How Do NPR Listeners Compare To the Average American?

Public radio attracts an audience most notably distinguished by its education excellence and professional success. Listeners are affluent, active consumers, business leaders, and involved in their communities. Nearly 70% of all listeners are ages 25-54 with a median age of 42. The following provides an overview of who listens to public radio.

When compared to the general population, NPR listeners are:

Demographics

• 87% more likely to have a bachelor's degree.
• 108% more likely to have an individual employment income of $50,000 or more.
• 117% more likely to have a household income of $150,000 or more.
• 152% more likely to have a home valued at $500,000 or more.

Employment

• 45% more likely to be employed in the education field.
• 131% more likely to be employed in engineering, design, research and development.
• 231% more likely to be self-employed.

Community Involvement

• 124% more likely to have a very liberal political outlook.
• 156% more likely to have written something that has been published.
• 70% more likely to volunteer.
• 184% more likely to have made contributions in the past 12 months.

Leisure Activities

• 46% more likely to jog or run.
• 73% more likely to play tennis.
• 69% more likely to listen to a hockey game on the radio.
• 50% more likely to exercise at a club 2 or more times a week.
• 172% more likely to listen to concerts on the radio.
• 98% more likely to attend dance performances.
• 109% more likely to watch foreign films.
• 72% more likely to like bird watching.
• 83% more likely to go to the live theater.
• 119% more likely to go to museums.
• 91% more likely to enjoy yoga.

Travel

• 71% more likely to own their own passport.
• 92% more likely to have traveled to 4 or more foreign countries in the past 3 years.
• 98% more likely to travel domestically for business reasons.
• 104% more likely to travel to foreign countries for business.
• 194% more likely to travel to France.
• 169% more likely to backpack or hike.
• 229% more likely to travel by railroad.

Media

• 326% more likely to have read The New Yorker in the past 6 months.
• 91% more likely to have read Newsweek in the past 6 months.
• 33% more likely to listen to the radio between 6:00 a.m. and 10:00 a.m.on weekdays and weekends.
• 100% more likely to track investments on the Internet.
• 71% more likely to listen to streaming radio on the Internet.

Financial, Insurance, and Home Services

• 90% more likely to carry an American Express credit card.
• 67% more likely to have an IRA retirement saving plan.
• 125% more likely to have city/municipal or state bonds.
• 56% more likely to have annuities.
• 94% more likely to own $10,000 - $24,999 in stocks.
• 133% more likely to use a Fidelity Brokerage Firm.
• 76% more likely to have travel insurance.
• 52% more likely to have their house cleaned by a professional.

Books, Games, and Music

• 88% more likely to purchase Biography books.
• 89% more likely to purchase personal/business self-help books.
• 184% more likely to purchase Classical CD's.
• 176% more likely to purchase Jazz CD's.
• 78% more likely to use computer speakers at work.

Automotive

• 53% more likely to purchase a new imported vehicle.
• 84% more likely to have a station wagon.
• 29% more likely to spend $30,000 or more on a vehicle.
• 83% more likely to own a Mercedes.
• 118% more likely to own a Volkswagen.
• 125% more likely to own a Volvo.
• 57% more likely to own a Mazda.
• 50% more likely to have AAA membership.
• 153% more likely to use Avis Rental for business trips.
• 133% more likely to use Alamo Rental for business trips.
• 121% more likely to use Avis Rental for personal trips.
• 109% more likely to use Hertz Rental for personal trips.

Medical Services

• 65% more likely to visit an Acupuncturist.
• 54% more likely to visit a Dermatologist.
• 81% more likely to wear hard contact lenses.

Published by NPR Audience and Corporate Research. Copyright August 2002.