Salem Radio listeners more likely to be affluent, educated families

Listeners to Salem Communication's Christian Teaching and Talk-formatted radio stations are affluent, educated, married families who spend time enjoying family activities, home improvement and are net-savvy shoppers. These are some of the findings in a recent analysis of Salem listeners from Scarborough Research.

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Results indicate that the average age of Salem's Christian Teaching and Talk Listeners is 49. Listeners of Christian Teaching and Talk programming are more likely to be women than men (56% vs. 44%), and 67% of them are married, (18% higher than the general population). They are family-friendly, with 28% of families having two or more children under age 17 living at home (17% more likely than the overall U.S. population).

Financial security is another notable attribute of Salem's Talk listeners. Compared to all U.S. adults, Salem listeners are 58% more likely to have an annual household income of 100,000 or greater, more than twice as likely to have a home with a market value of 500,000 or greater, and 43% more likely to have a college degree. They invest for the future with 40% of the listeners indicating they have mutual funds, which is 23% more likely than the general population.

The Scarborough analysis also uncovered numerous lifestyle attributes of Salem's listeners. They are physically active; they enjoy going out as well as giving back to their communities. They are 34% more likely than average to belong to an exercise or health club and are 10% more likely to see at least two movies each month. Some 38% of listeners volunteer their time to help others, which is 32% more likely than the general population. They take their civic duty seriously and more than half (57%) say they always vote in statewide elections, which is 22% more than all U.S. adults.

Slightly more than half of Salem's listeners shop online (25% more likely than the general population). Nearly 25% said they spent 500 dollars or more online in the last 12 months (27% more likely). Top online categories include airline tickets (44% more likely), books (54% more likely) and computer hardware/software (27% more likely). Salem's listeners are 9% more likely than the general population to have plans to purchase a new car in the next 12 months and they are 75% more likely than the general population to purchase a minivan.