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#MeettheMillennials FOR RELEASE

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by

Megan Lazovick

on 1 April 2015

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Transcript of #MeettheMillennials FOR RELEASE

#BeMyFilter
#LocalRules
#RecognizeDiversity
#Connect
#DoGood
#MeetTheMillennials
Methodology:
Edison Research conducted a national online survey of 1550 respondents age 12-34 in November 2013

We followed with in-person interviews of Millennials who listen frequently to Country
music in cities around the country
device ownerSHIP:
80%
Computer
Smartphone
Television
555-555-5555
95%
Tablet
91%
44%
55%
63%
71%
Cell phone
any kind of
555-555-5555
Game console
internet-connected
Mp3 player
internet-connected
Look at what's competing for their time!
79%
FACEBOOK
43%
twitter
42%
instagram
26%
snapchat
36%
pinterest
24%
TUMBLR
24%
vine
24%
linked in
11%
Pheed
16%
ask.fm
15%
oovoo
16% kik
45%
skype
36%
google+
You listen to local FM radio stations in order to
You listen to local FM radio stations in order to
When in the car you find the
easiest thing
to listen to is local FM radio
You listen to local FM radio stations in order to find out about things going on in your community
68%
agree
87%
agree
78%
agree
86%
agree
hear your favorite songs
discover new songs
Base: Ever listen to traditional or streamed FM radio; expressing an opinion
Base: Ever listen to traditional or streamed FM radio; expressing an opinion
Base: Ever listen to traditional or streamed FM radio; expressing an opinion
Base: Ever listen to traditional or streamed FM radio; expressing an opinion
Why Listen?
is Important to
Keeping up-to-date with music
89% of Millennials
One-third of Millennial Country fans live in cities
#BeMyFilter
#DoGood
Country Fans'
Top Rated
Artists

Carrie Underwood
Tim McGraw
Blake Shelton
Only 23% Millennial Country fans are "socially conservative"
Report CARD
Room for improvement
www.yourstation.com
You enjoy hearing personalities and DJs along with the music on local FM radio stations
78%
agree
Base: Ever listen to traditional or streamed FM radio; expressing an opinion
Why Listen?
You listen to local FM radio stations in order to discover
what the popular songs are
80%
agree
Base: Ever listen to traditional or streamed FM radio; expressing an opinion
Country Fans'
Favorite
Artists
Baby Boomers
Generation X
Millennials
Country is #1: 18-34
12%
12-24
27%
2000:
Listen to Country
How can Country Radio continue to be the way Millennials find their Country music?
Why listen to FM radio?
Who are your favorite artists/musical groups?
How important is FM radio in your life?
What if your favorite Country station went off the air?
What is the soundtrack to your life right now?
12-34
18-34
Millennials who
80%
84%
2020: 46% of the workforce will be Millennials
us census estimate
of the 25-54 demographic is
already
made up of Millennials




Commerce and Conscience

More than half of college students believe that companies, not politicians, will change the world


How important to you are each of the following characteristics in a brand?
#1 Make sure Millennials know about the good you're doing
(Artists with highest positive rating)
Brad Paisley
Luke Bryan
Jason Aldean
Miranda Lambert
Toby Keith
Rascal Flatts
Keith Urban
Taylor Swift
Luke Bryan
Blake Shelton
(Fans asked to list five favorite musical acts or groups)
Jason Aldean
Carrie Underwood
Katy Perry
Miley Cyrus
One Direction
On average, Country fans use 5.0
different
social networks
Radio
in the home
90%
Born 1946-1964
born 1965-1979
born 1980-2000
#1 Top 40
#2 Rhythmic Top 40
#3 AC
#4 Country
Fall 2010:
Fall 2011:
Fall 2012:
#1 Top 40
#2 Rhythmic Top 40

