Christian Media’s Core Audience
Evangelicals use Christian media – a lot. We examined 11 different types of Christian media channels and content. Nearly half of evangelical Protestants (48%) use at least one of these 11 types of media on a daily basis. Just 11% do not use at least one of the forms on a monthly basis.
This is why we titled our latest research report The Core Audience. It’s because evangelicals truly are the core audience for Christian media.
The Core Audience: Evangelicals and Christian Media is the latest partnership between Grey Matter Research and Infinity Concepts. We’re two companies specializing in serving the Christian community, including numerous Christian media clients.
The Core Audience explores not only frequency of use of Christian radio, television, podcasts, websites, social media content, books, magazines, and music, but also takes a deep dive into:
- The connections evangelicals have on social media
- The reputation Christian TV and radio have among evangelicals
- The perception of Christian media’s reputation among Americans in general
- What evangelicals most want from their use of Christian media
To whet your appetite, here are just three of the key things we learned in The Core Audience:
Where the Donor Dollars Are
Christian media provides significant fundraising opportunities. Evangelicals who financially support ministries and/or non-profits outside of their church are among the most active Christian media users. And the more generously they give, the more engaged they are with Christian media.
Younger than Expected
Although Christian media often has a reputation of being more popular among older people, younger believers are actually more active with Christian media than are older evangelicals. Younger people engage with a wider variety of media and content types, and the younger they are, the more likely they are to consume at least one form of Christian media every day.
Missing the Boat on Social Media
Many Christian organizations are missing social media opportunities. Although social media use is nearly ubiquitous among evangelicals, 48% of weekly Christian radio listeners are not connected with any Christian stations or networks. The same is true for 49% of weekly Christian TV viewers. Nearly one-third are not connected with their own church on social media, and 49% of donors are not connected to any ministries or non-profits – including the ones they support.
Good News, but Challenges
We learned many positive things about Christian media in this research, but also a few significant challenges and opportunities for improvement. The study blew up a couple of enduring stereotypes about Christian media, as well as about the core audience of evangelicals. Don’t miss this vital new report.
Learn about these topics and much more in The Core Audience: Evangelicals and Christian Media, from Grey Matter Research and Infinity Concepts. The Core Audience is free by request – just e-mail ron@greymatterresearch.com.
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Grey Matter makes reports such as these publicly available, but most of our work is for individual clients, whether the topic is donating, branding, religious beliefs, consumer behavior, or anything else.
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