The Infinite Dial®, the leading study on digital audio, from Edison Research has debuted, and the findings are even more interesting than we thought. 

Although digital audio awareness and consumption in South Africa is significantly lower than markets like Germany, Canada, USA and Australia, it is extremely dynamic and is likely to grow. 

Findings include:

  • 61% of the South African major metro commercial population listen to podcasts by South African radio stations or South African radio personalities
  • 39% of the South African major metro commercial population have listened to online audio in the past month
  • 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
  • 22% of the South African major metro commercial population are aware of podcasting, and 74% of those who have listened to podcasts listen at home