September 2010 survey of NPR Twitter users. The survey examines their news consumption habits, their interactions with NPR's Twitter activities, and compares them with NPR's Facebook users.

1. Audience Insight and Research NPR on Twitter Executive Summary Preferences and Habits of NPR’s Twitter Followers, With Comparisons to Facebook Fans September 30, 2010 (Prepared for NPR’s Social Media Desk)

2. Research Findings NPR Twitter followers spend roughly the same amount of time as NPR Facebook fans with NPR – several times a day, but usually no more than two hours per day. NPR Twitter followers are more likely than NPR Facebook fans to access NPR via digital platforms. Only 8% of NPR Facebook fans are also followers of NPR on Twitter, whereas 28% of NPR Twitter followers are also NPR Facebook fans.* More than three-quarters of NPR Twitter followers get most or all of their news online, compared to 61% of NPR Facebook fans. NPR Twitter followers want more hard-hitting, breaking news, as do NPR Facebook fans. NPR Twitter followers emphasize the importance of obtaining news and information on Twitter more so than NPR Facebook fans on Facebook. NPR Twitter and Facebook followers agree that both platforms are a good way for them to share stories, but they have no strong opinion on whether these platforms are a good way to converse with people about NPR stories.** Most NPR Twitter followers follow approximately two to five NPR Twitter accounts, whether they’re individual shows or people. “Medium” (follows 6-10 accounts) to “Heavy” (follows 10+ accounts) NPR Twitter followers agree slightly more than all NPR Twitter followers that it is a major way to receive news and information. The vast majority (92%) of NPR Twitter followers follow “general or topical” NPR accounts. Nearly two-thirds of NPR Twitter followers think that NPR tweets “just the right amount.” Satisfaction is greater among NPR Twitter followers of ten or more accounts and program/blog accounts. *This statistic is measured before the survey was promoted on Facebook (Aug. 31, 2010). **Asked only of those who follow NPR on both Twitter and Facebook

3. Methodology Purpose: To measure and compare general news consumption, content preferences, and overall perceptions of NPR on Twitter. This survey was designed to be compared to NPR’s survey of its Facebook fans conducted earlier this summer. Background: The NPR Facebook Survey was conducted online and deployed July 12-19, 2010. Respondents were recruited through messages posted on NPR’s Facebook page. A total of 40,043 respondents began the survey; about 33,304 respondents completed the survey. The NPR Twitter Survey was conducted online and deployed August 25 – September 9, 2010. Respondents were recruited through a series of tweets (from the @nprpolitics account), and one message posted on NPR’s Facebook page. A total of 12,227 respondents began the survey; and 10,244 respondents completed the survey. The survey was designed to measure both Twitter and Facebook users; however, for the purpose of this survey we define NPR Twitter followers as respondents who follow NPR on Twitter only OR those who follow NPR on both Twitter and Facebook. We did not include Facebook-only users in the comparison of this report. Respondents for both surveys were self-selected and the resulting samples are non-random.

4. Twitter Followers, Like Facebook Fans, Use NPR Heavily Twitter followers spend roughly the same amount of time as Facebook fans with NPR. n(NPR Twitter Survey) = 3,271; n(NPR Facebook Survey) = 40,003 n(NPR Twitter Survey) = 3,283; n(NPR Facebook Survey) = 40,043 Source: NPR Listens Advisory Panel: Facebook Survey, July 2010 & Twitter Survey, August 2010

5. NPR Twitter Followers Are More Likely to Access NPR via Digital Platforms More than 3 in 10 NPR Twitter followers access NPR on-air, NPR.org, podcasts or the iPhone app. * Only 8% of NPR Facebook fans are also followers of NPR on Twitter. *Please note that the crossover audience of NPR Twitter followers also using Facebook is from the NPR Twitter survey and not the NPR Facebook survey. This statistic is also measured before the survey was promoted on Facebook (Aug. 31, 2010); n = 2,183. Source: NPR Listens Advisory Panel: Facebook Survey, July 2010 & Twitter Survey, August 2010 n(NPR Twitter Survey) = 3,292; n(NPR Facebook Survey) = 40,043

