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.