CMA Released Consumer Study Findings At CRS
February 26, 2010 at 9:26 AM (PT)
The COUNTRY MUSIC ASSOCIATION released findings from its fourth quarter 2009 follow up to its original 2008 COUNTRY MUSIC CONSUMER SEGMENTATION STUDY during CRS 2010 in NASHVILLE YESTERDAY (2/26). Over the past two years, CMA in partnership with THE RIGHT BRAIN CONSULTING LLC and LEO BURNETT COMPANY interviewed nearly 10,000 adults in an effort to provide the industry with fan understanding to help drive industry vitality in challenging economic times. THE RIGHT BRAIN CONSULTING’s JANA O’BRIEN presented the findings.
The study discussed the impact of the economic downturn on the Country Music industry, a decline in the Country fan base, reduced consumer Country Music spending, and a continued move away from buying full albums to single songs or acquiring "free" music.
Fans dipped slightly in 2009 from 2008: 37% vs. 39% of Adults 18-54, including a drop in the size of the lucrative COUNTRYPHILES and MUSICPHILES segments. Total Country fan spending on CDs, legal music downloads, and concerts declined an estimated 28% since 2008.
The study found that there is positive momentum in fans' attitudes toward the Country genre with increased engagement in free pipelines including radio and the Web. Two in five fans feel better about Country Music than they did in 2008. Twenty-eight percent of fans now rate their personal finances as "Excellent/Very Good" vs. just 7% in 2008.
Click here to read more findings by the CMA. CMA will also provide information from the presentation on the CMA member website, where CMA members can access the presentation and audio files with their member password.