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T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
The Infinite Dial 2019#InfiniteDial
Canada
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Study Overview
‣ The Infinite Dial is the longest-running survey of digital media consumer behaviour in America
‣ The Infinite Dial Canada report mirrors the Infinite Dial U.S. reports, which have been undertaken annually since 1998 by Edison Research, and cover a wide range of online digital media topics
‣ Infinite Dial Canada, now in its second year, continues to explore the penetration of online digital audio and social media in Canada, as well as the online platforms and technologies that Canadians are using
‣ This study is designed to allow for direct comparisons between Canadian and U.S. markets
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Study Methodology
‣ In the first quarter of 2019, Edison Research conducted a national telephone survey of 1,065 people aged 18 and older, using random digital dialing techniques to both mobile phones and landlines
‣ Survey offered in both English and French
‣Data weighted to national 18+ population figures
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Media & Technologies
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Device Ownership
76
54
49
82
61
52
Smartphone
Internet-connected TV
Tablet
2018
2019
T O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% O W N I N G D E V I C E
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Smart Speaker AwarenessT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% A W A R E O F S M A R T S P E A K E R B R A N D
46
54
47
57
34
30
16
65
Amazon Alexa
Google Home
Apple HomePod
Sonos One with Alexa
Harmon/Kardon Invoke
Heard of any of the above
2018
2019
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Smart Speaker OwnershipT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% O W N I N G S M A R T S P E A K E R
3
6
9
14
4
3
26
Amazon Alexa
Google Home
Apple HomePod
Sonos One with Alexa
Harmon/Kardon Invoke
Own any of the above
2018
2019
< 1%
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Number of Smart Speakers in Household
76
29
15
43
9
28
2018
2019
O N E T W OT H R E E O R
M O R E
M E A N# O F S M A R T
S P E A K E R S
1.0
2.1
B A S E : C A N A D I A N A G E 1 8 + S M A R T S P E A K E R O W N E R S
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Number of Smart Speakers in Household
76
29
15
43
9
28
2018
2019
O N E T W OT H R E E O R
M O R E
M E A N# O F S M A R T
S P E A K E R S
1.0
2.1
B A S E : C A N A D I A N A G E 1 8 + S M A R T S P E A K E R O W N E R S
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
67 65
2018 2019
Listening to AM/FM Radio in the Last WeekT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% L I S T E N E D T O A M / F M R A D I O I N L A S T W E E K
A M / F M R A D I O = L I S T E N I N G T O “ O V E R - T H E - A I R ” A M / F M R A D I O A N D / O R A M / F M R A D I O S T A T I O N S O N L I N E
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Online Audio
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
22 22
2018 2019
Listening to AM/FM Radio Online in Last MonthT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% L I S T E N E D T O A M / F M R A D I O O N L I N E I N L A S T M O N T H
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
14 17
2018 2019
Listening to AM/FM Radio Online in Last WeekT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% L I S T E N E D T O A M / F M R A D I O O N L I N E I N L A S T W E E K
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
2732
2018 2019
Listening to Internet-Only Audio in Last MonthT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% L I S T E N E D T O I N T E R N E T - O N L Y A U D I O I N L A S T M O N T H
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
2226
2018 2019
Listening to Internet-Only Audio in Last WeekT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% L I S T E N E D T O I N T E R N E T - O N L Y A U D I O I N L A S T W E E K
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
14 17
2018 2019
Listening to Internet-Only Audio in Last 24 HoursT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% L I S T E N E D T O I N T E R N E T - O N L Y A U D I O I N L A S T 2 4 H O U R S
