Edison Research's Infinite Dial Study On South Africa Shows How Residents Consume Media

Infinite Dial's South African Study

EDISON RESEARCH's INFINITE DIAL, debuted in SOUTH AFRICA last week as EDISON RESEARCH Pres. LARRY ROSIN presented the findings from the company's recent survey in JOHANNESBURG, CAPE TOWN and DURBAN. 

Some of the findings show:

-- 88% of the SOUTH AFRICAN major metro commercial population own smartphones.

-- 68% have listened to AM/FM radio in the last week.

-- 44% of radio listening at home was done on a non-radio device.

-- 39% have listened to online audio in the past month.

-- 22% are aware of podcasting, and 19% have listened to a podcast

The study was commissioned by SOUTH AFRICA’s NATIONAL ASSOCIATION OF BROADCASTERS' (NAB) COMMERCIAL RADIO COMMITTEE and sponsored by TRITON DIGITAL. The INFINITE DIAL research for SOUTH AFRICA is patterned on the longest-running survey (1998) of digital media consumer behavior in the U.S. and provides an up-to-date profile of the SOUTH AFRICAN digital consumer.

More on how the study was conducted and EDISON RESEARCH can be found here:

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