Digital radio listening on the up, says industry body
Number of people listening to digital radio growing steadily
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Thursday, 01, May 2008 09:32
The number of people listening to digital radio is growing steadily, according to industry monitor Rajar.
Radio listening has risen one per cent, to 45.4 million per week, in the last year with more and more tuning in via a digital receiver.
Almost one third of the UK population listens to digital radio each week, the quarterly figures revealed, despite claims this year that the format was receiving insufficient publicity.
The Rajar figures also indicated a steady growth in the number of people who own a DAB radio tuner, up to 27.3 per cent of all adults.
This represents a 40 per cent year-on-year rise and an increase of 22 per cent in the last three months alone.
Radio listening via a mobile phone is also on the increase, with 11.6 per cent of adults claiming to tune in via their handset in 2008, up from eight per cent last year.
The figures were released as Rajar pledged to undertake an industry-wide review of radio audience research in light of the changing market.
Morag Blazey, a former chief executive of media service firm PHD Media, has been hired to undertake the review, which will assess the impact of increased podcasting and mobile technology.
"The pace of change in the radio market is dizzying, and quite rightly Rajar feels it is necessary to keep pace in order to serve its users as effectively as possible," she said.
"The project I have been asked to undertake is really interesting, far reaching and genuinely democratic in its intent. I am really excited to be part of it."