KFAI Listeners
on March 2010 si er 0 V 01 2 4, w 2 ch ie ar v M Re
Cynthia Case [email protected] 612-824-0336 Table of Contents
Executive Summary Background and Study Objectives 4 Methodology 5 Key Findings 6
Detailed Findings General Radio Listening Habits 12 KFAI Radio Listening Habits 24 Demographics 34
Appendix
2 Executive Summary Background and Study Objectives
The purpose of this multi-phase research plan is to gain a better understanding of the behaviors and preferences of the KFAI listening audience and to explore ways to improve overall listening and loyalty to KFAI. In January 2010, Cincinnatus facilitated five focus groups of KFAI listeners and non-listeners. Findings from this qualitative step are available in a separate document. In February 2010, Cincinnatus conducted 150 telephone interviews with current public radio listeners who do not listen to KFAI. These quantitative results are provided in the February report. In February and March 2010, KFAI implemented a broad-based quantitative study of area listeners. Emphasis on the <45 age group and audience program preferences were key query points. Results from 1430 survey participants are presented in the current report.
Primary study objectives investigate KFAI listeners’ behaviors and preferences: Define listening behaviors in terms of: Frequency, location and broadcast source for radio listening Preferred public radio stations within selected timeframes throughout the day KFAI usage throughout the day Preferences for KFAI changes Compare listening behaviors, preferences and trends across: <45 age group, as well as other demographics (gender, education, household income) KFAI listening frequency (daily, weekly, monthly/never) Radio station listened to most often (KFAI, KNOW, KCMP, KBEM, KSJN)
4 Methodology
Data Collection Online and hard-copy surveys: February 12 through March 8, 2010 Surveys typically completed within 8 to 9 minutes
Survey Sampling Multiple contact methods undertaken to solicit survey participation: Email requests directly to KFAI’s current and former members and volunteers On-air announcements directing listeners to complete survey posted on KFAI website Solicitations through social networks, including Facebook, MySpace, Twitter Requests through KFAI sponsors and their networks Publicized requests in City Pages and MinnPost. com In-person distribution of surveys at Sabathani Community Center in Minneapolis A total of 1403 surveys were completed.
5 Key Findings: Listening Habits and Preferences
On multiple measures, age is a prime differentiator for KFAI radio listeners. Ages 45+ represent the existing base of KFAI daily listeners, while those <45 years are less engaged with KFAI and typically listen weekly or monthly. Retaining KFAI’s loyal and older daily listening base, while growing the casual and younger listener market, is essential for improving KFAI’s market standing.
Significantly Higher for Significantly Higher for <45 Years 45+ Years KFAI Radio Listening Weekly, Monthly Listener Daily KFAI Listener
General Radio Listening Light users (<5 hours/week) Heavy users (20+ hours/week)
Station Listen Most Often The Current, Radio K, KMOJ KFAI, Jazz 88, MPR Classical
Location of Radio Listening Car, fitness (outside of the home) Home
News/Information Source Online sources Newspapers
Music Source Computers, iPods, portables Radio, CDs
6:00 to 9:00 AM News and Information Music Program Choice
6 Key Findings: News/Information and Music Sources
With the exception of 6:00 to 9:00 AM time slot, KFAI listeners favor music over news and information by a 2 to 1 margin. KFAI music programming hits the mark for its listeners, with the majority listening to KFAI during the 9:00 AM to 3:00 PM (70%), 3:00 to 6:00 PM (67%) and 6:00 to midnight (66%) programs. Among KFAI listeners, MPR News is the only public radio station with consistent usage during these timeframes (33% to 39%).
KFAI listeners’ 6:00 to 9:00 AM program preferences split evenly between music and news/information. Here again, age is the primary differentiator. Significantly more KFAI listeners <45 years seek N&I during the morning drive time. KFAI may be missing the mark by only offering music at this time. Accordingly, there is robust crossover among KFAI listeners between KFAI (61%) and MPR News (53%) during 6:00 to 9:00 AM programming. To attract the <45 segment, KFAI may need to create a news/information “hook” during this time. News at the top of the hour? Different/unique news slant? Personality driven?
