Mobile digital radio audience also grows
Digital’s share of total radio listening hours in the UK reached 36.8% in Q2 2013, more than a 5-percentage-point increase since a year prior, according to data from the Radio Joint Audience Research Limited (RAJAR) UK. Meanwhile, traditional AM/FM radio’s share declined by 2.5 percentage points. The biggest boost among the online platforms went to digital audio broadcasting (DAB), a technology widely used in Europe to transmit AM and FM analog signals with improved digital audio quality. General internet radio, including radio accessed via mobile apps, posted the second-biggest bump in share.
The weekly digital radio audience in the UK reached past 50% in Q2 2013, according to RAJAR, with more than one-third of the population listening to DAB that often. Nearly 46% of those ages 15 or older said they owned a DAB set at home. Notably, digital TV radio was somewhat more commonly accessed than internet and mobile app radio.
A considerable 42.9% of 15- to 24-year-olds said they had ever listened to mobile radio, far ahead of the 19.9% of those ages 25 and older who had done so. But mobile radio usage overall is rising fairly fast, regardless of age. The total percentage of UK consumers who’d ever listened to music on mobile rose nearly 6 percentage points from Q2 2012, to reach 23.5% in Q2 2013.
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