UK Radio Listening Upsurge is Driven by Digital Technology

25 July 2006

LONDON: Britain's Radio Advertising Bureau reports that digital technology has significantly increased the number of people listening to and interacting with radio, according to its latest research.

A survey of 550 radio listeners revealed that 59% of respondents listen to more radio if they have access to digital platforms such as DAB [Digital Audio Broadcast], the web, cellphones and digital TV.

The survey also found that 43% listen to the radio on their cellphones, 82% via digital TV and 35% through the internet.

There is widespread consumer satisfaction with the increased number of stations now on offer, with 89% agreeing there are now more stations directly suited to their interests.