Audience Characteristics

To Ski or to Swim?

The metro and streets of DC are quiet, but the restaurants are packed with holiday merrymakers. So it is the time of year that I think about getting out of town.

My kids are keen to head North . . . to the snow. I mentioned this wish to my family members living in Florida and I was greeted with blank stares followed by questions like, "Why would you want to do that?" I started to wonder if we are in our right mind or if there is something unique about my family.

Naturally I turned to Gfk MRI data to get a few US norms. It seems that listeners to public radio stations are more likely to take vacations – skiing, beach, national park. Given the audience's general interest in the world and typically higher levels of disposable income this finding is not shocking.

Now I want to be more specific because my risk-averse children are begging for a first-ever skiing adventure. A whopping 1.7% of NPR listeners took a cross-country or downhill skiing vacation last year and less than 1% of the US adult population has done the same. Of course some people do go skiing without taking a vacation. About 4% of NPR listeners went cross-country skiing and 6% downhill skiing last year. It looks like I have a small but mighty set of compatriots. Now on to packing the car with all of our toasty-winter clothes.

Happy Holidays from all of us here at Audience Insight & Research.

Lori Kaplan is the Director of Audience Insight & Research

Comments

 

Please keep your community civil. All comments must follow the NPR.org Community rules and terms of use, and will be moderated prior to posting. NPR reserves the right to use the comments we receive, in whole or in part, and to use the commenter's name and location, in any medium. See also the Terms of Use, Privacy Policy and Community FAQ.

About