This document summarizes the key findings of an NPR listener survey about vehicle purchasing behaviors: - 39% of NPR listeners said they will likely purchase a new vehicle within the next year. - 45% currently own vehicles worth $25,000 or more when new. - 81% would consider a hybrid and 58% an ethanol vehicle for their next purchase. - Important factors are quality, safety, price, fuel efficiency and reputation. - Side airbags, active fuel management, stability control and all-wheel drive are very important features.

1. NPR LISTENER SURVEY: The vehicle preferences and purchase behaviors of public radio news listeners July 2010

3. Forty-five percent of NPR listeners currently own vehicles that were worth at least $25,000 when new.

4. For their next vehicle purchase, four out of five (81%) NPR listeners would consider a hybrid vehicle, and 58% say they would consider an ethanol (flex-fuel) vehicle.

5. Quality, safety, and price concerns (purchase price, fuel efficiency, and total cost of ownership) dominate the factors that are considered important when making a vehicle purchase.

6. Secondarily, nine out of ten listeners indicate that the reputation of the manufacturer (91%) and the warranty (89%) are “very” or “somewhat important.”

7. Among NPR listeners in the market for a new vehicle, the top four vehicle features considered to be “very” or “somewhat important” in their decision process include:

8. Side impact airbags (89%)

9. Active fuel management technology (78%)

10. Electronic stability control (73%)

12. Respondents were screened from Lightspeed Research’s online consumer panel of Americans. All respondents met the following criteria:

13. Between the ages of 25 to 64 years old

14. Can identify the call letters or frequency of their local public radio news station

15. Listened to Morning Edition or All Things Considered within the past 7 days

16. The sample was controlled by gender, age and educational attainment to ensure a fair representation of the public radio news audience

17. Equal representation of men and women

18. Educational attainment: 70% holding a bachelor’s degree or higher.

19. Equal representation across 25-34, 35-44, 45-54 and 55-64 age brackets