Financial Study

1. The Country Music Fan and Finances

2. THE STUDY METHODOLOGY
•Online survey conducted with a random sample of 1064 respondents age 18+ from the CMA Insider Fan Panel. This sample provides a margin or error of +/- 3.1% at the 95% confidence interval.
•The CMA Insider Fan Panel is a group of more than 13,000 Country Music fans recruited from various industry social nets and events. The panel allows ongoing opportunities to capture data to better understand the Country Music fan.
•Survey topics: - State of the current economy and personal finances - Credit cards and credit card usage - Sources for financial services and advice - Retirement plans - Insurance providers - Insurance motivators

3. THE RESPONDENTS
Gender
Female
78%
Male
22%
Relationship Status
Single, never married
28%
Married
54%
Divorced, widowed, separated
15%
Domestic Partnership
3%
Age
18-24
11%
25-34
14%
35-44
18%
45-54
30%
55-64
22%
65+
6%
18-34
25%
18-49
55%
25-54
61%
Average age:
45
Source: CMA Insider Proprietary Research, February 2012

4. Level of Education
Completed some high school
2%
High school graduate
19%
Trade/Technical School
5%
Completed some college
32%
College degree
31%
Completed some post graduate studies
11%
Household Income
Less than $30,000
21%
$30,000-$49,999
21%
$50,000-$74,999
23%
$75,000 +
35%
THE RESPONDENTS
Source: CMA Insider Proprietary Research, February 2012

5. Household financial situation as compared to one year ago
About the same
55%
Better off
12%
Expectations of household financial situation one year from now
About the same
54%
Better off
30%
With the current state of the US economy, Country fans are remaining positive with 68% describing their own personal finances as being fair or good.
Source: CMA Insider Proprietary Research, February 2012
THE COUNTRY FAN AND FINANCES

6. Source: CMA Insider Proprietary Research, February 2012 THE COUNTRY FAN AND SPENDING
Despite the state of the nation’s economy, Country Music fans plan to spend in the upcoming year.
Spending about
the same or planning Already
to spend more * spending more
Retirement fund 57% 15%
Paid Country Music downloads 53% 15%
Savings/Investments 52% 17%
Groceries 52% 25%
Paid digital downloads 49% 11%
Country Music concerts 48% 16%
Charities/Donations 46% 11%
What I spend on my children in general 45% 14%
Country Music CDs 43% 10% Country Music as gifts for others 40% 5%
Concerts in general 41% 11%
Travel 39% 17%
* This column includes the “already spending more” percentage to show current and future spending behavior of the Country Music fan.

7. Agree
I am happy to use the internet to carry out my day-to-day banking transactions
78%
I am better off having what I want now because you never know what tomorrow brings
54%
I recommend financial products I like to others
48%
I have no problem carrying out day-to-day banking transactions on my phone
42%
I read financial news or publications on a regular basis
39%
Investing for the chance of high return is a risk I’m willing to take
28%
Source: CMA Insider Proprietary Research, February 2012
THE COUNTRY FAN AND FINANCES

8. Source: CMA Insider Proprietary Research 87% of respondents own at least one credit card
78%
21%
55%
20%
62% of respondents own 2 or more credit cards
THE COUNTRY MUSIC FAN AND CREDIT CARDS

9. 35% of respondents use a credit card 6 or more times a month
It makes paying for the transaction easier
36%
I can pay over time
25%
I receive points per transaction for future use
25%
WHY? Source: CMA Insider Proprietary Research, February 2012
THE COUNTRY MUSIC FAN AND CREDIT CARDS

10. Top 5 attributes when selecting a credit card
Mean*
Interest Rate
4.24
Card that pays cash back
3.54
Card associated with loyalty program
3.16
Card that offers gasoline discounts
3.12
Card that offers exclusive opportunities to ticketed events
3.02
*on a scale of 1 to 5 with 1 being “not at all important” and 5 being “extremely important” COUNTRY MUSIC FANS AND CREDIT CARDS
72% of respondents are more inclined to use a credit card affiliated with a loyalty/rewards program.
Source: CMA Insider Proprietary Research, February 2012

11. Sources used for financial services/advice in the past 12 months
Friends/Family
40%
Financial Planner/Advisor/Broker
30%
Financial internet site
20%
Financial TV or radio show
18%
Financial newspaper/magazine
16% THE COUNTRY MUSIC FAN AND SOURCES FOR FINANCIAL SERVICES/ADVICE Source: CMA Insider Proprietary Research, February 2012

12. THE COUNTRY MUSIC FAN AND RETIREMENT PLANNING
8 out of 10 respondents are proactively planning for retirement
Tools used
Company-funded 401K or 403b
53%
Stocks & Bonds
31%
Traditional IRA
28%
Mutual Funds
23%
Roth IRA
15%
Source: CMA Insider Proprietary Research, February 2012

13. THE COUNTRY MUSIC FAN AND INSURANCE COVERAGE
Type of insurance respondents plan on shopping for within the next year
Automobile
32%
Health
20%
Homeowners
20%
Dental
16%
Life
15%
Renters
13%
Vision
13%
Prescription Drug
9%
Source: CMA Insider Proprietary Research, February 2012

14. Source: CMA Insider Proprietary Research, February 2012
THE COUNTRY MUSIC FAN AND INSURANCE MOTIVATORS
*on a scale of 1 to 5 with 1 being “not at all important” and 5 being “extremely important”
Key motivators when evaluating insurance
Mean*
Premiums/Rates
4.47
Coverage with unexpected expenses
4.45
Quality of customer service
4.38
Coverage options
4.36
Insurance that protects family
4.31
Ease of filing a claim
4.26
Reputation of company
4.25
Multi-policy discounts
3.96

15. KEY FINDINGS
•Despite the state of the nations current economy, Country Music fans are optimistic about the future and their household’s financial status in the upcoming year.
•Country Music fans are proactively planning for retirement.
•Country Music fans are more inclined to use a credit card associated with a loyalty program with exclusive access to ticketed events being among the top attributes.
•Country Music fans regularly utilize online & mobile technology to carry out day-to-day banking transactions.
•Country Music fans are more likely to make financial decisions based on advice from trusted sources such as family, friends, financial planners, brokers, and advisors.