Edison Research: Carrie Underwood Favorite Country Artist Among 12-24s
January 6, 2014 at 2:32 PM (PT)
EDISON RESEARCH has conducted a study found that CARRIE UNDERWOOD is the most popular artist among 12-to-24-year-olds who like Country music, as well as the most popular Country artist among 12-to-24s overall.
EDISON RESEARCH's study, "Understanding Country Radio's Next Generation of Listeners," offers the latest research on music and media habits of 12-to-34-year-olds. The full survey will be unveiled on February 19th at the COUNTRY RADIO SEMINAR in NASHVILLE by EDISON’s LARRY ROSIN and MEGAN LAZOVICK, along with JAYNE CHARNESKI, an expert on “Millennials.” A follow-up session will be held on FEBRUARY 20th.
The study of 1,550 12-34 year-olds, including nearly 900 respondents under age 25, was conducted from NOVEMBER 18th-25th, before "The Sound of Music" aired on DECEMBER 5th . Among 12-to-24-year-olds who say they like Country music, UNDERWOOD has a favorable rating among 82% of respondents, followed by TIM MCGRAW (80%), BLAKE SHELTON (77%), and LUKE BRYAN (75%).
Among all 12-to-24-year olds, the top four Country artists (or artists at least somewhat associated with Country) as identified by the respondents are CARRIE UNDERWOOD (48%), KELLY CLARKSON (44%), TAYLOR SWIFT (43%) and TIM MCGRAW (40%). The Edison study found that the youngest Country fans show surprisingly mainstream and diverse tastes, with favorites that include both 20-year-format-veteran TIM MCGRAW and relative newcomer LUKE BRYAN.
The study will look at everything from radio and other audio usage among younger listeners, to their attitudes about Country music and how they discovered the format. There will be extensive information both about those 12-to-34-year-old Country fans and about listeners in that demographic overall as their generation helps change the landscape for both music preference and media usage.