NPR Twitter User Survey 2010

Audience Insight and Research
NPR on Twitter Executive Summary
Preferences and Habits of NPR’s Twitter Followers, With Comparisons to Facebook Fans
September 30, 2010
(Prepared for NPR’s Social Media Desk)

Research Findings
NPR Twitter followers spend roughly the same amount of time as NPR Facebook fans with NPR – several times a day, but usually no more than two hours per day.
NPR Twitter followers are more likely than NPR Facebook fans to access NPR via digital platforms.
Only 8% of NPR Facebook fans are also followers of NPR on Twitter, whereas 28% of NPR Twitter followers are also NPR Facebook fans.*
More than three-quarters of NPR Twitter followers get most or all of their news online, compared to 61% of NPR Facebook fans.
NPR Twitter followers want more hard-hitting, breaking news, as do NPR Facebook fans.
NPR Twitter followers emphasize the importance of obtaining news and information on Twitter more so than NPR Facebook fans on Facebook.
NPR Twitter and Facebook followers agree that both platforms are a good way for them to share stories, but they have no strong opinion on whether these platforms are a good way to converse with people about NPR stories.**
Most NPR Twitter followers follow approximately two to five NPR Twitter accounts, whether they’re individual shows or people.
“Medium” (follows 6-10 accounts) to “Heavy” (follows 10+ accounts) NPR Twitter followers agree slightly more than all NPR Twitter followers that it is a major way to receive news and information.
The vast majority (92%) of NPR Twitter followers follow “general or topical” NPR accounts.
Nearly two-thirds of NPR Twitter followers think that NPR tweets “just the right amount.”
Satisfaction is greater among NPR Twitter followers of ten or more accounts and program/blog accounts.
*This statistic is measured before the survey was promoted on Facebook (Aug. 31, 2010).
**Asked only of those who follow NPR on both Twitter and Facebook

Methodology
Purpose: To measure and compare general news consumption, content preferences, and overall perceptions of NPR on Twitter. This survey was designed to be compared to NPR’s survey of its Facebook fans conducted earlier this summer.
Background:
The NPR Facebook Survey was conducted online and deployed July 12-19, 2010.
Respondents were recruited through messages posted on NPR’s Facebook page.
A total of 40,043 respondents began the survey; about 33,304 respondents completed the survey.
The NPR Twitter Survey was conducted online and deployed August 25 – September 9, 2010.
Respondents were recruited through a series of tweets (from the @nprpolitics account), and one message posted on NPR’s Facebook page.
A total of 12,227 respondents began the survey; and 10,244 respondents completed the survey.
The survey was designed to measure both Twitter and Facebook users; however, for the purpose of this survey we define NPR Twitter followers as respondents who follow NPR on Twitter only OR those who follow NPR on both Twitter and Facebook. We did not include Facebook-only users in the comparison of this report.
Respondents for both surveys were self-selected and the resulting samples are non-random.

Twitter Followers, Like Facebook Fans, Use NPR Heavily
Twitter followers spend roughly the same amount of time as Facebook fans with NPR.
n(NPR Twitter Survey) = 3,271; n(NPR Facebook Survey) = 40,003
Source: NPR Listens Advisory Panel: Facebook Survey, July 2010 & Twitter Survey, August 2010

NPR Twitter Followers Are More Likely to Access NPR via Digital Platforms
More than 3 in 10 NPR Twitter followers access NPR on-air, NPR.org, podcasts or the iPhone app.
*
Only 8% of NPR Facebook fans are also followers of NPR on Twitter.
*Please note that the crossover audience of NPR Twitter followers also using Facebook is from the NPR Twitter survey and not the NPR Facebook survey. This statistic is also measured before the survey was promoted on Facebook (Aug. 31, 2010); n = 2,183.

NPR Twitter Followers Get Most Or All Their News Online, More So Than NPR Facebook Fans
More than three-quarters of NPR Twitter followers get most or all of their news online, compared to 61% of NPR Facebook fans.

NPR Twitter Fans Want More Hard-Hitting, Breaking News
Twitter users want more hard/breaking news and updates on events already in progress. The same goes for Facebook users, but they also want more international news and offbeat stories, as well as stories about interesting people.
NA*
*”Stories about the arts” not listed in the Facebook survey

NPR Twitter Followers Are More News-Centric Than NPR Facebook Fans
NPR Twitter followers emphasize the importance of obtaining news and information on Twitter more so than NPR Facebook fans on Facebook. On the other hand, NPR Facebook fans click through more NPR stories. The social aspect of our content remains important on both platforms.
How much do you agree or disagree with the following statements?

Followers of NPR on Twitter & Facebook Agree These Platforms Are A Good Way To Share Stories
NPR Twitter and Facebook followers agree that both platforms are a good way for them to share stories, but they have no strong opinion on whether these platforms are a good way to converse with people about NPR stories.
How much do you agree or disagree with the following statements?*
Source: NPR Listens Advisory Panel: Twitter Survey, August 2010
n(NPR Twitter Survey) = 77
*Only followers of NPR on Twitter and Facebook were presented these statements in the NPR Twitter Survey

NPR Twitter Followers Follow About Two to Five NPR Accounts, On Average
Most NPR Twitter followers follow two to five NPR Twitter accounts, whether they’re individual shows or people.
n = 2,959

Following More Accounts Equals a Richer Experience
Medium to heavy NPR Twitter followers agree slightly more that Twitter is a major way to receive news and information.
How much do you agree or disagree with the following statements?
*There is a statistically significant difference between “light, medium, and heavy” users for this statement at a p-value < .05; “medium” users are the most impacted
n = 2,974
n = 2,540
n = 214
n = 182

Most NPR Twitter Followers Follow “General or Topical” Twitter Accounts
The vast majority (92%) of NPR Twitter followers follow “general or topical” NPR accounts.
n = 3,011

NPR Twitter Followers Believe NPR Tweets “Just The Right Amount”
Nearly two-thirds of NPR Twitter followers think that NPR tweets “just the right amount.” Satisfaction is greater among Twitter followers of ten or more accounts and program/blog accounts.
Level of NPR Tweets
n = 2,974
n = 2,540
n = 214
n = 182
n = 2,758
n = 1,086
n = 795

Basic Demographics

Demographics
NPR Twitter followers skew younger and are slightly more female than male.
Twitter Median Age: 35
Facebook Median Age: 40

http://www.npr.org	1474
http://mediablog.hvg.hu	804
http://www.reportr.net	56
http://npr.tumblr.com	52
http://www.clasesdeperiodismo.com	39
http://webcache.googleusercontent.com	19
http://blog.holtz.com	11
http://social-media-material.posterous.com	9
http://integratedmediateam.wordpress.com	9
http://pathwaypr.com	8
http://doughaslam.com	4
http://mehrannasr.blogspot.com	3
http://alexumich.tumblr.com	3
http://safe.tumblr.com	3
http://dock-of-bay.blogspot.com	2
http://translate.googleusercontent.com	2
http://www.twylah.com	1
http://miner.hu	1
http://celiam.tumblr.com	1
http://www.ucubd.com	1
http://chukwumaonyeije.tumblr.com	1
http://2105.tumblr.com	1
http://tomretterbush.posterous.com	1
http://cc.bingj.com	1

NPR Twitter User Survey 2010

by NPR Audience Insight & Research on Sep 30, 2010

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NPR Twitter User Survey 2010 — Presentation Transcript