THE PODCAST CONSUMER AUSTRALIA 2017

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1 THE

2 Study Overview The Infinite Dial is the longest-running survey of digital media consumer behavior in America This inaugural Infinite Dial Australia report mirrors the Infinite Dial reports which have been undertaken annually since 1998 by Edison Research and cover a wide range of online digital media topics Infinite Dial Australia explores the penetration of online digital audio and social media in Australia and the online platforms and technologies that Australians are using This study is designed to allow for direct comparisons between the Australian and markets

3 Study Methodology In the first quarter of 2017, Edison Research conducted a national telephone survey of 1,007 people aged 12 and older Data weighted to national 12+ population figures

4 Familiar with the term Podcasting in Australia % familiar with the term podcasting 72% 79% 83% 52% Total 12+ Age Age Age 55+

5 Familiar with the term Podcasting Base: Total Population 12+ % familiar with the term podcasting 72% 37% 37% '07 '08 43% 45% 45% 46% 46% 48% 49% '09 '10 '11 '12 '13 '14 '15 55% 60% 22% 2006 ' Aus 2017

6 Podcast Listening in Australia % ever listened to a podcast 29% 34% 34% 18% Total 12+ Age Age Age 55+

7 Podcast Listening Base: Total Population 12+ % ever listened to a podcast 11% 13% 2006 '07 18% '08 22% 23% 25% '09 '10 '11 29% 27% '12 '13 30% '14 33% '15 36% 40% 29% ' Aus 2017

8 Monthly Podcast Listening in Australia % listened to a podcast in the last month 17% 22% 20% 10% Total 12+ Age Age Age 55+

9 Monthly Podcast Listening Base: Total Population 12+ % listened to a podcast in the last month 9% 11% 12% 12% 14% 12% 2008 '09 '10 '11 '12 '13 15% 17% '14 '15 21% '16 24% 17% 2017 Aus 2017

10 Podcast Consumers in Australia: Base: Monthly Podcast Consumers 12+ Male 56% Female 44%

11 Monthly Podcast Listening Base: Total Population 12+ % listened to a podcast in the last month % Aus % 20% Men 15% Women

12 Podcast Consumers in Australia: Monthly Podcast Consumers 12+ Aus Population 12+ Age % Age % Age % Age % Age % Age % Age 55 and older 31% Age 55 and older 18%

13 Monthly Podcast Listening % listened to a podcast in the last month 2017 Aus % 27% 22% 20% 12% Age Age % Age 55+

14 Podcast Consumers in Australia: Annual Household Income: 39% 28% 16% 7% $150K or more $100K-$150K 11% 15% 10% 8% Aus Population 18+ Monthly Podcast Consumers 18+ $75K-$100K

15 Podcast Consumers in Australia: Aus Population 18+ Monthly Podcast Consumers % 30% 22% 11% Employed full-time 14% Employed part-time 5% 6% Temporarily unemployed 7% 11% 13% 19% 3% Homemaker Retired Student

16 Weekly Podcast Listening in Australia % listened to a podcast in the last week 10% 13% Total 12+ Age % 4% Age Age 55+

17 Weekly Podcast Listening Base: Total Population 12+ % listened to a podcast in the last week 7% 8% 10% 2013 '14 '15 13% 15% ' % Aus 2017

18 Average Time Weekly Podcast Listeners Spend Listening to Podcasts in Australia Base: Weekly Podcast Consumers 12+ Mean: 5 hours 22 minutes 3 hours to less than 5 hours 20% Less than three hours 50% 5 hours or more 30%

19 Number of Podcasts Listened to in Last Week in Australia Base: Weekly Podcast Listeners Three 26% Average of six podcasts listened in last week Two 13% Four or Five 20% One 22% 11 or more 12% Six to Ten 7%

20 Method of Listening to Podcasts in Australia Base: Ever listened to a podcast % ever using method to listen to podcasts Click on podcast and listen immediately 62% Download podcast manually and listen later Subscribe to podcast and download automatically to listen later 48% 27%

