RAJAR Q1 2011: Digital

Digital radio put in a strong performance once again, posting increases in weekly reach, hours, share and DAB set ownership.

Listening to radio via a digital platform in terms of weekly reach has increased by 12.8% YoY, with 22.3 million people now tuning in via a digital receiver each week (up from 19.7 million people in Q1 2010).

This is reflected in the number of hours people are tuning in to digital radio, which are up 15.4% from 243 million hours in Q1 2010 to 280 million hours this quarter.

As ever, DAB radio is the most popular device for digital listening, accounting for 63.1% of all digital hours. However, listening via digital television and more particularly the internet, have both continued to rise YoY, albeit from a smaller base.

DAB hours are now 177 million; DTV 44 million; and internet 38 million.

The rise in reach and hours is also reflected in the share of radio listening via a digital platform, which is up to 26.5% – accounting for more than one quarter of all radio listening, which is good news though still a long way from the government’s current target of 50% by 2013 to ensure a digital switchover by 2015.

Access to a DAB receiver is also up – by 11.2% YoY – and is nearly three times the level of five years ago. In Q1 2011, almost two in five of the population (19.7 million adults) claimed to live in a household which has a DAB set.

More and more people are also tuning in via a mobile phone – with mobile listening up 10.2% YoY. 13.8% of adults (aged 15+) listened to radio via a mobile handset in Q1 2011.

In the 25+ demographic 11% tuned in via their mobile, up 21% YoY. In the younger generation (15-24 demographic) this figure rises to 28.6%.