Public Radio News Audience Profile
The public radio news audience is well-educated and diverse. While they pay attention to the news and the world around them, they also participate in a variety of hobbies and interests.
In general, public radio news listeners are:
- 45% female, 55% male.
- Between the ages of 25 and 54 (52%).
- Well-educated. 70% hold a bachelor's degree, 24% a master's degree – three times more likely than the general U.S. adult population.
- More than twice as likely as the general U.S. adult population to read business/finance magazines.
- More than three times as likely to have read the New York Times and the Wall Street Journal newspapers in the last week.
- 73% checked news online in the last month – 62% more likely than the general population.
- More than twice as likely as the average U.S. adult to have an annual household income of $150,000 or more.
- 121% more likely to own a home valued at over $500,000.
Curious and Cultured
- More than 2x as likely to go backpacking or hiking as the general U.S. adult population.
- 23% are heavy internet users, 15% higher than average.
- 52% get regular exercise, 26% above the national average.
- 30% like to visit museums, more than twice as likely as the general U.S. population.
- 26% enjoy attending live theater, also twice as likely.
- 40% have traveled abroad in the past 3 years, 65% above the national average.
- 49% say they like to learn about art, culture and history, 40% above the national average.
- Twice as likely as the average U.S. adult to work in positions of top management.
- 97% more likely to serve on a committee for a local organization.
- More than three times as likely to have been published within the past year.
- More than twice as likely to be the B2B decision-makers in their workplaces.
- 67% more likely than the average U.S. adult to hold securities.
- Nearly twice as likely to own mutual funds, stocks, bonds, and ETFs.
- More than twice as likely to purchase products online for business use.
- Twice as likely to trade stocks, bonds, or mutual funds online.
- 94% more likely to purchase more than $1M of B2B products or services.
- 30-70% higher than average ownership of various computer software and accessories.
- 40-60% more likely to have made either personal or business purchases online.
- 50% own a tablet or e-reader – 28% more likely than the general population.
- Twice as likely as the average person to trade stocks, bonds or mutual funds online.
- 75% more likely to have purchased airline tickets online in the past year.
Sources: Audience estimates are copyright Nielsen Audio Nationwide, Spring 2016; Profile 2016, GfK MRI Doublebase 2015. Base: Total U.S. Adults. Produced by NPR Audience Insight and Research.