Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB

Public Internet Consumer Insight Study Partner stations WUNC Chapel Hill, NC Michigan Radio Ann Arbor, MI KPBS San Diego, CA WKSU Cleveland/Akron, OH Research Partners PRPD Public Radio Program Directors DEI Development Exchange Inc PRI Public Radio International NPR National Public Radio CPB Future Fund Grant

Public Internet Consumer Insight Study Research objectives: –What content do listeners use on a public radio Web site? What content do they wish they could use? How does public radio fit into their online universe? –How did listeners learn about the public radio Website? What would influence them or others to return? –Has the Web influenced how much and/or why they listen to public radio? Might it in the future?

Public Internet Consumer Insight Study Research objectives: –What are the acceptable limits and thresholds of e-commerce and advertising on public radio Web sites? –What is the impact of the Web on individual giving, now and in the near future. Can / should the Web site provide value-added to givers?

Public Internet Consumer Insight Study Public radio’s first national research initiative into listeners attitudes and perception to our presence online. A project in two phases: –Focus groups conducted in Summer 2000 –Survey conducted in Spring 2001 Today’s results based on first half of the survey portion of our study.

PICIS Survey Demographics 52% female, 48% male 2 in years old 52% have a graduate degree Three in four are core listeners

PICIS Survey Demographics 87% online for three or more years 20% spend 10 hours or more a week online One in three have shopped or paid bills online 10 times or more in the past six months One in two have visited a public radio station, network, or program Website

PICIS The low hanging fruit is sweetest While we often talk about building new programming and ventures for the Internet, our greatest unmet need from our listeners lies in better promoting and enhancing the product we already produce.

PICIS Online Audio 86% listen to their public station on the radio exclusively. 81% of respondents do not listen to any online audio ever.

PICIS Online Audio Convenience listening to archive programming. Type of music not available locally. Listening to distant station. Background music at work. Listening to local station with poor reception.

PICIS Online Audio CNN.com BBC Online MSNBC.com CNBC.com Yahoo/Broadcast.com SonicNet.com

PICIS Web Content Selecting An Online News Source 92% - In depth coverage of stories 92% - Covers major national & international stories 91% - From a known & trusted news organization 86% - Up to the minute coverage 81% - Covers major local & state stories

PICIS Web Content Make websites an extension of on-air programming

PICIS Web Content Make Websites An Extension of On-Air Programming – How To Do It Provide archived programming for reference & time shifting Provide full length reports and interviews Be a centralized source for specific information Promote the service on air

PICIS Web Content Drawing Traffic to the Website Inside look at upcoming programming More than just listings Update information regularly

PICIS and online newsletters 61% interested in newsletters. 41% interested in weekly or more frequent. Listeners expect these to be content- rich and fairly intelligent to their own interests and tastes.

PICIS and online newsletters Listeners want to take advantage of technology to enhance their relationship with the station and it’s programming.

PICIS Next steps Information online at wksu.org/picis New data at PRDMC in July More new data at PRPD in September oOnline underwriting oE-commerce oOnline membership

PICIS Web site Contains a copy of this presentation, PICIS research materials, and all findings released as part of the study.

Public Internet Consumer Insight Study Questions?

Public Internet Consumer Insight Study WKSU u Market Trends Research u CPB