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A study in Austria points to encouraging growth in digital radio. The survey, conducted in Q1 of 2023 and commissioned by RTR Medien GmbH, is the fourth by Ipsos Market Research since 2020 focused on digital radio consumption. Using computer-assisted telephone and web interviewing, the researchers surveyed 2,900 representative people in Austria between the ages of 15 and 70.
The survey showed that in the coverage area, 54% were aware of digital radio — an increase of 11% since 2020 and up 7% compared to last year. Most study participants learned of DAB+ from the Internet, the rest from the radio, television, social media and electronics retailers. An increasing number of interviewees (21%) are familiar with the DAB+ logo.
Listening to DAB+ is increasing too. A quarter of those surveyed have heard radio via DAB+ — a slight increase on last year — and 18% of the people in Austria, i.e., around 960,000, use digital radio several times a month. That’s a doubling of regular listeners since 2020.
Almost a third of households in Austria already have a DAB+ capable radio, mostly in cars. This could be an outcome of EU regulation since the beginning of 2021 that all new vehicles must receive DAB+. Since then, there have been 491,598 new car registrations in Austria. Portable DAB+ radios are the second most popular receiver (9%), closely followed by stationary DAB+ devices (8%). In addition, 24% of those questioned plan to buy a DAB+ radio within the next two years.
What remains unchanged are the advantages that users see in DAB+. Most enjoy better reception (23% of interviewees), 21% appreciate the improved sound quality, and 12% the diversity in radio programs.
A more detailed breakdown of the survey is available in German here.
