Young Country Fans Are More Likely To Consume Broadcast Radio

At a time when broadcast radio is increasingly challenged for younger listeners, there's good news for radio from younger Country fans.

12-to-24-year-olds who say they listen frequently to Country music are significantly more likely to have listened to FM radio in the last week than the 12-to-24 demo overall. But 12-to-24-year-old Country fans are also more likely to use other types of audio as well.

Hopefully, you saw that headline which received a lot of coverage in all the trade media.  Megan Lazovick's Edison Research press release on the newest research on the music and media habits of 12-to-34-year olds contained a few other juicy info-tidbits as well, some of which didn't get the coverage the headline received:

• 12-to-24-year-old Country fans listened to “traditional FM radio” more than the demo overall, but their other audio usage was also 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.

Edison surveyed 1,550 12-34-year-olds, including nearly 900 respondents under age 25. In addition, they conducted face-to-face interviews with Millennials about their attitudes towards Country music, Country radio, and music listening and media habits in general. Those interviews will be unveiled for the first time at the Country Radio Seminar presentation.

“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.”

The full survey will be unveiled February 19th 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 February 20th.