Classical 24

Research

Public Radio Classical Music Audience Profile

Public radio classical music attracts people with a variety of interests and values. These listeners are engaged in their communities, and they enjoy an assortment of activities.

In general, public radio Classical Music listeners are:

  • Slightly more female (52%) than male (48%).
  • Well educated, 66% have earned a college degree or higher.
  • Married (67%), 24% more likely than the general U.S. adult population.

Public radio classical music listeners are involved in their communities.

  • 7 in 10 vote in federal, state, or local elections, 60% more likely than the general U.S. adult population.
  • 23% have called or written to a local, state or national level politician in the last year, more than twice as likely as the general population.
  • 23% attended a public meeting on town or school affairs, 66% more likely than the general population.
  • 15% served on a committee for some local organization, more than twice as likely as the general population.

In addition to listening to classical music, these listeners can be found:

  • Enjoying friends and food – 29% enjoy cooking for fun, 35% more likely; 48% entertain friends or relatives at home, 32% more likely.
  • Engaging in exercise – 30% more likely to exercise on a regular basis.
  • Gardening – 51% engage in gardening of some kind, 43% more likely.
  • Traveling – 74% flew domestically in the past year (44% more likely); 42% traveled abroad in the past three years (73% more likely).
  • Pursuing photography as a hobby- 18% (74% more likely).

Source: Profile 2013, GfK MRI Doublebase 2012. Base: Total U.S. Adults. Produced by NPR Audience and Corporate Research.