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Presentation (abridged) delivered by Kim Walker, CEO SILVER Group to the 2nd Southeast Asian iMedia Agency Summit held in Phuket, Thailand on October 5~7, 2009. Features information about the ageing consumer and their online habits.
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THEY’RE WEALTHY, WIRED AND RISING IN YOUR MARKETS NOW!!
iMedia Agency Summit Phuket 5-7 October 2009
www.silvergroup.asia
SELL
more things to the same people?
or
the same things to more people?
selling to older people
Population ageing is unprecedented,
a process without parallel in the history of humanity…
“Population ageing isunprecedented,
a process withoutparallel in the history
of humanity…”United Nations, World Population Ageing Report, 2007
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%
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
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
SPENDING POWERCOMPETITION
POPU
LATI
ON
GR
OW
TH
15~34
50+
35~490~14
Marketing 101
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
older but not old
and
not all the same
Who are they?
not all the same
demographics
culture
gender
attitudes
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
Older but not the same
Keeping up with new
technologies is important
to me
New technology
has had very little effect on
my life
I just don’t understand computers and new
technology 25-49 53.4 8.0 3.9 Carefree Ambitious
Extroverts 50-65 47.7 6.3 17.1
25-49 66.1 61.8 65.1 Conspicuous Consumers 50-65 84.9 68.8 66.5
25-49 14.5 31.3 6.4 Contented Nationalists 50-65 18.3 17.6 10.4
25-49 18.9 24.5 18.0 Stressed Loners 50-65 38.3 17.3 29.6
25-49 37.0 26.9 19.8 Sensible Aspirers 50-65 31.6 34.4 35.8
25-49 5.8 31.9 9.3 Quietly Contented 50-65 9.2 31.5 24.9
Silver3D Aus 2008
THE RISE OF THE SILVER SURFER
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
Who’s online in APAC?
Source: comScore Media Metrix, Aug 2009 Asia Pacific
18.5%
Annual GrowthUnique Visitor Growth
millions Asia Pacific
25.7% 20.7%
24.2%
18.4%
Source: comScore Media Metrix, Jan 2009 and Aug 2009 Asia Pacific
Growth in developed countriesPercent Internet Access Growth
Persons 55+ Year OldJan ‘09 vs. Aug ‘09
Asia Pacific
Source: comScore Media Metrix, Jan 2009 and Aug 2009 Asia Pacific
Regional Comp 7.3%
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
What are they looking at?1. Pharmacy2. Retail – Food3. Consumer goods4. Sports/Outdoor5. ISP6. Retail/Movies7. Incentives8. Fragrance/cosmetics9. Car rental10. Weather
Source: comScore Media Metrix, Aug 2009 Asia Pacific Roll-Up
55+ Dominate Online GamingAverage Monthly Minutes Playing Online Gaming
55+ Year Old - Asia Pacific RegionAugust, 2009
Source: comScore Media Metrix, Aug 2009 Asia Pacific Roll-Up
Mon
thly
Min
utes
Casual, Infectious Gaming
Unique Visitors (x000)
Top Online Games55+ Year Olds – Asia Pacific Region
August, 2009
Source: comScore Media Metrix, Aug 2009 Asia Pacific Roll-Up
Web use
1. EDUCATION2. INCOME
3.AGE4. WEB ACTIVITY5. GEOGRAPHY
they’re wealthythey’re wired
and they’re rising in your markets now!!
is age important?
YES
NO
Physiological ageing
Web design
OLDER HANDS OLDER EYES OLDER MINDS
• Baidu is China’s biggest search portal• 123Baidu launched in April 2009• Developed by 30 engineers over 6 moths• Based on frequently visited websites among older surfers
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
http://silvergroup.asia/blog
Asian Seniors Logging OnUsing Twitter to capture the "Memories" of One Million People
Older Users Drive Twitter's SuccessHong Kong to launch portal for seniors
Boomer Business Fails On a Fundamental14% of online gamers are 50-plus
Online Commerce Growth Fuelled By 65+10 reasons why the internet is great for older people
India's seniors get bloggingChina's Biadu Makes Search Easier for Seniors
PHYSICAL
SENSORY
COGNITIVE
PRODUCT
RETAIL
ONLINE
COMMUNICATIONS
SALES SUPPORT
CONSUMER EXPERIENCE EFFECTS OF AGEING
AUDITTM
BUSINESS STRATEGY
Methodical assessment of age-readiness
Explore / Research Deciding / Shopping
Preparing for consumption
Consuming
Post‐ Consumption
Need trigger
Product usability
Mapping the Experience
Online usabilityCall centre
Retail experience
Flavour, texture
Cognitive dissonance AUDITTM
SilverAudit
Sophisticated, web based toolCan measure over 150 touch-points against 16 effects of ageing (up to 2,400 data points)Provides comments and photo reference where possibleOverall score by ‘Consumer Experience’ by ‘Ageing Effects’and ‘Overall’ determines age readinessPractical recommendations to improve score in future
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
huge, untapped opportunityolder but not the same
they’re wealthy, wired and rising in your markets now!!
http://www.silvergroup.asiahttp://www.silvergroup.asia/blog
Connecting you to the 50+ market