Radio listening via digital radio receivers (DAB) has, for the first time, overtaken combined listening via digital television (DTV) and the Internet and total listening hours via DAB has grown by 165%. The findings are revealed in a RAJAR survey into listening via platform, undertaken in August and September this year, and announced today (November 21, 2005).
In addition, the number of radio listeners, who claim to own a DAB receiver or listen to the radio via DTV or the Internet, has increased by 4.7 million or 25% when compared to a RAJAR survey undertaken a year ago.
Total listening hours via DAB has grown by 165% during the past year, substantially more than DTV (42%) and the Internet (84%). DAB also recorded the largest increase in reach (95%), when compared to that of DTV (28%) and Internet listening (30%).
Results from this survey, when equated to the main RAJAR survey, suggest that 10.5% of all radio listening is now via digital platforms.*
SHARE OF LISTENING HOURS (base: All Adults 15+):
|
2004 |
2005 | |
|
TOTAL LISTENING VIA DIGITAL PLATFORMS |
5.9% |
10.5% |
|
LISTENING VIA DAB |
2.4% |
5.5% |
|
LISTENING VIA DTV |
2.3% |
2.9% |
|
LISTENING VIA INTERNET |
1.1% |
1.8% |
* Please note that results from the RAJAR Listening via Platform Survey are not directly comparable to the main RAJAR survey as they employ a different universe.
Comments Sally de la Bedoyere, managing director, RAJAR:
"The findings of the latest RAJAR Listening Via Platform Survey make encouraging reading for the digital radio industry in the UK. While listening via digital, DTV and Internet receivers has been gradually increasing over the past year, listening via DAB has grown by a staggering 165%. Interestingly, this figure mirrors the latest sales of digital receivers as published by the Digital Radio Development Bureau (DRDB), which reported an increase of 257% in sales last July.
"The results also show a major shift in radio listening from analogue to digital receivers. Indeed this growing shift can also be seen in data reported by RAJAR just over three weeks ago (October 27, 2005) which revealed that home ownership of DAB sets rose from 4.5% in September 2004 to 10.5% in September 2005. Clearly, this is a trend which is gathering pace as access to digital receivers increases and it is one RAJAR will continue to monitor."
Ian Dickens, chief executive DRDB added: "RAJAR’s Platform Survey findings very much match the DRDB’s own research, which shows sales of DAB digital radios more than doubling year-on-year. Consumers are delighting in the new, unique content available on DAB stations, both commercial and BBC, and this is translating into rapidly growing listening figures. The DRDB believes this trend will continue and forecasts DAB digital radio set penetration of 40% of UK households by 2009."
The Listening via Platform survey was the second such survey to be undertaken by RAJAR since 2004 and was designed to track listening via platforms including DAB, DTV and the Internet. The principal objectives of the survey were to measure the total amount and share of listening via platform; the amount and share of listening by platform for individual stations; and the demographic profile of listeners to each platform. Respondents aged 15+, who have a DAB receiver or listen to the radio via DTV or the Internet, were surveyed during August and September 2005 and were asked to record their radio listening by quarter-hour periods as well as the stations tuned and platform for each listening occasion.
MAIN FINDINGS
TOTAL HOURS
|
2004 |
2005 | |||
|
(000s) |
% |
(000s) |
% | |
|
All Radio |
440781 |
100.0 |
592768 |
100.0 |
|
DAB |
23675 |
5.4 |
62790 |
10.6 |
|
DTV |
23114 |
5.2 |
32820 |
5.6 |
|
Internet |
11026 |
2.5 |
20333 |
3.4 |
|
AM/FM |
360542 |
81.8 |
443393 |
74.8 |
The average hours per listener has increased (26.6 vs 24.4) along with the average hours per head (24.9 v 23.1).
Total hours increased across all digital platforms, with DAB recording the largest increase (Index = 265).
REACH
|
2004 |
2005 | |||
|
(000s) |
% |
(000s) |
% | |
|
All Radio |
17911 |
93.9 |
22266 |
93.7 |
|
DAB |
2470 |
12.9 |
4819 |
20.3 |
|
DTV |
4577 |
24.0 |
5872 |
24.7 |
|
Internet |
2738 |
14.4 |
3553 |
15.0 |
|
AM/FM |
17527 |
91.9 |
21103 |
88.8 |
The All Radio total reach of 93.7% compares to 93.9% recorded last year. DAB recorded the largest increase 20.3 % v 12.9%. Internet and DTV also recorded increases in reach; however, these were relatively modest in comparison to that of DAB.