Marketing to the Ageing Consumer

Dick Stroud

16th April 2013

Lots to say

35 mins

www.20plus30.com/BA2013

Objective of the session

Book selling Population ageing

BA Conference Harrogate

Average number books bought, 2006

2  

6  

7  8  

11  

9  

Ave  6.6  

Books & the Consumer (BML/TNS)

8

11 9

% buying books (2011)

0 20 40 60 80

13-24

25-34

35-44

45-54

55-64

65-79

Males

Females

Books & Consumers © Bowker Market Research

* * *

Free e-books (2012)

28%

15%

21%

22%

14% 55+

45-54

35-44

25-34

18-24

* Australia Brazil France Germany India Japan S. Korea Spain USA

UK

*

Paid e-books (2012)

33%  

19%  20%  

19%  

10%  55+

45-54

35-44

25-34

18-24

* Australia Brazil France Germany India Japan S. Korea Spain USA

UK

*

E-book buyer profiles - March 2012

0

20

40

60

80

100

16-24 25-34 35-44 45-54 55+

43 35

30 26

20

34 38 36

31 24

%  

Bought in last 6 months Likely to buy in next 6 months

Base:  All  adults      Source:  Understanding  the  Digital  Consumer  March  2012  

Books & Consumers © Bowker Market Research

UK Demographics

+ 4 million

UK wealth distribution

30%

Share of income

High wealth 50+

Income +Assets

Postal Areas

‘ultra-­‐fragmentaGon’  

£100,000+  savings  17%  

<£2,000  savings  29%  

Standard of living Happiness

Health

Quality of life Index

50-54 60-64 65-69 70-74 75+ 55-59

2  0  -­‐2  -­‐4  -­‐6  -­‐8  -­‐10  -­‐12  

50-54 60-64 65-69 70-74 75+ 55-59

long-term unemployment

final salary pensions higher

debt levels

2  0  -­‐2  -­‐4  -­‐6  -­‐8  -­‐10  -­‐12  

è  sandwich generationç

AB C1 C2 DE

Standard of living

Health

Happiness

2  0  -­‐2  -­‐4  -­‐6  -­‐8  -­‐10  -­‐14  -­‐16  -­‐20  

Quality of life Index

<30% of age group

older

higher socio-economic

prosperity  

Complex Bunch

Equally Complex Bunch

Age

Wealth

Education Sexuality

Physiological ageing

Senses Body Mind

Eyesight  

Touch  

Hearing  

Smell  

Taste   Complexity  

Comprehension  

Muscle  Strength  

Dexterity  

Hair  Flexibility  

Weight  &  Body  Size  

DigesGon  

Urinary  

Skin  

Menopause  

Dental  

Sexual        

 

25 types

Communications

Support

Product

Online Retail

➟  Graphics

➟  Handling

➟  Comprehension

➟  Opening/Closing

➟  Text

Assembly

Design

Packaging

Pricing

Warranty

Communications

Support

Product

Online

Retail

Senses Body Mind

Eyesight

Touch

Hearing

Smell

Taste Complexity

Comprehension

Muscle Strength

Dexterity

Flexibility

Weight & Body Size

Skin

Communications

Support

Product

Online Retail

Senses Body Mind

Eyesight

Touch

Hearing

Smell

Taste Complexity

Comprehension

Muscle Strength

Dexterity

Flexibility

Weight & Body Size

Skin

Communications

Support

Product

Online Retail

35% of adult population > 55 55+ will account for 90% of population growth

2 Bookstores  

Other observations

•  Large children’s play area

•  6 seats in the store – none together

•  No reading aids products for older customers

•  Books on age related issues

•  Ageing = 5 •  Alzheimer's / Dementia = 4 •  Retirement finance = 2 •  Care = 0 •  Wellness = 0

25 effects of ageing X

200 touchpoints X

Age/Client Weighting

Touchpoints

Ageing Factors

Database

Engine

Interface

Communications 4.7

Online 4.1

Product 4.0

Retail 4.4

Phone 4.6

AF Score = 4.4

The recession has (is) changing the fabric of the market ✔  

Essential to evaluate the complete customer journey ✔  

The devil is in the detail – numerous 1% improvements ✔  

Age-friendly touchpoints are the foundation of all marketing ✔  

Thanks for listening!

www.20plus30.com/BA2013

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www.the50plusmarket.com

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