Digital Popularity Rising As Technology Widens Choices

Digital radio ownership in Britain is continuing to increase, with new figures released today by RAJAR showing 11.1% of adults now own a DAB Radio at home.

The increase represents an increase of more than 100% year on year, with just 5.3% of adults claiming to own a digital radio in Q4 2004. However, the increase of 0.6% points period on period is the smallest consecutive rise since Q3 2004 and makes Q4 the only quarter in 2005 to see less than 1% point growth.

RAJAR’s new figures show the public’s passion for digital radio extending beyond DAB however, with the number of adults listening to digital radio via their TV at a record 35.8%. The increase marks a rise of 0.7% points period on period, and a 6.1% point upturn year on year.

The frequency of digital listening through TV is also on the up, with 20.3% of adults claiming to listen at least once a week, up 2.4% points year on year, while those listening less often have also risen, adding 3.6% points to represent 15% of the adult population.

Internet radio is also seen increasing in popularity. RAJAR reports that 20.2% of all individuals have now listened to the radio via the internet, with 13.7% listening to a UK national station, and 5.6% listening to local stations.

The new data shows the internet driving awareness of radio, as 28.6% of individuals admit using the web to view a radio station’s website. The ability to listen to international radio has seen little takeup, however, with the number of individuals listening to non-UK radio stations dipping by 0.6% points year on year to 3.6%.

RAJAR: 0207 903 5350 www.rajar.co.uk