Early this month we surveyed some of the first NPR fans to purchase the iPad to gain insight on how they experienced NPR through the iPad browser and app. Matt teased you with some of the results last week, but we now have the full story.
Similar to the broadcast audience, the majority of NPR iPad users have a bachelor’s degree or higher (79%), work full-time (68%), and earn more than $75K (62%) in HHI before taxes. But I’m sure you want to know more than just the basic demographics.
Some of the more interesting facts that we learned from our iPad User Survey include:
- More than three-quarters of users (77%) think that the NPR iPad App is better than other news apps
- Most NPR iPad users listen to audio and read news fairly equally on the app; very few engage in one activity to the exclusion of the other
- At least one-fifth of NPR iPad users also consume NPR content through podcasts, NPR.org, or the NPR News iPhone App
- Among users who own both an iPad and iPhone, usage of the iPad to access NPR seems to cannibalize at least some time spent with the NPR News iPhone app
- More than half (53%) of NPR iPad users say they access NPR via the iPhone app less now than before
- NPR iPad users primarily use their iPads at home (97%), more than a quarter (27%) access their iPads at work, and nearly one in five use their iPads in restaurants or cafes (18%)
Methodology: The NPR iPad User Survey was deployed May 1-7, 2010. Respondents were recruited through ads posted on NPR.org/tablet and through NPR announcements on the iPad App. A total of 1,301 respondents began the survey, and approximately 940 respondents completed the entire survey.
Meredith Heard is the Data Analyst for Corporate Sponsorship and Development in NPR's Audience Insight & Research group