Sweden - Receiver Market - History

Home and Portable Audio
Sales in 2012 was roughly 12,000 units (and in Oct 2013 9,000 units) which means that the total number of DAB/DAB+ receivers (not including cars) on the market by the end of 2013 should be about 60,000 units. About half of these 60,000 units are dated from 2009 and backwards, i.e. DAB legacy receivers not capable of DAB+ decoding. In a comparison with analogue sales the 12,000 units per year is about 2.5% of the total sales in the Home and Portable Audio segment. Given the estimated 60,000 units, the household penetration in Sweden today is less than 1%.

Mobile Phones
There are no phones on sale today in with in-built DAB/DAB+ tuner in Sweden.

Cars
There are no official data on the sales of DAB/DAB+ car tuners in Sweden. However, all major brands such as Volvo, Volkswagen, Toyota, Audi, BMW, Mini, Mitsubishi, Skoda, Land Rover, Mercedes and Honda offer DAB/DAB+ car tuners as an option already today. There are no official figures on DAB/DAB+ sales in car but Volvo Cars, with a 20% total market share in Sweden, have stated that in about 7% of the cases where a new Volvo is sold, the customer has requested the optional DAB/DAB+ tuner. This means that in Sweden, roughly 4,000 Volvo cars should be sold in 2013 with optional DAB/DAB+ car tuner.

Radio listening via DAB/DAB+
There are no official data on the radio listening via DAB/DAB+ in Sweden. However in a recent measurement, with it strengths and weaknesses like any other methodology, latest figures indicates that about1% of the daily listening (daily reach) is today via DAB/DAB+.

General
Digital radio marketing activities in Sweden are today awaiting the regulatory process. This means that there are no official DAB/DAB+ sales records to date. Below are some  estimates.

Home and Portable Audio
Sales in 2012 was roughly 12,000 units (and in Aug YTD 2013 5,000 units) which means that the total number of receivers on the market now is about 48,000 units. Given this estimate, the household penetration is less than 1%.

Mobile Phones
There are no phones on sale today with in-built DAB/DAB+ tuner.

GENERAL

Digital radio marketing activities in Sweden are today awaiting the regulatory process. This means that there are no official DAB/DAB+ sales records to date. Below are some rough estimates.

HOME AND PORTABLE AUDIO

Sales in 2012 was roughly 15’000 units which means that the total number of receivers on the market now is about 40’000 units. Given this estimate, the household penetration is less than 1%.

CARS

There are no official data on the sales of DAB/DAB+ inCar tuners. Volvo Cars, which have a 20% market share in Sweden, have stated that in 5% of the cases where a new Volvo is sold, the customer has requested the optional DAB/DAB+ tuner. This means that roughly 3’000 Volvo cars were sold in 2012 with optional DAB/DAB+ tuner.

MOBILE PHONES

There are no phones on sale today with in-built DAB/DAB+ tuner.