Listeners Take Action Based On What They Hear On NPR Stations

Our department regularly conducts research to understand the impact NPR programming has in the lives of our audience. A recent study confirmed what we've learned time after time — NPR station listeners are extremely likely to discuss the stories they hear with others, and act based on what they hear.

Appreciation for public radio manifests itself in many ways:

* More than 60% of station listeners consider NPR to be of "very high value" in their communities — surpassing the perceived value of social service agencies, youth/mentoring organizations, and community parks and gardens.

* Nearly all listeners have been moved to take action by NPR at some point in their lives. For instance, two in three have done further research into a topic, most have visited a website, and nearly 25% have become involved with a local or national political issue as a result of listening.

* In the past month, more than 60% of station listeners have discussed an NPR story with friends, family or colleagues. Of these, three in five discuss what they hear with others at least once a week.

To visualize these findings, you can check out the slides below:

Vincent Lampone is Research Manager for Corporate Sponsorship and Development in NPR's Audience Insight & Research group.

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