The Six Types of American News Audiences Segmentation

The Six Types of American News Audiences: Segmentation Study 2

Who is our audience? 3

4

5

6

7

Segmentation: Grouping people based on shared characteristics 8

Segmentation by underlying thinking styles Brand & Platform Behaviors Specific behaviors tied to a brand or platform General Behaviors Time spent on news Habits/routines Social Attitudes interactions Conscious Interests around preferences news Opinions about news Judgments Thinking Styles Guiding principles Mental models Modes of use: read/ listen/watch Brand preferences Giving/ subscriptions Motivators Philosophies Values 9

Goal and scope of this study Create a shared understanding of the fundamental types of US news audiences across platforms that can inform content, product, distribution, and marketing strategies to attract, engage, and retain these different audiences § News and information § Spoken word content across all topics § Digital text-based content in news and information § Digital and broadcast (TV, radio) § All platforms—anywhere people engage with news & information content § Existing and potential audiences 10

Methodology Research Review § Uncover useful thinking styles from previous studies In-Depth Interviews Nationwide Survey § 30 individual § Representative interviews § Motivators, values, attitudes, behaviors § NPR and non- NPR users nationwide survey (3, 045 participants) § NPR and non- NPR users § Weighted to reflect NPR platform usage Audience Segmenting § Quantitative segmentation § Iterations based on emergent clusters of thinking styles and other dimensions In-Home Interviews § 12 conversations with representatives of the segments § Videos to bring the segments to life § Typing tool for future studies 11

Fundamental motivators in following news and information Personal Growth Social Interaction § Internal drive & § External, curiosity § Value in learning, forming opinions § Growing as a person & citizen interactive drivers § Connecting and conversing with others § Informing others, thought leadership Entertainment Utilitarian § Enjoyment from § Practical needs following news § Planning my day, § Passing the time informed life choices, safety § Interest in entertain- ment topics § How news impacts me and mine 12

American news audiences at a glance Curious Explorers Habitual Skimmers Earnest Followers Opinion Shapers Pragmatic Grazers Lifestyle Nibblers “Immersing myself in the news helps me grow as a person. ” “Feeling connected to the news is just part of my life. ” “I should follow news more, but at least I try to find time for what affects my life. ” “Let me form my own perspective based on my own research. ” “I don’t waste time on news that doesn’t affect me and my life. ” “I follow things that are fun. Other news will find me if it’s that important. ” BIGGEST OPPORTUNITIES for MOST of PUBLIC RADIO 13

Segment breakdowns for total news consumers and current NPR users 9% Curious Explorers Habitual Skimmers Earnest Followers Opinion Shapers 16% 15% 21% 13% 17% 22% 17% Pragmatic Grazers Lifestyle Nibblers 18% 11% 25% US News Consumers 16% NPR Users 14

Curious Explorers 9% of news consumers “Immersing myself in the news helps me grow as a person. ” For Curious Explorers, following the news is an enjoyable intellectual journey toward being a better human being. News is a central part of their lives and routines because they enjoy it and they value broadening their view of the world, hearing other perspectives, forming deep opinions, and discussing all of this with others. They’re loyal to the established news sources they’re used to and appreciate when their trusted sources curate for them the news that matters most. 15

Curious Explorers Motivations for following news § Growth as a person and a citizen § Open to having their views challenged § Social interactions § Enjoyment in the journey Time spent on news Trust in news media Passive → proactive Personal Growth Entertainment Social Interaction Utilitarian 16

Curious Explorers What they value in news What topics they follow most § Context, deeper meaning, and § Hard news and politics: national, hearing multiple perspectives on a story § Talking through the news with friends and family § Traditional, professional tone and style § Feeling informed, open-minded, smart, responsible, connected international, state § Areas that are timely or of personal curiosity: environment, health, immigration How they get most news CNN, MSBNC, CBS, NBC Newspaper sites/apps NY Times NPR 17

Habitual Skimmers 16% of news consumers “Feeling connected to the news is just part of my life. ” News is the background hum that flows through their day. The TV is on in the background and they’re often scrolling through headlines so they can absorb the basics and feel connected to what’s going on. They enjoy this sense of belonging and companionship; it provides entertainment and a way to pass the time. They enjoy spending a lot of time with the news, but most of it is on the surface of the stories, skimming instead of diving. 18

