Booksellers Association Conference www.20plus30.com/BA The 21st Century Market

Booksellers Association Conference Age Technology experience Content Channel i-Generation

The next 13 ½ mins Booksellers Association Conference Things to consider 5

Booksellers Association Conference 1

Generational basics Booksellers Association Conference 1940 1950 1960 1970 1980 1990 birth year 2000 2010 Million Boomers Gen X Gen Y i Gen

Booksellers Association Conference 1994 - 2001 i-Generation Internet/3G/IM Tween Teen

Age defined generations - subjective and vague First technology defined generation Booksellers Association Conference Remember and hopefully the last

Age defined generations - subjective and vague

First technology defined generation

Booksellers Association Conference 2 lifestyle not age

Booksellers Association Conference

Booksellers Association Conference Goths Chavs Techies Geeks

Booksellers Association Conference

Booksellers Association Conference %

Booksellers Association Conference

Booksellers Association Conference Rat Race Junkies Super Troopers Bittersweet Have it alls Live Wires

Booksellers Association Conference index

Age predicts an ‘average’ of customer behaviour Lifestyle predicts actual behaviour Booksellers Association Conference Remember

Age predicts an ‘average’ of customer behaviour

Lifestyle predicts actual behaviour

Booksellers Association Conference 3 age is a poor proxy for behaviour

Positive reaction to new brands Booksellers Association Conference 20% variation (16-65+)

New brands - country comparisons Booksellers Association Conference

New brands - country comparisons Booksellers Association Conference 40% variation (16-65+) 25% increase (16-65+)

Booksellers Association Conference

Use of a tween’s “spare time” Booksellers Association Conference  

Use of a tween’s “spare time” Booksellers Association Conference

Consumer behaviour is more often ‘age-neutral’ than ‘age-related’ Nationality differences can be significant – all ages Booksellers Association Conference Remember

Consumer behaviour is more often ‘age-neutral’ than ‘age-related’

Nationality differences can be significant – all ages

Booksellers Association Conference 4 Web innovations rapidly become age-neutral

Booksellers Association Conference

Booksellers Association Conference 50% are 50+

Booksellers Association Conference 55% are 45+

Booksellers Association Conference 70% are <25+

Booksellers Association Conference

Booksellers Association Conference average age = 39

Booksellers Association Conference 53% are 35+

Booksellers Association Conference Median age = 36

Booksellers Association Conference

Targeted Social Networking Booksellers Association Conference 50+ focused

Booksellers Association Conference 1940 1950 1960 1970 1980 1990 birth year 2000 2010 “… useful technology travels fast…” Technology Focus

Technology is age-neutral (most of the time) Myths about technology and youth are often wrong Booksellers Association Conference Remember

Technology is age-neutral (most of the time)

Myths about technology and youth are often wrong

Booksellers Association Conference 5

Booksellers Association Conference 1. Are our assumptions about age and technology correct? 2. Do we really understand the lifestyles of our customers –all ages? 3. Have we really understood how nationality influences markets?

Booksellers Association Conference 1. Age and technology assumptions 2. Use of lifestyles segmentation 3. Impact of national differences 4. Have we underestimated the impact of the new Web technologies – especially video - all ages

Booksellers Association Conference Further questions [email_address] www.20plus30.com/BA