton Digital was undertaken in the first quarter of 2017 and provides new insights into what Australians are consuming online. The methodology for the study was based on the longest running survey of digital media consumer behaviour conducted in the USA, Infinite Dial. The study has been conducted in the USA since 1998 and is highly regarded globally.

2017 key findings:

  • Radio is the leading audio platform consumed by Australians with 85% of people having listened to an AM/FM  station in an average week, compared to Spotify 21%, Podcasting 10%, Pandora 8%, Apple Music 6%, Google Play All Access 2%
  • Twice as many people are listening to AM/FM radio (on-air and online) than all online audio streaming services each week (85% vs 43%)
  • 89% of Australians use AM/FM sometimes when in the car and nearly 50% use an AM/FM radio almost every time they are in the car. With now 36 vehicle brands in Australia including DAB+ digital radio, 10% of people use DAB+ radio almost every time they are in the car
  • Despite new ways to listen to AM/FM/DAB+ radio, 79% of the population have one or more radios in their home
  • 17% have listened to a podcast in the last month, with 25-54 year olds making up the largest share of monthly podcast listeners. An average of six podcasts are listened to each week by those who are weekly podcast listeners
  • 73% of Australians have used YouTube to watch music videos or listen to music. In the last month 59% have used YouTube to watch music videos or listen to music; and 44% in the last week
  • Facebook is more likely to be the most-used social media brand among 12-24s in Australia (58%) than the US (39%); however Snapchat is less chosen as the most-used among this group in Australia (16%) than the USA (31%)
  • 88% of Australians own a smartphone. Ownership is highest amongst 12-24 (95%) and 25-54 year olds (95%). Ownership in Australia is 7% higher than the US (81% overall)
  • Netflix is the most popular on-demand video service, with 35% of Australians having access to a subscription.

The Australian Infinite Dial study was conducted in February and March 2017 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 and older. The study in the USA has become the report card on digital audio and other digital media, and is widely used and quoted by broadcasters, ad agencies, and the financial community.

For more information, please email Jaime Chaux (Head of Digital) or call 02 9281 6577.

This data may not be used for, or in association with, any commercial purposes without Commercial Radio Australia’s prior consent.