Habitual Skimmers Motivations for following news § Routine of having news as ambiance, absorbing information § Entertainment and passing the time Time spent on news Trust in news media Passive → proactive Personal Growth Entertainment Social Interaction Utilitarian 19

Habitual Skimmers What they value in news What topics they follow most § Lots of stories to skim, Moderate interests across many topics of conversation: customized for their interests § Entertaining voices that keep them company—friendly talking, not shouting § Seeing others’ opinions so they can look informed § Feeling smart, connected, useful, confident § Current headlines § Crime § Health § State & local politics § Entertainment, food, music How they get most news CBS, ABC, CNN, more Social media, Yahoo, Buzzfeed 20

Earnest Followers 15% of news consumers “I should follow news more, but at least I try to find time for what affects my life. ” Earnest Followers believe it’s every person’s responsibility to keep up with what’s going on and they want to learn about the world. But they spend only an average time on news and many feel guilty about falling behind. They do try to follow news that is personally relevant to them and their family. Their news routine is mostly absorbing what comes to them through established sources that they trust. 21

Earnest Followers Motivations for following news § Sense of responsibility and fear of falling behind § Practical relevance to them and their family § Personal growth and curiosity § Habits of daily routine Time spent on news Trust in news media Passive → proactive Personal Growth Entertainment Social Interaction Utilitarian 22

Earnest Followers What they value in news What topics they follow most § News that finds them in the § State and local news course of their daily routine § Traditional, professional tone and style § Context around a story, especially how it might impact them § Feeling informed, connected, prepared § National news and politics § Crime and public safety How they get most news CNN, CBS, ABC Newspapers 23

Opinion Shapers 13% of news consumers “Let me form my own perspective based on my own research. ” Opinion Shapers want to have their own take on what’s happening. They follow the news not only because they like to learn, but because it enables them to research and hone their own perspectives on the issues of the day. Some of them particularly enjoy sharing their opinions with friends, family, and coworkers. They’re generally skeptical of the media and rely on their own research across a variety of sources. 24

Opinion Shapers Motivations for following news § Research to come to their own conclusions § Exploring topics with a healthy dose of skepticism § For some, informing others of their perspectives and being active in the conversation Time spent on news Trust in news media Passive → proactive Personal Growth Entertainment Social Interaction Utilitarian 25

Opinion Shapers What they value in news What topics they follow most § Multiple perspectives on a story, § Hard news & politics: national & especially from less traditional sources international, also state & local § Unique stories that can make them look smart § Seeing others’ opinions to help shape their own § Feeling informed, prepared, open- minded § Timely topics of conversation: business/economy, immigration, environment How they get most news Google News, Yahoo News, standalone news sites, network & newspaper sites Social media Above average Fox News 26

Pragmatic Grazers 22% of news consumers “I don’t waste time on news that doesn’t affect me and my life. ” The news that matters to Pragmatic Grazers is what’s of practical use—to them and their families directly or to them as members of their local community. They don’t spend much time on news and are skeptical of the news media’s overwhelming coverage and “talking heads. ” They prefer just the quick facts that help them plan their day and be aware of local events. 27

Pragmatic Grazers Motivations for following news § Making informed choices about their day and their lives § Feeling less isolated from their local community § Not wanting to waste time Time spent on news Trust in news media Passive → proactive Personal Growth Entertainment Social Interaction Utilitarian 28

Lifestyle Nibblers 25% of news consumers “I follow things that are fun. Other news will find me if it’s that important. ” When Lifestyle Nibblers are interested in news and information, it’s mostly about the fun things in life. They follow lifestyle and entertainment topics to feel connected to people and events around them and help plan their day. Outside of those areas, they don’t spend much time on news and they expect any big news to find its way to them in the course of their regular routine. 30

Lifestyle Nibblers Motivations for following news § Being entertained § Making informed choices about their day Time spent on news Trust in news media Passive → proactive Personal Growth Entertainment Social Interaction Utilitarian 31

Digging into the data to show key differences 33

Curious Explorers have highest usage of NPR Opinion Sharers & Pragmatic Grazers have high Aware Non-Users I've heard of it, and I have read, watched, or listened to it in the past 30 days I've heard of it, but I have not read, watched, or listened to it in the past 30 days I've never heard of this news provider 33% 22% 19% 14% 10% 41% 40% 46% 51% 62% 63% 50% 27% 31% 27% Curious Explorers Habitual Skimmers Earnest Followers 19% 23% Opinion Shapers Pragmatic Grazers Lifestyle Nibblers Source: NICE Segmentation, September 2019 Q: NPR (National Public Radio) - Which of the following providers of news and information have you heard of and/or watched, read, or listened to for news and information in the past 30 days. ? Phase 1 only. 34

