New Fender Study Shows That Women Account for Half of Emerging Guitar Market

Fender today released a study showing that women account for 50 percent of all beginner and aspirational players, and define the emerging guitar market. Additionally, according to the report, titled “Illuminating the State of Today’s Guitar Players,” both African-American and Hispanic consumers now represent a significant and growing share of new players: African-Americans account for 19 percent of aspirational players, while Latin players make up 25 percent of beginners.

The study, undertaken in conjunction with consultancy firm Egg Strategy and Daniel Levitin, an award-winning neuroscientist, musician, record producer and artist, also found that 72 percent of respondents picked up guitar for the first time to gain a life skill or as a means of self-betterment; that 42 percent of responders said they viewed guitar as part of their identity; and that beginning and aspirational players ranked online, video-based tutorials as the “most-effective resource to learn guitar,” even over private lessons.

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Richard Bienstock

Rich is the co-author of the best-selling Nöthin' But a Good Time: The Uncensored History of the '80s Hard Rock Explosion. He is also a recording and performing musician, and a former editor of Guitar World magazine and executive editor of Guitar Aficionado magazine. He has authored several additional books, among them Kurt Cobain: Montage of Heck, the companion to the documentary of the same name.