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?

PICIS S tation web site content 67% Additional info about news reports 63% Archive of news from station or NPR 61% Additional information about music 60% Program schedules 59% Live, breaking news coverage 56% Listings of music played 52% Calendar of station events 51% Calendar of community events

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 E-commerce The more an e-commerce opportunity is perceived as directly relating to programming, the greater its acceptance by listeners.

PICIS E-commerce

PICIS E-commerce v. on-air 69% feel “it is okay for stations to raise funds by selling items of interest to listeners” 15% think this is a terrible idea. 61% feel “selling items on their web sites is a fair trade off”

PICIS Integrity issues Listeners fear that the pursuit of online e-commerce revenue will cause us to violate our core values and principles.

PICIS Integrity issues E-commerce influence on editorial decision-making. Change in importance of listener dollars. Squandering of resources. 36% of listeners feel increased Internet revenue would damage editorial credibility.

PICIS E-commerce privacy and security 94% of respondents feel information privacy is an important consideration. 93% of respondents feel credit card security is equally important.

PICIS Other good policy choices Clearly display: Specific information on how much of sale goes to station. Return policy Statement on quality of merchandise Information of the company that will fulfill the order.

PICIS Online advertising 72% - A bad idea for Website 7% - A good idea for Website

PICIS Online advertising 65% - A bad idea for Website 13% - A good idea for Website

PICIS Online advertising 45% - A good idea for Website 35% - A bad idea for Website 17% - Neutral or undecided

PICIS Online advertising

The more that any ad, credit, or recognition of business support on a station Website matches the characteristics of underwriting, the greater acceptance it will receive from listeners Online underwriting should parallel on-air underwriting Maintain the same values online and offline

PICIS Integrity issues I trust that [local station/NPR] will not allow businesses who support with underwriting announcements to influence programming decisions. 67% agreed that they trust local stations not to be unduly influenced by businesses that underwrite 64% agreed that they trust NPR not to be unduly influenced by businesses that underwrite

PICIS Online membership Listeners contribute to stations because of programming. Our best opportunity to migrate those contributions online is to reinforce a “sense of purpose” that directly or indirectly reduces costs and improves the efficient use of resources.

PICIS Online membership 42% I didn’t know I could support my public radio station online 7% The online pledge process is too slow, too confusing, or does not operate properly.

PICIS Online membership 89% The assurance of security for your credit card when pledging online. 79% The assurance of privacy for any personal information you provide while pledging online

PICIS Online membership 67% Ease and convenience of supporting online 37% Being online at the time you decide to pledge

PICIS Online membership 62% An online pledge would help the station to meet a challenge grant 37% A special gift being offered only for online pledges 31% A drawing or giveaway offered only for online pledges

PICIS Online membership 54% Receive an reminder from station 59% Receiving membership reminders in place of mail or phone reminders. 82% Renewing your membership online if this would reduce expenses. 87% Renewing your membership online if this helps reduce the amount of time spent on-air raising money

PICIS Are listeners willing to pay for our web sites? No.

PICIS Value If you put a price tag on a station web site, what would it be? $0

PICIS Should we even have a web site? Absolutely.

PICIS Role of the Station Website Listener expectation Integrated into overall public service

PICIS Role of the Station Website Better information infrastructure is a required part of our online future

Public Internet Consumer Insight Study Questions?

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 WKSU u Market Trends Research u CPB