Canadian Music Trade - April-May 2022 - Page 27

HOW OFTEN DO YOU ENTER A MUSIC STORE ?
Multiple times a week
About once a week
Few times a month
About once a month
Every couple of months
Less often
HOW OFTEN DO YOU ESTIMATE YOU BUY SOMETHING WHEN YOU ENTER A MUSICAL INSTRUMENT STORE ?
Almost always
About ¾ of the time
About half the time
About ¼ of the time
Less often
HOW OFTEN DO YOU BROWSE AND RESEARCH INSTRUMENTS AND GEAR ONLINE ?
Daily
Multiple times a week
About once a week
Few times a month
About once a month
Every couple of months
Rarely or never
2 % 8 % 18 % 15 % 31 %
26 %
42 % 9 % 19 % 16 % 14 %
11 % 20 % 14 % 19 % 9 % 14 % 13 %
When it comes to what they love about their favourite music store , “ friendly and knowledgeable staff ” and “ the selection of instruments and gear ” were the most commonly cited traits , both being selected by more than 70 % of respondents ( they were allowed to choose more than one store trait ). Customer service and location were the next closest factors . Interestingly , the store ’ s design only matters to 16 % of respondents . Among the 4 % who also selected “ other ” and wrote in an unlisted reason , the rental department was the most added reason .
In terms of the type of MI store that the musicians prefer , the significant majority said they prefer a general MI store over a specialty shop , such as guitar- or drumfocused store , for example .
THINKING OF YOUR FAVOURITE MUSIC STORE ; WHAT MAKES IT SO ? ( SELECT ALL THAT APPLY )
Location
Store Design
Friendly & knowledgeable staff
The selection of instruments and gear
The prices
Sense of loyalty to the store
The customer service
Other
DO YOU PREFER GOING TO A GEN- ERAL MUSIC INSTRUMENT STORE ( E . G . LONG & MCQUADE ) OR A SPECIALTY STORE ( E . G . BOUTIQUE DRUM SHOP )?
Greatly prefer general MI stores
Somewhat prefer general MI stores
Somewhat prefer speciality stores
Greatly prefer specialty stores
63 % 16 % 75 % 71 % 40 % 36 % 62 % 4 %
36 % 39 % 18 % 8 %
When comparing their current shopping tendencies to that pre-pandemic , a little over 30 % say they ’ re now more likely to purchase small-tickets items like strings and drumsticks online , while 54 % they ’ re no more or less likely . 15 % say they ’ re now less likely to shop online for small items .
When it comes to more expensive items like a new instrument , nearly 60 % say their old tendency hasn ’ t changed , while only 16 % say they ’ re now more likely to make that big purchase online . Interestingly , onein-four say they ’ re now less likely to make that big purchase online .
AS COMPARED TO PRE-PANDEMIC , ARE YOU NOW MORE OR LESS LIKE- LY TO BUY SMALL-TICKET ITEMS ( PICKS , STRINGS , REEDS , DRUM- STICKS , ETC .) ONLINE ?
Much more likely Somewhat more likely No change Somewhat less likely Much less likely
AS COMPARED TO PRE-PANDEMIC , ARE YOU NOW MORE OR LESS LIKE- LY TO BUY BIG-TICKET ITEMS ( E . G . NEW INSTRUMENTS ) ONLINE ?
Much more likely
Somewhat more likely
No change
Somewhat less likely
Much less likely
Looking at music stores ’ social media presence , about 60 % of surveyed musicians report following at least one music retailer on social media . In terms of what they ’ re hoping to get out of MI retailers on social media , there wasn ’ t an overwhelming consensus , but the most commonly cited thing was “ info about new arrivals , sales , etc .” “ Instrument and gear demos ” and “ Educational content ” were the next most popular things .
Among those who wrote in an “ other ” reason , contests / product giveaways was the most common unlisted thing respondents were looking for from MI retailers on social media .
DO YOU FOLLOW ANY MUSIC INSTRUMENT STORES ON SOCIAL MEDIA ?
Yes 59 %
No
WHAT ARE YOU LOOKING FOR FROM A STORE ’ S SOCIAL MEDIA PRESENCE ? ( SELECT ALL THAT APPLY )
Info about new arrivals , sales , etc .
Instrument and gear demos
Educational content ( i . e . video tips & lessons )
Personal stories about staff and customers
Community engagement
Other
18 % 13 % 54 % 7 % 8 %
2 % 14 % 59 % 9 % 16 %
41 %
32 % 23 % 21 % 7 % 13 % 4 %
CANADIAN MUSIC TRADE 27