public internet consumer insight study wksu u market trends research inc u cpb
TRANSCRIPT
![Page 1: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/1.jpg)
Public InternetPublic InternetConsumer Insight StudyConsumer Insight Study
WKSU WKSU uu Market Trends Research Inc Market Trends Research Inc uu CPB CPB
![Page 2: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/2.jpg)
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
![Page 3: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/3.jpg)
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.
![Page 4: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/4.jpg)
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
![Page 5: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/5.jpg)
PICISPICIS
It’s “National Public Radio,”not “National Public Website.”
--Michigan Radio survey respondent
![Page 6: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/6.jpg)
PICISPICISReasons for selecting online Reasons for selecting online
news and infonews and info
![Page 7: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/7.jpg)
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
![Page 8: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/8.jpg)
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
![Page 9: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/9.jpg)
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
![Page 10: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/10.jpg)
PICISPICISUse of station web sitesUse of station web sites
• 81% On air announcements
• 8% Through a search engine
• 6% While surfing the Web
![Page 11: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/11.jpg)
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
![Page 12: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/12.jpg)
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
![Page 13: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/13.jpg)
PICISPICISOnline audio usageOnline audio usage
• NPR.org– 72% rarely or never – 12% monthly or more
• BBC– 84% rarely or never – 3% monthly or more
![Page 14: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/14.jpg)
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
![Page 15: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/15.jpg)
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
![Page 16: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/16.jpg)
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.”
![Page 17: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/17.jpg)
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.”
![Page 18: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/18.jpg)
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
![Page 19: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/19.jpg)
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
![Page 20: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/20.jpg)
PICISPICISWebsites as companionsWebsites as companions
Websites are perceived as toolsand utilities
![Page 21: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/21.jpg)
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.
![Page 22: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/22.jpg)
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
![Page 23: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/23.jpg)
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.
![Page 24: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/24.jpg)
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
![Page 25: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/25.jpg)
PICISPICISOnline membershipOnline membership
• 67% Ease and convenience of supporting online
• 36% Being online at the time you decide to pledge
![Page 26: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/26.jpg)
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
![Page 27: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/27.jpg)
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
![Page 28: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/28.jpg)
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.”
![Page 29: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/29.jpg)
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.
![Page 30: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/30.jpg)
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.
![Page 31: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/31.jpg)
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.
![Page 32: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/32.jpg)
PICISPICISHow to increase trafficHow to increase traffic
Promote Your Website
• Be specific• Be consistent
![Page 33: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/33.jpg)
PICISPICISContent centralizersContent centralizers
• Be a one stop shop for information interesting to public radio listeners
![Page 34: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/34.jpg)
PICISPICISContent centralizersContent centralizers
Use Website to complement on-air service
Music listingsEvents and arts calendarsRelevant links
![Page 35: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/35.jpg)
PICISPICIS
• Keep the site updated
![Page 36: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/36.jpg)
PICISPICIS
![Page 37: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/37.jpg)
PICISPICIS
• Basic Website• Websites NOT a profit center
![Page 38: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/38.jpg)
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
![Page 39: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/39.jpg)
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
![Page 40: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/40.jpg)
PICISPICIS
• Online underwriting• Additional gifts• New givers
![Page 41: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/41.jpg)
PICISPICIS
• Stations Have Options
![Page 42: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/42.jpg)
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.”
![Page 43: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/43.jpg)
PICISPICISShould we even have a web Should we even have a web
site?site?
Absolutely.
![Page 44: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/44.jpg)
Public InternetPublic InternetConsumer Insight StudyConsumer Insight Study
Questions?Questions?
http://www.wksu.org/picis
![Page 45: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/45.jpg)
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.
![Page 46: Public Internet Consumer Insight Study WKSU u Market Trends Research Inc u CPB](https://reader038.vdocuments.mx/reader038/viewer/2022110320/56649cc95503460f94990c1b/html5/thumbnails/46.jpg)
Public InternetPublic InternetConsumer Insight StudyConsumer Insight Study
WKSU WKSU uu Market Trends Research Market Trends Research uu CPB CPB