6. NPR Twitter Followers Get Most Or All Their News Online, More So Than NPR Facebook Fans More than three-quarters of NPR Twitter followers get most or all of their news online, compared to 61% of NPR Facebook fans. Source: NPR Listens Advisory Panel: Facebook Survey, July 2010 & Twitter Survey, August 2010 n(NPR Twitter Survey) = 11,035; n(NPR Facebook Survey) = 26,987

7. NPR Twitter Fans Want More Hard-Hitting, Breaking News Twitter users want more hard/breaking news and updates on events already in progress. The same goes for Facebook users, but they also want more international news and offbeat stories, as well as stories about interesting people. NA* Source: NPR Listens Advisory Panel: Facebook Survey, July 2010 & Twitter Survey, August 2010 n(NPR Twitter Survey) = 2,485; n(NPR Facebook Survey) = 26,927 *”Stories about the arts” not listed in the Facebook survey

8. NPR Twitter Followers Are More News-Centric Than NPR Facebook Fans NPR Twitter followers emphasize the importance of obtaining news and information on Twitter more so than NPR Facebook fans on Facebook. On the other hand, NPR Facebook fans click through more NPR stories. The social aspect of our content remains important on both platforms. How much do you agree or disagree with the following statements? Source: NPR Listens Advisory Panel: Facebook Survey, July 2010 & Twitter Survey, August 2010 n(NPR Twitter Survey) = 2,973; n(NPR Facebook Survey) = 40,043

9. Followers of NPR on Twitter & Facebook Agree These Platforms Are A Good Way To Share Stories NPR Twitter and Facebook followers agree that both platforms are a good way for them to share stories, but they have no strong opinion on whether these platforms are a good way to converse with people about NPR stories. How much do you agree or disagree with the following statements?* Source: NPR Listens Advisory Panel: Twitter Survey, August 2010 n(NPR Twitter Survey) = 77 *Only followers of NPR on Twitter and Facebook were presented these statements in the NPR Twitter Survey

10. NPR Twitter Followers Follow About Two to Five NPR Accounts, On Average Most NPR Twitter followers follow two to five NPR Twitter accounts, whether they’re individual shows or people. Source: NPR Listens Advisory Panel: Twitter Survey, August 2010 n = 2,959

11. Following More Accounts Equals a Richer Experience Medium to heavy NPR Twitter followers agree slightly more that Twitter is a major way to receive news and information. How much do you agree or disagree with the following statements? Source: NPR Listens Advisory Panel: Twitter Survey, August 2010 *There is a statistically significant difference between “light, medium, and heavy” users for this statement at a p-value < .05; “medium” users are the most impacted n = 2,974 n = 2,540 n = 214 n = 182

12. Most NPR Twitter Followers Follow “General or Topical” Twitter Accounts The vast majority (92%) of NPR Twitter followers follow “general or topical” NPR accounts. Source: NPR Listens Advisory Panel: Twitter Survey, August 2010 n = 3,011

13. NPR Twitter Followers Believe NPR Tweets “Just The Right Amount” Nearly two-thirds of NPR Twitter followers think that NPR tweets “just the right amount.” Satisfaction is greater among Twitter followers of ten or more accounts and program/blog accounts. Level of NPR Tweets n = 2,974 n = 2,540 n = 214 n = 182 n = 2,758 n = 1,086 n = 795 Source: NPR Listens Advisory Panel: Twitter Survey, August 2010

14. Basic Demographics

16. Facebook Median Age: 40n(NPR Twitter Survey) = 10,517; n(NPR Facebook Survey) = 33,021 n(NPR Twitter Survey) = 10,269; n(NPR Facebook Survey) = 32,995 Source: NPR Listens Advisory Panel: Facebook Survey, July 2010 & Twitter Survey, August 2010