7 Key Findings: Possible KFAI Changes
An encouraging indicator, KFAI listeners claim healthy loyalty to their favorite programs. If timing of their favorite show changed, 45% would find out the new time and continue to listen while 20% would listen to the program in the archives. This finding bodes especially well for KFAI’s most popular programs. Although possible attrition is substantial (25%), it is important to note that those who would stop listening are those who listen least often to KFAI, suggesting that their overall loyalty is already marginal.
Daily and weekly KFAI listeners clearly support additional music programming. In contrast, KFAI listeners who desire more news/information and less music tend to be younger (<45 years) and least-engaged with KFAI (monthly/never listeners). Listeners most often lobby for more music of a specific genre. However, requests reflect enormously eclectic tastes and no genres emerge as top choices. That said, KFAI may want to consider ways to become a varied flavor of The Current in order to build its own, unique audience. KFAI listeners also ask for increased availability of popular shows, including Shake ‘n Bake, Nite Nurse and RSE Radio. Identifying why these programs are deemed successful is essential in exploring improved programming options for daily and weekly listeners.
8 Key Findings: Possible KFAI Changes
Schedule unpredictability weakens KFAI’s appeal to a segment of listeners. One listener clearly summarizes this issue: “[I want] Less unpredictability. Variety is good, but you have too much. Boundaries can be a good thing.”
Although KFAI listeners value the importance of non-English programming, they still would like to hear less of it. KFAI listeners voice appreciation for broadcasting to these communities, yet suggest that foreign programming scheduled during prime time decreases their interest in evening listening.
KFAI’s current listener base is not necessarily the intended audience of “diverse racial, social and economic backgrounds.” Ethnic representation of KFAI daily listeners is predominantly Caucasian (91%). Increased diversity is evident for weekly (13%) and monthly (19%) listeners, yet their infrequent listening habits suggest they are only marginally committed to KFAI. Given the mission of serving “people ignored or misrepresented by mainstream media,” it appears that its current reach may fall short of expectations. For funding sources, KFAI may need to be positioned to serve the underserved listening audience. Yet for market positioning, KFAI needs to recognize what segments are actually listening (primary 45+ years and secondary <45 years) and execute programming around their interests and preferences.
9 Detailed Findings General Radio Listening Habits Weekly Radio Listening
More than half of KFAI listeners are considered moderate radio consumers. For both listeners and non-listeners, heaviest usage is among older groups without college degrees. Heavy KFAI radio listeners (24%) tune in more than 20 hours per week, nearly 3 hours each day.* Moderate listeners (56%) hear 5 to 20 hours of radio programs in a week, 1 to 2+ hours per day.* Those in the light KFAI category (19%) listen fewer than 5 hours each week.
Hours of Weekly Radio Listening
Heavy Heavy 24% 27% 20+ hours/week Age 45+ 16+ hours/week Age 65+ 12% 28% 11 to 20 hours Moderate 11 to 15 hours Moderate $75K+ income Age 45-65 College degree+ $75K+ income 37% College degree+ 5 to 10 hours 5 to 10 hours 28% Light Light Age <45 <$75K income <5 hours/week <5 hours/week 24% 19% <$75K income KFAI Listeners Non-Listeners Base = 1430 Base = 150 Q1. Thinking of the past 3 months, approximately how many hours do you listen to any type of radio programming each week? Boxed demographics indicates significantly higher than one or more categories at 95% confidence. *Wording for weekly listening ranges varies between KFAI listener and non-listener surveys. 12 Public Radio Station Listening Age distinctions (<45 or 45+) consistently differentiate public radio listeners. KFAI, Jazz 88 and MPR Classical are significantly more likely to draw the 45+ crowd within the past three months as well as most often. In contrast, The Current, Radio K and KMOJ attract the younger <45 age group. While no age differences are apparent for MPR News listeners, significantly more are likely to be college-educated and earn $75K+ than listeners of other stations. Public Radio Station Listening KFAI Age 45+ Listened Past 3 Months 83% Listen Most Often 68% The Current Jazz 88 Age <45 Age 45+ MPR Classical 49% 49% Age 45+ Radio K 39% KMOJ 33% Age <45 31% Age <45 18% 15% 10% 6% 4% 3% 2% 90.3/106.7 91.1 KNOW 89.3 88.5 KBEM 99.5 KSJN 104.5/770 89.9 KFAI MPR News The Current Jazz 88 MPR Classical Radio K KMOJ Base = 1430 Q2. In the past 3 months, which public radio stations have you listened to? Q3. In the past 3 months, which public radio station have you listened to MOST often? 