2012 cma marketing summit: who are today's country music consumers?
DESCRIPTION
TRANSCRIPT
WHO ARE TODAY’S COUNTRY
MUSIC CONSUMERS?
Karen Stump
Sr. Director, Market Research
CMA Marketing Summit
October 31, 2012
“Defining” COUNTRY MUSIC CONSUMERS. IT’S ABOUT ENGAGEMENT
Syndicated Data Analytics Connecting
Media Habits and Consumption with Country Consumers
All
Adults
Men Women Adults
18-49
Men
18-49
Women
18-49
Adults
25-54
Men
25-54
Women
25-54
42.5% 40% 45% 44% 41% 47% 43.7% 42% 45%
HOW MANY DOES COUNTRY MUSIC REACH?
20
12
98,181,000 adults
37% 37.4% 39% 37% 35.7% 38.7% 38.4% 37.6% 39.2%
20
07
83,770,0000 adults
• Average 5.6 point growth between 2007 and 2012 across demo groups
• Female reach strengthens among A18-49 demo since 2007
• Males hold strength in the M25-54 demo
• Rate of Growth in number of Country Music Consumers outpaces the rate of growth in
adults annually: average of 2,882,000 new country consumers per yr.
Source: GfK MRI Spring 2012
COUNTRY MUSIC CONSUMERS BY STATE
National Average Share
Above National Average ShareLess than National Average Share Average level @ 42%
Minimum level for any one state - 32%
ATTRACTIVE ON MANY ECONOMIC DIMENSIONS
KEY DEMOS WITH MOST DISCRETIONARY INCOME AND SPENDING
72%72%Own Home
64%64%Married
30%30%College-degree
Bachelor or Higher
30%30%HHI $100k+
56%56%Full-time
Employed
6
Source: GfK MRI Spring 2012
FAMILY
94%
WHAT ARE COUNTRY MUSIC CONSUMERS
PASSIONATE ABOUT?
GOLF
59%
…to name a few.
HOME
72%OWN ATV
62%TRAVEL
94%
TRAVEL
57%
Source: GfK MRI Spring 2012
LEVERAGE THESE SUPER INFLUENCERS
Category Total Male
25-54
Female
18-49
New Technology 111 121 120
Mobile/Cell 128 122 135
Sports Equipment 130 127 103
Home Remod. 127 136 119
Index-Basis 100
Home Remod. 127 136 119
Wine 112 100 128
Beer 114 116 131
Other Alcoholic Bev 122 116 122
Source: GfK MRI Spring 2012
TECHNOLOGY USE DEFINED BY TWO KEY SEGMENTS
TECH-ENTHUSIASTS TECHNO-GAMERS
Tech-thusiasts Techno-Gamers
11.415.2
20.225.6
0
10
20
30
2009 2010 2011 2012
Growth in Digital Album Share of Sales - Country
Source: GfK MRI Spring 2012; Nielsen Soundscan
Over15,000
members
U.S.Based
Proprietary
IN-DEPTH CONSUMER BEHAVIOR AND BRAND RESEARCH
Insiders Fan PanelInsiders Fan PanelInsiders Fan PanelInsiders Fan Panel
2013 CMA Insider CATEGORY Studies
Jan Feb Mar AprHome Improvement
Beverages RetailFamily EntertainmentJAN FEB MAR APR
Jul Aug
Health & Wellness
Pet Care and Services
MOMs Spending Attitudes and Habits
Shopping Habits and Behaviors of MENJUL AUG SEP OCT
5% 4% 3%
Restaurant Choice by Occasion
• Country Music Consumers are most likely to select a casual dining restaurant when dining out for “special” occasions ; the exception being before/after a live event such as a concert where time and schedules may dictate a simpler choice.
• When it comes to “romantic” occasions, their likeliness to select a fine dining restaurant more than doubles compared to other “occasion” dining choices.
Casual Dining Often Rises to the “Occasion”
14%3%
12% 21%
53%
61%
56%
82%74%
44%24%
41%
5% 4% 3%
Business Date/Romantic Time w/ Family Time w/ Friends Pre/Post live event
Fast Food/Fast Casual Casual Dining Fine Dining
Delivers a Large Mobile Phone Audience
Strong Preference For Leading Brands
Take Aways…..
• Country Music Consumers comprise a significant and sizeable audience
overall as well as among key demo segments. In fact, they can be found in
nearly every demographic segment.
• Wide-spread, literally. Not limited to specific region/geography.
• Country Music Consumers behaviors and make-up are unique only in their • Country Music Consumers behaviors and make-up are unique only in their
level of exceeding the average. Their attractive qualities surpass many norms
and baselines.