Public InternetPublic InternetConsumer Insight StudyConsumer Insight Study
WKSU WKSU uu Market Trends Research Inc Market Trends Research Inc uu CPB CPB
Public InternetPublic InternetConsumer Insight StudyConsumer Insight Study
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
PICISPICISUse of station web sitesUse of station web sites
• 81% On air announcements
• 8% Through a search engine
• 6% While surfing the Web
PICISPICISUse of station web sitesUse of station web sites
• 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
PICISPICISUse of station web sitesUse of station web sites
• 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
PICISPICISOnline audio usageOnline audio usage
• CNN.com– 81% rarely or never – 4% monthly or more
• Public Radio Stations– 69% rarely or never– 7% monthly or more
PICISPICISOnline audio usageOnline audio usage
• 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
PICISPICISOnline audio usageOnline audio usage
• “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.”
PICISPICISUse of station web sitesUse of station web sites
• “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.”
PICISPICISUse of station web sitesUse of station web sites
• 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.
PICISPICISOnline membershipOnline membership
• 14% have never shopped or paid bills online
• 32% have shopped or paid bills online more than ten times in the last six months
PICISPICISOnline membershipOnline membership
• 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.
PICISPICISOnline membershipOnline membership
• 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
PICISPICISOnline membershipOnline membership
• 67% Ease and convenience of supporting online
• 36% Being online at the time you decide to pledge
PICISPICISOnline membershipOnline membership
• 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
PICISPICISOnline membershipOnline membership
• 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
PICISPICISOnline membershipOnline membership
• “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.
Public InternetPublic InternetConsumer Insight StudyConsumer Insight Study
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.
Public InternetPublic InternetConsumer Insight StudyConsumer Insight Study
WKSU WKSU uu Market Trends Research Market Trends Research uu CPB CPB