Studying Country Music Under A Digital Media Microscope

NASHVILLE (CelebrityAccess MediaWire) — Country Radio Broadcasters, Inc. and the Country Music Association have partnered to present a new research project at CRS 2011, emphasizing new media usage in today’s primary Country Music consumer demographic.

The comprehensive study surveys both Country Music consumers and professionals in the Country Music industry, making it unique from previous research projects presented at CRS.  The parallel study not only tracks the actual new media engagement and usage by the Country Music fan, but also the perception of those trends by programmers, managers, artists and other executives within the Country Music industry.

“I think one of the most interesting things about this year’s study is that it’s going to poll people within our industry, not just fans and radio listeners,” said Rusty Walker, president of Rusty Walker Programming according to the press release.

“It will be interesting to see how accurate we are in predicting the popularity of new media in the daily lives of our listeners.  I’m betting there will be some surprises there.”  

The 2011 study dissects the awareness, interest in and usage of new media devices, social media, smartphone applications and radio station and artist websites in the Country Music consumer’s daily life.

It also polls participants on topics including music consumption, interaction with and purchase of music via new media outlets, radio listening versus television and Internet usage, and adoption trends of services such as Netflix, Skype and standard texting.

“How Country Music consumers integrate new media into their daily lives seems to be changing at a rapid pace,” said Greg Fuson, CMA Market Research Director. “This research study is a great opportunity for us to truly gain insights on how today’s consumer is using the new media to interact with music.”

The study, conducted by North Carolina-based media research firm, Coleman Insights, covers a cross-section of 18- to 54-year-old Country radio listeners who will be polled via online interviews.  A significant sample of industry professionals will be contacted as well.

Surveying begins in January 2011 to ensure the most current findings are represented.

The CRB/CMA research presentation panel is to be held Thursday, March 3, 2011, at 11 a.m. in the Nashville Convention Center.

— Crystal Lynn Huntoon