KFAI Non-Listeners
February 2010
Cynthia Case [email protected] 612-824-0336 Table of Contents
Executive Summary Background and Study Objectives 4 Methodology 5 Key Findings 6
Detailed Findings Radio Listening Habits 11 Demographics 24
Appendix Research Definitions 31 Survey Disposition 32
2 Executive Summary Background and Study Objectives
Cincinnatus is conducting a two-phase research program for KFAI Radio. The purpose of the study is to gain an understanding of the listening behaviors of the Twin Cities’ radio audience and to explore ways to increase overall listening and listener 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 current report.
Study objectives investigate non-listeners’ radio listening behaviors and preferences, including: Define listening behaviors in terms of: Frequency, location and broadcast source for radio listening Preferred public radio stations for selected timeframes throughout the day Radio usage for traffic and/or weather information Awareness and usage of KFAI Demographics Compare listening behaviors and preferences across: Selected demographic categories (gender, age, education, household income) Listening frequency (heavy, moderate, light) Awareness of KFAI radio 4 Methodology: Telephone Interviews
Data Collection Telephone interviews: February 15 and 16, 2010 Calling on weekdays from 4 to 9 pm for highest incidence of “at home” dialings Completed within 8 to 9 minutes
Survey Sampling Telephone sampling targeted demographics to maximize contact with public radio listeners: Households with minimum of $75K annual income Twin City residential-only area codes of 763, 952, 612 and 651 Calling quotas and qualifications included: Equal distribution of males and females County distribution: Hennepin (40%), Ramsey (30%) Washington and Dakota (15% each) Non-listeners of KFAI No participation in interviews about radio listening in the past month Security screening for employment in radio, market research or advertising A total of 150 interviews were completed.
5 Key Findings: Radio Listening Habits
KFAI non-listeners are most likely to be moderate radio consumers (49%), tuning in from 5 to 15 hours weekly or averaging 1 to 2 hours daily. Although typically in their car (59%) when listening to the radio, some listen at home (35%). Moderate listeners and car listeners share common traits – both are significantly more likely than their counterparts to be in the 45 to 64 age group and financially comfortable ($75K+). In contrast, significantly more heavy (16+ hours) listeners and home listeners are 65+ years. Nearly all (95%) listen through traditional radio broadcast.
MPR News (37%) and Classical (26%) easily outpace all other public radio stations as ones listened to most often. The Current (10%) garners a third-place standing, followed by Jazz 88 (5%). Although specifically asked to name public radio stations, more than half (51%) name commercial stations as listened to most often, suggesting confusion and unfamiliarity with public station call letters or names.
6 Key Findings: News/Information and Music Sources
For news and information, KFAI non-listeners seek a variety of sources – TV (36%), radio and newspapers (both 25%). Online sources (13%) are not yet competitive to traditional news and information channels. MPR News is the only public radio station with consistent and substantial usage during specific timeframes (18% to 26%). And yet, at least 1 in 3 never tune in to public radio for news and information.
Radio (61%) is the primary go-to for listening to music, followed at a distance by CDs (18%) and portable devices (18%). MPR Classical Music beats out any other public radio station for music listening, yet registers overall lower listenership (12% to 16%) than MPR News. Among KFAI non-listeners, The Current is second choice but at a nominal rate (3% to 6%). Nearly half never list public radio for their music listening.
