The Rise of the Silver Surfers

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©Silver Group 2009 www.silvergroup.asia THEY’RE WEALTHY, WIRED AND RISING IN YOUR MARKETS NOW!!

description

The baby boomer (50 Plus) population in Asia Pacific will grow by over 33% in the coming 10 years. They're wealthy and they're wired.This presentation features unique insights from Silver Group (www.silvergroup.asia) and internet usage data from ComScore.

Transcript of The Rise of the Silver Surfers

Page 1: The Rise of the Silver Surfers

©Silver Group 2009 www.silvergroup.asia

THEY’RE WEALTHY, WIRED AND RISING IN YOUR MARKETS NOW!!

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©Silver Group 2009 www.silvergroup.asia

Why are we here?

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SELL

more things to the same people?

or

the same things to more people?

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©Silver Group 2009 www.silvergroup.asia

Population ageing is unprecedented,

a process without parallel in the history of humanity…

“population ageing isunprecedented,

a process without parallelin the history of humanity…”

United Nations, World Population Ageing Report, 2007

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©Silver Group 2009 www.silvergroup.asia

50+ population share

36% 37%40%

46%41%

18% 18%

46%

37%

20%13%

21%

37% 37%

31%

39%35%

23%32%28%

36%39%

32%

15% 15%

43%

27%

15%11%

17%

27% 28%23%

35%31%

16%

AustraliaChina

FranceGermanyHong KongIndia

IndonesiaJapan

Korea

MalaysiaPakistanPhilippinesSingaporeTaiwanThailandUK USA

Vietnam

2008

2018

Data: Global Demographics

35%

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The only growing segment

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

0-14 15-34 35-49 50+

20082018

33.5%1.8%

0.9%-6.5%

* Aus, China, HK, India, Indon, Japan, Korea, Msia, Phils, Spore, Taiwan, Thai, Viet

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©Silver Group 2009 www.silvergroup.asia

US$2tr spending power

$1,963.9

$1,021.2

2005 2015

Affluent AsiaEmerging AsiaTOTAL

Affluent Asia: Japan, Korea, Taiwan, Singapore, AustraliaEmerging Asia: China, India, Thailand, Malaysia, Philippines

MasterCard Asia/Pacific

Retired (65+)US$ billions

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©Silver Group 2009 www.silvergroup.asia

SPENDING POWERCOMPETITION

POPU

LATI

ON

GR

OW

TH

15~34

50+

35~490~14

Marketing 101

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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

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©Silver Group 2009 www.silvergroup.asia

Who are they?

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older but not old

and

not all the same

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30 years young

PRERETIRE

ACTIVERETIRED

PASSIVERETIRED 80

0

50

30BABY CHILD ADOLESCENT

AGED

YOUNGADULT

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©Silver Group 2009 www.silvergroup.asia

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

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©Silver Group 2009 www.silvergroup.asia

Don’t call me ‘old’!

Most annoying things about ageing

Not having the physical energy

and strength of my youth

The difference between the

person I am, and the person I see in

the mirror

OthersNeeding reading

glasses

Get tired more easily

Being categorized as an old person

SilverPoll™ Jan 2009

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©Silver Group 2009 www.silvergroup.asia

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

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©Silver Group 2009 www.silvergroup.asia

THE RISE OF THE SILVER SURFER

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Spot the difference!?

Time Spent On Weekday - InternetNone (0)Less Than 15 Mins (7.5)15-30 Mins (22.5)30-60 Mins (45)1-2 Hours (90)2-4 Hours (180)4 Hours + (240)

Weekday Internet

Segments

Total Super Silvers 50-65 25-49

%

100

90

80

70

60

50

40

30

20

10

0

100

90

80

70

60

50

40

30

20

10

0

Autobase Off

41.9% 41.7%38.2%

7.5% 11.0%

7.7%

13.0%13.9%

13.8%

13.4%

13.6%

14.1%

12.8%11.2%

14.1%

5.1% 6.2%

6.3% 7.4% 5.8%

Silver3D

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Technology adoption19801980 19901990 20002000 20102010

TECHNOLOGY Personal Computer Internet Broadband Cloud

BOOMER AGE:GEN Y AGE:

16 ~ 340

26 ~ 440 ~ 7

36 ~ 543 ~ 17

46 ~ 6413 ~ 27

CULTURE PRODUCTIVITY CREATE FIND SHARE

WordPowerPoint

AdobeApple

Photoshop

GoogleiTuneseBay

FacebookMySpace

TwitterDe.lic.ious

FlickerWikipedia

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Who’s online in APAC?

Source: comScore Media Metrix, Jan 2009 Asia Pacific Roll-UpSource: comScore Media Metrix, Jan 2009 Asia Pacific Roll-Up and By Country Where Relevant

19.2%

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Steady GrowthUnique Visitor Growth

15-54 Year Old vs. 55+ Year OldAsia Pacific

37%

35%

Source: comScore Media Metrix, Jan 2009 Asia Pacific Roll-Up

Mill

ions

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Spending more time online

7%

Duration for 15-54 year oldsFlat to slight decline

Around1.5 hrs/day

Source: comScore Media Metrix, Jan 2009 Asia Pacific

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55+ by country

Regional Average: 7.8%

Composition of Persons 55+ Years OldAccessing the Internet By Country

January, 2009

Japan Up 3.7% ptsFrom YAG

Source: comScore Media Metrix, Jan 2009 Asia Pacific

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By genderGender Splits of Persons 55+ Years Old

