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Presentation delivered to Asian Gerontology Experience (AGE) in Singapore on October 2nd, 2009

Presentation delivered to Asian Gerontology Experience (AGE) in Singapore on October 2nd, 2009

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  • 1. EXCITING BUSINESS ABOUT THE SILVER MARKET Connecting you to the 50+ market
  • 2. the ENEMY is APATHY
  • 3. “MY PERFORMANCE IS MEASURED EVERY 3 MONTHS. THE AGEING MARKET CAN WAIT”
  • 4. training workshop the ageing market is important the ageing market is different how to make money now
  • 5. SELL more things to the same people? or the same things to more people?
  • 6. ageing
  • 7. 50+ share of spend USA: EUROPE: 80% - luxury travel 45% - new cars & 80% top 74% - prescription drugs range 51% - OTC drugs 50% - face care/cosmetics 60% - healthcare spending 55% - coffee 41% - new cars 50% - mineral waters 25% - toys 50% - food oils (60% olive oils) $7 billion online sales annually 40% - yogurts & dairy products 35% - travel, 80% cruises
  • 8. not all the same demographics culture gender attitudes
  • 9. How to connect with the 50+ market? 1 universal design 2 ageless marketing 3 inclusive communications
  • 10. Mapping the Experience Retail experience Online usability Product usability Call centre Explore /  Research Deciding / Shopping Need trigger Product Experience  Journey PAIN POINTS  Preparing for  consumption Cognitive dissonance Consuming Post‐ Consumption Flavour, texture
  • 11. CONSUMER EXPERIENCE EFFECTS OF AGEING PRODUCT RETAIL PHYSICAL ONLINE SENSORY AUDIT TM COMMUNICATIONS COGNITIVE SALES SUPPORT BUSINESS STRATEGY
  • 12. understanding the 50+ market 1 SilverPoll 2 Silver3D 3 SilverOnline
  • 13. SilverPoll™ online research panel eight million 50+ online users in the region enables effective and efficient research among 50+ online communities Singapore 40,003 Japan 2,011 India 37,123 Hong Kong 32,109 China 3,553 Australia 55,332 TOTAL = 170,131
  • 14. Denial How do you think, feel and behave relative to your actual age? How do you think, feel and behave relative to your actual age? Same or older 100% 5 years or more younger 80% 60% 40% 20% 0% ia e lia n na K or pa H d tra hi In ap Ja C s ng Au SilverPoll™ Jan 2009 Si
  • 15. Culture clash Family welfare remains priority 100% Agree Disagree 80% 60% 40% 20% 0% Au Ch HK In Ja Si di ng pa st in a ra a ap n lia or SilverPoll™ Jan 2009 e “Even in retirement my first priority will be to ensure the welfare of my family”
  • 16. Silver3D™ Compares 50+ market with younger cohorts: • Lifestage and Demographics • Attitudinal profiling • Behavioural profiling • China, Hong Kong, Singapore, Japan, Australia
  • 17. Silver3D - Singapore Don't follow new 51% trends easily 65% Always read details on 61% product labels 71% When I find a  brand I 68% like I tend to stay with 56% it Sometimes buy a 55% product due to good 43% advertising 25‐44 45‐542
  • 18. Silver3D - Japan Attitudes - Japan Always Want To Attract Attention Think I Am Not Very Happy Dont Know What I W ant To Do Sporty & Energetic Choose The Cheapest Dont Spend Time On Appearance 12-29 30-49 Satisfied With What I Am 50+ Active Always Confident Very Conscious Of My Appearance Very Afraid Of Physical Decline To Build Up My Body For Health 0% 10% 20% 30% 40% 50% 60%
  • 19. Online Composition of Persons 55+ Years Old Accessing the Internet By Country January, 2009 Regional Average: 7.8% Source: comScore Media Metrix, Jan 2009 Asia Pacific
  • 20. Connecting you to the 50+ market http://www.silvergroup.asia http://www.silvergroup.asia/blog