The Upgrade Push is On
The commercial radio industry has launched a new marketing push to encourage Australians to upgrade their old radio’s to a new DAB+ digital radio.
The new campaigns positions DAB+ similar to the transition of TV from analogue to digital, focusing on better sound quality and up to 30 extra stations.
Commercial Radio Australia chief executive officer Joan Warner said recent price drops and the introduction of a range of innovative new products this year made it a great time for consumers to upgrade their radios.
“Many people wake up to the same radio they have used for years – but like all technology, there are benefits to upgrading to a new digital model,” she said. “Consumers spend about 16 hours per week listening to radio, so it’s a worthwhile investment for the extra station choice and better sound quality.”
27% of Australians in the five metro capitals are now switching digital radio stations each week. GfK’s Digital Radio Report 3, released today, shows the cumulative audience for DAB+ simulcast and digital-only stations at 3.60 million people in the five major metropolitan cities.
There are 2.73 million DAB+ devices in market at June 2016, including 652,000 in new cars. The figures include sales of the LG Stylus DAB+ smartphone which went on sale in Australia in May through Optus, Virgin Mobile and key retailers.
“We’re pleased that consumers have reacted positively to the LG Stylus DAB+, making it LG’s number one selling smartphone in Australia in 2016,” said Joan.