“We are excited to share insights from this study with our members and corporate community,” said Tammy Donham, CMA Vice President of Marketing. “The goal of this – and future studies – is to gain a deeper understanding of the Country consumer.”
The survey was conducted online with respondents above age 18, culled from the CMA Insider Fan Panel a group of over 13,000 Country fans. Participants were asked about their household use of telecom products including cable/satellite TV; Internet access; mobile phones; and tablet and PC use.
Among the findings:
—96 percent own a cell phone, and 69 percent of this group say texting is the most important feature, followed by 58 percent who say Internet is more important
—55 percent of them are visiting Facebook and 25 percent are visiting Twitter every week.
—96 percent of respondents have high-speed internet in their households
—92 percent have cable television
—17 percent report owning a tablet computer
—18 percent say they plan to purchase a tablet in the next year
“This is only the beginning of our plans,” said Donham. “The CMA Insider Fan Panel is an invaluable resource to capture additional timely insights on Country Music fan behaviors. In the coming months we will be reaching out to the group on a variety of topics from new music discovery and purchase behavior to key category-specific trends and topics. “