National Public Radio (NPR) offers listeners a wide variety of programming options. From talk shows to news programs to international music, there is something that can be found just about every day that can be of interest to everyone. Because of this, the NPR demographics are quite varied in nature.
More men (54%) listen to NPR on an active basis when compared to women (46%).
There are some programs that skew one way or the other. More men [59%], for example, listen to the jazz programs that are offered on NPR. More women (49%) listen to classical music. Yet even within this variation, there are still many constants that can be found within the demographic data.
How Involved Are The NPR Demographics?
- Up to 83% of the NPR audience states that they practice some level of public involvement. More than 60% of all program listeners state that they vote on a regular basis.
- More than 51% of NPR listeners take time to enjoy some level of public social interaction. The most common form of getting out into the community is to dine out.
- 3 out of 4 NPR listeners are employed. 44% of them are either professionals or in a managerial position.
- More than 90% of the NPR demographics access the internet on a regular basis.
- From a political standpoint, the NPR demographics are equally split into thirds when identifying as a conservative, moderate, or liberal.
- 3 out of 4 NPR listeners have a household income that exceeds $50k. More than half make over $75k. The average household salary is just under $90k on average.
- 70% of the NPR demographic fits into the 25-54 age category.
- 96% of listeners take action in response to something they heard on their program.
People who listen to NPR on a regular basis tend to be on the upper tier of salary in the US, work full-time consistently, and enjoy spending time with their family while supporting their local community. Although there might be a perception that NPR listeners tend to be older, a majority of listeners fit outside of the Baby Boomer age demographic. Even 1 out of every 10 NPR listeners regularly participates in fundraisers.
How to Identify Members of the NPR Demographic
- 2 out of every 3 NPR listeners is married. What is interesting about this figure is that 13% of respondents preferred not to state their marital status.
- Nearly 80% of those who listen to NPR have taken at least one domestic vacation within the past 3 years. Another 40% have taken a foreign vacation.
- More than 55% of NPR listeners participate in a regular fitness routine. Walking [49%] is the most popular activity, but swimming [30%] takes a strong second.
- 2 out of 5 NPR listeners own financial securities, with the most popular being stocks, bonds, or mutual funds.
- Two-thirds of the NPR demographic report that they read books on a regular basis.
- The most popular program for African-Americans/Blacks is jazz, over-represented in the general population at 20% of the listening demographic.
People who listen to NPR are generally wealthy and well educated, with about 25% of them having at least attended graduate school. About half of all listeners have a 4 year degree of some sort. Statistics prove that individuals who have higher levels of education generally earn more money annually, with graduate degrees providing 2x the amount of income compared to a high school degree. This is why NPR may be an under-targeted demographic from a marketing standpoint.
Here is What Stands Out About the NPR Demographics
- 87% of listeners state that NPR is personally important to them.
- 3 out of 4 NPR listeners frequently share with their colleagues, friends, and family the content they heard that day.
- More than 26 million people are reached by NPR through the use of 1,000 different public radio stations.
- Another 25 million unique monthly visitors come to NPR’s website.
- NPR listeners are 130% more likely to be responsible for B2B purchases worth more than $1,000.
- Members of the NPR demographic are 33% more likely to be responsible professionally for a budget worth more than $1 million.
The profiles of the average NPR listener are very unique. People who prefer to explore their curiosity mingle with people who are tech trendsetters or those who identify themselves as lifelong learners. Although there are some differences in each sub-category, one thing is always found in common: these folks care about their community. They self-identify with their neighbors and their country and provide support when they can. Despite their differences, this is a strong demographic because they utilize their differences instead of being polarized by them.
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