Despite the lingering effects of the economic downturn, hundreds of thousands of Americans are purchasing new vehicles every month. NPR station listeners certainly aren’t an exception.
According to a recent audience survey, conducted on behalf of NPR's corporate sponsorship team, we learned that nearly 40% of NPR station listeners say they're at least somewhat likely to buy a new vehicle within the next 12 months. And when making the decision, four out of five listeners would consider a hybrid (with three in five willing to consider an ethanol or flex-fuel vehicle).
Additional findings from the NPR survey of news listeners’ automotive preferences:
- Quality, safety, and price concerns (i.e. purchase price, fuel efficiency, and total cost of ownership) dominate when listeners consider the factors that are most important to them when making a vehicle purchase.
- Secondarily, nine out of ten listeners indicate that the reputation of the manufacturer (91%) and the warranty (89%) are “very” or “somewhat important.”
- Forty-five percent of NPR News listeners currently own vehicles that were worth at least $25,000 when new.
For a complete look at the survey results, feel free to 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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