Audio Manufacturers Need to Focus on Younger Consumers to Survive

Bob, thanks for describing me as a professional. Some days I wonder.

Clearly, I didn’t edit this article, Peter!

Amen Bob! The 25-40 year old demographic is key. Higher end audio sales can not rely on just the manufactures though, our CI dealers and retailers are going to have to drastically alter their business models in order to tap into the revival of interest in quality audio among this demographic. They are going to have to find some way of getting the product in front of the general public (who have never heard quality audio-and would love it) and not just the top 1-3 percent of the public which has always been considered their clients and as you say, are older now and do not have a lot of disposable income left.

Thanks Peter, I maybe it is a good thing Julie didn’t edit the story.

Hi Scott, I pointed the finger at manufacturers because I think we need more products that are price friendly to arm dealers. Dealers/custom installers need to be willing to demo these products to show they perform better than big-box store products.

Another key will be the long-term commitment of the manufacturing community to see this through. This will not be an instant fix kind of situation.

I concur with Scott. I see few “audiophiles” among the upcoming generation. Without good dealer demonstrations, this trend will continue. You only know what you’ve been exposed to. Sadly, the audio that most young adults know now is much less quality than the audio I knew 40 years ago.

i think introducing any child to music is a great thing….whichever medium…...its lets them express and move emotions when nothing else will.
  Someone stated that hi-end audio should be aimed at the younger population…which that may be all well and good,but the way i see it…...it takes a heavy bank account,and then some to acquire music components that truly bring music media to life.
    Only the silver-spooned would have any idea where i’m coming from,and thats my point.

We got the attendence for RMAF up 18%!! We also got a ton of young people in through the CanJam event.  Also: We reached out to the Beatport community - and, you forgot to mention AUDIOENGINE - who are reaching plenty of young people!

Ive literally grown up in Hifi (having worked for Harry Pearson at TAS, then the late, great Arif Mardin at Atlantic Records), and I’ve been writing about reaching a younger audience for YRS.  Just check out my “What is the Future of the High End, What;s Wrong With Us” Essay in Positive Feedback from 09:

http://www.positive-feedback.com/Issue45/future_highend.htm

I also covered RMAF in TheDailySwarm.com, one of the leading music news websites - so we reached a ton of young people there!!

Hi Michael, thanks for reading. There is a renewed interest in two-channel audio components, but most of the interest in the specialty/custom channels has been through the sales of components to older consumers. Rocky Mountain’s attendance may have been up 18 %, but even the show’s biggest supporters would have to admit most of the attendance was the boomer generation.

The industry collectively has to do a better job of educating young people who are buying gaming systems, Apple products and other electronics that the audio category offers a quality entertainment experience too.

Bob and All,
I think I have determined how to best reach this younger, interested population for our deserving audio manufacturers. The problem is that our traditional CI channel, Retailer or Internet Retailer may not be the right vehicle to deliver it to enough of the population. I think that to truly bring the experience, enjoyment and sales of quality audio gear up to it’s potential we might have to invent a new channel like how the Custom Integrator channel was birthed out of traditional 2-Channel shops years ago. This new channel could involve the CI channel but would not be dependent upon it. My problem is, to test my theory, I need capital which is a little hard to come by these days!

You may be right Scott. I think much of it starts with education to arm dealers with the knowledge to speak confidently about the topic with their clients. Manufacturers must provide their dealers with easy ways to demonstrate the products; education to execute the demonstrations and they must diversify their product lines to develop consumer loyalty. Just look at the auto industry or the music industry. People aspire to own a BMW and they know it’s the ultimate driving machine. They start in a 3 series and work their way up once they have the income to buy a 5 or 7 series. In the music industry even layman consumers know that Clapton, Hendrix, Beck and Cobain played Fender products. Fender offers a line of Mexican built products for affordable money and once consumers develop an affinity for their Fender guitars they step up into An American made unit or they go to the next level and buy a Custom Shop product.
We in CE have no mechanisms in place to build consumer loyalty. B&W and Paradigm are some of the few companies with diverse product lines (Entry level all the way up to pure high performance). B&W may be even rarer where through its association with musicians and the Apple Store may have some consumer recognition.