13 Boxed demographics indicate significantly higher than one or more categories at 95% confidence. Location of Radio Listening Age is also a prime differentiator for KFAI listening location. KFAI listeners <45 years are most likely to listen in their cars and outside of their home. Listening to KFAI at home is more typical for the 45+ age group. Listening Location KFAI Listeners Non-Listeners 4% 1% Age <45 Outside of home 5% Outside of home 13% Work 35% Age 65+ Work Age 45+ 37% <$75K Home Home In the car In the car Age <45 Age 45 to 64 Age <45 59% $75K+ 46% $75K+ College degree+ Base = 1409 Base = 150 Q4/3. Where are you MOST likely to be when you listen to the radio? 14 Radio Broadcast Format Traditional radio is the most common format for all listeners, yet live streaming is significantly stronger among KFAI listeners than non-listeners (11% vs. 1%). Overall, non-traditional formats take on a broader presence among KFAI listeners. “Most often” listeners of KFAI (13%), The Current (11%) and MPR News (9%) are more likely to use online streaming compared to Jazz 88 (3%) and MPR Classical (2%). Of note, no age differences are evident for those who listen via online/live streaming. KFAI Listeners Non-Listeners Traditional Broadcast Radio Satellite Radio 95% 83% Internet/Live 1% Stream 1% 1% 2% Online via Archives 3% 11% Internet with Mobile Device 2% Base = 1409 Base = 150 Q5/4. When you listen to the radio, how are you MOST likely to listen? Note: Q19. (When you listen to KFAI, which of the following best describes how you listen?) yields nearly exactly the same distribution as above right pie.15 Source of News and Information Among KFAI listeners, online sources outpace all other sources for news and information. The youngest group (<45 years) is significantly more likely to access online sources for news and information. Additionally, more men and college-educated listeners choose online channels. KFAI listeners are much less likely to rely on television for N&I (11%) than their non-listening counterparts (25%). News and Information Sources KFAI Listeners Non-Listeners 2% 1% Other 13% Age <45 Age <45 Male 38% College degree+ Online sources 25% College degree+ Age 45+ $75K+ Newspapers 20% Female 36% Female 29% Radio 25% Base = 1409 Base = 150 Q6/5. What is your most likely way to get news and information? 16 Boxed demographics indicate significantly higher than one or more categories at 95% confidence. Source of Music Both KFAI listeners and non-listeners are most likely to enjoy music on the radio. However, KFAI listeners lead in listening to music on their computers. Among KFAI listeners, those <45 years are more likely than 45+ years to rely on technology for their music sources – computers, iPods and portable devices. More 45+ years and women who are KFAI listeners are likely to listen to music on the radio. Music Sources KFAI Listeners Non-Listeners 1% 1% 2% Age <45 Cable Television <$75K 13% Age <45 16% College degree+ Age <45 17% Computer College degree+ 18% Age 45+ 20% iPod/Portable Device Base = 1409 Base = 150 Q6/7. Other than live performances, what is your most likely way to listen to music? 17 Boxed demographics indicate significantly higher than one or more categories at 95% confidence. Listening Habits: 6:00 to 9:00 AM KFAI listeners’ 6:00 to 9:00 AM program preferences are evenly split between news/information and music, yet demographics are starkly different. News and information listeners are younger (<45), college-educated and attain upper-incomes ($75K+). They “most often” have listened to MPR News in the past three months. Music listeners are older (45+), have not completed college and have chosen KFAI “most often” in the past three months. Suggesting frequent crossover during this time, KFAI and MPR News vie closely as preferred stations. 