EXCITING
BUSINESS ABOUT
THE SILVER
MARKET
Connecting you to the 50+ market

the
ENEMY
is
APATHY

“MY PERFORMANCE
IS MEASURED
EVERY 3 MONTHS.
THE AGEING
MARKET CAN WAIT”

training workshop
the ageing market is important
the ageing market is different
how to make money now

SELL
more things to the same people?
or
the same things to more people?

ageing

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

not all the same
demographics
culture
gender
attitudes

How to connect with the 50+ market?
1 universal design
2 ageless marketing
3 inclusive communications

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

CONSUMER EXPERIENCE EFFECTS OF AGEING
PRODUCT
RETAIL PHYSICAL
ONLINE SENSORY
AUDIT
TM
COMMUNICATIONS COGNITIVE
SALES SUPPORT
BUSINESS STRATEGY

understanding the 50+ market
1 SilverPoll
2 Silver3D
3 SilverOnline

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

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

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”

Silver3D™
Compares 50+ market with younger cohorts:
• Lifestage and Demographics
• Attitudinal profiling
• Behavioural profiling
• China, Hong Kong, Singapore, Japan,
Australia

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

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%

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

Connecting you to the 50+ market
http://www.silvergroup.asia
http://www.silvergroup.asia/blog