#3 Country
#1 Top 40
#2 Country
TODAY:
#2: 12-17
Arbitron/Nielsen ppm data
Persons 12-24
2013:
6%
12-24
12%
2000:
Favorite radio station
2013:
Source: Nielsen Audio
On average, Millennials use 4.4
different
social networks
#EasyButton
How often do you listen to Country?
All respondents listen to Country music "frequently"
Millennials'
Favorite
Artists
Katy Perry
Eminem
Lady Gaga
(Fans asked to list five favorite musical acts or groups)
Taylor Swift
Drake
Lil Wayne
One Direction
Beyoncé
Rihanna
Maroon 5/Adam Levine
Miranda Lambert
Maroon 5/Adam Levine
% Liking format (‘4’ or ‘5’ on a 5-point scale)
Country Fans' Music preference
Top 40
Hip-Hop/Rap
Alternative Rock
Classic Rock
R&B
Oldies
Soft Rock
Dance/Electronic
Hard Rock/Heavy Metal
Indie Rock
Classical
Contemporary Christian
5
4
Country fans like different genres, not ONLY Country
Millennial
Millennial
Millennial
TOMORROW @ 2:00 PM
CRS Research Follow-up:
Analysis and Interpretation
Rooms 204-205
Country fans like different artists, not ONLY Country artists
White
73%
Hispanic
14%
African-American
8%
Asian
3%
Other/refused
2%
Country Fans' Ethnicity:
Millennial
Frequently
Almost Never
Sometimes
29%
33%
38%
National Online Study:
Qualitative
interviews:
Country Fans
Millennial
Twitter
% of Millennials who have communicated with an FM radio station or one of its DJs or personalities using...
Millennials are blessed and cursed with so many options
They’re looking for filtered content
Big Brands are spending millions trying to be this filter
Country radio IS the filter for Country Music
Be the Awesome shop!
#BeMyFilter
#BeMyFilter
of college students
43%
say making the world a better place is more important than profit for business today
Source: MTVU/NYSE Movers and Changers Study 2011
Source: MTVU/NYSE Movers and Changers Study 2011
Ethical Practices
Alignment with social causes
Source: Cassandra Report 2012
39% 2007 61% 2012
51% 2007 71% 2012
#DoGood
#DoGood
#DoGood
of Millennials prefer buying local, even if these goods or services were more expensive than mass-market alternatives.
Source: Edelman Digital, 2012
40%
#LocalRules
Starbucks New Orleans
Starbucks Austin
opened December 2013
opened February 2014
#LocalRules
1. Play up your local roots
2. Think Starbucks, but everything
3. Give Millennials the “my”
around the music gets local
Country music feeling
Fiat
Social media has broken down the wall between corporations and consumers
#Connect
of Millennials say they feel a stronger connection to musicians who are open about who they are
say the more an artist shares online about themselves, the closer they feel to them
say it’s okay if an artist has some flaws; it makes them human and likeable
3/4
53%
91%
Source: MTV Music to the Power of M Study, January 2012
Source: MTV Music to the Power of M Study, January 2012
Source: MTV Music to the Power of M Study, January 2012
21%
21%
17%
26%
30%
Phone
Email
Text message
Facebook
"You would be very
disappointed if the FM
radio stations you listen
to no longer existed"
84%
Agree
"In the future, no one your age will listen to FM radio because everything will be on the Internet"
54%
Agree
33%
is Country:
music "Frequently":
own a smartphone:
#Connect
Share more!
1. Know your audience

They'll love you if you show you've taken the time to deeply understand them
2. Appeal to their diversity
You know them as Country fans
But they're so many other things too
#RecognizeDiversity
It's never been more important to play up your localness
#2 Provide opportunities to volunteer time, not just money
It's recognizing the diversity within each person
What's a Millennial approach?
@Meg_Laz
@JayneCharneski
Megan Lazovick
Jayne Charneski
Meet the Millennials
Do you ever listen to
Traditional FM Radio
89%
Internet Video Sites
83%
Personalized Online Radio
71%
Personal Audio Collection
83%
On-Demand Music
54%
Streamed FM Radio
61%
SiriusXM
49%
% saying yes
Base: Country Music Listeners who listen to [platform]
Country music on...
Full transcript