O'Malley to Spotlight Twitter During Presentation
The final agenda is set for the four hour special event put on by Jaye Albright, Mike O'Malley and Becky Brenner. The presentation called "Roadmap Study 2013" is held the day before the Country Radio Seminar begins in Nashville next week. "Roadmap Study 2013" is an online perceptual study of country radio listeners, done in over 90 markets, across the United States and Canada. Mike O'Malley reveals some of the findings from the study.
“There was a significant increase among country users in the reported daily use of Twitter compared to last year. While daily Facebook usage which was also up from last year still dwarfs daily Twitter usage, the overall number of respondents saying they use Twitter to any degree in the past 30 days increased by roughly 20% from last year. We also saw a rise in the percent of listeners who are either fans of a station on Facebook or who follow a station on Twitter as well as an increase in the percent of listeners interacting with stations on both Facebook and Twitter.”
According to O’Malley, “The “Late Millennial Stars” was again the largest music cluster in terms of ‘Like A Lot,” however there were changes in the ranks of the remaining three Millennial clusters we tested. Plus there are changes in the gaps between each of the clusters. There is also some very interesting data on how these listeners feel about today’s country in general from a better-worse perspective as well as artist discovery both in terms of the discover medium as well as what artists the panelists say they have discovered in the past 12 months.”