CRA Finds Radio Is Still King For Drivers

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Aussie drivers still prefer listening to broadcast radio above all other forms of in-car entertainment, a new study has found.

The international research – commissioned by WorldDAB in partnership with Radioplayer and sponsored by The National Association of Broadcasters (NAB), Commercial Radio Australia (CRA), and Xperi – found that of the 1,044 Aussies who took part, 90 per cent said a broadcast radio tuner should still be standard-issue in every car.

Some 63 per cent of respondents also said they listen to broadcast radio in the car ‘frequently’, with 24 per cent vouching for music streaming services, while a mere 14 per cent still clung onto their CD collection. Respondents said the primary reason for listening is ‘to get news and information’.

The survey also found Aussie consumers were less likely to purchase a car if it didn’t include a built-in radio, with 79 per cent preferring the old school over the newer selection of podcasts, Spotify and other forms of audio streaming.

“Despite an increase in other audio options, Australians still love to listen to radio in the car,” RA chief executive officer Joan Warner said. “Listening to local news and entertainment delivered free to air by local voices is an essential in-car feature for Australian drivers.

“The ability for drivers to receive up-to-date local community news and information via free to air broadcast radio in the car, particularly in the case of emergency, also came through strongly in the research. Australian drivers want to be connected to what is happening in their community.”

Despite there currently being more options than ever for in-car entertainment, Aussies clearly still love a freebie, with 71 per cent concerned that using streaming services too often will result in higher data charges.

And it’s not just Australians who feel this way.

Tom Webster, Senior Vice President at Edison Research, commented: “Attitudes about radio among car buyers across all of the countries surveyed were uncannily similar.

“It’s clear, too, that broadcast radio was singled out specifically as a must-have option. Roughly two-thirds of motorists across all countries surveyed indicated that they ‘would not listen to their favourite radio stations’ if they were only available online. For consumers the availability of free, easy-to-access broadcast radio as standard is an essential part of the in-car entertainment system and looks set to remain so.”

The findings were also consistent among age groups, indicating broadcast radio will continue to remain the preferred mode of entertainment among current and future car buyers.

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CBA Joan Warner Tom Webster