Country music consumer profiled
When it comes to influencing sales of country music, radio is still the king followed by music videos on TV and Word of Mouth, according to new findings from Tunecom and BIGresearch. Tunecom, in conjunction with BIGresearch and BIG Machine Records, tested the music video for Jack Ingram's new single "Wherever You Are" among 500 Country Music consumers. While the participants had very positive scores to offer the young country star and the video itself, perhaps most enlightening were the underlying answers regarding the consumers purchase actions and influences.
"I feel one of the most interesting findings of the study - is that most still enjoy buying the entire CD, rather than simply downloading or purchasing a single..." said Tunecom's Joe Patrick, "...with all the hype about digital downloads, I guess we were expecting to see a larger preference for singles."
The survey also revealed that Local Radio continues to dominate influence on music purchase decisions with nearly 80% of the respondents saying it plays the most important role in their buying habits. Television Music Videos followed in second place, with Word of Mouth recommendations taking third above Internet Radio, TV Commercials and Satellite Radio.
BIG Machine Records Founder & President Scott Borchetta used the online Video Test with as a new means to keep tabs with Country Music Consumers. "In the world of new media - particularly as it pertains to the record industry, it's important to have as much consumer insight as possible on a project" said Borchetta. "Big Machine Records' approach is to gather insights beyond the song itself."
The video was tested among 506 Country Music Fans nationally online in late December 2005.
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Which would you say influences your music purchases the most? (check all that apply)
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1.
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Local Radio
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77.7%
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2.
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TV Music Video Channels
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46.1%
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3.
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Friends/Family (Word of Mouth)
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28.8%
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4.
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Internet Radio
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18.3%
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5.
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Satellite Radio
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8.3%
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6.
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TV Commercials
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6.8%
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Source: Tunecom/BIGresearch
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RBR observation:
Country music is one of those die-hard habits that are ingrained in small town or rural America. They grew up with Country music as the primary source of entertainment and the local radio station brought it to them. Certainly folks in large markets like Country as well, but the critical mass of listeners grew up hearing it on the radio in areas where most of the stations played Country. Many took that musical loyalty with them to the cities. A similar loyalty and born-and-bred influence lies with Hispanic listeners-radio is king and that's where the music is discovered.
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