Consumer awareness of DAB digital radio in the UK stands at 29 million people, or 59% of the adult population, according to new research conducted by Ipsos Ominbus on behalf of the Digital Radio Development Bureau (DRDB).
The data reveals that public awareness of digital radio has increased by 16%, year-on-year, during January 2005, up from 43% in January 2004.
Commenting on the new research, Ian Dickens, DRDB chief executive said: “Following record sales of DAB digital radios in 2004, it’s not surprising that awareness has also gone up. Our goal is to sell 1.2 million radios in 2005 and, and an awareness level of nearly 60% is an encouraging starting point for the year.”
This Christmas saw record numbers of digital radio sets sold in the UK, with sales surpassing the DRDBs previous expectations and soaring past the one million mark (see Sales Of DAB Radios Exceed 2004 Estimations).
The new data from the DRDB confirms the UK’s strength as Europe’s leader in terms of DAB digital radio penetration. Research by the World DAB Forum revealed that the end of 2004 saw 1.2 million units in households, a 178% increase compared to 2003 (see UK Leads Europe In Digital Radio Penetration).
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