Audience Insights for Playground Sessions Skillshare class.

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

2. What
young
adults
are
saying

3. What
adults
are
saying

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

5. Is
this
a
problem?

6. Don’t
forget
Gen
X/Boomers

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