Audience insights mf
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Playground Sessions Audience Insights Melinda Flores, Associate Director of Content Strategy Havas Worldwide
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What young adults are saying
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What adults are saying
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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
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Is this a problem?
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Don’t forget Gen X/Boomers
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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]
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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