Overall, about 6% have donated to an NPR station in the past year Curious Explorers are the most likely to be lapsed donors Donating to NPR Member stations Yes, I have been a sustaining donor to a public radio station in the past year 1% 3% 21% 3% 7% 3% 4% 11% 1% 5% 5% 1% 3% 9% 1% 3% 7% 88% 86% 84% 14% Yes, I have contributed to a public radio station in the past year I've contributed to a public radio station, but not in the past year 73% 72% 82% No, I've never contributed to a public radio station Curious Habitual Earnest Explorers Skimmers Followers Opinion Pragmatic Lifestyle Shapers Grazers Nibblers Source: NICE Segmentation, September 2019 35 Q: Do you currently pay for a subscription to any online and/or traditional news source(s) (e. g. , The New York Times, a local newspaper, Apple News, etc. )?

See appendix for more details on people of color by segment Notable demographic variances Curious Explorers Habitual Skimmers Earnest Followers Opinion Shapers Pragmatic Grazers Lifestyle Nibblers Skew male (60%) Slightly older Oldest Youngest (47% 55+) (59% 55+) (42%<35) Least diverse Most diverse (81% white) (80% white) (57% white) Most educated (60% college+), Highest income (27% $150 k+) Most urban (30% live in large city) Most liberal Most conservative (38% very/somewhat) (44% very/somewhat) 36

Curious Explorers, Habitual Skimmers have the highest interest in most topics, but all prioritize local Total My city, town, or neighborhood Weather Local events in my area My state National news (other than politics) Crime/public safety International or world events National politics Food Music Health and wellness The environment State and local politics Immigration Business and the economy Entertainment Personal finance Science and technology Education Books Arts and culture Race/identity Traffic Religion or spirituality Psychology/sociology Curious Habitual Explorers Skimmers Earnest Followers Opinion Pragmatic Lifestyle Shapers Grazers Nibblers 55% 53% 50% 48% 47% 44% 41% 39% 37% 36% 35% 34% 33% 32% 31% 29% 23% 21% 20% 19% 18% Source: NICE Segmentation, September 2019 37 Q: For each topic, please let us know whether you are not at all interested, somewhat interested or very interested in news and information about the topics – very interested shown. Shading shown across whole table so relative differences by segment and in aggregate are shown.

NPR Platform Usage by Segment Total NPR Users Curious Explorers Highest for each segment (50%) Highest of segments (70%) Habitual Skimmers Earnest Followers Opinion Shapers Average Pragmatic Grazers Lifestyle Nibblers Average 20% more likely to listen to podcasts (24% do) 40% more likely to Higher (likely Below watch content on Higher on over- Average on average on You. Tube (16% do) social media, reporting) all digital, all platforms NPR. org, and Below average on all except 40% more likely to NPR App on all digital NPR One use NPR One (15% where low do) Average on other digital Source: NICE Segmentation, September 2019 Q: NPR Weekly Platform usage; Phase 2 included 38

How do we use these new audience segments? Opportunities for existing public media users and non-users 39

We believe the first four represent the biggest opportunities Curious Explorers Habitual Skimmers Earnest Followers Opinion Shapers Pragmatic Grazers “Immersing myself in the news helps me grow as a person. ” “Feeling connected to the news is just part of my life. ” “I should follow news more, but at least I try to find time for what affects my life. ” “Let me form my own perspective based on my own research. ” “I don’t waste time on “I follow things that news that doesn’t are fun. Other news affect me and my life. ” will find me if it’s that important. ” BIGGEST OPPORTUNITIES for MOST of PUBLIC RADIO Might be a secondary local opportunity Lifestyle Nibblers Pop culture, unlikely to convert to news, but good Tiny Desk target 40

Key opportunities for non-users Curious Explorers Habitual Skimmers Earnest Followers Opinion Shapers How might we appeal to their curiosity and journey and introduce them to our text content? How might we get noticed How might we get them to How might we break and become a background read a story, or two? through their skepticism routine? and help them form opinions? 41

