The percentage of people that own a digital television has risen dramatically from 65.7% in 2009 to 72.2% in 2011 according to Digital Broadcasting, a Key Note Market Report. On top of this, subscriptions to paid-for digital television services such as Sky and Virgin Media have also increased as people move away from the digital set-top box used to receive Freeview. However, when compared to the digital television market, digital radio has seen only modest increases in consumer penetration. In 2011, only a slightly higher proportion of respondents said that they owned a digital audio broadcasting (DAB) radio when compared to figures in 2009 (48% compared with 45.2%). The digital radio industry’s problems are only increased by the fact that the Government’s pledge to switch over to digital radio by 2015 has been abandoned.
The reluctance by consumers to switch to DAB radios is somewhat of a mystery for the industry. For a small fee consumers can access hundreds more radio stations with no subscription, yet only there has only be a 2.8 percentage-point rise in the proportion of people who have invested in a DAB radio in 2 years. Clearly money is needed for a big awareness campaign to follow in the footsteps of the highly successful digital switchover campaign, which is coming to an end in 2012.
Key Note’s 2011 Market Report, Digital Broadcasting, considers the UK digital broadcasting market, focusing on the switch from analogue to digital television and radio, but also touching on other issues surrounding the digital broadcasting market.
In June 2011, Key Note commissioned NEMS Market Research to conduct an exclusive survey to understand the key issues associated with digital media and to assess its uptake in the home, questioning 1,000 adults aged 16 and over. Similar research can be found in previous Key Note reports.
Key Note Ltd has been providing commercially relevant market information to libraries, academia and businesses for almost 30 years. With over 1,000 titles available across 29 market sectors, and new or updated titles published every month, Key Note is one of the UK’s most prolific and respected business information providers. Within the range, some reports are written in response to particular market conditions, whereas other reports will be produced regularly year on year.
The Market Report 2011, Digital Broadcasting, is available to purchase from Key Note on 0845-504 0452, by e-mail at sales@keynote.co.uk or at , priced £460.
No comments:
Post a Comment