6:00 to 9:00 AM Programming 6:00 to 9:00 AM Stations Age <45 News and College+ 61% Information $75K+ 42% 53% Listen “Most” to KNOW Music 21% 21% Age 45+ 12% 43% 6:00 to 9:00 AM Base = 1403 Base = 1157 listen during this time period Q8. Monday through Friday, 6:00 to 9:00 AM? Q9. Check ALL stations listened to between 6:00 and 9:00 AM. Boxed demographics indicate significantly higher than one or more categories at 95% confidence. 18 Listening Habits: 9:00 AM to 3:00 PM KFAI listeners (52%) primarily seek music programming during the day. Daytime KFAI music listeners tend to be male, without college degrees and making <$75K each year. The majority of KFAI listeners (70%) report that they listen to KFAI during daytime programming. MPR News (39%) and the Current (28%) are distant competitors. 9:00 AM to 3:00 PM Programming 9:00 AM to 3:00 PM Stations 70% News and 25% Listen “Most” Information to KNOW Male 39% No Radio at this Time 23% KFAI MPR The Jazz 88 MPR Radio K KMOJ News Current Classical 9:00 AM to 3:00 PM Base = 1393 Base = 1065 listen during this time period Q10. Monday through Friday, 9:00 AM to 3:00 PM? Q11. Check ALL stations listened to between 9:00 AM and 3:00 PM. Boxed demographics indicate significantly higher than one or more categories at 95% confidence. 19 Listening Habits: 3:00 to 6:00 PM An even greater share of KFAI listeners (60%) tune into music between 3:00 and 6:00 PM. Afternoon music listeners have listened “most often” to KFAI in the past three months. With music as the favored program from 3:00 to 6:00 PM, the majority of KFAI listeners (67%) listen to KFAI, followed at a distance by music stations, The Current (27%) and Jazz 88 (21%). 3:00 to 6:00 PM Programming 3:00 to 6:00 PM Stations College+ $75K+ 67% News and 31% Information Listen “Most” to KNOW 42% Music No Radio at this Time KFAI MPR The Jazz 88 MPR Radio K KMOJ 9% News Current Classical 3:00 to 6:00 PM Base = 1386 Base = 1257 listen during this time period Q12. Monday through Friday, 3:00 to 6:00 PM? Q13. Check ALL stations listened to between 3:00 and 6:00 PM. Boxed demographics indicate significantly higher than one or more categories at 95% confidence. 20 Listening Habits: 6:00 PM to Midnight Half of KFAI listeners (50%) seek music during the evening program hours. Evening music seekers tend to be younger (<45) and male, who “most often” listen to The Current. The majority of KFAI listeners (66%) listen to KFAI at night. Among music seekers, The Current (33%) and Jazz 88 (30%) closely compete for listening during evening programming. 6:00 PM to Midnight Programming 6:00 PM to Midnight Stations Female News and 21% College+ 66% Information Listen “Most” to KNOW Male Age <45 33% 33% Music 50% 30% No Radio at 29% this Time KFAI MPR The Jazz 88 MPR Radio K KMOJ News Current Classical 3:00 to 6:00 PM Base = 1380 Base = 974 listen during this time period Q14. Monday through Friday, 6:00 PM to midnight? Q15. Check ALL stations listened to between 6:00 PM and midnight. Boxed demographics indicate significantly higher than one or more categories at 95% confidence. 21 Listening Habits: Programming Summary KFAI may be missing the mark for 6:00 to 9:00 AM programming choices. Listeners are evenly split between choosing N&I and music during the morning drive time, yet KFAI is only offering music between 6:00 and 9:00 AM. Distinctive, brief, predictable news updates may be needed to make KFAI more competitive. Better aligned with the current KFAI schedule, music is also selected as KFAI listeners’ favored program during all other timing segments. KFAI Programming Music Music News/PA Music News/PA Music 21% News and 25% 31% Information 42% Music 50% 52% 43% 60% No Radio at 29% this Time 23% 15% 9% 6:00 to 9:00 AM 9:00 AM to 3:00 PM 3:00 to 6:00 PM 6:00 PM to Midnight Base = 1380 to 1403, varies by time slot Q8/10/12/14. Monday through Friday, 6:00 to 9:00 AM, 9:00 AM to 3:00 PM, 3:00 to 6:00 PM, 6:00 PM to midnight? 22 Listening Habits: Station Summary A majority of KFAI listeners tune in to KFAI during each of the time segments, yet a sizeable share also listen to MPR News, The Current and Jazz 88. Accordingly, this crossover places KFAI in a vulnerable position in this market – finding a competitive position is vital. 6:00 to 9:00 AM 9:00 AM to 3:00 PM 3:00 to 6:00 PM 6:00 PM to Midnight 70% 67%66% 61% 53% 42% 39% 33% 33% 30% 28%27% 23% 21% 21% 21% 18% 15% 12% 13% 11% 9% 11% 6% KFAI MPR News The Current Jazz 88 MPR Classical Radio K Base = 974 to 1257, varies by time period Q9/11/13/15. Check ALL stations listened to between 6:00 and 9:00 AM, 9:00 AM and 3:00 PM, 3:00 and 6:00 PM, 6:00 PM and midnight. 