MediaCT Light Bites: 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 set of RAJAR results (Q2 2010) shows that over a third (35%) of the UK adult 15+ population have a DAB digital radio set in their household. Ipsos MediaCT has followed this up with some research of its own on DAB radio purchase intentions, interviewing 1,006 adults aged 15+ between 27 August and 2 September 2010.
The results are somewhat polarised when it comes to purchase intentions. Just under half (46%) of adults say that it is very or fairly likely that the next radio they buy will be a DAB digital radio set – including 27% saying very likely; however, a similar proportion (47%) of adults say it is not very or not at all likely that the next set will be DAB.
Those who say that it is very likely that the next radio they buy will be DAB are more likely than the population as a whole to be male, aged 45-64, social grade AB and have a DAB set already. In fact, DAB ownership is an important factor in purchase intention with those who have already embraced the digital concept being more pre-disposed to getting a DAB set again. Three-quarters (76%) of those who already have a DAB set in the household say it is very/fairly likely that their next set will be DAB compared with 30% of those who currently do not have a DAB set.
Clearly, more needs to be done to convert analogue radio listeners over the divide to digital - for example, improving transmitter coverage, putting DAB radio as standard in cars, bringing prices down and some expert marketing will all help. But at the end of the day, it will be the listener who decides and our latest research suggests that, for half of the population at least, converting may present quite a challenge.