Summ’it aims to connect audiences through audio storytelling
Attendees at this week’s WorldDAB Automotive gathering in Paris got a firsthand look at a study conducted by market researcher Edison Research for WorldDAB.
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.