23 Traffic and Weather Listening Unlike non-listeners, KFAI listeners do not regularly tune into a radio station for traffic and weather information. Over half of KFAI listeners (53%) never turn to radio for their traffic or weather updates. By comparison, the majority of non-listeners tune in daily (31%) or weekly (40%) for this information. Traffic and Weather KFAI Listeners Non-Listeners Listen “Most” to KNOW or 18% Radio K 31% Once a day or more 29% Once a week or more 40% Listen “Most” to The Current or KFAI 53% Never 29% Base = 1378 Base = 150 Q17/8. How often in the past 3 months did you tune into a radiostation specifically for traffic and/or weather information? 24 Boxed demographics indicate significantly higher than one or more categories at 95% confidence. KFAI Radio Listening Habits KFAI Listening Habits KFAI’s audience splits into three listening tiers: loyal (39% daily listeners), moderate (42% once a week or more) and indifferent (19% monthly or never). Daily KFAI listeners are most typically age 45+, compared to the<45 weekly and monthly KFAI listeners. MPR News is the strongest competitor for both KFAI daily (14%) and weekly (55%) listeners. KFAI Listening Frequency Station Listened to Most Often Age 45+ 72%K < College 39% Daily Loyal 14% KFAI Daily 4% KFAI Listeners 3% MPR News 2% Jazz 88 Age <45 Weekly 25% The Current 42% Moderate 55%K KFAI MPR Classical 8% Weekly Listeners 14% 8% Age <45 College+ 19% Listener Base = 1378 Q18. On average, how often to you listen to radio station KFAI? Q3. In the past three months, which public radio station have you listened to most often? Boxed demographics and indicate significantly higher than one or more categories at 95% confidence. 26 If KFAI Program Timing Changes KFAI listeners claim healthy loyalty to their favorite program, with 45% willing to find out the new time and 20% willing to look in the archives. However, potential attrition is considerable, with 25% who say they will simply stop listening. And yet, those who will stop listening are significantly more likely to listen to stations other than KFAI, suggesting that their overall loyalty to KFAI is already marginal. Find out the new time 45% and continue to listen Station Listened to Most Often Stop listening to the 37%K Jazz 88 25% Stop show 36%K The Current 34%K MPR Classical Listen to the show in 26% K MPR News 20% the archives 18% KFAI Depends on the new 4% time Other 6% Base = 1378 Q16. If the timing of your favorite show changed, what are you MOST likely to do? Significantly higher than one or more categories at 95% confidence. 27 If KFAI Program Timing Changes – continued One of two KFAI listeners (50%) who tune in daily claim they will find out the new time for their favorite program and listen then. Even those who listen to KFAI on a weekly basis are more likely to adjust to the new program timing (43%) than stop listening altogether (23%). Not surprisingly, KFAI’s least-engaged listeners (those who listen monthly or never) are also least loyal and most ready to give up a favorite program (37%). 50%K Find out the new time 43% and continue to listen 36% KFAI Listening Frequency 31% Stop listening to the Daily 23% show 37%K Weekly 17% Monthly/Never Listen to the show in 23%K the archives 17% 6%K Depends on the new 5% time 2% Base = 1378 Q16. If the timing of your favorite show changed, what are you MOST likely to do? Significantly higher than one or more categories at 95% confidence. 28 Preferences for More/Less KFAI Programming Daily and weekly KFAI listeners solidly advocate for additional music programming. In contrast, those who desire more news and information but less music tend to be younger (<45 years) and least-engaged with KFAI (monthly/never listeners). “Other” comments are typically positive. More than 1 in 10 say “fine as is” or “no changes.” Want MORE Want LESS Age <45 Music 18% Daily Listeners Monthly/Never Weekly Listeners Listeners 64% News and 43% Weekly Listeners Information Age <45 Monthly/Never 21% Other Listeners 34% 15% Base = 1306 Base = 1337 Q20/21. What would you like to hear MORE of on KFAI? What would you like to hear LESS of on KFAI? Boxed demographics indicate significantly higher than one or more categories at 95% confidence. 