NPR Audience Segmentation & Growth Opportunities
description
Transcript of NPR Audience Segmentation & Growth Opportunities
NPR Audience Segmentation & Growth Opportunities
NPR & SmithGeiger Research
Friday, November 5th, 2010Lori Kaplan / [email protected] / Tel: 202.513.2811
Research Process
Values
Lifestyle
Media Behaviors & Opinions
n=3,710
Online Survey March/April 2010
Online Message Board Forums
April/May 2010
3-day moderated discussion
Media, NPR & digital
Groups: core, digital, lookalikes, people of color, conservative/Republican
In-home Interviews
June 2010
Interviews with 3 segments
13 in San Francisco, Dallas, Atlanta & Philadelphia
Who Participated?Survey Screening Criteria
• Ages 18 to 64
• 50 – 50 Male / Female
• Either:
Casual or core NPR consumers
News/information consumers
Non-consumers of NPR open to public radio & interest in at least one NPR topical category
• If no 4-year college degree, place importance on community leadership, education, and/or lifelong learning
Myths and Mania“Those who cherish NPR as one of radio’s rare dreck-free zones may shudder at a new study that implies it’s limiting its reach by being too “intelligent” and “serious”.
The Bay Area Observer
“I don’t see that there is really much potential [from a donation standpoint] in the [Dutiful] Aggregators.”
George Bailey
“[This] study ..says a key to the future radio audience growth is an issue of style over substance”.
John Sutton
The Big Question
Is there growth potential?
Yes! And it represents a sizeable opportunity. Perhaps more than double existing audience (keeping consistent with our mission).
. . . But who are they?
AwarenessNews/Information Consumers’ Familiarity with NPR
Cross-Platform Usage & AwarenessRadio
NPR.org 22%
Podcasts 72%
iPhone app 81%
iPad app 65%
Android app 83%
Mobile web 79%
Satellite 76%Source: multiple internal and external survey sources
22% of NPR.org visitors listened to NPR programming in the past 7 days22% of NPR.org visitors listened to
NPR programming in the past 7 days
Our Current and Future Audience
Team
Captains
Dutiful
Aggregators
Voracious
Voyagers
Strugglers Traditionalists
Our Current and Future Audience
Dutiful
Aggregators
Motivation: Obligation to be informed
39% weekly NPR Listeners
• 45% Age 18-34
• 40% non-white
• Even political split
• Avid media consumers
• Overwhelmed – too much to know and do
• 39% top news source – local TV
• “Education is important to me”
• “It’s important to learn about and understand the world around me”
• “I don’t believe in absolutes”
• Opportunity: simplifying their chaotic media life
Dutiful Aggregators(19% of sample)
Dutiful AggregatorsVALUE MOTTO: “I check a variety of news sources. Everybody should be informed.”
Our Current and Future Audience
Team
Captains
30% weekly NPR Listeners
Motivation:Leadership
Team Captains(21% of Sample)
• 45% age 45-64
• 37% non-white
• 41% conservative
• Optimistic, self-confident, enthusiastic
• Strong opinions
• 52% top news – local TV
• “I want to be informed so that I can share information with others.”
• “I believe there’s something out there that is bigger than all of us”
• “Spending time with my family is important to me”
• Opportunity: balance and headlines
Team Captains•Business oriented
•Have enthusiasm for life
•Sense of optimism
•Seen as leaders
•Self-confident
“I’m leading my ideal life”
VALUE MOTTO: “Life is good!” and “cut to the chase”
Our Current and Future Audience
Voracious
Voyagers
27% weekly NPR Listeners
Motivation: Curiosity
Voracious Voyagers(21% of Sample)
• 50% age 18-34
• 25% non-white
• Liberal and science-minded
• Prone to dive deep
• Technology, culture
• 54% top news – web portal
• Public radio evangelists
• “I have a passion for learning and discovering”
• “There are so many things I still have left to do in life”
• Opportunity: love depth; increase listening occasions
Voracious Voyagers
“I’m curious about the world around me.”
VALUE MOTTO: “I want to experience that”, “Go hard or go home!”
