''The Infinite Dial'' Study Expands to Canada

RADIO ONLINE | Tuesday, January 16, 2018

Edison Research and Triton Digital

Triton Digital, along with Edison Research, have announced the expansion of the long-running study of consumer adoption of digital media, The Infinite Dial, to Canada. The study, currently being fielded using a telephone survey representative of all Canadians, will provide a look at the digital media consumption habits of Canadian consumers, including time spent with digital audio, podcasts, smart speakers, social media, video, mobile and more.

The Infinite Dial is one of the most cited studies on digital media usage, and has been tracking Americans' use of audio since 1998. Edison Research and Triton Digital expanded the study outside of the U.S. for the first time last year, with the unveiling of Infinite Dial Australia last June. Both companies will further expand the survey to Canada this year.

"The Infinite Dial studies explore the penetration of online audio and other digital media in a way that no other study does," said Edison Research Senior VP Tom Webster. "A wide audience across the world, including broadcasters, ad agencies, and the financial community at large, have come to rely on the insights that the Infinite Dial provides year after year. With data derived using the highest-quality research standards, we are proud to be expanding our insights to Canada in 2018, in addition to our parallel work in the U.S. and Australia."

"As reported by eMarketer, mobile ad spend in Canada is predicted to reach $4 Billion in 2018, which is creating an enormous opportunity for mobile-first advertising channels such as digital audio," added Triton Digital President of Market Development John Rosso. "We are pleased to partner with Edison to bring the powerful insights of the Infinite Dial study to Canadian broadcasters, podcasters, and advertising agencies alike to help inform their digital audio strategies for 2018 and beyond."

The full results of the Infinite Dial Canada study will be made available in both a free online webinar and as a downloadable report. Edison Research and Triton Digital will reveal the results of the Infinite Dial Canada study on April 4.