29 Would Like More on KFAI TraditionalMore Music. .radio . is the most commonSelected format Comments for KFAI listeners, with live streaming notably stronger than archival or internet formats. More jazz and Latin and more info about their music trends and events. When asked aboutBluegrass/ listening Old-time formats Music. specific to KFAI, responses are nearly identical to an earlier survey question (seeNew pagemusic, XXmusic). from artists performing locally. More of a specific genre More indie, rock, punk. More folk, alt country, indie music. More contemporary folk, classic Americana. More hip music. I try to listen but it's painful. Local hip hop artists. RSE Radio is the best music show on Minneapolis radio, period. It is really the only time I regularly tune in to KFAI. Also, Jet Set Planet is awesome but I always forget to listen to it. More of a specific show The Shake n Bake show is the best, more of Nite Nurse and her great perspective on world music. The music Greg Carr, Pam K, and Dakota Dave Hull play. Music variety during individual daily time slots (How about some rock during evening commute, jazz in the morning commute, etc.?) I would like to hear a variety of musical styles in the afternoon drive time. Music at specific time Jazz & electronica during daytime hours (esp. 3-6). In the evening, KFAI needs better and more accessible music programs. Other music besides Blues during drive-time (maybe more Zydeco and Jazz along with Blues?) Music, but with more background behind the music. More information More songs that may in different language and explain more about their essence. about music Music documentaries shining light on little known cultures. Documentaries that compliment the music shows. Anything new/ DJs with a step-up-the -pace attitude. More music variety I cannot take a steady diet of R&B, which is why I dropped my membership. Base = 1306 Q20. What would you like to hear MORE of on KFAI? 30 Would Like Less on KFAI Traditional radio is the most common format for KFAI listeners, with live Less. . . Selected Comments streaming notably stronger than archival or internet formats. When asked aboutI'm listening sure the foreignformats language specific stuff to and KF theAI, world responses music serves are anearly community identical but I personally to an earlier avoid survey question (seeKFAI page because XX). of those two things, except for RSE Radio and a few other night-time music shows. I wish the evening shows related to one culture weren't in prime tim e. I know they are needed, Less ethnic/foreign but I NEED KFAI music in the evening. You have lost me as a listener weekday evenings. language . . . yet I don't speak any language other than English so, although I realize that non-English language understand importance speakers enjoy programs in their respective languages, it's the same as dead air to me. Generally, I like and appreciate KFAI's eclectic programming. However, I will often tune out some of the foreign language programming because I don't understand it but believe it is valuable for those communities. Programs not in English- I don't speak Somali, Hmong and only limited Spanish. Less chit chat on the drive time shows. Tuesday interviews come off terribly boring. More music! Less talking/ chit-chat Talking between songs (although identifying songs is appreciated). Some of the talky-shows get old but I know they are important to others. Less blues and DJs who talk. They are not interesting! Endless chatter during music programming. Super narrowly focused news programming. Less fringe lefty blather masquerading as news. Less slanted/opinions/ Meaningless, politically correct talk shows. agendas Less of your friggin' political agenda. Local news show- I don't feel it covers topics rele vant to the majority of the area listeners- it can be very narrow. Talk programs with low production and content value. Poor production/ Music programming that is of poor integrity (old media sources) that are scratchy and low in unprepared hosts dynamic sound. Base = 1337 Q21. What would you like to hear LESS of on KFAI? 31 Need for Scheduling Information Recurring comments on unpredictable scheduling emerge when listeners are asked for programming suggestions. To be entirely frank, I don't know what I'm getting at any given time...usually, I tune to a news station for news, and a music station for music. I don't know that KFAI's "brand" is extremely strong beyond its corest of core audiences. More of a predictable broadcast schedule. I'd like to know what is going to be on