NPR Twitter User Survey 2010

Audience Insight and Research

NPR on Twitter Executive Summary

Preferences and Habits of NPR’s Twitter Followers, With Comparisons to Facebook Fans

September 30, 2010

(Prepared for NPR’s Social Media Desk)




• NPR Twitter followers spend roughly the same amount of time as NPR Facebook fans with NPR – several times a day, but usually no more than two hours per day.

• NPR Twitter followers are more likely than NPR Facebook fans to access NPR via digital platforms.– Only 8% of NPR Facebook fans are also followers of NPR on Twitter, whereas 28% of NPR Twitter

followers are also NPR Facebook fans.*• More than three-quarters of NPR Twitter followers get most or all of their news online, compared to 61%

of NPR Facebook fans.• NPR Twitter followers want more hard-hitting, breaking news, as do NPR Facebook fans.• NPR Twitter followers emphasize the importance of obtaining news and information on Twitter more so

than NPR Facebook fans on Facebook.• NPR Twitter and Facebook followers agree that both platforms are a good way for them to share stories,

but they have no strong opinion on whether these platforms are a good way to converse with people about NPR stories.**

• Most NPR Twitter followers follow approximately two to five NPR Twitter accounts, whether they’re individual shows or people.– “Medium” (follows 6-10 accounts) to “Heavy” (follows 10+ accounts) NPR Twitter followers agree

slightly more than all NPR Twitter followers that it is a major way to receive news and information.• The vast majority (92%) of NPR Twitter followers follow “general or topical” NPR accounts.• Nearly two-thirds of NPR Twitter followers think that NPR tweets “just the right amount.”

– Satisfaction is greater among NPR Twitter followers of ten or more accounts and program/blog accounts.

Research Findings

*This statistic is measured before the survey was promoted on Facebook (Aug. 31, 2010).**Asked only of those who follow NPR on both Twitter and Facebook



Methodology

Purpose: To measure and compare general news consumption, content preferences, and overall perceptions of NPR on Twitter. This survey was designed to be compared to NPR’s survey of its Facebook fans conducted earlier this summer.

Background:• The NPR Facebook Survey was conducted online and deployed July 12-19, 2010.

– Respondents were recruited through messages posted on NPR’s Facebook page.– A total of 40,043 respondents began the survey; about 33,304 respondents completed

the survey.• The NPR Twitter Survey was conducted online and deployed August 25 – September 9, 2010.

– Respondents were recruited through a series of tweets (from the @nprpolitics account), and one message posted on NPR’s Facebook page.

– A total of 12,227 respondents began the survey; and 10,244 respondents completed the survey.

– The survey was designed to measure both Twitter and Facebook users; however, for the purpose of this survey we define NPR Twitter followers as respondents who follow NPR on Twitter only OR those who follow NPR on both Twitter and Facebook. We did not include Facebook-only users in the comparison of this report.

• Respondents for both surveys were self-selected and the resulting samples are non-random.



Twitter Followers, Like Facebook Fans, Use NPR Heavily

Less than one time per year

About once or more per year (but not every month)

About one time or more per month (but not every week)

About one time or more per week (but not every day)

About one time per day

More than one time every day

0%

0%

0%

3%

16%

80%

0%

1%

2%

8%

13%

75%

Which of the following describes how often you use Twitter/Facebook?

NPR Twitter Survey NPR Facebook Survey

Source: NPR Listens Advisory Panel: Facebook Survey, July 2010 & Twitter Survey, August 2010

More than 8 hours

4-8 hours

3 – less than 4 hours



Less than 1 hour

2%

8%

11%

22%

34%

23%

2%

10%

12%

19%

32%

26%

How many hours per day do you spend ac-cessing NPR content, including through the

radio?


Twitter followers spend roughly the same amount of time as Facebook fans with NPR.

n(NPR Twitter Survey) = 3,271; n(NPR Facebook Survey) = 40,003 n(NPR Twitter Survey) = 3,283; n(NPR Facebook Survey) = 40,043



NPR Twitter Followers Are More Likely to Access NPR via Digital Platforms

None of the aboveOther

iPad appAndroid app

Mobile web (m.npr.org)iPhone app

PodcastsNPR.org

RadioTwitter

Facebook

4%16%

3%5%7%

19%28%

58%

76%8%

100%

5%11%

7%11%

15%32%

39%59%

67%100%

28%

Which of the following, if any, do you use to receive NPR content? (Please choose all that apply.)


