Edison Research debuts Infinite Dial UK

Edison Research will debut The Infinite Dial UK in a webinar on Thursday, Dec. 2, at 2 p.m. GMT. Bauer Media and Spotify are sponsoring the event.

The Infinite Dial is the longest-running survey of digital media consumer behavior in America, tracked annually since 1998. The Infinite Dial 2021 UK will mark the first study in the United Kingdom. It uses a random probability telephone sample comprised of both mobile phones and landlines to produce a nationally representative, projectable look at the behaviors of the United Kingdom population ages 12 and over.  

Over its 20+ year history, The Infinite Dial has surveyed for several important media channels, including streaming audio, podcasting, and social media. It is currently conducted in the United States, Canada, Australia, Germany, and South Africa.  

Larry Rosin, Edison Research president, will present the latest findings on digital media behaviors in the United Kingdom. Rosin said, “We are excited to add the UK to the list of countries around the world investigating digital audio, podcasting, and social media usage via The Infinite Dial franchise.” 

Graham Bryce, chief operating officer of Bauer Media Audio UK, said, “We are proud to be part of bringing The Infinite Dial to the UK to showcase digital audio and media consumption among Britons. These findings will benefit many across the industry and provide a deeper understanding of consumer habits in this fast-growing market segment.”

James Cator, head of studios for Spotify UK and Ireland, said, “We are really excited to be working with Edison Research on the Infinite Dial’s first UK report. There’s no doubt that consumers’ habits when it comes to media consumption are changing rapidly. We are looking forward to revealing the report and sharing the latest trends around audio consumption — including some of our insights from Wrapped 2021 as we reflect on how creators soundtracked the world around us over the past year.”

Attendees will learn about the latest trends among Britons regarding media usage and consumption habits for streaming audio, podcasting, radio, mobile media, smart speakers, social media behaviors, and more. The presentation will be available for download after the webinar.  

You can register for this event here.