Women make up half of Fender’s customer base, according to an updated study of guitar players in the US and UK.
The study, in collaboration with Egg Consultancy, found some other interesting statistics too; for instance, 72 percent of guitarists begin playing to gain a life skill or improve themselves, and 61 percent just want to learn to play by themselves or with friends and family, rather than as part of a dream to get rich and famous. And 42 percent see the guitar as part of their identity.
The study added UK data to a similar study conducted in the USA three years ago which yielded a very similar result and which led to Fender rethinking its marketing strategy to cater more directly to its diversified customer base.
“The fact that 50 percent of new guitar buyers in the U.K. were women was a surprise to the U.K. team, but it’s identical to what’s happening in the U.S.,” Fender CEO Andy Mooney told Rolling Stone magazine. “There was also belief about what people referred to as the ‘Taylor Swift factor’ maybe making the 50 percent number short-term and aberrational. In fact, it’s not. Taylor has moved on, I think playing less guitar on stage than she has in the past. But young women are still driving 50 percent of new guitar sales. So the phenomenon seems like it’s got legs, and it’s happening worldwide.”