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
57 59
2018 2019
Monthly Online Audio ListeningT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% L I S T E N E D T O O N L I N E A U D I O I N L A S T M O N T H
O N L I N E A U D I O = L I S T E N I N G T O A M / F M R A D I O S T A T I O N S O N L I N E A N D / O R L I S T E N I N G T O S T R E A M E D A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H E I N T E R N E T
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Weekly Online Audio ListeningT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% L I S T E N E D T O O N L I N E A U D I O I N L A S T W E E K
O N L I N E A U D I O = L I S T E N I N G T O A M / F M R A D I O S T A T I O N S O N L I N E A N D / O R L I S T E N I N G T O S T R E A M E D A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H E I N T E R N E T
49 51
2018 2019
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
56
62
64
35
42
17
43
37
65
64
64
48
46
44
41
38
Google Play Music
Apple Music
Spotify
CBC Music
Amazon Music
RadioPlayer Canada
iHeartRadio
SoundCloud
2018 2019
23
33
13
7
9
6
9
8
7
35
31
20
20
16
16
12
10
9
Yahoo Music
Stingray
TuneIn
Deezer
8Tracks
eMusic
Slacker
Last.fm
Tidal
Audio Brand AwarenessT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% A W A R E O F A U D I O B R A N D
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Monthly Online Audio Listening
19
11
11
6
12
3
2
8
2
27
20
15
10
7
7
6
5
3
Spotify
Apple Music
Google Play Music
CBC Music
Stingray
iHeartRadio
RadioPlayer Canada
SoundCloud
Amazon Music
2018
2019
T O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% L I S T E N E D T O O N L I N E A U D I O B R A N D I N L A S T M O N T H
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Weekly Online Audio Listening
16
9
7
3
7
2
1
4
23
17
11
9
5
5
4
3
Spotify
Apple Music
Google Play Music
CBC Music
Stingray
iHeartRadio
RadioPlayer Canada
SoundCloud
2018
2019
T O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% L I S T E N E D T O O N L I N E A U D I O B R A N D I N L A S T W E E K
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
26
32
16
25
14
16
14
5
8
8
22
14
2018
2019
Audio Brand Used Most Often
O T H E RS T I N G R A Y
B A S E : C A N A D I A N 1 8 + A N D C U R R E N T L Y E V E R U S E A N Y A U D I O B R A N D
S P O T I F Y
A P P L E
M U S I C
G O O G L E
P L A YC B C M U S I C
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Weekly YouTube Music Usage in CanadaT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% U S E D Y O U T U B E F O R M U S I C O R M U S I C V I D E O S I N L A S T W E E K
46 47
2018 2019
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
35
37
24
34
39
24
2
5
2018
2019
What is Time Spent with Online Audio Replacing?
O V E R - T H E - A I R
A M / F M R A D I O
N E W T I M E ;
N O T T A K E N F R O M O T H E R
S O U R C E SS I R I U S X M
B A S E : C A N A D I A N 1 8 + W H O H A V E E V E R L I S T E N E D T O O N L I N E A U D I O
O T H E R
O W N E D M U S I C
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
In-Car Audio
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Audio Sources Used in Car
83
22
12
11
79
25
14
14
AM/FM radio
Podcasts
SiriusXM
Online Radio
2018 2019
% U S I N G A U D I O S O U R C E I N C A R
B A S E : C A N A D I A N 1 8 + A N D H A S D R I V E N / R I D D E N I N C A R I N L A S T M O N T H ; 8 5 %
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
81
79
8
7
5
11
4
3
22018
2019
Audio Source Used Most Often in Car
A M / F M R A D I O P O D C A S T SS I R I U S X MO N L I N E
A U D I O
B A S E : C A N A D I A N 1 8 + , D R I V E N / R I D D E N I N C A R I N L A S T M O N T H , A N D U S E A N Y A U D I O S O U R C E I N C A R
O T H E R
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
In-Dash Information and Entertainment Systems
% O W N I N G I N - D A S H I N F O R M A T I O N A N D E N T E R T A I N M E N T S Y S T E M I N C A R
B A S E : C A N A D I A N 1 8 + A N D H A S D R I V E N / R I D D E N I N C A R I N L A S T M O N T H ; 8 5 %
1018
2018 2019
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Podcasting
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
61 63
2018 2019
