The simplicity of a physical radio has resulted in a listener preference for DAB over listening online or via a mobile device. From markets where official audience ratings have spent ten years measuring DAB listening compared to online, the trend is again clear to see.
Listeners unilaterally welcome the increased choice of radio stations that are relevant to their location and interests. With this increased choice they listen for longer. Markets where DAB has been introduced have seen a slide in overall radio listenership stop and even reverse.
Next: Radio v Apps