June 1, 2021, Issue 758
Gen Z: Country’s Next Generation
Demographically, Gen X and Millennials comprise most of the Country format’s 25-54 core, but Generation Z – born between 1996 and 2012 – are on the doorstep. Gen Z’s oldest members turn 25 this year and, as that 20% segment of the total population ages in, Gen X will be transitioning out. Understanding this potential disruption will be critical to the format and genre as a whole. A consumer study by Actionable Insights Group (AIG) offers insight into generational differences with – hint – good and bad news on the horizon. Data Day: AIG collected data from 11,400 people nationwide, all of whom self-identified as weekly media consumers. The sample included 60% female participants and 40% male, with approximately 45% Gen Z, 20% Millennials (ages 26 to 41), 20% Generation X (42 to 60) and 15% Baby Boomers (ages 61 to 76). Although Gen Z could range in age from 9 to 25, the Gen Z sample of approximately 5,100 participants in this study was limited to media consumers ages 14 to 25. Respondents were from major (32%), large (15%), medium (16%) and small (37%) media markets. First, the good news. A greater percentage of Gen Z consume audio on a monthly, weekly and daily basis than prior generations, and there is a consistent negative relationship between age and the percentage of the generation consuming audio. As age increases, audio consumption decreases. (See chart on page 10.) Looking at listening patterns, a greater percentage of Gen Z consume audio between 9am and midnight than do their counterparts; however, Millennials and Gen X report higher audio consumption between 5am and 9am, whereas a larger percentage of Boomers consume audio during the overnight hours. (See chart on page 10.) Break The Change: While Gen Z shows a higher propensity for consumption, how they are listening varies greatly from older generations. Though a similar percentage of all four generations consume audio while driving or riding in a vehicle, a greater share of Gen Z consume audio while exercising, getting ready for the day, working, and during free time than previous generations. Despite this tendency to listen longer (continued on page 8)
Spring Break: Warner/WAR’s Chris Janson (front c) with KCCY/Colorado Springs’ Shawn Patrick (front l), Colorado Switchbacks’ Derek Hanson and contest winners at a pre-show soundcheck party.
Old Dominion Snaps Back To Touring
Days after the biggest add date of their career (“I Was On A Boat That Day”), Arista’s Old Dominion launched one of the first post-pandemic tours at Choctaw Casino & Resort in Durant, OK. KITX/Hugo, OK GM/PD Will Payne was in the house and agreed to double as Country Aircheck’s correspondent. With no support artists on the bill, Old Dominion kicked off with “a dark entrance right into ‘Snapback,’” Payne says, Old Dominion noting lead singer Matthew Ramsey primed the crowd by saying, “’Are you ready? It’s so good to be back!” That was followed with “Hotel Key,” when Payne says, “The bass kicked in and confetti from 2019 fell from the rafters. It was awesome. “You could tell [Ramsey] was moving slower than normal,” Payne says, noting the singer’s recent fall from a ladder. “At times you could see him wince, but he held in there well.” The band took
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