Key opportunities for existing users Curious Explorers Habitual Skimmers How might we encourage How might we become them to spend more time their news companion of with us and think of NPR choice? as their primary news source? Earnest Followers Opinion Shapers How might we get one short occasion in their daily routine? How do we become indispensable in their research process? 42

The core types of news consumers across America 43

What questions do you have? www. nprstations. org/research smulder@npr. org 44

Appendix 45

% of Aware Non-Users who are people of color: Curious Explorers and Habitual Skimmers are big opportunities 44% of Curious Explorers who know NPR but don’t use NPR are people of color 44% 39% 36% 20% Curious Explorers Habitual Skimmers Earnest Followers 25% Opinion Shapers 17% Pragmatic Grazers Lifestyle Nibblers Source: News & info audience segmentation, September 2019. Base: Aware but haven’t used NPR in past 30 days; identifying which race/ethnicities they identify with 46

Total estimate of US news consumers 18+ who are Aware Non-Users who are people of color 8, 400, 000 5, 600, 000 3, 300, 000 Curious Explorers 3, 200, 000 Habitual Skimmers Earnest Followers 4, 200, 000 Opinion Shapers 5, 000 Pragmatic Grazers Lifestyle Nibblers Source: News & info audience segmentation, September 2019. Base: Aware but haven’t used NPR in past 30 days; identifying which race/ethnicities they identify with 47

POC Aware Non-Users: Opportunities run across segments § Many things work in our favor: § They spend more time on news than white aware non-users § They’re more open to considering news sources and less skeptical of mainstream media § Their perceptions of NPR are favorable § Their topic interests align with some of our core strengths § POC Aware Non-Users are motivated by social considerations § An important factor for our messaging § Challenge: They are more likely to prefer video for news and information 48

POC Aware Non-Users are more open to new sources 66% I am a creature of habit when it comes to the news 54% 64% I am skeptical of the mainstream media I change the sources I use for news depending on my mood I like to find new sources for the news Latinx 53% higher 23% Latinx 42% higher 32% 42% White ANU POC ANU Source: News & info audience segmentation, September 2019. Q: How strongly do you agree or disagree with each of the following statements about getting news and information? Top 2 boxes. Only measures with significant differences shown. 49

NPR brand perceptions are generally favorable 31% Biased 22% 32% Many other NPR brand perceptions show no significant differences Liberal Asian 19% higher 28% Thoughtful Black 19% lower 5% Cool 12% Source: News & info audience segmentation, September 2019. Q: Which of the following describe NPR? White ANU POC ANU 50

Higher interest in certain topics aligns with much of our content 41% My state 28% Food 30% Music 29% Immigration 27% 19% Education Religion or spirituality Psychology/sociology 9% 13% 25% 17% 13% 37% 24% Entertainment Arts and culture 41% Asian+ & Black + 39% 29% The environment Race/identity 41% 26% Health and wellness Personal finance Highlight indicates the top 5 indices 42% 24% 21% 51% Black + 48% Black + 36% Black + 32% Latinx+ & Black + White ANU POC ANU Source: News & info audience segmentation, September 2019. Very interested in each topic; only topics with significant differences shown. Highlight indicates the top 5 indices. 51

Social motivations play a bigger role and should guide our messaging allows me to inform others about what's going on helps me understand others' points-ofview or experiences helps me feel less isolated from what's happening around me 15% 29% 16% 27% 16% makes me a better citizen makes me feel like I'm growing as a person helps me feel more in control of what's happening around me 12% helps to keep me and my family safe 12% 10% equips me to be a thought-leader 10% helps me plan/organize my day 6% helps me connect with my family 6% 24% 23% 12% makes me feel connected to my community Black + 25% 22% Black + 20% Black + 17% 16% White ANU POC ANU Source: News & info audience segmentation, September 2019. Q: Getting news and information on current events and other topics I follow. . . [agree strongly]. Only measures with significant differences shown. 52

Watching the news is a clear preference POC ANU White ANU 69% 60% 45% 28% 24% Listening Reading Watching Source: News & info audience segmentation, September 2019. Q: How appealing do you find each of the following ways of getting news and information? Extremely/very appealing shown. 53

POC Aware Non-Users demographics § They’re more female (55%) § White aware non-users are 40% female § They’re younger § Average is 6+ years younger than white aware non-users § Nearly 1 in 5 are 18 -24 § Almost twice as many are 25 -44 § They’re over-represented in west south central and pacific census divisions § Opportunities to partner with specific stations on targeted campaigns 54