Digital radio take-up set to double next year

by Sam Matthews, Brand Republic 18-Jul-05, 11:00

LONDON – More people have taken up digital radio in the past six months than when DAB sets first came on the market three years ago, with a further 16% of adults expected to buy sets next year.

According to the Dart survey by Ipsos Media, in the past six months 9% of adults have bought a DAB set compared to only 5% six months ago.

If the current digital radio take-up continues, 16% are likely to buy a DAB radio in the next year, with nearly two-fifths of existing owners planning to add to their collection.

In addition, digital radio take-up has broadened almost half of listeners' repertoires, while a quarter claim they listen to the radio for longer than previously.

David Lucas, senior manager at Ipsos, says soaring digital take-up was an opportunity for broadcasters and advertisers.

"Pick up of digital radio has really taken off in the last six months, and this has repercussions for broadcasters and advertisers alike; the challenge for the former is to maintain and build on current listening patterns and, for the latter, to take advantage of increased listenership," he said.

The survey also reveals 42% of digital radio listeners claim the range of stations they listen to has been increased by the choice on digital radio, while 23% claim to listen to the radio for longer than usual.

The survey revealed more men (11%) than women (7%) claim to own a digital radio, with more men than women planning to get digital sets next year.

The numbers claiming to listen to digital radio via all channels has also seen a significant increase in the last six months, from 23% to 29%.

Dart is a quarterly survey from market research company Ipsos Media.

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