Edison Study: Young Country Fans Busy On Social Media
January 28, 2014 at 10:46 AM (PT)
Country music fans between the ages of 12 and 34 who listen frequently utilize an average of five social media sites simultaneously. That, according to EDISON MEDIA RESEARCH’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.
And those young Country fans are busier on socials than 12-to-34 year-olds overall. So when considering how to engage its newer, younger fans, EDISON advises doing it, "Everywhere and at once."
EDISON Pres. LARRY ROSIN added, "Broadcasters are at widely varying places in their social media efforts, and acknowledging the need to engage with listeners and potential listeners does not always translate to having a strategy. Knowing that young Country fans are on even more networks than their already-savvy peers means that Country needs a wide-ranging social media strategy that goes beyond ‘like us on FACEBOOK.’ We look forward to helping guide broadcasters craft that strategy at CRS.”
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.
Today’s results are the third in a series of revelations shared by EDISON and follow data showing strong loyalty to Country radio among 12-24s (NET NEWS 1/16), with CARRIE UNDERWOOD named as their favorite artist (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.