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.