In contrast to earlier focus groups, KFAI non-listeners report diverse interests in news station programming. While KFAI non-listeners seek a variety of news sources, their focus group counterparts were most likely to tune in to radio over newspapers and online channels. However, KFAI non-listeners mirror focus group participants in their strong reliance on radio as a music source. 7 Key Findings: Differences
KFAI Non-Listener/ KFAI Aware One in four (24%) KFAI non-listeners have Non-Aware heard of KFAI, but just a few (2%) have Gender listened even once in the past 3 months. Male 47% 59% Underscoring a profile for building future listeners, Female 53% 41% KFAI awareness is stronger among: Age – 45 to 64 year olds <45 years 18% 15% – $75K+ household income 45 to 64 years 46% 70% – College degree+ 65+ years 36% 15% – Moderate radio listening each week Ethnicity Caucasian 98% 92% All Others 2% 8% Non-listeners, who are aware of Household Income KFAI, report that they do not listen <$75K 44% 28% because they are unfamiliar with $75K+ 46% 72% KFAI or simply prefer another Education station. Base varies by question 103-111 32-39 8 Significantly higher than KFAI non-listener/non-aware at 95% confidence Detailed Findings Radio Listening Habits Weekly Radio Listening Nearly half of KFAI non-listeners are considered moderate radio listeners. Heavy radio listeners (27%) tune in 16 or more hours per week, roughly 2+ hours each day. Moderate listeners (49%) hear 5 to 15 hours of radio programming in a week, 1 to 2 hours per day. Those in the light category (24%) listen fewer than 5 hours each week. Specific demographic groups stand out as significantly more likely to be in each particular usage categories. Hours of Weekly Radio Listening Heavy 65+ years (35%) 16+ hours/week 27% 12% 11 to 15 hours $75K+ Income (59%) Moderate 45 - 65 years old (58%) College degree+ (58%) 5 to 10 hours 37% <5 hours/week Light 24% <$75K Income (32%) Base = 150 Q1. Thinking of the past 3 months, approximately how many hours per week did you listen to any type of radio programming? Significantly higher than one or more categories at 95% confidence. 11 Public Radio Station Listening MPR stations dominate public radio listening among KFAI non-listeners. Other public radio stations generate lower usage – The Current, Jazz 88, KUOM, KFAI and KMOJ. More than half mention “Other” [stations not listed as public radio as option], suggesting substantial unfamiliarity with call letters or station names for area public radio stations. – “Others” first mentioned by 5+ respondents: 830 WCCO, 92.5 KQRS and 107.9 KOOL. – Those listing “Other” are significantly more likely to be <45 years and without a degree. Notably, those who listen to 91.1 KNOW are significantly more likely to have heard of KFAI. Public Radio Station Listening KNOW Listened at Least Once Other College degree+ 91.1 KNOW 99.5 KSJN 89.3 The 88.5 KBEM 104.5/770 90.3/106.7 89.9 Other MPR News MPR Current Jazz 88 Radio K KFAI KMOJ Classical Base = 150 Q2a. In the past 3 months, which public radio stations have you listened at least one time? Q2b. In the past 3 months, which public radio station have you listened to most often? 12 Significantly higher than one or more categories at 95% confidence. Location of Radio Listening The majority of KFAI non-listeners (59%) tune in to the radio while in their car. Others (35%) typically listen at home and a few (5%) listen at work. Age is a prime differentiator for listening location. – The majority of those who are 65 years+ are likely to listen at home. – A similar majority of <45 and 45 to 64-year-olds listen in their car. Car listeners are also significantly more likely to be in an upper income ($75K+) bracket. Listening Location 1% Outside of home 5% Work 35% 65+ years (63%) Home In the car <45 years (73%) 59% 45 - 65 years old (69%) $75K+ (69%) Base = 150 Q3. Where are you likely to be when you listen to the radio? Significantly higher than one or more categories at 95% confidence. 13 Radio Broadcast Format Virtually all (95%) listen through traditional broadcast radio. Just a handful (3%) frequently tune in via satellite radio. Given the very small sample of alternative format listeners, no demographic or radio usage differences are evident. Broadcast Format Traditional Broadcast Radio 95% Satellite Radio 1% 1% Internet/Live 3% Stream Online via Archives Base = 150 Q4. When you listen to the radio, how are you most likely to listen? Significantly higher than one or more categories at 95% confidence. 14 Source of News and Information Television (36%) surpasses all channels as a news and information source; radio and newspapers vie as secondary sources. Not unexpectedly, the youngest group (<45 years) is significantly more likely to access online sources for their news and information. Those with college degrees are more likely than non-graduates to rely on newspapers as their source of news. News and Information Other 1% 13% <45 years (23%) Online sources 25% College degree+ (33%) Newspapers 36% Television Radio 25% Base = 150 Q5. What is your most likely way to get news and information? Significantly higher than one or more categories at 95% confidence. 