NPR Podcast User Profile
WHO IS THE NPR PODCAST LISTENER? NPR Podcast Listeners All Podcast Listeners 80% 68% 70% 58% 60% 50% Total U.S. Adults 46% 45% 40% 43% 39% 53% 35% 29% 30% 20% 10% 0% Affluent Educated Younger HHI $75k+ 4-year college degree+ A25-44 NPR podcast listeners are 18% more likely than the average American to earn $75k+ in HHI* NPR podcast listeners are 131% more likely than the average American to hold a four-year college degree+ NPR podcast listeners are 22% more likely than the average American to be age 25-44 68% of NPR podcast listeners participate in business purchase decisions. 56% are business purchase decision makers. More than half of all monthly podcast listeners have listened to an NPR podcast in the past year. 50% of 25-34 year-old listeners consider NPR podcasts to be essential listening. 93% of NPR podcast listeners typically consume most or all of an episode of a public radio podcast. NPR podcast users listen to more than 5 different podcasts per week. Those age 25-44 listen to nearly 7. Sources: Public Radio Podcast Listener Survey, Edison Research, 2015. Total U.S. Population data from GfK MRI Doublebase 2014. *public radio podcast listener income weighted based on respondents who answered the question. Agree = 4 or 5 on a 5 point scale. WHO IS THE NPR PODCAST LISTENER? 41% of listeners have talked with a friend, family member or colleague about a product they heard about on an NPR podcast. 31% gathered more information about a company or product they heard about on an NPR podcast. 71% agree that product endorsements by hosts are appropriate for public radio. 70% of listeners age 25-34 recall companies they have heard mentioned as sponsors of NPR podcasts. 73% 63% 58% of NPR podcast listeners agree that they “appreciate companies that support public radio podcasts.” of NPR podcast listeners agree that their opinion of a company is more positive when they find out it supports public radio podcasts. of NPR podcast listeners prefer to purchase products or services from companies that support public radio podcasts. SPONSOR NPR PODCASTS TODAY NPR Sponsorship [email protected] |202.513.2093 Sources: Public Radio Podcast Listener Survey, Edison Research, 2015. Total U.S. Population data from GfK MRI Doublebase 2014. *public radio podcast listener income weighted based on respondents who answered the question. Agree = 4 or 5 on a 5 point scale.
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