Infinite Dial Survey - What it means for marketers

The Infinite Dial Canada survey

The Infinite Dial Canada, by Edison Research and Triton Digital, is the newest study of consumer behaviour and media consumption in the Infinite Dial series and the first to be conducted in Canada. It is modelled after the original Infinite Dial report, which has been done yearly in the U.S. since 1998. Some highlights from the study include:

·         Canadian smartphone ownership is at 76% (compared to 82% in the U.S.)

·         Smart speaker ownership is at 8% overall, with Google Home taking a larger share than Amazon in Canada

·         Nearly half of all Canadians 18+ (49%) are weekly listeners to online audio, with Spotify leading the pack in usage (16%)

·         As in the U.S., radio dominates in-car media consumption, with 64% of Canadians saying it is the audio source they use most in their cars

·         Monthly podcast listening is 28%, with 61% of Canadians 18+ being familiar with the term

·         Canadian podcast listeners listen to an average of five podcasts in the last week

Edison Senior VP Tom Webster presented the findings in a live webinar on April 4 that can be heard below.

Click here to download the full set of slides from Edison Research.

Canadian marketers are going to have an ever increasing difficult time reaching consumers.  Radio, TV and other traditional channels are being replaced in the home by other offerings.  Nearly 1 in 10 homes now has a smart speaker for streaming music.  Many homes moving away from a landline altogether.