4. Audience
Insights
• Facebook
“likes”
age
13-‐17
for
Playground
Sessions
• American
Idol,
The
Voice,
Guitar
Hero,
America’s
Got
Talent,
Guitar
Hero,
Guitar
Center,
Best
Buy
and
Alicia
Keys
are
all
“liked”
by
Facebook
users
age
18-‐24
• “How
to
play”
kills
“learn
to
play”
in
search
terms
• “How
to
play”
certain
songs
is
a
big
search
function
on
YouTube
and
mentioned
often
on
facebook
• Across
all
channels,
people
mention
wanting
to
learn
to
play
guitar/piano
are
also
mentioning
favorite
songs
and
bands
• Buying
behavior
for
pianos,
guitars
happens
at
the
end
of
the
year
7. Don’t
forget
Gen
X/Boomers
• People
under
age
50
and
those
with
at
least
some
college
education
are
the
most
likely
to
have
taken
classes
online.
• On
any
given
day,
1%
of
Internet
users
are
taking
a
class
online.
That
amounts
to
about
one
million
adults.
[source:
PEW
Internet
Reports]
• Quincy
Jones’
demographic
is
25-‐44
years
old
• 25-‐34
year
olds
spend
around
$759/year
on
education;
$953
for
35-‐44
year
olds
[Source:
US
Department
of
Labor,
Bureau
of
Labor
Statistics,
Consumer
Expenditure
Survey,
2008]
• From
1990
to
2010,
education
expenditures
increased
the
most
—
by
80%
for
45-‐54
year
olds
and
22
%
for
55-‐64
year
olds
[Source:
Na,onal
Center
for
Policy
Analysis]
8. Key
takeaways
• People
enjoy
learning
guitar/piano
during
winter
(may
receive
these
items
as
a
present
for
the
holidays)
• People
are
often
compelled
to
learn
a
certain
favorite
song
• Online
tutorials/info
abound;
less
about
learning
how
to
read
music
and
more
about
how
to
play
a
speciHic
piece
• Messaging
should
stress
usability/accessibility
over
education—
about
tutorials,
rather
than
lessons,
with
a
certain
objective
in
mind
• People
mention
having
guitars
lying
around
the
house;
piano
is
more
of
a
purchase
decision/commitment,
although
piano
apps
may
mitigate
this
• As
Baby
Boomers
enter
retirement,
they
are
picking
up
hobbies,
including
musical
instruments—they’re
web-‐savvy
with
time
on
their
hands