More than 3 in 10 NPR Twitter followers access NPR on-air, NPR.org, podcasts or the iPhone app.

Source: NPR Listens Advisory Panel: Facebook Survey, July 2010 & Twitter Survey, August 2010n(NPR Twitter Survey) = 3,292; n(NPR Facebook Survey) = 40,043

*Please note that the crossover audience of NPR Twitter followers also using Facebook is

from the NPR Twitter survey and not the NPR Facebook survey. This statistic is also

measured before the survey was promoted on Facebook (Aug. 31, 2010); n = 2,183.

Only 8% of NPR Facebook fans are also followers of

NPR on Twitter.

*



NPR Twitter Followers Get Most Or All Their News Online, More So Than NPR Facebook FansMore than three-quarters of NPR Twitter followers get most or all of their news online, compared to 61% of NPR Facebook fans.

I get all of my news online

I get most of my news online

I get some of my news online

I rarely get my news online

I never get my news online

10%

51%

38%

2%

0%

17%

60%

23%

1%

0%

Which of the following best describes how heavily you rely on the internet for getting news?





NPR Twitter Fans Want More Hard-Hitting, Breaking News

Stories about rich, powerful or infamous people

Stories about sports

Stories about money and the economy

Stories about politics

Stories about food

Stories about music

Stories about health

Stories about the environment

Stories about interesting people

Stories about the arts

Stories about the internet, technology and social media

Offbeat stories

Stories about international news and issues

Stories that update me on what’s happening with events that are in progress

Hard news/Breaking news

7%

7%

21%

25%

28%

31%

33%

39%

43%

27%

52%

43%

46%

48%

6%

10%

18%

20%

21%

22%

22%

28%

29%

29%

31%

35%

37%

42%

43%

NPR Twitter followers would like NPR to share more of the following stories:


Twitter users want more hard/breaking news and updates on events already in progress. The same goes for Facebook users, but they also want more international news and offbeat stories, as well as stories about interesting people.

Source: NPR Listens Advisory Panel: Facebook Survey, July 2010 & Twitter Survey, August 2010n(NPR Twitter Survey) = 2,485; n(NPR Facebook Survey) = 26,927*”Stories about the arts” not listed in the Facebook survey

NA*



NPR Twitter Followers Are More News-Centric Than NPR Facebook FansNPR Twitter followers emphasize the importance of obtaining news and information on Twitter more so than NPR Facebook fans on Facebook. On the other hand, NPR Facebook fans click through more NPR stories. The social aspect of our content remains important on both platforms.

On a 1-5 scale, 1 being “Strongly Disagree” and 5 being “Strongly Agree”

… is a major way for me to receive news and information from NPR.

4.0 4.0

… is a major way for me to receive information from news organizations in general.

4.0 3.2

I often click through to NPR stories posted on ...

3.9 4.3

It's important that the stories NPR posts on … give me something to talk about with friends.

3.4 3.4

How much do you agree or disagree with the following statements?




Followers of NPR on Twitter & Facebook Agree These Platforms Are A Good Way To Share StoriesNPR Twitter and Facebook followers agree that both platforms are a good way for them to share stories, but they have no strong opinion on whether these platforms are a good way to converse with people about NPR stories.


& Users

Following NPR on Facebook is a good way for me to share NPR stories. 4.4

Following NPR on Twitter is a good way for me to share NPR stories. 4.3

Following NPR on Facebook is a good way for me to converse with people about NPR stories. 3.6

Following NPR on Twitter is a good way for me to converse with people about NPR stories. 3.4

How much do you agree or disagree with the following statements?*

Source: NPR Listens Advisory Panel: Twitter Survey, August 2010n(NPR Twitter Survey) = 77*Only followers of NPR on Twitter and Facebook were presented these statements in the NPR Twitter Survey



NPR Twitter Followers Follow About Two to Five NPR Accounts, On Average

More than 10

6-10

2-5

1

6%

7%

55%

31%

Approximately how many NPR Twitter accounts (including individual shows, blogs, people, etc.) do you follow?

