Country Fans Still Slow On The Digital Uptake
From this post at Music Row:
Based upon the numbers country consumers are still only downloading about 7.5% of their country album purchases compared with about 17% for overall music.
Country sales are falling just like the sales of other genres. It could because of the drop in CD shelf space. But that would increase digital's share of total sales. That share would be even higher if people chose digital albums over CDs, but at 7.5% it doesn't appear too much substitution is going on.
Another suspect is country's current releases. As the post points out, the top 75 country albums sold 294,065 units last week. Two Taylor Swift albums account for 26.2% of top 75 sales. That leaves 217,083 for the other 73 titles -- an average of only 2,974 per title. But the release schedule explains total sales and not the digital share.
Can country's digital woes be attributed to the choice of singles over albums? I'd need to see the track download charts to know, but that would be a logical conclusion. The other obvious conclusion is that country fans are late adopters. They listen to the radio, watch videos on CMT and GAC, and buy CDs from chain stores. Their slow digital uptake is the reason Nashville should worry so much about having so many eggs in so few retail baskets.
(Take out Taylor Swift's crossover sales and you get an even lower and more representative picture of country fans' digital involvement.)
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