Check out PR warrior and friend of the show, Trevor Young’s interview with Brand Tales, here.
By Adam Fraser
One of the most respected industry reports into digital audio and podcasting trends, as well as media trends more broadly, comes via Edison Research with their Regular Infinite Dial Report – research I have blogged about previously. The Infinite Dial is the longest-running survey of digital media consumer behaviour in America and the annual reports in this series have covered a wide range of digital media and topics since 1998.
As you would expect, it’s a highly credible, quality piece of research which shines a light on some very interesting trends across the Australian media landscape. I recommend a browse through all 65 slides in the presentation deck, but if you don’t have the time here are some key takeaways from the research:
- Radio remains the leading audio platform consumed by Australians with 85% of people having listened to an AM/FM or Digital audio station in an average week, versus Spotify 21%, Podcasting 10%, Pandora 8% and Apple Music 6%.
- 72% of Australians are familiar with podcasting (compared to 60% USA) and 29% of people have listened to a podcast. Impressive to see Australian familiarity exceeding the USA.
- 17% of Australians have listened to a podcast in the last month, with 25-54-year-olds making up the largest share of monthly podcast listeners.
- An average of six podcasts are listened to each week by those who are weekly podcast listeners.
- 73% of Australians have used YouTube to watch music videos or listen to music; of whom 59% have done this in the last month and 44% in the last week.
- 80% of Australians currently use social media and 90% of those aged 12-54 years are current users.
- Amongst social networks, Facebook awareness is highest (98%), followed by Twitter (95%), Instagram (94%) and Snapchat (84%). It is telling (and a little surprising) that awareness of all these social media brands is higher in Australia than the USA.
- Facebook is more likely to be the most-used social media platform with 12-24-year-olds in Australia versus the USA (58% vs. 39%), however, Snapchat is less chosen as the most-used among this group in Australia than the USA (16% vs. 31%).
- Penetration of Internet-connected TVs is higher in the USA than Australia, however, penetration of smartphones and tablets is greater in Australia.
- Netflix is the most popular on-demand video service, with 35% of Australians having access to a subscription – astonishing penetration in a relatively short period.
It is always good to assess multiple data points, and the podcasting penetration in Australia per this research is actually lower than recent research on this topic from the ABC which showed 29% of Australians had listened to a podcast in the last month.
Some fascinating insights here, especially in relation to direct comparisons between Australia and the USA. Whilst podcasting is unquestionably growing, this report affirms the hypothesis that radio seems to remain the ‘traditional’ media segment least affected by the disruption, in comparison to the more stark impact on print and TV.
Great to see this report appear on the Australian landscape and I hope this becomes an annual process.
By Adam Fraser
There is certainly no shortage of data, analysis and reporting into media and marketing trends globally but Australian specific data can be trickier to access (hence my appreciation for the annual social media report from Sensis which is Australian specific).
Accordingly, I was delighted to stumble across some quality Australian data into podcasting trends, just released by the ABC. The report unequivocally showed that more Australians are tuning into podcasting.
The second annual Podcast Research Survey from the ABC is a tremendous piece of research for anyone trying to deep dive into podcasting trends and habits in Australia.
Some of the key take-aways were:
- Podcast awareness is high in Australia, with 89% of Australians 18-75 claiming to be aware of podcasts.
- Just over half of Australians 18-75 claim to have tried listening to podcasts. This is highest among 25- 34s (76%) and lowest among 50-75s (40%).
- 16% of Australians have listened to a podcast in the last week, while 29% have listened to a podcast in the last month.
Other highlights were:
- A 56% increase in podcast listening compared to the prior year, with growth highest amongst females and 14-34 year olds.
- Weekly Podcast listeners are highly engaged, claiming to have listened to an average of six podcast episodes and four podcast series per week.
- The average time spent listening to a podcast episode is 48 minutes for weekly podcast listeners who commit beyond the first five minutes.
- The smartphone is increasingly the device most often used for listening to podcasts, at 62 per cent of podcast listeners.
- Whilst the home remains the most common location for podcast listening, the report showed seen year on year growth in podcast listening in a car/truck/taxi
As long time readers of this blog will know, I am massively bullish on podcasting and a passionate consumer (as well as producer) of podcasts. In my recent podcast with marketing professor Mark Ritson we discussed the importance of market orientation, and marketers not assuming ‘they are the audience’. This report, however, confirms that in this case I am not alone! Australians are jumping on board the podcast train in increasing numbers.
I wouldn’t expect this trend to disappear anytime soon. Thanks to the ABC for producing this important annual research.
By Adam Fraser
It was probably the single most important marketing (if not business) decision I have made. I had been a passionate podcast consumer for many years – it remains today my number one method for learning and staying abreast of current news and trends – but the plunge into podcast production was absolutely a leap into the dark. No media experience, no audio production experience, no interviewing experience….
Fast forward approximately two and a half years and I have just surpassed 120 podcast episodes. I have met and interviewed some incredible, inspirational and extremely knowledgeable people. Some of the brightest minds on the planet when it comes to all things social, digital and martech. I have learned a huge amount along the way with my audience.
So Why Write an eBook on Social and Digital?
The podcasts had thrown up so many astute and interesting points in relation to the strategic landscape of social media, digital marketing and marketing technology.
I kept thinking if I could blend all the insights from all episodes in one spot (metaphorically – no videos of iPhones being crushed here) – what were the key take outs? The headlines and must know points? The exec summary of 120 episodes of 45-50 mins each?
The seed of “Podcast Gems” was born. A “coffee table” style eBook. Key insights presented in a visually captivating way across a range of topics. Straight text podcast transcripts would be hard to digest for even the hardiest of social media analyst but cool pictures, infographics, break out quotes, bullet point summaries – sounds good!
Spoiled for Choice
When you have been lucky enough to have the who’s who of social media and marketing thought leaders on your podcast – how on earth do you pick 5 to base a book on?
Not easy. Not easy at all. A nice problem to have but still very difficult!
In the end, I plumped for expertise by theme to offer a breadth of insight across different social and digital topics, namely:
- Customer retention marketing – Joseph Jaffe, author of Flip and Funnel
- Marketing technology and a world of 5,000 marketing tools – Scott Brinker, author and writer at chiefmartec.com
- Influencer Marketing – Scott Monty, former head of social at Ford
- Social Media Landscape – Jay Baer, best-selling author and key note speaker
- Social Customer Service – Dan Gingiss, author of “Winning at Social Customer Care”
Why Read This Book?
- It looks incredible! Beautiful imagery, visually focused, digestible takeaway points.
- The deepest thinking and insight from genuine thought leaders and subject matter experts in the social media and digital marketing sectors.
- Punchy conclusions across a breadth of topics.
- A great way to understand current trends, key insights and best practice tips for the social media and digital marketing landscape in 2017.
Some Teaser Quotes
To whet your appetite, some examples of the great insights in the book from each of these leading thinkers:
“Twitter should be acquired by the United Nations.”
“You can’t use the absence of perfection to justify becoming a Luddite!”
“Facebook is the swiss army knife of tools.”
“Great content succeeds, mediocre content does not.”
“People complaining about your brand is not something to be scared of, it’s something to learn from.”
How Do I Get Podcast Gems?
I am glad you asked J.
Whilst perfectly readable on a phone, the best experience with the Flip Book digital format will be on your desktop or laptop.
Either way, the book can be downloaded via http://echojunction.com.au/ebook-3/
A Few Words of Thanks
I was really just the conductor here….
Huge thanks to the 5 wonderful podcast guests who collaborated on this project with me, and to the brilliant marketing team at BNY in Sydney who managed the design and production process.
I hope you find value in the book…