"Understanding Country Radio's Next Generation of Listeners" is the newest research on the music and media habits of 12-to-34-year olds. The full survey will be unveiled 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."
Edison surveyed 1,550 12-34-year-olds, including nearly 900 respondents under age 25. In addition, Edison conducted face-to-face interviews with Millennials about their attitudes towards Country music, Country radio, and music listening and media habits in general.
While 12-to-24-year-old Country fans listened to "traditional FM radio" more than the demo overall, their other audio usage was disproportionately higher as well, including listening to personalized online radio such as Pandora. While the amount of listening to FM is higher than the amount of personalized online radio listening, 12-to-24 Country fans were more likely to have listened to personalized online radio in the previous week than all 12-to-24s.
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"Even as their choices expand, Country listeners of all ages have often been among the most loyal to broadcast radio, and 12-to-24-year-olds are no exception," says Edison Research president Larry Rosin. "This study shows, however, that with the strength of today's Country music, Millennial listeners are eager to consume it on many platforms. We hope our CRS presentation will give programmers the tools they need to maintain their advantage with younger listeners."
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