Australians are eager to experience digital radio, with new research indicating most people would be keen to buy a new receiver if the service was available in their area.
A survey of 1500 participants, conducted by Colmar Brunton Media Solutions, suggests 68% of all respondents, and 80% of those aged 20-24, would be “quite or very interested” in buying a digital radio. About half of respondents are aware of digital radio, with 66% of males and 43% of females saying they have heard about it.
Joan Warner, CEO of Commercial Radio Australia, says the latest research supports the industry’s position that there is a strong potential consumer market for digital radio in this country, and adds weight to the argument that the Government should clear the way for its introduction.
“Australians are saying they want digital radio and would be prepared to invest in new radio sets to access extra features and enhance their listening experience. The research is very encouraging and supports the view that Australians are early adopters of new technology, see benefits in the concept of digital radio and are prepared to invest in new radio sets, primarily for the enhanced sound quality.”
The study indicates there is good consumer interest in digital radio across all age groups. Awareness of the new technology is a key to driving purchase interest, with 81% knowing “a little” about digital radio still keen on buying one, and 86% who know “quite a lot” showing interest.
CD quality sound, with no interference, has been nominated as the most attractive feature of digital radio (75% of respondents). The reliability of the digital signal, which does not require retuning, is second on 71%. The ability to select all stations by name from a menu (no need to select AM/FM or frequency) has achieved a 45% rating, and having a screen to display scrolling text such as news and song titles has scored 42%.
Joan Warner says: “Enhanced sound quality is the single most important feature for all people, but particularly those who say they are predominantly AM radio listeners. Among respondents, aged 35-39 and 50-65, menu station selection is significant. Those aged 20-24 are most interested in having an information screen, and 18-24 year olds say having a rewind function is important.
“Broadcasters are conducting digital radio trials in Sydney and are in discussion with the Federal Government over a policy and timeframe for its introduction. The industry views digital broadcasting as critical to its future and has committed to investing an estimated $400 million in building a national digital network, in return for no cost and priority access to digital spectrum for existing in band broadcasters.
“The digital trials are moving into an exciting phase, with radio stations broadcasting real time dynamic scrolling text of upcoming and currently playing song titles, breaking news and presenter information.
“The first consumer research panels have also been formed to gain feedback from a wide range of listeners, and leading agencies have been invited to take part in an advertising advisory panel.”
In May, the radio industry and Harvey Norman joined forces to open Australia’s first digital radio centre at the Auburn store in Sydney, showcasing a range of the latest digital sets for the home, car and portable market (See radioinfo story from 11/5/04). The centre has closed but will reopen at Domayne Alexandria on 14 July with new products, including the world’s first radio, capable of pausing, rewinding and recording ‘live’ radio. Shoppers who visit the display have the chance to win a digital radio or a luxury holiday for two to Egypt and Singapore courtesy of Gulf Air, Adventure World, Small Luxury Hotels of the World and Mr Travel Derek Taylor.”