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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
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
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
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

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This is a PDF of the presentation given by Dick Stroud at the 2013 London Book Fair

This is a PDF of the presentation given by Dick Stroud at the 2013 London Book Fair

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Transcript

  • 1. Marketing to theAgeing ConsumerDick Stroud16th April 2013
  • 2. Lots to say35 minswww.20plus30.com/BA2013
  • 3. Objective of the sessionBook sellingPopulation ageing
  • 4. BA Conference Harrogate
  • 5. Average number books bought, 20062  6  7  8  11  9  Ave  6.6  Books & the Consumer (BML/TNS)8119
  • 6. % buying books (2011)0 20 40 60 8013-2425-3435-4445-5455-6465-79MalesFemalesBooks & Consumers © Bowker Market Research***
  • 7. Free e-books (2012)28%15%21%22%14% 55+45-5435-4425-3418-24*AustraliaBrazilFranceGermanyIndiaJapanS. KoreaSpainUSAUK*
  • 8. Paid e-books (2012)33%  19%  20%  19%  10%  55+45-5435-4425-3418-24*AustraliaBrazilFranceGermanyIndiaJapanS. KoreaSpainUSAUK*
  • 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. UK Demographics+ 4 million
  • 11. UK wealth distribution
  • 12. 30%Share of income
  • 13. High wealth 50+Income +AssetsPostal Areas
  • 14. ‘ultra-­‐fragmentaGon’  
  • 15. £100,000+  savings  17%  <£2,000  savings  29%  
  • 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. 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. AB C1 C2 DE Standard of livingHealthHappiness2  0  -­‐2  -­‐4  -­‐6  -­‐8  -­‐10  -­‐14  -­‐16  -­‐20  Quality of life Index
  • 19. <30% of age groupolderhigher socio-economic
  • 20. prosperity  
  • 21. Complex Bunch
  • 22. Equally Complex Bunch
  • 23. AgeWealthEducationSexuality
  • 24. Physiological ageing
  • 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. CommunicationsSupportProductOnline Retail
  • 27. ➟  Graphics➟  Handling➟  Comprehension➟  Opening/Closing➟  TextAssemblyDesignPackagingPricingWarrantyCommunicationsSupportProductOnlineRetail
  • 28. SensesBody MindEyesightTouchHearingSmellTaste ComplexityComprehensionMuscleStrengthDexterityFlexibilityWeight &Body SizeSkin
  • 29. CommunicationsSupportProductOnline Retail
  • 30. SensesBody MindEyesightTouchHearingSmellTaste ComplexityComprehensionMuscleStrengthDexterityFlexibilityWeight &Body SizeSkin
  • 31. CommunicationsSupportProductOnline Retail
  • 32. 35% of adultpopulation > 5555+ will account for90% of populationgrowth2 Bookstores  
  • 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. 25 effects of ageingX200 touchpointsXAge/Client Weighting
  • 35. TouchpointsAgeing FactorsDatabaseEngine
  • 36. Interface
  • 37. Communications 4.7Online 4.1Product 4.0Retail 4.4Phone 4.6AF Score = 4.4
  • 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. Thanks for listening!www.20plus30.com/BA2013
  • 40. Dick Strouddick@20plus30.comwww.20plus30.com@20plus30dickstrouddickstroudwww.the50plusmarket.comwww.age-friendly.com

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