HD Radio developer iBiquity Digital released the results of a comScore study that it says validates consumer demand and willingness to pay a premium for HD Radio Technology as a cellphone feature.
According to the technology developer, 68% of consumers surveyed are “interested” or “extremely interested” in mobile phones that include HD Radio Technology, while 75% of those who own a cell phone would listen to HD Radio broadcasts on it.
The value premium consumers attribute to HD in a phone is $42. More than 1,000 people filled out the online survey in February.
President/CEO Bob Struble said IBOC technology provides value to carriers, noting the technology can deliver mobile audio to users within a radio station’s coverage area, freeing up network capacity.
“With social media and other bandwidth intensive applications proliferating over mobile phones, the strain on the mobile network is enormous, causing slower download rates and a frustrating consumer experience, Struble stated. “Adding HD Radio Technology into mobile handsets helps reduce the usage overload on the network, which enables consumers to do more — faster — with their mobile devices.”
HD Radio Technology entered the mobile phone arena in November with an iPhone accessory and application from RadioShack’s Gigaware brand.
IBiquity made the announcement at the start of the 2010 conference in Las Vegas held by CTIA, the wireless association.