How age-friendly                     is Apple?       According to research* 46% of Apples customer base are       age 55 a...
The Age-Friendly companywww.age-friendly.com                       © 2013
The scope of the AF Audit Tool        25 effects of ageing:          Mind          Senses          Body        200 custome...
Measuring the Customer JourneyThe AF Audit Tool measures 200 touchpoints across the fivemajor customer experiences.       ...
The brand’s age position  Neutral M A R K E T   Age I N G Specific        Age   Neutral            PRODUCTS            © 2...
Overall ScoresCommunications            4.7Online                    4.1Product                   4.0Retail               ...
OPPORTUNITY FORIMPROVEMENTThe following represent a few examples of where thecompany needs to change to improve the custom...
Issues - Product•    In pursuit of simplicity, the Apple Quick-Start guide is very brief.     Perhaps too brief and assume...
Issues RetailAlthough ideal in many respects, the retail stores miss out on a number   of critical aspects of age-friendli...
TOP LINE ISSUESAlthough Apple iPad has achieved the highest score to dateamong our AF Audits, there remains room for impro...
=Is Apple purposefully age-friendly?•    Probably not, however, Apple’s focus on simplicity plays to one of the     fundam...
To learn more about Marketing tothe Ageing Consumer and the AFAudit ToolVisit the website www.age-friendly.comE-mail enqui...
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Is Apple an Age-Friendly brand?

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This is an excerpt of findings from an AF Audit of Apple conducted in UK and Singapore.

For more information about this please visit; www.age-friendly.com

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Is Apple an Age-Friendly brand?

  1. 1. How age-friendly is Apple? According to research* 46% of Apples customer base are age 55 and older, nearly double the share of average home PC users (25.2%). The stock price of Apple is testament to its success. With this in mind we decided to evaluate the customer journey for the purchase of an Apple iPad. The AF Audit was conducted in both UK (Covent Garden) and Singapore. The following is a small excerpt of findings from this Audit.* MetaFacts Research (USA 2009) © 2013
  2. 2. The Age-Friendly companywww.age-friendly.com © 2013
  3. 3. The scope of the AF Audit Tool 25 effects of ageing: Mind Senses Body 200 customer touch-points © 2013
  4. 4. Measuring the Customer JourneyThe AF Audit Tool measures 200 touchpoints across the fivemajor customer experiences. © 2013
  5. 5. The brand’s age position Neutral M A R K E T Age I N G Specific Age Neutral PRODUCTS © 2013
  6. 6. Overall ScoresCommunications 4.7Online 4.1Product 4.0Retail 4.4Phone 4.6 AF Score = 4.4 © 2013
  7. 7. OPPORTUNITY FORIMPROVEMENTThe following represent a few examples of where thecompany needs to change to improve the customerexperience for its older customers. © 2013
  8. 8. Issues - Product•  In pursuit of simplicity, the Apple Quick-Start guide is very brief. Perhaps too brief and assumes a level of competence above some folks 65 and older. We scored a ‘3’ against comprehensiveness. © 2013
  9. 9. Issues RetailAlthough ideal in many respects, the retail stores miss out on a number of critical aspects of age-friendliness:•  Seating was non-existent in the Singapore store and limited in London•  High levels of ambient noise and music (audio) made it difficult to hear the sales staff•  Age of sales staff was another issue. Most we’re under 30 and (in Singapore) there appeared to be a ‘drawing of straws’ to see who would deal with the old person © 2013
  10. 10. TOP LINE ISSUESAlthough Apple iPad has achieved the highest score to dateamong our AF Audits, there remains room for improvement.The iPad consumer experience is age-friendly with a fewexceptions at the product and retail touchpoints that couldbe easily and inexpensively corrected.Is Apple purposefully age-friendly? Probably not, however,Apple’s focus on simplicity plays to one of the fundamentalcriteria of age-friendliness. © 2013
  11. 11. =Is Apple purposefully age-friendly?•  Probably not, however, Apple’s focus on simplicity plays to one of the fundamental criteria of age-friendlinessSome other facts to bear in mind:•  Steve Jobs is a baby boomer (born February, 1955). He ‘gets’ it•  According to MetaFacts Research (USA 2009) 46% of Apples customer base are age 55 and older, nearly double the share of average home PC users (25.2%)•  Apple responded to this research saying: “We welcome customers from 1 to 100”•  The stock price of Apple is testament to its success © 2013
  12. 12. To learn more about Marketing tothe Ageing Consumer and the AFAudit ToolVisit the website www.age-friendly.comE-mail enquiries@age-friendly.com © 2013

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