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The Independent Automotive Aftermarket Federation

Digital listening surges to nearly 50%


Date: 03-Aug-2017

Digital listening pushed ever closer to 50% by reaching a new record share of 48.7%, a percentage share growth of 7.5% compared to 45.3% in Q2 2016, according to RAJAR Q2 2017 data.  1.5m additional adults are now listening via a digital platform, compared to Q2 2016, taking digital reach to 33 million people and for the first time over 60% of the population at 61.2%.  

Digital listening across all platforms continues to grow, with the fastest growing now being online/apps which grew by 9.1% in hours to account for 8.8% share of all radio listening and 18% of digital listening, as radio listening via voice-controlled and smart speakers becomes increasingly popular.  The majority of digital listening remains via DAB digital radio which grew 6.1% in hours to account for 34.5% share of all radio listening or 71% of digital listening. 

Digital listening across 10-64 years olds combined is already above 50% at 50.8%, and there are now four age groups with a digital share of over 50% (10-14; 15-24s; 35-44s; 45- 54s year olds).

In car digital listening hours have grown by 20% year on year and have reached a new record share of 29.7%, supported by over 700,000 new cars on UK roads with DAB digital radio as standard in Q1 2017 alone (Q1 2016 CAP/SMMT). Digital listening in cars has contributed to 38% of all digital listening hourly growth.

Ford Ennals, CEO of Digital Radio UK, said: “The new RAJAR data confirms that digital radio’s momentum is unstoppable with close to 50% of all listening now being on a digital platform.”

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