By CountryJanuary, 2009

Source: comScore Media Metrix, Jan 2009 Asia Pacific

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What are they looking at?Composition Index By Genre of Content55+ Year Old - Asia PacificJan 2009

Source: comScore Media Metrix, Jan 2009 Asia Pacific

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#1 by country55+ January, 2009

New Zealand My lotto GamblingHong Kong Sohu General infoKorea allblog blog galleryTaiwan Libertytimes NewsMalaysia Metrolyrics Lyrics databaseJapan Mag2 General infoAustralia Real Streaming mediaSingapore Myflashbox Shout utilityChina eBay Buy/SellIndia State Bank Banking

Source: comScore Media Metrix, Jan 2009 Asia Pacific

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Web use

1. EDUCATION2. INCOME

3.AGE4. WEB ACTIVITY5. GEOGRAPHY

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©Silver Group 2009 www.silvergroup.asia

they’re wealthythey’re wired

and they’re rising in your markets now!!

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©Silver Group 2009 www.silvergroup.asia

is age important?

YES

NO

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©Silver Group 2009 www.silvergroup.asia

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Less likely to register

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Web 2.0 technologies

can distract the older user

AGE SENSITIVE

To create, refine and share info

Create a sense of community

NOT AGESENSITIVE

ARCHITECTURE Vs APPLICATIONS

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Web design

OLDER HANDS OLDER EYES OLDER MINDS

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©Silver Group 2009 www.silvergroup.asia

Soc net

16.5 million adults aged 55+ use social networkingFastest growing user segment on FacebookMySpace usage surge among the 55+

6.9 million usersAv. 204 minutes a month

One year since AARP.org launched its social networking platform

350,000 users1,700 groups (gardening to social activism)

Heaviest users of Second Life45+ spend 70.17 hrs.p.m1.2 million residents past 60 days

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how older people use websites is age related

what they use the web for might be age-related

importance of the web as a channel is not age-related

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©Silver Group 2009 www.silvergroup.asia

huge, untapped opportunityolder but not the same

they’re wealthy, wired and rising in your markets now!!

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©Silver Group 2009 www.silvergroup.asia

About Silver

Silver is Asia Pacific’s most insightfuland informed authority helping

businesses to leverage the rapidly growing 50+ segment

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©Silver Group 2009 www.silvergroup.asia

What we do

CONNECTADVISEINFORM

• SilverPoll •online survey

• Focus groups Silver3D

•attitudes & behaviours

• SilverAudit• Workshop session• Executive briefing• Training• Corporate strategy• Brand strategy

• Comms planning• Channel planning

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©Silver Group 2009 www.silvergroup.asia

SENSORY

PHYSIOLOGICAL

COGNITIVE

VOLUME/VALUEOPPORTUNITY/RISK

RESEARCHDATA

SALES TRACKING

MARKETING MIX PRODUCT/SERVICESALES CHANNELSCOMMUNICATIONS

TEAMATTITUDE

AWARENESS

AUDITTM

YOUR BUSINESS 13 EFFECTS OF AGE

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©Silver Group 2009 www.silvergroup.asia

ManagementKim Walker – Founder & CEO

30 years experience including APAC President& CEO of M&C Saatchi, APAC COO Carat Media

Brian Harrison – Partner, South East Asia Brian is a 40 year veteran of Ogilvy and Y&R. Worked in London, Toronto, Stockholm, New

York, and Denmark. Sweden, Ireland and Singapore (CEO of Y&R SEA)

Wendy Tso – Partner, China20 years experience in marketing, marketing communications and management in USA,

Singapore, PRC: HKSAR, Taiwan, Shanghai

P.V. Narayanamoorthy - Head of InsightsOver 30 years experience, he was formerly Strategic Resources Director and board member of

Carat APAC

David Lewnes – Partner, Healthcare & Wellness27 years in the healthcare business, the past 21 years of which have been in Asia including

Regional President for the Publicis Healthcare Communications Group

Chris Beaumont – Partner, Japan30 years experience across Asia Pacific both as a strategic planner and company CEO

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©Silver Group 2009 www.silvergroup.asia

Advisory BoardChristophe Bezu

CEO, Adidas Asia Pacific

Brent GreenOne of USA’s leading experts on 50 plus marketing

Dr. Yuwa Hedrick-WongChief Economic Advisor, MasterCard Worldwide. Adjunct Professor, School of Management, Fudan

University, Shanghai.

Dr. Yasuhiko KobayashiProfessor of Integrated Communication, Aoyama Gakuin University, Tokyo. President of Japan

Academy of Advertising and Director of Nikkei Advertising Research Institute.

Dr. Clint LaurentFounder, Global Demographics

Prof. David R. PhillipsChair Professor of Social Policy; Chair, Advisory Board and Founder Director, Asia-Pacific Institute of

Ageing Studies, Lingnan University, Hong Kong

Dick Stroud UK’s leading expert on 50 plus marketing

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“For age is opportunity no less than youth itself,

though in another dress….”

Henry Wadsworth Longfellow

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©Silver Group 2009 www.silvergroup.asia

http://www.silvergroup.asiahttp://www.silvergroup.asia/blog

mobile: +65 9155 5567email: [email protected]

skype: kim.walker

Connecting you to the 50+ market