New Research: Country Music Fans are Logging-on For Digital Downloads and Holiday Shopping Scott Frans December 6, 2012 CMA Research Study Examines Holiday Activities, Shopping Outlets, and Top Gifts Among Country Consumers NASHVILLE – Recent CMA research shows that Country Music fans are embracing the holidays with plans to engage in several seasonal traditions, including the use of modern technology. Holiday entertaining expenditures are expected to be strong with nearly half of Country Music fans planning to host a holiday party in their home; just as many plan on going to the movies to take in a new holiday release. When it comes to music, 41 percent of County Music fans plan to purchase or download holiday music CDs to compliment their holiday celebrating. CD/DVDs are among the top three gifts for giving this year, with roughly three in four (72 percent) Country Music fans considering purchasing and giving Country Music as a gift. This year Country Music fans will take to the Internet to purchase gifts. Eighty-three percent plan to shop online, which is slightly less than the percentage of those planning to shop traditional brick-and-mortar retailers (93 percent). Among Smartphone owners, eight out of 10 will shop and do product and price comparisons using their Smartphone. Top stores for holiday shopping include WalMart, Target, Best Buy, Kohl’s, and Macy’s. Popular online retailers include Amazon and eBay, as well as online sites for the previously mentioned retail stores. The survey was conducted online with respondents ages 18+ from the CMA Insider Fan Panel, a group of more than 13,000 Country Music fans recruited from various industry and consumer sources. The make-up of the CMA Insider Fan Panel includes adults from all demographic groups. Results of this panel research are not projectable to the overall U.S. population. CMA’s research reports are a benefit of CMA membership. The complete findings of this and previous studies are available on CMA’s members-only website at My.CMAworld.com/Research. For information about becoming a member of CMA, please visit CMAworld.com/membership, or contact CMA’s Membership Department at membership@CMAworld.com or (800) 788-3045.