Marketing to theAgeing ConsumerDick Stroud16th April 2013
Lots to say35 minswww.20plus30.com/BA2013
Objective of the sessionBook sellingPopulation ageing
BA Conference Harrogate
Average number books bought, 20062	  6	  7	  8	  11	  9	  Ave	  6.6	  Books & the Consumer (BML/TNS)8119
% buying books (2011)0 20 40 60 8013-2425-3435-4445-5455-6465-79MalesFemalesBooks & Consumers © Bowker Market Research***
Free e-books (2012)28%15%21%22%14% 55+45-5435-4425-3418-24*AustraliaBrazilFranceGermanyIndiaJapanS. KoreaSpainUSAUK*
Paid e-books (2012)33%	  19%	  20%	  19%	  10%	  55+45-5435-4425-3418-24*AustraliaBrazilFranceGermanyIndiaJapanS. KoreaSpa...
E-book buyer profiles - March 201202040608010016-24 25-34 35-44 45-54 55+43353026203438 363124%	  Bought in last 6 months ...
UK Demographics+ 4 million
UK wealth distribution
30%Share of income
High wealth 50+Income +AssetsPostal Areas
‘ultra-­‐fragmentaGon’	  
£100,000+	  savings	  17%	  <£2,000	  savings	  29%	  
Standard of living HappinessHealthQuality of life Index50-54	 60-64	 65-69	 70-74	 75+	55-59	2	  0	  -­‐2	  -­‐4	  -­‐6	  ...
50-54	 60-64	 65-69	 70-74	 75+	55-59	long-termunemploymentfinal salary pensionshigherdebt levels2	  0	  -­‐2	  -­‐4	  -­‐...
AB	 C1	 C2	 DE	Standard of livingHealthHappiness2	  0	  -­‐2	  -­‐4	  -­‐6	  -­‐8	  -­‐10	  -­‐14	  -­‐16	  -­‐20	  Qualit...
<30% of age groupolderhigher socio-economic
prosperity	  
Complex Bunch
Equally Complex Bunch
AgeWealthEducationSexuality
Physiological ageing
Senses BodyMindEyesight	  Touch	  Hearing	  Smell	  Taste	  Complexity	  Comprehension	  Muscle	  Strength	  Dexterity	  H...
CommunicationsSupportProductOnline Retail
➟  Graphics➟  Handling➟  Comprehension➟  Opening/Closing➟  TextAssemblyDesignPackagingPricingWarrantyCommunicationsSupport...
SensesBody MindEyesightTouchHearingSmellTaste ComplexityComprehensionMuscleStrengthDexterityFlexibilityWeight &Body SizeSkin
CommunicationsSupportProductOnline Retail
SensesBody MindEyesightTouchHearingSmellTaste ComplexityComprehensionMuscleStrengthDexterityFlexibilityWeight &Body SizeSkin
CommunicationsSupportProductOnline Retail
35% of adultpopulation > 5555+ will account for90% of populationgrowth2 Bookstores	  
Other observations•  Large children’s play area•  6 seats in the store – none together•  No reading aids products for olde...
25 effects of ageingX200 touchpointsXAge/Client Weighting
TouchpointsAgeing FactorsDatabaseEngine
Interface
Communications 4.7Online 4.1Product 4.0Retail 4.4Phone 4.6AF Score = 4.4
The recession has (is) changing the fabric ofthe market✔	  Essential to evaluate the complete customerjourney✔	  The devil...