News & Info Affinity and Potential
Dutiful Aggregator
Team Captain
Voracious Voyager
NPR Loyal Listener 19% 13% 19%
Discovery 38% 46% 40%History 37% 35% 30%FOX News 36% 36% Food 35% 29%CNN 36% 35% 22%MSNBC 32% CNBC 28% ESPN 38% 33% 23%TLC 21%Colbert Report 19%
Dutiful Aggregator
Team Captain
Voracious Voyager
News Junkies 18% 24% 20%
News Regulars 39% 42% 45%
Headline focused 31% 28% 26%
Universal Life Attitudes
69%
62%
60%
59%
58%
53%
50%
50%
49%
48%
Spending time with my family is important tome
It’s important to me to make time for fun
There’s something out there that’s bigger thanall of us
There are so many exciting things I still have leftto do in life
I have the freedom to choose who and what Iwant to be
Technology creates new possibilities
Helping others is important to me
Most Americans focus too much on pop cultureand celebrities and not enough on their own
I’m curious about the world around me
My personal and family life is more importantto me than a career
Top 10 News Audience Attitudes - % Strongly Agree
Life Attitudes by MarketTop 10 News Audience Attitudes - % Strongly Agree
Life Attitudes by MarketTop 10 News Audience Attitudes - % Strongly Agree
Universals’ Connection to Life SatisfactionPeterson, C. and Seligman, M.E.P. – Traits Central to Human Thriving
WISDOM• Creativity• Curiosity• Open-mindedness• Love of learning• Perspective
HUMANITY• Kindness• Love• Social intelligence
JUSTICE• Fairness• Leadership• Teamwork
TRANSCENDENCE• Appreciation of beauty and excellence• Gratitude• Hope• Humor• Religiousness
TEMPERANCE• Forgiveness• Modesty• Prudence• Self-regulation
COURAGE• Authenticity• Bravery• Persistence• Zest
More questions answered
How do we grow the audience, while continuing to serve our core?
In two words…
Increased Accessibility
The Accessibility Prism
Content
BrandDo they know about us? What do they know? Are we telling potential audiences that NPR is for them?
Are we delivering what they’re looking for?
Physical
Can target listeners access us?
Content
Brand Accessibility
“I hesitated for years [to become] a regular listener. I believed that its programming outlook was very exclusive, highbrow and catered to Ivy League dispositions….. What I found at NPR was well spoken, intelligent and welcoming hosts who instantly made me feel that I was in the right place to learn. My opinion of exclusion, however, is generally shared when I bring up NPR.”
– Current NPR Listener
“If a robot were a radio
it would be NPR.”-Male, age 35-44,
White/Caucasian,
Lookalike
Accessibility
“NPR I feel is mostly foreducated adults from middle
class and up. That is my impression.”
-Male, age 25-34, Hispanic/Latino,
Emerging Platform User
56%
51%
50%
50%
48%
46%
45%
45%
44%
42%
Politically-minded people
People who want to learn
Intelligent people
People who are well educated
Culturally-minded people
People in their 50s
Liberals
College graduates
People over 60
People in their 40s
Perception of Who NPR is For
Chart based to those familiar with NPR
“”
“”
Who is NPR for, by Market
Charts based to those familiar with NPR
Dallas Houston
L.A.47%
47%
51%
54%
55%
People who are welleducated
People in their 50s
People who want tolearn
Culturally-mindedpeople
Politically-mindedpeople
43%
43%
44%
45%
48%
People in their 50s
People who want tolearn
Culturally-mindedpeople
People who are welleducated
Politically-mindedpeople
42%
43%
45%
45%
58%
Culturally-mindedpeople
People who are welleducated
Intelligent people
People who want tolearn
Politically-mindedpeople
Who is NPR for, by Market
Charts based to those familiar with NPR
Phoenix San Francisco
48%
50%
54%
55%
60%
Culturally-mindedpeople
People who are welleducated
People who want tolearn
Intelligent people
Politically-minded people
58%
60%
61%
63%
64%
Intelligent people
People who are welleducated
Culturally-mindedpeople
People who want tolearn
Politically-minded people
Brand Accessibility
Based to those familiar with NPR
Top Positive Perceptions of NPR Most Cited Negative Perceptions of NPR
Which Personalities Speak to Consumer Values?
28%
24%
23%
23%
22%
19%
19%
19%
18%
18%
Tina Fey
Ellen DeGeneres
Queen Latifah
Jon Stewart
Quentin Tarantino
Anderson Cooper
Taylor Swift
Conan O’Brien
Tyler Perry
Rachael Ray
Top 10 Most Relevant Personalities (% Saying “Completely for you”)
“Below are a number of different personalities you might know from TV, radio, print publications, and the web. Please indicate how much each of the following personalities is for you.”
