The Infinite Dial Germany, the newest media usage study from RTL Radio Deutschland, now has research to confirm the audio boom going on in Germany. This latest research finds that all age groups use radio and audio services in many scenarios, and through many platforms and distribution channels.
The results of the media usage study for the German market provides comprehensive data on digital media usage with a focus on audio. It also shows a direct comparison with the U.S. market, from which important insights into audio trends can also be derived. The global U.S.-based research company Edison Research, which is responsible for the implementation of The Infinite Dial in the U.S., Australia, Canada, and South Africa, was commissioned to carry out the study.
Here are some of the top findings:
– In all age groups, and across all platforms and devices, radio and audio services are heavily used.
– In the car, radio is by far the most-used source of music, entertainment, and information for almost 70% of Germans.
– 16 to 34-year-olds are increasingly listening to radio via radio apps on their mobile phones, streaming aggregators, or smart speakers. Thirty-eight percent of this group state that they no longer own a traditional radio receiver.
– Smart speakers are also gaining ground in Germany as 8% of Germans already own one or more of these devices. The Infinite Dial Germany confirms RTL Radio Deutschland’s previous market estimates of around 12 million units sold. Each smart-speaker owner currently has an average of 1.8 devices in their household.
– More than one third (35%) of 16 to 34-year-olds in Germany listen to a podcast every month. Each user listens to an average of five podcasts per week.
– Podcast listeners have enormous potential as customers to marketers. They have an above-average income and are well educated.
Stephan Schmitter, CEO of RTL Radio Germany said, “The results of The Infinite Dial Germany are a very important building block for the strategic development of our radio and audio world. They prove that we are on the right track with our diverse products. In addition to classic programs, on-demand offerings have a high usage rate. This confirms in particular the great potential for podcasts. With our platform AUDIO NOW and the founding of the podcast production company Audio Alliance, we have created an excellent basis at the right time to play a decisive role in shaping the attractiveness of this market from the user and customer point of view.
The complete study may be downloaded HERE.
