Young Country Fans Loyal To Radio
January 16, 2014 at 8:39 AM (PT)
“Country listeners of all ages have often been among the most loyal to broadcast radio, and 12-to-24-year-olds are no exception.” That’s EDISON RESEARCH President LARRY ROSEN, revealing more results from EDISON’s “Understanding Country Radio's Next Generation of Listeners” study, which will be presented in its entirety during COUNTRY RADIO SEMINAR (CRS) 2014 next month.
EDISON surveyed 1,550 12-34-year-olds, including nearly 900 respondents under age 25. In addition, the company conducted face-to-face interviews with Millennials about their attitudes towards Country music, Country radio, and music listening and media habits in general.
ROSEN added that while loyalty to radio is strong among younger, 12-24 Country listeners, “With the strength of today’s Country music, Millennial listeners are eager to consume it on many platforms.” That includes personalized online radio such as PANDORA. And 12-to-24 year-old Country fans were more likely to have listened to personalized online radio in the previous week than 12-24s overall.
Last week, EDISON shared early results of the same study that showed CARRIE UNDERWOOD is the preferred artist among 12-to-24 year-olds who like Country music (NET NEWS 1/6).
The entire survey will be presented WEDNESDAY, FEBRUARY 19th at CRS by EDISON’s ROSEN and MEGAN LAZOVICK, along with JAYNE CHARNESKI, an expert on millennials. A follow-up session will be held WEDNESDAY,FEBRUARY 20th.