They also prefer to buy instruments online
According to Rolling Stone , a study conducted this week by Fender, a stringed instrument manufacturer, confirmed that 50% of beginner musicians are women. Furthermore, the study also found that they prefer to buy instruments online for fear of intimidation or to avoid dealing with salespeople.
This information led to new marketing and service strategies for the company, with greater communication with the female audience. Regarding the information, CEO Andy Mooney stated to the magazine:
“There was a belief known as the 'Taylor Swift factor,' which perhaps made the 50% figure inaccurate. But it is. Taylor Swift doesn't even play guitar on stage as much anymore, but young women still account for half of guitar and bass sales. It's a worldwide phenomenon.”
The study also analyzed the motivations of beginning musicians, with 72% choosing to play an instrument to gain a life skill and 61% simply wanting to learn to play music they enjoy rather than aiming for a musical career. 42% of beginners see the instrument as a part of their identity.
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