Playground  Sessions  Audience  Insights  Melinda  Flores,  Associate  Director  of  Content  Strategy  Havas  Worldwide  

What  young  adults  are  saying  

What  adults  are  saying  

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    

Is  this  a  problem?  

Don’t  forget  Gen  X/Boomers  

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]  

 

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