Dashboard Dialogue 2023, which looks into radio listening, confirms that radio is the dominant source for audio in the car and that drivers/passengers rely on it and expect it to be there.
A summary said, “Reinforcing the need for broadcast radio to remain prominent in the dashboard, the study found that 91% of recent and prospective car buyers said it was important that their recent or next vehicle has DAB/DAB+ or FM radio.” In addition: “82% of prospective car buyers, and 79% of recent car buyers would have been ‘much less’ or ‘somewhat less’ likely to have purchased their recent vehicle if it did not have a radio. Meanwhile 86% of recent/prospective car buyers ‘would really miss having radio in a vehicle if it were no longer available.’”
The study results highlighted “news updates, traffic alerts, and weather forecasts” as particularly important along with a sense of “companionship during their drives, with the live nature of broadcasts providing a sense of connection and engagement.”
Looking specifically at DAB+, the research said, “Clearer sound was often mentioned by listeners as a benefit of DAB+, with many saying they appreciate the greater variety of radio stations available through DAB+. ‘I think it’s brilliant — it makes me want to listen to the radio more,’ one driver said, with another adding: ‘I’ve discovered some new stations and I now have this great display.’”
WorldDAB President Patrick Hannon summed it up: “It’s once again clearly demonstrated in this study that listeners love radio, and their audio experience significantly influences overall car satisfaction. With DAB+ now standard in new cars across Europe, we’re committed to working together with the automotive sector to ensure the best possible in-car experience for radio listeners now and in the future.”
The 2,422 participants live in France, Germany and the United Kingdom. The study was conducted May 10–17.