Digital platforms are boosting radio listening says RAB

LONDON - Digital technology is significantly boosting the number of people listening to and interacting with radio, according to latest research by the Radio Advertising Bureau.

Results from a survey of 550 radio listeners, conducted by the RAB, found that 59% listen to more radio if they have access to digital platforms such as DAB, the internet, mobile phone and digital TV.

The survey found that 43% listen to the radio on their mobile phones, 82% via their digital TVs and 35% through the internet.

It also found widespread satisfaction with the array of stations now on offer, with 89% saying that there are now more stations to suit their interests.

The survey found that 42% of DAB listeners have used contact details flagged up on display screens and 36% of digital TV radio listeners have participated in on air competitions via their TV.

Alex Underwood, RAB senior planning manager, is upbeat about the opportunities for commercial radio emerging from the findings.

Underwood said: "The research highlights how the new digital platforms are enhancing radio's ability to fit into people's lives, leading to more listening and facilitating greater listener involvement.

"With commercial radio currently taking a majority share of digital-only listening, the medium is well set to continue to activate brands by connecting them with stimulating participation from consumers."

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