Silver Group Asia Products Services

8/9/2019 Silver Group Asia Products Services

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Connecting you to the 50+ market

EX CITING

B U SI N ESS A B OU T

T H E SI L V ER

M A R K E T


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isA PAT H Y

ENEMY

the


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M Y PERFORM A N CE

I S M EA SU REDEV ERY 3 M ON T H S.

T H E A GEI N G

M A RK ET CA N WA I T


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training workshop

the ageing market is important

the ageing market is different

how to make money now


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SELL

more things to the same people?

or

the same things to more people?


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ageing


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50+ share of spendUSA:

80% - luxury travel74% - prescription drugs

51% - OTC drugs60% - healthcare spending41% - new cars

25% - toys$7 billion online sales annually

EUROPE:

45% - new cars & 80% toprange

50% - face care/cosmetics55% - coffee50% - mineral waters50% - food oils (60% oliveoils)40% - yogurts & dairyproducts

35% - travel, 80% cruises


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not all the same

demographics

culture

gender

attitudes


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How to connect with the 50+ market?

1 universal design

2 ageless marketing

3 inclusive communications


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Explore / Research Deciding / Shopping

Preparing for consumption

Consuming

Post Consumption

Product Experience Journey PAIN POINTS

Need trigger

Product usability

Mapping the ExperienceOnline usability

Call centre

Retail experience

Flavour, texture

Cognitive dissonance


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PHYSICAL

SENSORY

COGNITIVE

PRODUCT

RETAIL

ONLINE

COMMUNICATIONS

SALES SUPPORT

CON SU M ER EX PERI EN CE EFFECT S OF A GEI N G

AUDITTM

BU SINESS STRATEGY


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understanding the 50+ market

1 SilverPoll

2 Silver3D

3 SilverOnline


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SilverPoll

online research panel

eight million 50+ online users in the regionenables effective and efficient research among50+ online communities

SingaporeJapanIndiaHong KongChinaAustralia

40,0032,011

37,12332,1093,553

55,332

TOTAL = 170,131


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DenialHow do you think, feel and behave relative to your actual age?

0%

20%

40%

60%

80%

100%

A u s

t r a l i a

C h i n a I n d

i a J a

p a n

S i n g a

p o r e H K

Same or older5 years or more younger

SilverPoll Jan 2009

How do you think, feel and behave relative to your actual age?


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Culture clashFamily welfare remains priority

0%

20%

40%

60%

80%

100%

A u s t r a l i a

C h i n a I n d i a

J a p a n S i n g a p o r e

H K

Agree

Disagree

Even in retirement my first priority will be to ensure the welfare of my family SilverPoll Jan 2009


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Silver3D

Compares 50+ market with younger cohorts: Lifestage and Demographics Attitudinal profiling

Behavioural profiling China, Hong Kong, Singapore, Japan,

Australia


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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


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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


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Connecting you to the 50+ market
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Silver Group Asia Products Services

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