RAJAR Q3 2010: Digital

Digital radio put in a strong performance once again this quarter, posting substantial increases in weekly reach and DAB set ownership.

Digital radio has enjoyed an impressive boost this year, with 20.4 million people now tuning in to radio via a digital receiver each week (an increase of 15.4% year on year).

This is also reflected in the number of hours people are listening to digital, which have reached a new high of 262 million hours per week (up 22.8%).

DAB radio is still the most popular device for listening to digital radio, accounting for 61.8% of all digital hours.  However, listening via digital television (DTV) and over the internet is also on the rise.

Share of radio listening via a digital platform is also up to 24.8%, accounting for almost one quarter of all radio listening, which is good news for the digital switchover.

Positively, more and more people continue to buy DAB sets, with over one third of the population (18.3 million adults aged 15+) now claiming to live in a household with a DAB receiver.

Listening via a mobile phone is also growing in popularity, up 2.3% on Q2 2010.  12.8% of adults listened to radio via their mobile phone in summer months.  Unsurprisingly, listening on a mobile handset is most popular with people aged between 15-24 years old.  This demographic tuned in the most, with some saying they listen at least once a week and a number saying they listen every day.

MediaTel has PowerPoint presentations available to download, featuring pre-prepared market breakdown graphs for the RAJAR data release – click here.