21 Number of Podcasts Subscribed to in Australia Base: Monthly Podcast Consumers 12+ who subscribe to podcasts 4 to 5 15% Three 16% Average of five podcasts subscribed to 6 to 10 20% Two 13% One 14% DK/NA 12% 11 or more 10%

22 Method Monthly Podcast Consumers Use Most Often to Listen to Podcasts in Australia Base: Monthly Podcast Consumers 12+ Subscribe to and download automatically to listen later 25% Download manually to listen later 26% Click and listen immediately 47% DK/NA 2%

23 Device Used Most Often to Listen to Podcasts in Australia Computer 31% Monthly Podcast Consumers Podcast Subscribers Smartphone/tablet/portable device 69% 18% 82%

24 Years Listening to Podcasts in Australia For how long have you been listening to podcasts? 5 years or more Ever listened to a podcast 18% 3 years to < than 5 years 1 year to < than 3 years 35% 21% 6 months to < than 1 year 14% Less than 6 months 12% Monthly Podcast Consumers 22% 33% 19% 17% 10% Weekly Podcast Consumers 21% 34% 20% 16% 9% Podcast Subscribers 29% 31% 16% 9% 16%

25 Podcast Listening Locations in Australia Base: Monthly Podcast Consumers 12+ % ever listened to podcasts in location At home 78% In a car/truck 39% Walking around/on foot 26% Riding public transportation 23% At work At a gym/working out 21% 12%

26 Where are Podcasts Most Often Listened to in Australia? Base: Monthly Podcast Consumers 12+ At work 8% In a car or truck 16% At home 58% While riding public transportation 5% Other 13%

27 Amount of Podcast Episode Listened to in Australia Base: Monthly Podcast Consumers 12+ Most of the podcast 36% The entire podcast 56% Less than half the podcast 7% Just the beginning of the podcast 1%

28 Time Between Downloading Last Podcast and Listening to It Base: Monthly Podcast Consumers 12+ who download podcasts to listen at a later time Within 48 hours of downloading it 19% Within 24 hours of downloading it 46% Within a week of downloading it 16% Don't Know 11% Longer than a week after downloading it 8%

29 Percent of all podcasts downloaded that are listened to in Australia Base: Monthly Podcast Consumers 12+ who download podcasts to listen at a later time 76% to 100% 70% 51% to 75% 14% 26% to 50% 12% 1% to 25% 4%

30 Listening to Radio-Produced Podcasts in Australia Do you currently ever listen to any podcasts from Radio producers, such as the Hit Network, Triple M, Nova, or the ABC? % currently ever listen to podcasts from radio producers Ever listened to a podcast 39% 45% Monthly Podcast Consumers Weekly Podcast Consumers Podcast Subscribers 43% 36%

31 Social Media Brand Usage in Australia % currently ever use social media brand 72% Facebook 37% Instagram 29% Snapchat 22% What's App 18% LinkedIn 12% Twitter Google+ Tumblr 10% 7% 48% 36% 26% Pinterest 82% 39% 30% 33% 24% 17% 16% Aus Population 12+ Monthly Podcast Consumers 12+

32 Frequency of Social Media Usage in Australia How often do you use any social networking site or service? Monthly Podcast Consumers 12+ Aus Population 12+ "Several times a day" 58% "Several times a day" 74% Less often than "several times a day" 26% Less often than "several times a day" 42%

33 Follow Companies/Brands on Social Media in Australia Do you follow any companies or brands on any social networking sites, such as Facebook or Twitter? Monthly Podcast Consumers 12+ Aus Population 12+ Yes 60% Yes 69% No 40% No 31%

34 On-Demand Video Service Subscription in Australia % using service in last week 35% Netflix 16% 18% Foxtel Play, Foxtel Go, or Presto Stan Amazon Prime 52% 9% 14% Aus Population 12+ 4% 7% Monthly Podcast Consumers % Subscription to any of the above 66%

35 Used On-Demand Video Service in Last Week in Australia % having a subscription 36% Netflix 15% 15% Foxtel Play, Foxtel Go, or Presto 7% 10% Stan Amazon Prime Instant Video 52% Aus Population 12+ 1% 1% Monthly Podcast Consumers % Used any of the above in the last week 62%

36 #INFINITEDIALAUSTRA LIA