Podcasting FamiliarityT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% F A M I L I A R W I T H T H E T E R M “ P O D C A S T I N G ”
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Monthly Podcast ListeningT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% L I S T E N E D T O A P O D C A S T I N L A S T M O N T H
2836
2018 2019
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
3126
37 35
Men Women
2018 2019
Monthly Podcast Listening
% L I S T E N E D T O A P O D C A S T I N L A S T M O N T H
C A N A D I A N P O P U L A T I O N
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
41
29
19
43 45
21
Age 18-34 Age 35-54 Age 55+
2018 2019
Monthly Podcast Listening
% L I S T E N E D T O A P O D C A S T I N L A S T M O N T H
C A N A D I A N P O P U L A T I O N
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Weekly Podcast ListeningT O T A L C A N A D I A N P O P U L A T I O N 1 8 +
% L I S T E N E D T O A P O D C A S T I N L A S T W E E K
1923
2018 2019
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
20 18
2521
Men Women
2018 2019
Weekly Podcast Listening
% L I S T E N E D T O A P O D C A S T I N L A S T W E E K
C A N A D I A N P O P U L A T I O N
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
27
1813
29 31
13
Age 18-34 Age 35-54 Age 55+
2018 2019
Weekly Podcast Listening
% L I S T E N E D T O A P O D C A S T I N L A S T W E E K
C A N A D I A N P O P U L A T I O N
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
One11%
Two20%
Three17%
Four or Five28%
Six to Ten17%
11 or more6%
Number of Podcasts Listened to in Last WeekB A S E : C A N A D I A N 1 8 + A N D L I S T E N E D T O P O D C A S T I N L A S T W E E K
Canadian weekly podcast listeners averaged
five podcastsin the last week
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
41
25
59
75
2018
2019
Device Used Most Often to Listen to Podcasts
C O M P U T E R S M A R T P H O N E / T A B L E T / P O R T A B L E D E V I C E
O T H E R
B A S E : C A N A D I A N 1 8 + A N D E V E R L I S T E N E D T O A P O D C A S T
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Podcast Listening LocationsB A S E : C A N A D I A N 1 8 + A N D E V E R L I S T E N E D T O A P O D C A S T
80
29
29
24
19
14
91
35
24
23
16
15
At home
In a car/truck
At work
While walking around/on foot
While riding public transportation
At a gym/while working out
20182019
% L I S T E N E D T O A P O D C A S T I N L O C A T I O N
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
4246
2018 2019
Listening to Podcasts from Public Radio Producers
% L I S T E N E D T O P O D C A S T S F R O M P U B L I C R A D I O P R O D U C E R S
B A S E : C A N A D I A N 1 8 + A N D E V E R L I S T E N E D T O A P O D C A S T
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
9
27
2018 2019
Increasing Podcast Playback Speed
% W H O I N C R E A S E S P E E D O F P O D C A S T S
B A S E : C A N A D I A N 1 8 + A N D E V E R L I S T E N E D T O A P O D C A S T
“Do you ever increase the speed of your podcasts in order to listen to them faster?”
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Amount of Podcast Episode Listened toB A S E : C A N A D I A N 1 8 + A N D E V E R L I S T E N E D T O A P O D C A S T
The entire podcast
36%
Most of the podcast
45%
Less than half the podcast
11%
Just the beginning of
podcast2%
Don't Know6%
“Think about the audio podcast episodes you listen to. Do you typically listen to…?”
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Amount of Podcast Episode Listened toB A S E : C A N A D I A N 1 8 + A N D D O W N L O A D E D P O D C A S T S T O L I S T E N T O A T A L A T E R T I M E ;
1% to 25%6%
26% to 50%15%
51% to 75%23%
75% to 100%56%
“What percent of all the podcast you download would you say you typically listen to?”
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Observations
‣ Smart Speaker ownership is surging in Canada
‣Online Audio continues to grow, and is settling around several key brands
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
Observations
‣ In-dash entertainment systems are continuing to become more popular
‣More than a third of Canadians 18+ listened to a podcast in the last month
T H E I N F I N I T E D I A L © 2 0 1 9 E D I S O N R E S E A R C H A N D T R I T O N D I G I T A L#InfiniteDial
The Infinite Dial 2019#InfiniteDial