Rajar Q4 2014: Digital
The shift in radio listening towards digital continued in Q4 2014, according to the latest Rajar results, published today (5 February).
Digital listening grew 6% year on year to 37.9% of all listening with a strong performance from the DAB platform, which now accounts for over a quarter of all radio listening for the first time.
On average a listener tunes in to 21.3 hours of radio per week, with listening to radio via a digital platform – in terms of weekly reach – exceeding over half of the UK population.
27.8 million people now tune in to radio via a digitally enabled receiver (DAB, DTV, Online) each week.
Digital listening hours remain high for Q4 2014 with 385 million hours being listened to in an average week.
DAB radio is still the most popular device when it comes to listening digitally, accounting for 67% of all digital hours and up 6% year on year. Listening via a digital television represents 12% (down 11% year on year) and listening online represents 16% (up 5%) of all digital listening hours.
22% of adults claim to listen to the radio via a mobile phone or tablet at least once per month, up 38% year on year, while 36% of 15-24 year olds claim to listen to the radio via a mobile phone or tablet at least once per month, up 20% year on year.
The share of all radio listening via a digital platform now stands at 37.9% compared to 36.1% on the previous year. The share of listening to DAB has increased by 6% year on year to 25.2% of all listening.
In terms of social media, 20% of the adult population currently receive updates about their favourite radio station/presenter, with the figure rising to 37% of 15-24s.
“The shift to digital listening continues, with digital listening in home now overtaking analogue listening, and DAB is leading the way,” said Ford Ennals, CEO of Digital Radio UK.
“The fact that over 25% of radio listening is now on DAB and the success of the national commercial stations on the Digital One DAB network strongly makes the case for the benefits of the launch of D2 – the second national DAB network.”
— The Smooth network is up 41% and has nearly 2 million weekly listeners on digital (1.956 million listeners).
— The Kiss branded stations reached record levels of listening with Kiss Fresh up 18% year to 457,000 and Kisstory up 13% to over 1 million (1.057 million) listeners.
— The reach of Absolute 80s is up is up 20% to 1.4 million listeners, with greater listener loyalty leading to an impressive increase of 42% in listening hours. The reach of sister station Absolute Radio 90s is up 18% to a new record of 670,000.
— Following its launch on Digital One last year, LBC’s digital listening was up 20% year on year.
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