Cable and Satellite Television, Internet Connectivity, Cell Phone Use and Ownership, And Tablet PC Adoption Among Survey Topics
As part of its ongoing research and membership-services initiatives, the Country Music Association announced today results from its recent Telecommunication Study. From smart phones to high-speed Internet connections to tablet adoption, the Country fan is eagerly embracing new technology to stay connected with family and friends, as well as to enhance their media consumption experience.
"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 Telecom Survey was conducted online with respondents aged 18+ from the CMA Insider Fan Panel, a group of more than 13,000 Country Music fans recruited from various industry social nets and events. Respondents were queried on their household use of telecom products and services including cable and satellite television; in-home Internet access; mobile phone and tablet PC use and ownership.
The results are clear. Country Music fans are tech savvy and actively engaged when it comes to cell phones. Ninety-six percent of Country Music fans own a cell phone and they consider it an important part of their lives. Sixty-nine percent report unlimited texting as the most important plan feature, with 58 percent citing Internet access
Country fans use their phones to stay connected with family and friends on social networks and are increasing embracing Twitter as a communication vehicle. Each week, 55 percent visit Facebook and 25 percent visit Twitter.
Both high-speed Internet service and subscription-service television are almost universally reported as fixtures in the Country Music fan household.
- 96 percent of Country Music fans have high-speed Internet service in their household
- 92 percent have cable or satellite television
As with the U.S. population at large, Country fans are eager to utilize new tech devices.
- 17 percent of respondents own a tablet computer
- Amongst non-tablet owners, a full 18 percent plan to purchase one in the next 12 months, more than half of which (56 percent) plan to purchase an Apple iPad
"This is only the beginning of our plans," Donham said. "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. "
CMA's research reports are a benefit of CMA membership. The complete findings are available on CMA's members-only website at www.My.CMAworld.com/Research.
For information about becoming a member of CMA, please visit www.CMAworld.com/membership, or contact CMA's Membership Department at membership@CMAworld.com or (800) 788-3045.
More than 11,000 music industry professionals and companies around the globe are members of CMA. Formed in 1958 as the first trade association for a single genre of music, the organization's objectives are to serve as an educational and professional resource for the industry while advancing the growth of Country Music around the world. This is accomplished through CMA's strategic imperatives - CMA Music Festival and the companion CMA Music Festival television special; "Country Music's Biggest Night(tm)," the CMA Awards; and CMA's latest television venture "CMA Country Christmas." All of CMA's TV properties air on the ABC Television Network through 2021. For information about CMA visit www.CMAworld.com.