New research published by the Digital Radio Development Bureau has revealed that DAB digital radio listeners tune in to programming for 11.9 hours per week longer than traditional analogue listeners.
The findings come from a survey carried out by Continental Research for MXR shareholders Capital Radio, Chrysalis Radio, GMG and UBC Media. As well as finding increased listening via digital radio, the study revealed that a staggering 62% of those listeners using digital equipment claimed to watch less television as a consequence.
According to the study, some 37% of listeners actively change their favourite station upon purchasing a digital radio. LBC, The Arrow, Jazz FM, Xfm, Radio 4 and Radio 2 were the stations enjoying the most new listeners via DAB digital radio.
As well as switching their favourite stations, the study also found listeners actively seeking out new stations since discovering digital radio, with over 80% tuning in to a range of new broadcasters.
Satisfaction levels recorded by the survey were also incredibly high, with 94% pleased with reception quality, 96% happy with the variety of stations on offer and 98% enjoying the ease of tuning provided by DAB.
Commenting on the research, Diane Wray, marketing director at MXR, said: “This first study, to my knowledge, into digital listening behaviour and in particular DAB confirms our gut feeling that the combination of new station choice, easy tuning, digital sound quality and pioneering digital functionality provides an unbeatable radio experience.”
The research follows reports earlier this year that the number of DAB digital radio receivers in UK homes more than tripled during 2003. According to figures from the DRDB, consumers appear to be revelling in an increasing number of new stations and the potential for interference-free listening (see Weak Advertising Expected At FT In Pearson Results).
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