Radio
Listening Behavior via Traditional and Alternative Outlets; Tune-in Influencers
and New Artist and New Song Discovery and Purchasing Among Survey Topics
NASHVILLE
–As part of its ongoing research and membership services initiatives, the Country
Music Association announced today results from its recent Music Listening Study.
Country
Music fans are avid radio listeners and doing as much radio listening as ever.
Compared to a year ago, 87 percent of respondents are listening to local Country
Radio stations as much or more, with 18-24 year olds being twice as likely to
listen to more Country Music than the prior year. Loyalty is a top
influencer for choosing Country Radio as evidenced by 75 percent of listeners
reporting they have been listening to the same station for years.
While AM/FM
car radio is the top source Country Music fans tap for music listening, fans are
also fueling their passion for music online as well. Listening to music online
via a desktop or laptop computer ranks second with 74 percent of Country Music
fans reporting this listening behavior. Of those online listeners, Country Music
fans currently prefer Pandora over Spotify at a ratio of nearly 2 to 1.
Radio and
Online channels are great sources for discovering new artists and songs.
Country Music fans utilize all radio outlets as their primary source for new artist
and song discovery followed by music video channels.
Country Music fans
plan to continue to support their favorite artists by buying more music. Nearly
30 percent of respondents plan to purchase more Country Music by means of digital
tracks, digital CDs, and physical CDs in the next 12 months.
The survey
was conducted online with a random sample of 1,109 respondents aged 18+ from the
CMA Insider Fan Panel, a group of more than 13,000 Country Music fans recruited
from various industry social nets and events. Respondents were queried on their
favorite methods to purchase and listen to music and discover new artists and
songs, as well as their loyalty to the genre.
CMA’s research reports
are a benefit of CMA membership. The complete findings of this and previous studies
are available on CMA’s members-only website at www.My.CMAworld.com/Research.
For information
about becoming a member of CMA, please visit www.CMAworld.com/membership, or contact CMA’s
Membership Department at membership@CMAworld.com or (800) 788-3045. |