Personality Relevance by Market
Top 3 Most Relevant Personalities by Market
(% Saying “Completely for you”)
Dallas Houston L.A. Phoenix San Fran
Tina Fey
Jon Stewart
George Lopez
Queen Latifah
Ellen DeGeneres
Anderson Cooper
Quentin Tarantino
Tyler Perry
The Messenger Does MatterTop 10 Across Ethnicities
Black/African American
HispanicWhite/
Caucasian
Tyler P erry 61% 21% -Maya Angelou 52% - -Queen L atifah 49% 26% 18%J ennifer Huds on 46% - -S pike L ee 44% - -Tom J oyner 38% - -Quentin Tarantino 32% 31% 19%Anders on C ooper 32% - 17%G eorge L opez 32% 34% -Tina F ey - 32% 28%S hakira - 32% -E llen DeG eneres 31% 27% 23%J on S tewart - 25% 24%C onan O’B rien - 23% 18%Taylor S wift - 22% 20%R achael R ay - - 17%B rian Williams - - 16%
Top Personalities that are “Completely for You”, By Ethnicity
Favored News Personalities
Dutiful Aggregators Team Captains Voracious Voyagers
Which of the following personalities is for you? (of the news personalities)
Anderson Cooper 23%
Brian Williams 19%
Matt Lauer 17%
Soledad O’Brien 15%
Anderson Cooper 22%
Brian Williams 21%
Matt Lauer 20%
Soledad O’Brien 13%
Anderson Cooper 22%
Brian Williams 14%
Rachel Maddow 13%
Soledad O’Brien 12%
Brand Mass-tige – Not Prestige
Dutiful Aggregators Voracious Voyagers
If NPR could reflect the qualities of any of these different names below, which would you chose for it to reflect?
49%
49%
48%
60%
52%
50%
59%
50%
Independent Booksellers 40%
Dutiful Aggregators Team Captains
Get in Front of the Brand
Content Accessibility
“This type of story could be interesting, but the reporter's voice and intonation is soooo affected, upper class, wasp, PhD student-like, it detracts from the story. She speaks like she is writing a novel, too overly descriptive.”
– NPR Non-Listener
What is Elite?From Washington Post Outlook Section, “Are You Part of the New Elite?” Sunday October 24, 2010
1 Who is Jimmie Johnson?
2 Can you identify military ranks by uniform insignias?
3 Do you know what MMA and UFC stand for?
4 What is Branson, MO famous for?
5 Have you ever attended a Kiwanis or Rotary club?
7 Have you ever lived in a town with < 25,000 people (college doesn’t count)
6 Who replaced Bob Barker as this show’s host?
8 Who are the authors of the “Left Behind” series?
9 Do you live in an area where most people lack college degrees?
10 Can you identify a field of soybeans?
Conversational Tone
51%
50%
48%
48%
46%
45%
44%
43%
40%
40%
64%
64%
58%
65%
58%
58%
57%
58%
62%
64%Ask good questions
Make you think
Educate you
Introduce you to new things that you would nothear about otherwise
Have a good sense of humor
Make you laugh out loud
Share knowledge and expertise
Are good conversationalists
Are lively and energetic
Keep you entertained
NPR Listenters
NPR Non-listeners
Impact of Potential NPR Personality Traits (% More interested)
Breaking News
65%
55%
54%
52%
44%
39%
29%
27%
26%
26%
Breaking news
News from your city or town
Quick news updates or headlines
National news
News from around the world
Music
Stories about the human experience
Stories about interesting everydaypeople going through extraordinary life
Humorous review of the latest news andnewsmakers
Puzzles, games and trivia
% “Very” Interested in Type of Media Programming and Coverage
Content & Topic Interest
Dutiful Aggregators Team Captains Voracious Voyagers
Content Interest
Breaking News 53%
News from your city 48%
Quick news updates 46%
Topic Interest
Current events 41%
Entertainment 38%
Health and wellness 37%
Content Interest
Breaking News 78%
National News 68%
News from your city 66%
Topic Interest
Technology/gadgets 57%
Current events 57%
Health and wellness 51%
Content Interest
Breaking News 69%
Quick news updates 58%
National news 57%
Topic Interest
Current events 53%
Technology/gadgets 48%
Science 45%
Dutiful Aggregators
38
Content Accessibility - Topics
36%
33%
33%
30%
30%
29%
28%
27%
24%
51%
32%
44%
42%
36%
46%
37%
34%
40%
45%
38%
30%
41%
32%
28%
38%
27%
22%
47%51%
26%
Current events/newsmakers
Health and wellness
Science
Technology and gadgets
Medical issues
Sports
Entertainment
Environmental issues
Policy and government legislation
Finance
White/CaucasianBlack/African AmericanHispanic
% Saying “Very Interested” Among Ethnicity
Breadth of Perspective & Balance
35%
31%
23%
22%
20%
The American news media is biased
I turn to news outlets that report all sides of astory
I like to pick and choose the headlines I want tolearn more about, so I prefer to get my news from
the web or a mobile device
A radio station can have credible news even whenit also has talk programming that expresses a clear
point of view
A media outlet can have credible news even whenit also has talk programming that expresses a clear
point of view
Top 5 Strongly Agree Media Statements
47% of Team Captains strongly agree
“Hearing both sides of the story is very
important.”-Prospective Listener
“”
Physical Accessibility“The only thing really holding me back is time in the day. I try very
hard to get everything I need to get done completed and really don't have much time for anything else. I think NPR would be a good fit for
me, but I have too many other things to do to find time to listen.”