15 Public Radio Stations for News and Information MPR News – 91.1 KNOW – is the only public radio station with considerable and consistent usage during each of the specified timeframes. Among KFAI non-listeners, twice as many listen to any public radio than do not during the morning (71% vs. 31%) and afternoon (69% vs. 32%) drive times. Timeframes for News and Information Public Radio 6 to 9 AM 9 AM to 3 PM 3 to 6 PM 6 PM to 12 AM Station Any Public Radio 71% 55% 69% 43% 91.1 KNOW 26% 21% 25% 18% 99.5 KSJN 5% 5% 6% 3% 88.5 KBEM 0% 0% 1% 1% 89.3 The Current 1% 1% 1% 1% 104.5/770 Radio K 0% 1% 1% 1% Other* 39% 27% 35% 19% No Public Radio 31% 46% 32% 59% Base = 150 Q7a. Thinking just about the weekday time frame of ______. In the past 3 months, which public radio stations, if any, did you listen to for news and information in that timeframe? *Despite question wording, “Other” includes commercial radio stations. 16 Note: Totals in each column may exceed 100% due to multiple responses for each timeframe. Music Source Three times as many KFAI non-listeners are likely to listen to music on the radio as any other source. As would be expected, those <45 years are more likely than other age groups to rely on newer technology – iPods and portable devices – for their music sources. Those with college degrees are more likely than non-graduates to tune into the radio for listening to music. Music 1% 2% Cable Television 16% <45 years (31%) College degree+ (20%) Computer 18% iPod/Portable Device CD's 61% Radio Base = 150 Q6. Other than live performances, what is your most likely way to listen to music? Significantly higher than one or more categories at 95% confidence. 17 Public Radio Stations for Music 99.5 MPR Classical garners at least twice as many public radio listeners as any other station during each of the timeframes. Ranking second, the newer 89.3 Current draws approximately 1 in 20 music listeners throughout the day and night. Throughout all programming times, however, KFAI non-listeners are fairly evenly split between those who listen to music on any public radio versus no public radio. Timeframes for Music Public Radio 6 to 9 AM 9 AM to 3 PM 3 to 6 PM 6 PM to 12 AM Station Any Public Radio 53% 46% 58% 41% 99.5 KSJN 13% 13% 16% 12% 89.3 The Current 5% 6% 5% 3% 91.1 KNOW 3% 3% 4% 4% 88.5 KBEM 1% 2% 2% 1% 104.5/770 Radio K 1% 1% 1% 1% 89.9 KMOJ 1% 0% 0% 1% Other* 29% 21% 30% 19% No Public Radio 47% 54% 43% 60% Base = 150 Q7b. Thinking just about the weekday time frame of ______. In the past 3 months, which public radio stations, if any, did you listen to for music in that timeframe? *Despite question wording, “Other” includes commercial radio stations. Note: Totals in each column may exceed 100% due to multiple responses for each timeframe. 18 Traffic and Weather Listening Nearly 1 in 3 (31%) tune in to the radio for traffic and/or weather on a daily basis. However, a similar proportion (29%) never turn to radio for their traffic or weather updates. Of note, significantly more men (19%) than women (5%) are likely to check radio stations for traffic and weather information twice a day or more often. Listening Frequency for Traffic and Weather Twice or more a 15% Men (19%) day 31% Daily Once a day 16% 2 to 6 times a 13% week 25% Weekly 12% Once a week 15% Never 29% Base = 150 Q8. In the past 3 months, which phrase describes how often you tuned into a radio station specifically for traffic and/or weather information? Significantly higher than one or more categories at 95% confidence. 19 KFAI Awareness and Usage While 1 in 4 (24%) of KFAI non-listeners have heard of KFAI, just a few (2%) have listened to the station once during the past 3 months. KFAI awareness is significantly higher among listeners who are 45 to 65 years old, with a college degree and comfortable household income ($75K+). KFAI Awareness and Usage 45 – 64 years (35%) Have not heard of College degree+ (32%) KFAI $75K+ (32%) 24% Have heard of KFAI but have not 2% listened Have listened to 74% KFAI in past 3 months 65+ years (87%) Base=150 Q9. Have you ever heard of the public ration station KFAI? 20 Q2a. In the past 3 months, which public radio stations have you listened at least one time? KFAI-Aware Listener A “typical” KFAI-aware listener is likely to be male, 45 to 64 years old, Caucasian, earning $75K+, a college graduate and a moderate radio listener. This profile is limited by a small sample size (n=39) but gives a general indication of demographics. KFAI-Aware Profile 15% 10% 18% 65+ Years Heavy 41% Female 72% 74% 70% 62% $75K+ College Degree+ 45 t o 64 90% Moderate Years Caucasian 5 to 15 Hours 59% Male 26% 28% Gender Age Ethnicity Household Income Education Weekly Listening Frequency Base 39 39 38 32 38 38 Base=39 (36 have heard of KFAI + 3 have listened to KFAI in past 3 months) but varies by individual question Q9. Have you ever heard of the public ration station KFAI? 21 Q2a. In the past 3 months, which public radio stations have you listened to? Reasons Not to Listen to KFAI KFAI non-listeners most often explain their reasons as not knowing the call number(s) or preference for another radio station. Also noted, some describe the programming as not matched to their interests or lifestyle. The small sample size of non-listeners (n=36) offers a snapshot of reasons, but these findings cannot be statistically projected to a broader population. Reasons for Not Listening % # Don’t know the location on the dial 22% 8 Have another favorite station 19% 7 Programming not focused on my life or interests 15% 5 Don’t know enough about the station or programming 15% 5 Don’t like the music; not my taste in music 8% 3 Poor signal quality 3% 1 No set programming/no real schedule 3% 1 Not a sports station 3% 1 Other 19% 7 Base = 36 (Have heard of KFAI but choose not to listen to it) Q10. Why do you choose not to listen to KFAI? 22 Demographics Gender By study design, the sample is equally represented by men and women. Female 50% 50% Male Base = 150 24 Age The great majority of KFAI non-listeners (82%) are 45 years or older. Current findings are supported by The Aging Audience project conducted by Walrus Research in Spring 2009. The Aging Audience project defines median ages in major market public radio stations’ three radio formats: – MPR News: 52 years – Jazz: 55 years – Classical: 65 years 75+ 14% 30% are 65+ 16% 65 to 74 82% are 45+ 55 to 64 26% 45 to 54 52% are 45 - 64 26% 25 to 44 17% <25 Years 18% are <25 1% Base = 150 Q11. Please tell me when I read the category that includes your age. http;//www.walrusresearch.com/images/Aging_Public_Radio_Audience_-_Walrus_Research.pdf 25 Ethnicity Ethnic representation of KFAI non-listeners is predominantly Caucasian, under-representing area diversity recorded in the 2000 census. MINNEAPOLIS-ST. PAUL SUMMARY POPULATION DEMOGRAPHICS AND DIVERSITY Population Composition by Race/Ethnicity Caucasian 1980 1990 2000 97% 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 Other Asian/Pacific 0.9% 2.6% 4.8% 3% Islander Source: "Racial and Ethnic Residential Segregation in the United Black/African American *% States: 1980-2000," U.S. Census Bureau, Series CENSR-3, and American Indian *% 2000 Census, Summary File 1. Asian Pacific Islander *% Spanish/Hispanic/Latino *% Base=147 Q15. Which of the following best describes your primary ethnicity? 26 *% denotes <1% Annual Household Income KFAI non-listeners are financially comfortable, with nearly half reporting household incomes $75K and over. 9% $150K+ 20% 47% with $100K to <$150K $75K+ income 18% $75 to <$100K $35K to <$75K 28% 36% with <$75K income <$35K 8% Refused 17% Base = 150 27 Q14. And, finally, stop me when I read the category which includes your total household income before taxes? Education KFAI non-listeners are well-educated, marked by 60% with college graduate and post graduate degrees. Professional/ 11% Doctoral degree Listeners are highly concentrated among the Baby 18% Boomer population, and are Masters degree 60% have much more educated than the college degree+ average U.S. citizen, with 69% having a college degree. 31% Bachelors degree These factors in turn drive a level of household income that is also well above the national average. Some college NPR Audience Handbook 29% October 2009 High school or less 11% Base = 149 Q12. And tell me when I read the highest level of education you have completed. 28 http;//www.walrusresearch.com/images/Aging_Public_Radio_Audience_-_Walrus_Research.pdf Zip Code Also by design, the sample is virtually identical to completion targets for each of four counties. 30% Ramsey County Quota Hennepin 40% Ramsey 30% 41% 15% Dakota 15% Hennepin Dakota Washington 15% Total 100% 14% Washington Base = 150 29 Q16. What is your 5 digit zip code? Appendix Research Definitions Base Number of KFAI 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 and 45 to 64 35% 65+ years (63%) year-olds, significantly more 65+ year-olds listen to the radio at home. Work Home 59% In the car Location Where Listen to Radio 31 KFAI Non-Listener Survey Screener Hello. I am ______with Cincinnatus, a consulting firm. I’d like to ask you a few questions about your radio listening experiences. It will take 7 to 8 minutes and your responses, of course, will remain strictly confidential. Upon completion of the interview, your name will be entered into a drawing for $100 cash as thanks for your help. CIRCLE ONE NUMBER TO REFLECT THE REASON FOR EACH DISCONTINUE. Disposition Total Total Sample 2924 No Answer/ Machine/ Busy/ 2274 Disconnected/ Not Available Refused 322 Not Able to Communicate/ 2 Speaks Another Language Refused/Disqualified During or 51 After Answering One Question Younger than 18 Years 1 Soft/Hard Future Appointment 124 Completed Surveys 150 32