RAJAR Q2 2013 reports that just over half (52.5%) of the UK population tunes in to digital radio each week, however, the share of all radio listening via a digital platform now stands at 37%, still short of the Government’s 50% target required for the digital switchover. Put another way, nearly two-thirds of all radio listening hours are via a traditional AM/FM analogue receiver.
The three main platforms, DAB, DTV and the internet, have all contributed to the growth in digital listening and so has mobile, thanks in part to its rather fine UK Radioplayer app. Furthermore, there have been some recent milestones to help maintain the momentum, such as the digital TV switchover, smartphone penetration exceeding 50% of the population and the growing number of new cars and transit vans having DAB radio fitted as standard.
UK commercial radio’s upcoming 40th birthday in October will be a timely opportunity to celebrate the medium, give another push to digital and maybe influence the Government’s decision. The challenge to convert the digital "transistor resistors", however, increases substantially as those who remain in this battle-hardened group are determined to fight it out until the bitter end.
Approaching half (44%) of the population have a DAB radio in the household. We know from Ipsos MediaCT’s recent research that of those adults without DAB radios, the proportion claiming they are not at all likely to buy a DAB radio rises from 35% in 2010 to 41% in 2013. We also know that 16% of the GB adult population have no (or choose not to) access to the internet in any way, rising to 39% of those aged 65 or over.
Sales of DAB radios, which account for the lion's share of digital listening, have been broadly flat at 1.9m for the past four years, according to media regulator Ofcom's digital radio report, published today. The Government will of course achieve its aims for a Digital Britain and so I can’t help but think that the Battle of the Analogue Alamo will soon be over.
John Carroll is a senior director in Ipsos MediaCT
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