Edison Research this week announced it will expand The Infinite Dial study to South Africa. The Infinite Dial is the longest-running survey of media consumer behavior in the U.S., tracking consumer usage of digital media over time. The series has been recently expanded into both Australia and Canada, and now into South Africa.
The Infinite Dial will be debuting in South Africa later this year, commissioned by South Africa’s National Association of Broadcasters (NAB) Commercial Radio Committee and sponsored by Triton Digital, a global technology, and services provider.
The National Association of Broadcasters (NAB) of South Africa represents radio, television, and networks in the broadcast industry. This study will be the first comprehensive measurement of the digital audio media behaviors of South Africans.
“We take great pride in being a part of the expansion of The Infinite Dial to South Africa,” said John Rosso, President of Market Development at Triton Digital. “The first of its kind in the region, we look forward to providing meaningful insights around digital audio and podcast consumption, device ownership, and more, for the first time.”
The first study aims to have results released in late August/early September by way of presentations in South Africa’s major urban centers, and will be published simultaneously online on the NAB, Edison Research, and Triton Digital’s websites.