Success of DAB+ in Austria.
For the fourth time since 2020, Ipsos Market Research has conducted a study into the awareness and reach of digital radio in Austria. This time it was commissioned by RTR Medien GmbH. For the study, 2,900 representative Austrians aged between 15 and 70 were interviewed using CATI (Computer Assisted Telephone Interviewing) and CAWI (Computer Assisted Web Interviewing). The surveys took place in Q1 2023.
Increasing awareness
DAB+ is becoming a household name for more and more people in Austria. In the coverage area, 54% have heard of digital radio. This is an increase of 11% compared to 2020 and a jump of 7% compared to 2022. Most study participants have heard about DAB+ on the Internet, radio or car radio. But many more heard about it on social media, at electronics retailers or on TV. More and more respondents (21%) are aware of the DAB+ logo.
Increased usage
A quarter (24%) of Austrians have already listened to radio via DAB+. This is a slight increase compared to the results of the 2022 study. In the 30-39 age group, up to 48% have had experiences with DAB+.
The number of regular DAB+ listeners has also continued to grow. 18% of Austrians, or about 960,000, use digital radio several times a month! This means a doubling of regular listeners since 2020.
Increase in the number of device owners
30%, or almost a third, of Austrian households already own a DAB+ compatible radio. The most widely used is the DAB+ car radio (18%). Since the beginning of 2021, there have been 491,598 new passenger car registrations in Austria. Due to an EU regulation in effect since 2021, all of these cars have DAB+ reception. In second place are portable digital radios (9%), closely followed by stationary DAB+ devices (8%). In addition, many Austrians plan to buy a DAB+-capable radio in the next two years (24% of respondents).
Benefits of DAB+
The benefits that users see in DAB+ remain unchanged. Interference-free reception is again in the lead (23%). Better quality is appreciated by 21%. Radio diversity is the decisive factor for 12%. Other advantages mentioned were better sound, digital reception, additional functions and convenient handling of DAB+ devices.