Digital killed the analogue star?

17% of UK radio listeners tune in
via a digital platform, according to
the latest radio audience data from
Rajar.
The figures for Q4 2007 revealed that overall radio listeners remained stable at 45m listeners or 89% of the UK population. While weekly listeners decreased year-on-year by 93,000 to 44,952,000 in Q4, 2007 from 45,045,000 in Q4, 2006, digital listening hours for the quarter increased by 10% to 169m hours per week.
Listening via digital-only services, such as BBC 6 Music and Smash Hits Radio remained stable at just over 6m weekly listeners.
Listening via DAB showed significant increases - up 16% to 14m hours quarter on quarter.
DAB sets continue to be the most popular digital platform with 9.9% of listeners - 3.1% tune in via DTV and 1.9% via the internet.
Rajar research also revealed a 40% year-on-year increase in DAB set ownerships to 22.3% of adults in Q4, 2007 up from 16% in Q4, 2006. Radio listening via mobile phones continues to grow with 9.4% of adults (aged 15+) tuning into radio via a mobile phone in Q4 2007 - up 21% on the same quarter in 2006.
Mobile listening remains strong among 15 to 24-year-olds 22.6% tuned in, in Q4, 2007 up 13% from 20.4% in Q4, 2006.