Today, Triton Digital and Edison Research brought the Infinite Dial Research Study to Canada. Edison Senior VP Tom Webster presented the findings in a live webinar today. Last month, they released the Infinite Dial 2018 research for the US. The US report was started in 2008.
It's great to see this research focused on the Canadian market.
The report can be found here: www.slideshare.net/webby2001/the-infinite-dial-canada-2018
A few of the key takeaways:
1. Canada mirrors US research.
The US research lines up very close to the Canadian numbers with a few exceptions. Overall, the numbers for Canada are what the US numbers were 1-2 years ago. Some of the key brands mentioned in the study were: Spotify, SoundCloud, TuneIn, AppleMusic, Stingray, 8tracks, Slacker, RadioPlayer, iheart & Google Play to name a few.
2. A18-34 lead consumption, A35-54 a close 2nd.
*Please note, Under 18 was not measured.
Millennials are the early adopters and heavy consumers. However, the research indicates consumption across all demos.
3. Radio leads in-car listening.
4. Podcast listening is happening!
Canada was actually higher than the US numbers for podcast listening!
A recent survey was released by Audience Insights Inc, The Globe and Mail, and Ulster Media. It polled over 2,000 Canadians, showing us that 43% of the Canadian population has listened to podcasts at some point in time.
The study concludes that 86% of listeners started listening to podcasts in the last 5 years. Also included is that 87% of podcast listening being done at home.
Why are people listening to podcasts? Canadians listed their top-three reasons for listening is to be entertained, for interesting stories, and to learn something new. If you’re looking for some weekend entertainment, head over to TuneIn's Podcasts and find your next favorite podcast!
For the entire study and further details please go here: https://www.audience-insights.com/the-canadian-podcast-listener