the radio at a given period of time. Unpredictability. Variety is good but you have too much. Boundaries can be a good thing. The content of your programming is strong, for the most part, I think; it's just that, as a casual listener, the programming is so varied from day to day, I don't have much opportunity to cultivate loyalty for individual shows. I never really know when the stuff I might like will be on, and if I casually flip over to the station, more likely than not, it's not a program I'm especially interested in. One of my stumbling blocks to listening more to KFAI is not understanding or knowing the schedule - so even if it isn't actually erratic, I usually find it less predictable than my other radio sources. This can be awesome, but I remember to turn to it less b/c I never know what will be on. The schedule doesn't make sense to me, I thinks it's great that you have different hosts and shows but some continuity would be nice. What I like the least about KFAI is that I never know what I'm getting when I tune in. Base = 1306/1337 Q20. What would you like to hear MORE of on KFAI? Q21. What would you like to hear LESS of on KFAI? 32 Demographics Gender Significantly more men than women completed the KFAI listener survey. Although KFAI ranks first as the public radio station listened to “most often” for both females (37%) and males (41%), MPR News places close behind, especially among women (34%). Females: Station Listened to Most Often Males: Station Listened to Most Often 37%K 41%K 34%K 29%K 9% 42% 57%K 11% KFAI Female Male 4% KFAI 7% 4% MPR News MPR News 4% The Current The Current Jazz 88 Jazz 88 MPR Classical MPR Classical Base = 1358 Q28. Gender Q3. In the past 3 months, which public radio station have you listened to MOST often? 34 Significantly higher than one or more categories at 95% confidence. Age The majority of all KFAI listeners (62%) are 45 years or older. Just 1 in 3 (34%) fit within the targeted 25 to 44-year-old group. Significantly more daily KFAI listeners (76%) are over 45 years old, compared to KFAI’s weekly (58%) and monthly (42%) listeners. Age by KFAI Listening Frequency 42% 62% 58%K 45+ years 76%K 25 to 44 48% 18 to 24 K 34% 37% 22% 8%K 4% 2% 5% Total Daily Listener Weekly Listener Monthly/Never Listener Base 1358 528 571 259 Q24. Please indicate which category includes your age. Q3. In the past 3 months, which public radio station have you listened to MOST often? Significantly higher than one or more categories at 95% confidence. 35 Ethnicity Ethnic representation of KFAI listeners is predominantly Caucasian. Increased diversity is evident among weekly (13%) and monthly (19%) listeners. Given KFAI’s mission of serving underserved communities, it appears that its current reach may fall short of expectations for ethnic diversity in its listening audience. Ethnicity by KFAI Listening Frequency Other African American/Born 5% 12% 9% 13%K Other 4% 19%K American Indian 1% Asian Pacific Islander 1% Spanish/Hispanic/Latino 1% Other 88% 91%K 87% K 81% Caucasian Total Daily Listener Weekly Listener Monthly/Never Listener Base 1358 528 571 259 Q25. Which of the following best describes your primary ethnicity? Q3. In the past 3 months, which public radio station have you listened to MOST often? 36 Significantly higher than one or more categories at 95% confidence. Annual Household Income KFAI listeners are moderately comfortable, with 40% reporting household incomes $75K+ and 60% at <$75K. There are no differences in household income by KFAI daily, weekly or monthly listening frequency. 7% $150K+ 16% 40% with $75K+ income $100K to <$150K 17% $75 to <$100K 35% 60% with $35K to <$75K <$75K income 25% <$35K Base = 1358 37 Q27. Which category includes your combined total household income before taxes? Education KFAI listeners are well-educated, marked by a majority (73%) with college graduate and post graduate degrees. Significantly more daily and weekly KFAI listeners are not college-educated, compared to their monthly/never counterparts. Education by KFAI Listening Frequency College 73% 69% 73% 80% degree+ K 27% 31%K 27%K 20% Total Daily Listener Weekly Listener Monthly/Never Listener Base 1358 528 571 259 Base = 1358 Q26. What is the highest level of education you have completed? Q3. In the past 3 months, which public radio station have you listened to MOST often? 