Australian radio consumption rises as smart speakers hit the market

Former Assistant Editor

Radio consumption in Australia is on the rise, according to a report by global firm Edison Research which showed an increase in consumption across multiple platforms.

The Australian Infinite Dial Study is the second annual comprehensive study of the digital audio, social media, mobile and podcast habits of Aussies.

For the first time, the research included Australian use of smart speakers.

Key findings included that 88% of people listened to AM, FM or DAB+ via free to air broadcast or online in the past week.

It also found that radio continues to dominate in the car, with 89% of people over 18 having listened in an average week. 13% of Aussies have listened to a podcast in the last week.

When it comes to smart speakers, Google Home is leading the way with 61% awareness, followed by Amazon Alexa at 28%. However, just 5% of Australians own a smart speaker of some description compared to 18% in the US.

“It’s an exciting time for radio in Australia,” said CRA chief executive officer Joan Warner.

“Audio innovation and development across the world has provided radio with another way of reaching audiences, whether it is via a traditional AM/FM radio, on a DAB+ device, via a podcast or on a smart speaker.

“Australian radio listeners interact with their radio station across, social media, on the mobile and in the car.  The Edison Study is an essential tool informing the industry on the technology habits of Australians.”

The Australian Infinite Dial Study was commissions by Commercial Radio Australia, Southern Cross Austereo and Triton Digital, and is patterned on the longest running survey of digital media consumer behaviour in the USA.

It was conducted in the fist quarter of 2018 and uses a nationally represented survey of 1009 people of Australians age and older.

The full study can be viewed at Radio Alive.

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