– NPR Non-Listener
One in four core listeners say that NPR is “difficult to fit into their day”.
Physical Accessibility
Internet Replaces TV News
61%
42%
23%
45%
56%
4%
7%
14%
4%
6%
6%
3%
1%
1%
29%18-34
35-49
50+
The internet/web TV A print publication The radio A mobile device
Primary News Source by Age
Tune-In / Visitation Intent by Platform (Q31)
21%
16%
40%
41%
25%
27%
14%
16%
On the radio
Online
On a mobile device
Definitely would turn to NPR regularly Probably would turn to NPR regularly
Probably would not turn to NPR regularly Definitely would not turn to NPR regularly
Tune-In Intent by PlatformConsumers already seek access through multiple platforms
“My commute is less than 5 minutes, which is less than the time of a lot of NPR news stories. I don't have a radio in my house, and I don't have internet on my phone. I guess I've never thought to go to their website - maybe that is something I would do in the future.”
– NPR Non-Listener
Physical Accessibility
51%
39%
25%
20%
20%
19%
15%
11%
11%
11%
7%
Yahoo! News
Google News
CNN.com
MSN News at MSN.com
ESPN.com
FoxNews.com
Pandora
NYTimes.com
IMDB
NPR.org
Top 10 Web Destinations
(% A few times/week or more)
Why Does This All Matter?34%
34%
29%
29%
25%
24%
22%
22%
21%
19%
I’d rather go somewhere else for thelatest news updates
I’m just not familiar enough with NPR tohave a reason to listen
I’d rather listen to a radio station thatplays more broadly appealing music
I prefer to listen to more lively andenergetic radio stations
I can get a well-educated point of viewthrough other sources
I don’t really know where to find NPRprogramming
NPR doesn’t offer the kind of music I liketo listen to
It’s difficult to fit NPR into my day
I don’t like listening to news on the radio
NPR doesn’t seem relevant to my lifestyle
NPR Tune-In Hurdles (% Major Reason)
Based to NPR casuals and prospects
Don’t Go!
What’s Been/Being Done
Findings Shared & Socialized• At conferences: PRPD, ERPM, WSPR (now)• NPR AReps Meeting & Summary Distributed • NPR Senior Leadership• Host Conversations & Executive Producers• Executive Retreat Discussion
Programming Marketing Station Engagement
Programming Action
Activities Underway • New (more diverse and younger) voices on air• Pacing of the shows• Length of the pieces• More conversational host interplay• Innovation pilot• More strategic about host travel• Faster on the new and newsier• Facilitating content everywhere the listener may want to listen• Tell Me More research – creating relevance by reflecting a wider
swath of society
Team: Ellen Weiss, Ellen McDonnell, Dick Meyer, Eric Nuzum, MPS, Margaret Low Smith, Lori Kaplan. Keith Woods will play a consulting role
Marketing Action
• Create personas based on the 3 segments as the basis for marketing – share their language, their activities more deeply
• Invite leading marketers in to share their expertise
• Take full advantage of social media with specific goals in place for what we want to accomplish
• Consider how our events strategy (First Festival/cinema) feeds into our overall strategy
Team: Dana Davis Rehm, Eric Nuzum, Andy Carvin, Kate Myers, Amy Blaszyk, Micah Greenberg, Margaret Low Smith, Lori Kaplan. Keith Woods playing a consulting role
Station Engagement
• Share all research from Audience Opportunity study – digital, fundraising and marketing dives available later this Fall
• Continue tools to support strong local journalism (Morning Edition Grad School)
• Impact of Government – first of many collaborations
• Continue investment in Public Media Platform
• Collaborate with stations to execute local marketing efforts and activate listeners to tell the NPR & public radio stories
• Work with DEI to form fundraising scripts utilizing language from the key segments
Team: Joyce MacDonald, Dana Davis Rehm, Eric Nuzum, Mark Stencel, Joel Sucherman, Ellen McDonnell, MPS staff, Margaret Low Smith, Lori Kaplan. Keith Woods in a consulting role.
Lori Kaplan, NPR Director Audience Insight & Research [email protected]
September 2010