DIGITAL: 25 per cent reached
Twenty-five per cent of all radio listening is now to digital platforms, up a fraction from 24.8 per cent last quarter.
And 20.9 million adults now listen to digital radio each week, a year on year increase of 3.8 million adults, and an increase of 450,000 adults quarter on quarter.
Listening to DAB has also increased, if only slightly, from 15.3 per cent to 15.8 per cent, whilst internet radio and digital television listening also remain around the same mark.
Ford Ennals, Chief Executive of Digital Radio UK, said: “The achievements of 25 per cent of listening to digital platforms, and nearly 45 per cent of listeners listening to digital each week, represent key milestones as digital radio moves into the mainstream of UK radio listening. Following a strong start to 2011 we look forward to seeing the Q1 listening figures in May, when we will see the benefit of listening to the 750,000 digital radios which were sold in the last quarter of 2010.”