RAJAR to track digital radio consumption

Radio Joint Audience Research (RAJAR), the body which measures UK radio listening, has confirmed plans to introduce new technology for analysing online radio consumption.

Next month, RAJAR will roll out new digital audience measurement tools in response to the "wider availability and everyday use" of radio on digital platforms, including mobile smartphones and tablet devices.

The tools, developed in collaboration with the BBC and Commercial Radio, include a new online radio listening diary and a digital personal interviewing aide designed to enable RAJAR to gain an "improved demographic representation" of how people are consuming radio online.

The online diary, built by YouGov, will collect demographic data on listening habits across digital platforms. RAJAR said that the diary will initially only be available on PCs, but is expected to roll out on mobile devices in the future.

The survey system, called CAPI (Computer Assisted Personal Interviewing), is being introduced across the entire RAJAR survey operation, collecting data in real-time and improving participation from listeners.

Tim Davie, the director of BBC Audio and Music, welcomed the new digital tools and expressed his hope that they "will allow us even better insights into listeners' habits".

RAJAR chief executive Jerry Hill said: "As the radio industry evolves, RAJAR is keeping step by developing new and innovative services for our clients and consumers. The use of digital technology has become so prevalent across all demographics that we are now able to make these changes.

"Adding to our tool box to provide enhanced information is not only progressive for the industry, but also beneficial in offering something easy and compelling for the consumers who provide our data."

Andrew Harrison, chief executive of RadioCentre, added: "The accurate recording of listening figures is crucial to commercial radio, which relies on this to help generate its revenue, so these improvements are a welcome addition to RAJAR's robust survey."

Internet radio commands 4.7m listeners a week, representing 3.1% of all listening, but the industry hopes online will get much bigger over the years.

Radioplayer, the new online platform bringing together all BBC and commercial radio stations, attracted 5.7 million listeners last month, the venture announced last week.

The government has committed to the target of making the switch from analogue to digital radio in the UK by 2015, but that would only be enacted when digital accounts for 50% of all listening.

Radio usage via digital platforms, including online, digital TV, DAB and mobile, accounted for just 26.5% of all listening in the first quarter of 2011, according to the latest RAJAR data.