YouGov: analogue radio still more popular than digital

Digital devices are gaining a foothold in the UK radio market, but the UK is still largely analogue, new research from YouGov SixthSense suggests.

The ‘New Generations and the Future of Radio’ report shows that while more than four in ten (44%) use DAB radios – which has increased 11% year on year, according to the latest RAJAR figures – 64% still use AM/FM radios to tune in. 34% listen via the internet and 33% through digital TV such as Freeview and Sky.

YouGov SixthSense’s research also found that such devices are changing listening habits for a significant minority. 27% of those using a digital radio platform say that they listen to the radio more than they used to since starting to listen via digital and just 5% say they listen less.

The report shows that just over one in five listen through catch-up services and almost one in ten access podcasts of current programmes. Older content is even more popular, 16% downloading archived podcasts.

However, despite its popularity, digital radio still faces a challenge in shifting analogue listeners away from AM/FM sets. The research shows that among radio listeners not currently using a digital platform, just 6% report that they intend to get a digital radio in the next 12 months and 7% say they will get one as soon as they can afford it.

By comparison, one in five intend to stick with their analogue set for as long as possible and almost as many (18%) see no point in getting a digital radio. 37% say that they could get a digital radio at some point but are in no hurry to do so.

“Traditional ideas of what ‘radio’ means have started to change in the past few years,” said Tom Rees, YouGov SixthSense Research Manager.

“Digital means it is now possible to listen to things at any time across myriad devices and broadcasters are catching on – especially with the BBC opening up its archives. Broadcasters and manufacturers could benefit from promoting the flexibility of new platforms to people yet to change from AM/FM listening.

“However, analogue is still the most popular radio medium and there are significant numbers of people who won’t switch from their AM/FM sets any time soon.”