Are we listening to DAB+?

23 March 2010

by Marissa Bohm

It is confirmed, people are listening to digital radio DAB+ in Australia. Commercial Radio Australia (CRA) today has released the first official data relating to digital radio broadcasts. This report shows there are 449,000 people listening to digital radio in an average week across the five major metropolitan markets; Sydney, Melbourne, Brisbane, Adelaide and Perth.

CRA chief executive officer, Joan Warner said: “The market information in the Digital Radio Industry Report has exceeded the industry’s initial expectations. Initial predictions were up to 50,000 receivers sold in the first 12 months. Permanent high power digital radio services have only been on air for a short time and we are very pleased with these initial results.

“The report gives us a basis on which to work for the continued marketing, promotion, development and growth of digital radio across Australia,” Ms Warner said. The Digital Radio Industry Report released by CRA includes data from the radio industry audience measurement survey company, the Nielsen Company, consumer electronics market research company GfK and market researcher, the Hoop Group produced these main findings:
• 63% of Australians are aware that DAB+ digital radio has launched in Australia
• 38% of people in metropolitan areas are likely to purchase a digital radio in the next 12 months.
• 80% of people who own a digital radio would recommend it to a friend
• 69% of people who own a digital radio believe it has delivered on expectations
• 74% of people are willing to spend between $50-$200 for a digital radio device
• 71% of digital radio owners purchased for the digital quality sound

Despite listening on the internet attracting higher cumulative audience (504,000) than digital radio, but the time spent listening on DAB+ is higher at 8 hours and 16 minutes each week compared to the internet at 5 hours and 31 minutes.

DAB+ was launched at a tough time in Australia, with consumer confidence low, however job confidence has since improved, digital television is delivering extra channels to viewers with ABC2 launching five years ago. This report exceeds the industry’s expectations with initial predictions of 50,000 receivers sold in the first 12-months. Further work still needs to be done including DAB+ in cars, roll-out to regional areas and more stations yet to be launched.

The Digital Radio Industry Report can be downloaded from digitalradioplus.com.au