Ofcom’s latest ‘Digital Radio Report 2013’ shows digital radio is now factory-fit on 40% of new UK cars and an option on a further 21%.
As recently as 2011, DAB radio was standard fit on under 10% of new vehicles but big strides have been made ahead of the anticipated future digital radio switchover.
The research shows 35 million of over 100 million UK radios are in vehicles but DAB radios make up less than 10%. Automotive is expected to receive more focus as Digital Radio UK target the listening thresholds needed to trigger the switch to digital.
Mark Baker, Celsus Marketing Director said: “The reality we encounter daily is that people are just not aware of the choice of stations available or the value offered by new generation products.
“It’s about the benefits of digital not the need. There’s a big aftermarket opportunity emerging for those that get in early and actively market DAB.”
The report shows “clear and high quality sound” is still the main benefit consumers perceive. But in reality it’s choice that motivates many to make the switch. The plethora of digital only stations includes BBC 6 Music, Absolute Radio 90s, Jazz FM, Heat, Smooth 70s, FIVE LIVE SPORTS EXTRA, Absolute 80s and 1Xtra from the BBC.
Celsus say there are 25 million cars are on UK roads that would eventually need upgrading to DAB.
Their DABmotion DAB1001 universal solution launched this year with an RRP of just £149.99 inc VAT. Customers can buy it as a quality ‘plug and play’ solution powered from the 12V socket but it’s also a quick an easy professional install. This enables garages to sell DABmotion upgrades to customers and earn revenue whilst customers benefit from a fully integrated, professionally fitted DAB radio solution.