The UK is leading Europe in terms of DAB digital radio penetration, with the end of 2004 seeing 1.2 million units in households, a 178% increase compared to 2003, according to new research released by the World DAB Forum.
Four years ago, digital radio penetration was just 35,000, but increasing volume in sales shows the UK to have enjoyed a rise of 122% in 2002 on 2003 and a 178% spurt in 2004 on 2003.
This Christmas saw record numbers of digital radio sets sold in the UK, with sales surpassing previous expectations and soaring past the one million mark, according to the Digital Radio Development Bureau(see Sales Of DAB Radios Exceed 2004 Estimations). Many international markets are experiencing similar sales trends to the UK. With promotion stepped up, Denmark showed an increase of 350% in 2003 on 2004 and Belgium saw a massive 500% jump in the same period.
Kevin Dale, president of digital radio manufacture PURE Digital said: “Sales of PURE DAB digital radios in Europe have started to show significant progress with key territories including Denmark, Belgium, Switzerland, and Norway. We are also seeing DAB gaining popularity in countries outside Europe, such as Singapore and Australia. As the right products are becoming available in these countries we have begun to see the same pick up in public interest in DAB that we saw in the UK 18 months ago.”
Dale predicts the uptake of digital radio in Europe to increase dramatically in 2005, particularly in Germany, Holland, Sweden and Italy.
Currently Denmark enjoys a 99% population coverage with nearly 20 services broadcasting on DAB, resulting from a vigorous marketing campaign from broadcaster Danmarks Radio. During 2004 35,000 digital radio receivers were sold compared to just 7,000 at the beginning of the year.
Thomas Schwartz, director of Gizmolink, a major distributor of technology products in Denmark said: “In November and December, DAB really took off. Sales in the New Year are continuing and Gizmolink are expecting to sell another 20,000 in 2005. Already in January we have sold 2,5000 units.”
There is increasing interest in other European countries, with Norway reporting sales of just over 4,000 units in December. With 70% coverage (due to reach to 80% within two years) and plans to switch some popular FM services over to DAB only reception, the DAB market in Norway is predicted to boom in 2005.
Belgium is also showing signs of increasing digital radio penetration, with an estimated base of 30,000 units sold, up from just 6,000 at the end of 2003. Holland and Singapore are other emerging DAB markets.
The World DAB Forum estimates that more than 300 million people around the world are within a range of a DAB digital radio transmitter. Marketing consultancy Eureca Research has forecast that by 2010 there will be nearly 40 million digital radio receivers in Europe, growing rapidly at a compound annual growth rate of 86.1% (see Digital Radio Set For Boom In Europe).
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