Thanks for listening!www.20plus30.com/BA2013
Dick Strouddick@20plus30.comwww.20plus30.com@20plus30dickstrouddickstroudwww.the50plusmarket.comwww.age-friendly.com
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
2013 London Book Fair slides
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2013 London Book Fair slides

  1. 1. Marketing to theAgeing ConsumerDick Stroud16th April 2013
  2. 2. Lots to say35 minswww.20plus30.com/BA2013
  3. 3. Objective of the sessionBook sellingPopulation ageing
  4. 4. BA Conference Harrogate
  5. 5. Average number books bought, 20062  6  7  8  11  9  Ave  6.6  Books & the Consumer (BML/TNS)8119
  6. 6. % buying books (2011)0 20 40 60 8013-2425-3435-4445-5455-6465-79MalesFemalesBooks & Consumers © Bowker Market Research***
  7. 7. Free e-books (2012)28%15%21%22%14% 55+45-5435-4425-3418-24*AustraliaBrazilFranceGermanyIndiaJapanS. KoreaSpainUSAUK*
  8. 8. Paid e-books (2012)33%  19%  20%  19%  10%  55+45-5435-4425-3418-24*AustraliaBrazilFranceGermanyIndiaJapanS. KoreaSpainUSAUK*
  9. 9. E-book buyer profiles - March 201202040608010016-24 25-34 35-44 45-54 55+43353026203438 363124%  Bought in last 6 months Likely to buy in next 6 monthsBase:  All  adults      Source:  Understanding  the  Digital  Consumer  March  2012  Books & Consumers © Bowker Market Research
  10. 10. UK Demographics+ 4 million
  11. 11. UK wealth distribution
  12. 12. 30%Share of income
  13. 13. High wealth 50+Income +AssetsPostal Areas
  14. 14. ‘ultra-­‐fragmentaGon’  
  15. 15. £100,000+  savings  17%  <£2,000  savings  29%  
  16. 16. Standard of living HappinessHealthQuality of life Index50-54 60-64 65-69 70-74 75+ 55-59 2  0  -­‐2  -­‐4  -­‐6  -­‐8  -­‐10  -­‐12  
  17. 17. 50-54 60-64 65-69 70-74 75+ 55-59 long-termunemploymentfinal salary pensionshigherdebt levels2  0  -­‐2  -­‐4  -­‐6  -­‐8  -­‐10  -­‐12  è sandwichgenerationç
  18. 18. AB C1 C2 DE Standard of livingHealthHappiness2  0  -­‐2  -­‐4  -­‐6  -­‐8  -­‐10  -­‐14  -­‐16  -­‐20  Quality of life Index
  19. 19. <30% of age groupolderhigher socio-economic
  20. 20. prosperity  
  21. 21. Complex Bunch
  22. 22. Equally Complex Bunch
  23. 23. AgeWealthEducationSexuality
  24. 24. Physiological ageing
  25. 25. Senses BodyMindEyesight  Touch  Hearing  Smell  Taste  Complexity  Comprehension  Muscle  Strength  Dexterity  Hair  Flexibility  Weight  &  Body  Size  DigesGon  Urinary  Skin  Menopause  Dental  Sexual          25 types
  26. 26. CommunicationsSupportProductOnline Retail
  27. 27. ➟  Graphics➟  Handling➟  Comprehension➟  Opening/Closing➟  TextAssemblyDesignPackagingPricingWarrantyCommunicationsSupportProductOnlineRetail
  28. 28. SensesBody MindEyesightTouchHearingSmellTaste ComplexityComprehensionMuscleStrengthDexterityFlexibilityWeight &Body SizeSkin
  29. 29. CommunicationsSupportProductOnline Retail
  30. 30. SensesBody MindEyesightTouchHearingSmellTaste ComplexityComprehensionMuscleStrengthDexterityFlexibilityWeight &Body SizeSkin
  31. 31. CommunicationsSupportProductOnline Retail
  32. 32. 35% of adultpopulation > 5555+ will account for90% of populationgrowth2 Bookstores  
  33. 33. 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•  Alzheimers / Dementia = 4•  Retirement finance = 2•  Care = 0•  Wellness = 0
  34. 34. 25 effects of ageingX200 touchpointsXAge/Client Weighting
  35. 35. TouchpointsAgeing FactorsDatabaseEngine
  36. 36. Interface
  37. 37. Communications 4.7Online 4.1Product 4.0Retail 4.4Phone 4.6AF Score = 4.4
  38. 38. The recession has (is) changing the fabric ofthe market✔  Essential to evaluate the complete customerjourney✔  The devil is in the detail – numerous 1%improvements✔  Age-friendly touchpoints are the foundation of allmarketing✔  
  39. 39. Thanks for listening!www.20plus30.com/BA2013
  40. 40. Dick Strouddick@20plus30.comwww.20plus30.com@20plus30dickstrouddickstroudwww.the50plusmarket.comwww.age-friendly.com

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