Silver Age
21
Connecting you to the 50+ market EXCITING BUSINESS ABOUT THE SILVER MARKET
description
Presentation delivered to Asian Gerontology Experience (AGE) in Singapore on October 2nd, 2009
Transcript of Silver Age
Connecting you to the 50+ market
EXCITING BUSINESS ABOUT
THE SILVER MARKET
is
APATHY
ENEMYthe
“MY PERFORMANCE IS MEASURED
EVERY 3 MONTHS.THE AGEING
MARKET CAN WAIT”
training workshop
the ageing market is important
the ageing market is different
how to make money now
SELL
more things to the same people?
or
the same things to more people?
ageing
50+ share of spend
USA:
80% - luxury travel74% - prescription drugs51% - OTC drugs60% - healthcare spending41% - new cars25% - toys$7 billion online sales annually
EUROPE:
45% - new cars & 80% top range50% - face care/cosmetics55% - coffee50% - mineral waters50% - food oils (60% olive oils)40% - yogurts & dairy products35% - travel, 80% cruises
not all the same
demographics
culture
gender
attitudes
How to connect with the 50+ market?
1 universal design
2 ageless marketing
3 inclusive communications
Explore / Research Deciding / Shopping
Preparing for consumption
Consuming
Post‐ Consumption
Product Experience Journey PAIN POINTS
Need trigger
Product usability
Mapping the Experience
Online usabilityCall centre
Retail experience
Flavour, texture
Cognitive dissonance
PHYSICAL
SENSORY
COGNITIVE
PRODUCT
RETAIL
ONLINE
COMMUNICATIONS
SALES SUPPORT
CONSUMER EXPERIENCE EFFECTS OF AGEING
AUDITTM
BUSINESS STRATEGY
understanding the 50+ market
1 SilverPoll
2 Silver3D
3 SilverOnline
SilverPoll™online research panel
eight million 50+ online users in the regionenables effective and efficient research among
50+ online communities
SingaporeJapanIndiaHong KongChinaAustralia
40,0032,01137,12332,1093,55355,332
TOTAL = 170,131
DenialHow do you think, feel and behave relative to your actual age?
0%
20%
40%
60%
80%
100%
Austra
lia
China
India
Japa
nSing
apore HK
Same or older5 years or more younger
SilverPoll™ Jan 2009
How do you think, feel and behave relative to your actual age?
Culture clashFamily welfare remains priority
0%
20%
40%
60%
80%
100%
Australia
China
India
Japan
Singapore
HK
Agree
Disagree
“Even in retirement my first priority will be to ensure the welfare of my family”SilverPoll™ Jan 2009
Silver3D™
Compares 50+ market with younger cohorts:• Lifestage and Demographics• Attitudinal profiling • Behavioural profiling• China, Hong Kong, Singapore, Japan,
Australia
Silver3D - Singapore
51%
61%
68%
55%
65%
71%
56%
43%
Don't follow newtrends easily
Always read details onproduct labels
When I find a brand Ilike I tend to stay with
it
Sometimes buy aproduct due to good
advertising
25‐44 45‐542
Attitudes - Japan
0% 10% 20% 30% 40% 50% 60%
To Build Up My Body For Health
Very Afraid Of Physical Decline
Very Conscious Of MyAppearance
Always Confident
Active
Satisfied With What I Am
Dont Spend Time OnAppearance
Choose The Cheapest
Sporty & Energetic
Dont Know What I Want To Do
Think I Am Not Very Happy
Always Want To Attract Attention
12-2930-4950+
Silver3D - Japan
Online
Regional Average: 7.8%
Composition of Persons 55+ Years OldAccessing the Internet By Country
January, 2009
Source: comScore Media Metrix, Jan 2009 Asia Pacific
http://www.silvergroup.asiahttp://www.silvergroup.asia/blog
Connecting you to the 50+ market
