FOR EDUCATIONAL PURPOSES ONLY
Key findings from the Infinite Dial Australia 2021 study confirm that Australians are increasingly embracing digital audio. Strong growth in podcast and smart speaker listening highlight consumers’ appetite to explore new audio content and device options, whilst continuing to engage with longstanding forms of audio, such as radio.
The fifth annual Infinite Dial Australia survey was conducted by Edison Research from January – March 2021 using a nationally representative sample of 1,001 Australians aged 12+ in metropolitan and regional Australia. The research was commissioned by major sponsor CRA, with additional support from LiSTNR (a subsidiary of SCA) and Triton Digital.
The Smart Audio Report Australia 2021
Conducted in April and May 2021 using a nationally representative sample of 5,000 respondents, the study shows smart speakers and other voice-enabled devices are increasing demand for radio and audio in the home. Powered by AI and voice assistants, smart audio has created new opportunities for households to engage with radio, podcasts, music, news, sport and other interactive audio content. As advertisers start to explore this innovative category further, it is set to promote more interactive and meaningful interactions between brands and consumers.
67% of smart speaker owners use their device daily and 88% use it weekly; the majority trust the manufacturer to keep their information secure
59% of smart speaker owners are listening to more audio since taking possession of their device
44% of smart speaker owners purchased their device with the intention of reducing screen time
42% of Australians are currently using a voice assistant such as Google Assistant, Amazon Alexa or Apple on a device (smart speaker, mobile or other)
61% of smart speaker owners plan to purchase another device, indicating high user satisfaction
49% of Australians have used a voice-assistant to interact with a brand/product/service or commence or complete a product purchase or repurchase.
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