The Infinite Dial 2021 UK report, conducted by Edison Research, provides insights into digital media consumer behavior in the UK. Key findings include:
1. Smartphone ownership is widespread, with 85% of the total UK population aged 16+ owning one.
2. Smart speaker ownership has increased to 21% in the UK, lower than the US but higher than Canada and Australia.
3. Social media usage is high, with 86% of the total UK population aged 16+ currently using social media. Facebook, Instagram, and Twitter are the most recognized brands.
4. Radio listening remains strong, with 80% of the total UK population aged 16+ listening to radio in the last week.
5. Monthly online audio listening has reached 75% of the total UK population aged 16+, with weekly online audio listening at 66%.
6. In-car audio sources include AM/FM/DAB radio, CD player, owned digital music, online audio, and podcasts, with AM/FM/DAB radio being the most used.
7. Podcast awareness is high at 71%, with 49% of the total UK population aged 16+ having ever listened to a podcast. Monthly podcast listening stands at 33%.
The report highlights the growing penetration of digital media in the UK, with smartphones, smart speakers, and online audio being integral to daily media consumption. Social media usage remains high, and radio remains a popular choice, indicating a blend of traditional and digital media consumption behaviors.
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