Edison Research Debuts The Infinite Dial South Africa 2019

RADIO ONLINE | Wednesday, September 18, 2019

Edison Research

The Infinite Dial, a study on digital audio from Edison Research, debuted in South Africa last week as Edison Research President Larry Rosin presented the findings in Johannesburg, Cape Town and Durban. The study was commissioned by South Africa's National Association of Broadcasters (NAB) Commercial Radio Committee and sponsored by Triton Digital.

Following an online presentation of The Infinite Dial South Africa earlier Wednesday, the findings exploring digital audio, mobile, smart speakers, podcast consumption and social media among South Africans living within the major metro commercial areas, covering the upper two of the three SEM Supergroups (or upper three of the five SEM Clusters), are now available for download here.

The Infinite Dial research for South Africa is patterned on the longest-running survey (1998) of digital media consumer behavior in the U.S. and provides an up-to-date profile of the South African digital consumer. Some of the findings include:

• 88% of the South African major metro commercial population own smartphones.

• 68% of the South African major metro commercial population have listened to AM/FM radio in the last week.

• 44% of radio listening at home by the South African major metro commercial population was done on a non-radio device.

• 39% of the South African major metro commercial population have listened to online audio in the past month.

• 22% of the South African major metro commercial population are aware of podcasting, and 19% of the population have ever listened to a podcast.