Listening on smart speakers now accounts for more than 10% of all radio listening in the UK, according to latest Rajar Q2 2022 audience figures.
Since it was first measured in Q1 2022, smart speaker listening has grown from 9.9% to 10.8%, around half of all online radio listening (22.3%).
This behaviour appears to be catching up with listening on websites and apps, which registered 11.5% share of listening (down from 12.4% last quarter).
More than half (53%) of those surveyed claimed to use smart speakers to listen to radio weekly, while more than one fifth (22%) claim to use it to listen to radio every day.
Rajar also reported nearly one third (32%) listen to a radio on a mobile phone or tablet at least once a month, which increased to 38% when looking specifically at 15- 34 age bracket.
Matt Payton, Radiocentre CEO said: “These latest figures are an important reminder that smart speakers are changing the way radio is consumed. This only strengthens the case for legislation to secure guaranteed access to radio for listeners on all platforms. Radiocentre will continue to work with Government to ensure this is addressed within the forthcoming Media Bill.”
The majority of digital listening still comes from DAB at 40.8% and more than half of those surveyed (65%) said they owned or had access to a DAB radio.
Total digital listening remained more than two thirds of all radio listening, but dipped slightly from 67.9% in Q1 2022 to 67.6% in Q2 2022.
In terms of reach, nearly three quarters (72.9%) of the UK population, or 41 million adults aged 15 and over, tuned in to digital radio each week via DAB, DTV, online, app and smart speaker.
Listening on analogue platforms like FM/AM still accounted for 32.4% of all listening time.
In an average week, there were 674 million hours of digital listening with DAB taking up 60% of that figure, website/apps 17%, smart speaker 16% and DTV 7%.
UK radio as a whole reached 49 million people every week or 88% of the population.
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