Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB

Public InternetPublic InternetConsumer Insight StudyConsumer Insight Study

WKSU WKSU uu Market Trends Research Inc Market Trends Research Inc uu CPB CPB


Partner stationsWUNC

Chapel Hill, NC

Michigan RadioAnn Arbor, MI

KPBSSan Diego, CA

WKSUCleveland/Akron, OH

Research PartnersPRPD

Public Radio Program Directors

DEIDevelopment Exchange Inc

PRIPublic Radio International

NPRNational Public Radio

CPB Future Fund Grant

PICISPICISSession 1 SummarySession 1 Summary

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

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

Without rival, the most important issue to public radio listeners considering a retail transaction with their station are privacy and security issues.

PICISPICISSession 1 SummarySession 1 Summary

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

PICISPICIS

It’s “National Public Radio,”not “National Public Website.”

--Michigan Radio survey respondent

PICISPICISReasons for selecting online Reasons for selecting online

news and infonews and info

PICISPICISReasons for selecting online Reasons for selecting online

news and infonews and info

• 92% agree - Operated by a known and trusted news organization

• 94% agree – Has in depth coverage of stories• 91% agree – Covers major nat’l and int’l news

stories• 87% agree – Has up to the minute coverage• 82% agree – Covers major local and state

stories

PICISPICISOther rOther reasons for selecting easons for selecting

online news and infoonline news and info

• 53% agree - Links to interesting sites

• 42% agree - Photos and illustrations

• 35% agree - Audio streaming

• 8% agree - Chat rooms

PICISPICISUse of station web sitesUse of station web sites

• About 50% never visit station, network, or program Website

• Less than 10% visit at least once a week

• About 13% visit at least once a month


• 81% On air announcements

• 8% Through a search engine

• 6% While surfing the Web


• 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


• 41% Not downloading software to stream

• 37% Buy books and CD’s heard about on air

• 31% If the site downloaded more quickly

PICISPICISOnline audio usageOnline audio usage

• NPR.org– 72% rarely or never – 12% monthly or more

• BBC– 84% rarely or never – 3% monthly or more


• CNN.com– 81% rarely or never – 4% monthly or more

• Public Radio Stations– 69% rarely or never– 7% monthly or more


• 67% Listening to archive programming • 49% Listening to distant station • 47% Type of music not available locally • 35% Listen local station with poor

reception • 24% Background music at the computer


• “Radio by airwaves is a decades old tried and tested medium that works flawlessly. I think it is silly for WKSU and other broadcasters to try and adapt the Internet to be a live audio delivery medium when a perfectly operating solution already exists.”

• “Although I am interested in online audio in theory, I have never really used the website. I do plan to try out some of the other services it offers though.”


• “I use the Internet to look up specific information and little else.”

• “We really don’t need to have this service. Radio is sufficient.”

• “I spend very little time idly “cruising” websites. I have a life.”

• “It would be nice if they had a Singles section, so I could meet others who like to listen to classical music, keep up with current affairs, science, etc.”


• 53% believe they will spend more time on the Internet in two years than they do now

PICISPICISWebsites as companionsWebsites as companions

• 72% agree – get a feeling of companionship when they listen to public radio programs

• 15% - get a feeling of companionship when they visit favorite Internet Websites

• 10% agree – get a feeling of companionship when they visit favorite public radio Websites

PICISPICISWebsites as companionsWebsites as companions

Websites are perceived as toolsand utilities

PICISPICISOnline membershipOnline 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.


• 14% have never shopped or paid bills online

• 32% have shopped or paid bills online more than ten times in the last six months


• 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.


• 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


• 67% Ease and convenience of supporting online

• 36% Being online at the time you decide to pledge


• 62% An online pledge would help the station to meet a challenge grant

• 36% A special gift being offered only for online pledges

• 31% A drawing or giveaway offered only for online pledges


• 54% Receive an e-mail reminder from station• 62% Receiving e-mail 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


• “It is clear that current online server operating systems cannot maintain data security against hackers.”

• “Make a streaming audio feature available to those who have pledged so that you can hear regular programming WITHOUT pledge periods stuff after you have already donated. PLEASE! PLEASE!”

• “I wouldn’t mind pledging online if I still had the option of mailing I a check instead of a credit card# being given out.”

PICISPICISE-mail and online newslettersE-mail and online newsletters

• 61% interested in e-mail newsletters.• 41% interested in weekly or more

frequent.

• Listeners expect these to be content-rich and fairly intelligent to their own interests and tastes.

PICISPICISE-mail and online newslettersE-mail and online newsletters

Listeners want to take advantage of technology to enhance their relationship with the station and it’s programming.

PICISPICISHow to increase trafficHow to increase traffic

Promote Your Website

• 50% have never visited a public radio Website

• 42% are not aware they can pledge online

• 59% heard about station Websites on-air.

PICISPICISHow to increase trafficHow to increase traffic

Promote Your Website

• Be specific• Be consistent

PICISPICISContent centralizersContent centralizers

• Be a one stop shop for information interesting to public radio listeners

PICISPICISContent centralizersContent centralizers

Use Website to complement on-air service

Music listingsEvents and arts calendarsRelevant links

PICISPICIS

• Keep the site updated

PICISPICIS

PICISPICIS

• Basic Website• Websites NOT a profit center

PICISPICIS

• Online pledging• Selling program-related items• Underwriting [Not Advertising] Online• Online additional gifts• Online pledging• Selling program-related items• Underwriting [Not Advertising] Online• Online additional gifts

PICISPICIS

• Establishing a vendor relationship• Favorable percentage of sales from a vendor• Consistent & specific on-air promotion of

Website e-commerce• Continuous updates to include books and

subjects heard on local and national programs

• Accomplishing this without being perceived as excessively ‘commercial’ by listeners

PICISPICIS

• Online underwriting• Additional gifts• New givers

PICISPICIS

• Stations Have Options

PICISPICIS

• “I didn’t know it [website] was available.”

• “A great web site can’t hurt WUOM, it can only help!”

• “What is all this Internet nonsense! Public radio is public RADIO. I listen to public radio because I like the programming and I like the medium.”

PICISPICISShould we even have a web Should we even have a web

site?site?

Absolutely.


Questions?Questions?

http://www.wksu.org/picis

PICISPICISWeb siteWeb site

http://www.wksu.org/picishttp://www.wksu.org/picis

Contains a copy of this presentation, PICIS research materials, and all findings released as

part of the study.


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Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB