GENEVA � Fifty-three percent of all radio listening in Switzerland is nowdigital, taking these listening numbers ahead of analog for the first time.
Since the spring of 2015, market research company GfK Switzerland has been working on behalf of the�DigiMig working groupto conduct a semi-annual survey on the status of digital radio listening in Switzerland. The third survey on digital radio listening was conducted in the spring of this year, and its findings presented on Aug. 25�atSwiss Radio Dayin Zurich.
Overall, listening via the two digital means of reception (DAB+ and internet) increased by four percentage points each, and analog FM continued to lose ground.
�At work and at home, listeners now clearly favor digital radio ahead of FM,� according to Switzerland�s MCDT.
In-car digital radio listening also continues to rise steadily, currently accounting for 30 percent of the total.
Digital radio has already overtaken analog in the radio audience for those aged 55 and under. This audience segment is increasingly moving away from FM towards internet radio, whereas older listeners tend to switch to DAB+. Among under 35-year-olds, two-thirds of listening is already digital, with internet �radio� taking the larger share.
Compared with the survey in the autumn of 2015, the share of digital radio listening in German-speaking Switzerland has increased significantly. However, the French and Italian-speaking parts of the country are also increasingly catching on to the advantages of digital radio, with DAB+ gaining an ever-stronger foothold in these regions.