Crossing the Digital Radio Divide

 

DAB digital radio listening is an important factor when it comes to the Government deciding when to carry out the switchover from analogue to digital radio broadcasting. The latest published set of RAJAR results (Q4 2010) shows that over a third of the UK adult 15+ population (18.5m) have a DAB digital radio set in their household. Ipsos MediaCT conducted some research of its own on DAB radio purchase intentions, interviewing 1,006 adults aged 15+ between 27 August and 2 September 2010.

On the surface, the results appear polarised when it comes to purchase intentions. Just under half (46%) of adults say that it is likely that the next radio they buy will be a DAB digital radio set – including 27% saying very likely; however, a similar proportion (47%) say it is not very or not at all likely that the next set will be DAB.