Car buyers research
Two major consumer research studies in some of the biggest automotive markets were undertaken by Edison Research for WorldDAB and partners in 2021 and 2023. Find out more about each of the studies below.
Dashboard Dialogue 2023
Radio remains essential in-car, new research for WorldDAB confirms
Radio remains an essential part of the in-car experience, and is the most listened-to audio platform in the car, important new research has confirmed. The “Dashboard Dialogue” study 2023 is a major survey of recent and prospective car buyers conducted by Edison Research for WorldDAB – the global industry forum for DAB digital radio. It provides a more in-depth review of DAB radio’s usability in the car - with videos from consumers detailing their likes and dislikes, plus what they love about radio in the car today.
The new research was conducted across France, Germany and the UK, through in-car interviews with radio listeners, and over 2,400 online interviews. Reinforcing the need for broadcast radio to remain prominent in the dashboard, the study found that 91% of recent and prospective car buyers said it was important that their recent or next vehicle has DAB/DAB+ or FM radio.
Megan Lazovick, Vice President, Edison Research presented the findings at WorldDAB Automotive 2023. Watch the presentation below.
Car Buyers Survey 2021
90% of car buyers say that broadcast radio should be standard in every vehicle
Broadcast radio continues to dominate as the most preferred source of in-car entertainment across the globe, according to a new international study* by Edison Research. Almost all (90%) of the survey respondents say a broadcast radio tuner should be standard equipment in every car, a trend that is consistent across age groups, indicating strong demand among current and future car buyers.