Profile 2015 study sizes up education, spending habits of NPR listeners

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A quarter of NPR listeners watch no prime-time TV, and 70 percent have at least a bachelor’s degree, compared to 28 percent of the U.S. population.

Those are just two tidbits from Profile 2015, a demographic analysis of NPR’s audience based on data compiled by GfK Mediamark Research & Intelligence LLC. The network shared the full report exclusively with member stations but did release some findings to Current as well.

Other facts from the report:

  • Seventy-four percent of NPR listeners voted in local, state or federal elections in the past year.
  • NPR listeners value electronics that “provide a sense of connection to the world around them,” according to NPR. They are nearly 28 percent more likely than the overall population to visit a website on their cellphone for local information and are 45 percent more likely to own a digital point-and-shoot camera.
  • In the past year, 20 percent of NPR listeners attended an art gallery or show (compared to 7 percent of the U.S. population), and 38 percent attended a live music performance (75 percent higher than the U.S. average).
  • Listeners are 162 percent more likely than the average American to hold a professional or managerial role with annual income of $35,000 or more.
  • Joel

    Hmmm…I watch TV, have a lowly Associate’s Degree, have not been to a concert or art thing in years, earn a lot less than 35G’s a year and don’t have a cellphone. Why am I listening to Public Radio?!

    • Dwight

      Because you have aspirations, and good ones at that.