RAJAR Details Q3 Audience Trends - Radio World

RAJAR Details Q3 Audience Trends

Radio listening in Britain remains stable year-on-year at 89 percent of the U.K. population, although there was a slight decrease in the number of adult listeners compared to the second quarter of 2007.
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Radio Joint Audience Research Ltd (RAJAR) has released listening figures for the third quarter of 2007.

Radio listening in Britain remains stable year-on-year at 89 percent of the U.K. population, although there was a slight decrease in the number of adult listeners compared to the second quarter of 2007.

RAJAR also reported that 15 percent of all radio listening is now via digital platforms, up from 12.8 percent in Q2 2007. Considering listening via both analog and digital platforms, 8.6 percent is via DAB, 3 percent via DTV and 1.6 percent via the Internet.

Compared to Q2 2007, digital listening hours increased by 13 percent to 153 million hours. Listening to stations only available on a digital platform rose from 4.8 million listeners in Q3 2006 to 6.2 million in Q3 2007.

According to RAJAR, there is a steady increase in the number of adults who say they have listened to radio via mobile telephone. Year-on-year, the mobile phone audience increased by 29 percent, and has increased five-fold since RAJAR first started monitoring such listening in Q3 2002.

As for podcast listening, RAJAR reported that 2.8 million adults, or 18.6 percent of MP3 player owners, said they used their MP3 devices to listen to podcasts. The Q3 2006 figure was 1.97 million.

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