38 Significantly higher than one or more categories at 95% confidence. Summary Demographics: Daily Listeners A typical KFAI daily listener is more likely to be male, 45+ years old, Caucasian, earning <$75K and a college graduate. They are very likely to be a KFAI member (76%), but they are probably not a KFAI volunteer (19%). Just 1 in 5 (22%) KFAI daily listeners are represent the younger (25 to 44 years) market audience. KFAI Daily Listener Profile 9% 19% 40% Yes 42% Female $75K+ 69% 76% 76% College 45+ Years Degree+ Yes 91% 81% Caucasian 60% No 58% Male <$75K 31% 22% Base=535 listen to KFAI daily Q18. On average, how often do you listen to the radio station KFAI? 39 Summary Demographics: KFAI Weekly Listeners The KFAI weekly listener is also likely to be male, 45+ years old, Caucasian earning <$75K and a college graduate. However, there is a larger segment of 25 to 44-year-olds among weekly (38%) vs. daily (22%) listeners. Weekly listeners tend to be somewhat more ethnically diverse (13%) than daily listeners (9%). More than half (55%) of weekly listeners are KFAI members, but they are unlikely to be KFAI volunteers (14%). KFAI Weekly Listener Profile 14% 13% 37% Yes 42% 56% 55% Female $75K+ 73% 45+ Years Yes College Degree+ 87% 86% Caucasian 63% No 57% 38% Male <$75K 45% 25 t o 44 27% No Years During each time slot, the typical daily listener tunes into music more than twice as often as news and information. KFAI Daily Listener Profile 19% 19% 21% 27% N&I N&I N&I N&I 72% KFAI 54% 65% 75% Music 64% Music Music Music 14% MPR News 25% 16% 14% Nothing 9% Nothing Nothing 6% Nothing Station Listen to Most 6 to 9 AM Listening 9 to 3 PM Listening 3 to 6 PM Listening 6 to Midnight Listening Often Base=535 listen to KFAI daily Q18. On average, how often do you listen to the radio station KFAI? 41 Summary Behaviors and Preferences: KFAI Weekly Listener The KFAI weekly listener tunes into MPR News and other stations more than KFAI. In the morning, they are more likely to listen to news and information programs (50%) than music (32%). However, during the rest of the day and evening, music is their clearly favored programming choice. KFAI Weekly Listener Profile 19% 25% 28% N&I KFAI N&I 37% 50% N&I N&I 30% 52% MPR News 48% Music Music 32% 55% Music Music 35% 24% 29% Other 18% Nothing Nothing Nothing 6% Nothing Station Listen to Most 6 to 9 AM Listening 9 to 3 PM Listening 3 to 6 PM Listening 6 to Midnight Listening Often Base=571 listen to KFAI weekly Q18. On average, how often do you listen to the radio station KFAI? 42 KFAI Membership Members and non-members are equally represented in survey results. Not unexpectedly, membership increases with listening frequency. Membership by Listening Frequency 24% 49% 55% No 90% 76%K Yes 51% 45%K 10% Total Daily Listener Weekly Listener Monthly/Never Listener Base 1337 533 576 228 Q22. Are you a member of KFAI? Q18. On average, how often do you listen to the radio station KFAI? 43 Significantly higher than one or more categories at 95% confidence. KFAI Volunteers Just 1 in 7 (14%) survey respondents are KFAI volunteers. As would be expected, volunteerism is bolstered by listening frequency. Volunteers by Listening Frequency No 81% 86% 86% 96% Yes 19%K 14% 14%K 4% Total Daily Listener Weekly Listener Monthly/Never Listener Base 1337 533 576 228 Q23. Are you a volunteer at KFAI? Q18. On average, how often do you listen to the radio station KFAI? 44 Significantly higher than one or more categories at 95% confidence. Appendix Research Definitions Base Number of KFAI listeners or non-listeners answering a specific question. Significance Testing Significance testing is performed at the 95% confidence level across all categories. To point out statistically significant differences among categories, an arrow corresponding to the significantly larger category is placed next to that number. Example of Significance Testing 1% 5% Outside of home Compared to <45 year-olds, significantly 35% 45+ years more 45+ year-olds listen to the radio at home. Work Home 59% In the car Location Where Listen to Radio 46 Area Representation of Race/Ethnicity MINNEAPOLIS-ST. PAUL SUMMARY POPULATION DEMOGRAPHICS AND DIVERSITY Population Composition by Race/Ethnicity 1980 1990 2000 Non- Hispanic 94.5% 91.5% 84.7% White Hispanic 1.0% 1.5% 3.3% Non- Hispanic 2.3% 3.5% 6.1% Black Asian/Pacific 0.9% 2.6% 4.8% Islander Source: "Racial and Ethnic Residential Segregation in the United States: 1980-2000," U.S. Census Bureau, Series CENSR-3, and 2000 Census, Summary File 1. 47