Most NPR Twitter followers follow two to five NPR Twitter accounts, whether they’re individual shows or people.

Source: NPR Listens Advisory Panel: Twitter Survey, August 2010n = 2,959



Following More Accounts Equals a Richer ExperienceMedium to heavy NPR Twitter followers agree slightly more that Twitter is a major way to receive news and information.


All NPR Twitter Followers

Light(Follows 1-5

NPR Accounts)

Medium(Follows 6-10

NPR Accounts)

Heavy (Follows 10+

NPR Accounts)Twitter is a major way for me to receive information from news organizations in general. 4.0 4.0 4.1 4.2Twitter is a major way for me to receive news and information from NPR. 4.0 4.0 4.0 4.1I often click through to NPR stories posted on Twitter. * 3.9 3.9 4.1 4.2I’m more likely to click through to NPR stories posted to Twitter than I am to click on stories from other news organizations.* 3.7 3.7 4.0 3.8I feel a closer connection to NPR as a result of following NPR on Twitter.* 3.7 3.7 4.0 3.9I often retweet tweets from NPR on Twitter.* 2.9 2.8 3.3 3.0I see NPR stories retweeted by people in my Twitter stream more than I see stories from other news organizations retweeted.* 2.6 2.6 3.0 2.7

I often reply to stories posted by NPR on Twitter.* 2.1 2.0 2.5 2.2

How much do you agree or disagree with the following statements?

Source: NPR Listens Advisory Panel: Twitter Survey, August 2010*There is a statistically significant difference between “light, medium, and heavy” users for this statement at a p-value < .05; “medium” users are the most impacted

n = 2,974 n = 2,540 n = 214 n = 182



Most NPR Twitter Followers Follow “General or Topical” Twitter Accounts

NPR people accounts like @nprscottsimon or @nprinskeep

NPR program or blog accounts like @planetmoney, @morningedition or @allsongs

General or topical NPR accounts like @nprpolitics, @nprnews or @nprmusic

26%

36%

92%

Which of the following types of NPR accounts do you follow on Twitter?

(Please select all that apply.)

The vast majority (92%) of NPR Twitter followers follow “general or topical” NPR accounts.

Source: NPR Listens Advisory Panel: Twitter Survey, August 2010n = 3,011



NPR Twitter Followers Believe NPR Tweets “Just The Right Amount”Nearly two-thirds of NPR Twitter followers think that NPR tweets “just the right amount.” Satisfaction is greater among Twitter followers of ten or more accounts and program/blog accounts.

I think NPR tweets…

All NPR Twitter

Followers

Light(Follows 1-

5 NPR Accounts)

Medium(Follows 6-

10 NPR Accounts)

Heavy (Follows 10+ NPR

Accounts)General/Topical

NPR program or blog

accounts

NPR people

accounts

...too much 6% 7% 3% 3% 7% 4% 3%

....just the right amount 65% 64% 64% 68% 65% 67% 63%

...too little 14% 13% 20% 15% 14% 16% 15%

Level of NPR Tweets

Source: NPR Listens Advisory Panel: Twitter Survey, August 2010

n = 2,974 n = 2,540 n = 214 n = 182 n = 2,758 n = 1,086 n = 795


Basic Demographics



Demographics

65+

55-64

45-54

35-44

25-34

18-24

2%

10%

19%

27%

34%

8%

2%

9%

15%

24%

37%

13%

AgeNPR Twitter Survey NPR Facebook Survey

Male

Female

30%

70%

46%

54%

GenderNPR Twitter Survey NPR Facebook Survey

Source: NPR Listens Advisory Panel: Facebook Survey, July 2010 & Twitter Survey, August 2010

NPR Twitter followers skew younger and are slightly more female than male.

n(NPR Twitter Survey) = 10,517; n(NPR Facebook Survey) = 33,021 n(NPR Twitter Survey) = 10,269; n(NPR Facebook Survey) = 32,995

•Twitter Median Age: 35•Facebook Median Age: 40

NPR Twitter User Survey 2010

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