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Comparison of NPR.org users who follow NPR using social media versus those who don't.
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Client Confidential 1 Satisfaction Insight Review
Segment Analysis: Social MediaComparison of NPR “Fans” to other visitors
Visitors who interact with NPR on Facebook or Twitter are more engaged with NPR’s other offerings, and more likely to recommend
NPR.org to their friends and family.
More likely to be on the site because of a link from another site or search engine
Less likely to be on the site because of something they heard on the radio
More likely to have interacted with NPR’s blog during their site visit
In the last 30 days they are more likely to have used:• NPR podcasts• NPR Newsletter• NPR News iPhone App• NPR site for mobile devices
Slightly more likely to accomplish their goal in visiting the site
Slightly less likely to have listened to audio
More likely to be female
Younger (<35)
Follows NPR on Facebook/Twitter
Does not Follow NPR on Facebook/Twitter
13% 4%
20% 26%
26% 12%
50% 32%15% 8%15% 7%9% 3%
96% 94%
46% 48%
63% 49%
49% 21%
Visitors who follow NPR on Facebook/Twitter are: