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Unlock the power of           the 50+ Market                              SilverPoll™. April 2011© Silver Group Pte Ltd 2011
Age-Friendliness a Deciding Factor                   Question: How likely are you to buy a product or service from brands ...
‘Age-Friendliness’ Affects All Categories                  Question: How likely are you to buy a product or service from X...
Roles in an Age-Friendly Customer Journey                   Issue: When deciding to buy a product or service, how importan...
The worlds first process to help businesses and            brand owners understand, measure, track and             ultimat...
Making the connections                                   +                         =                                      ...
Recommended Procedure                       PHASE 1          PHASE 2                PHASE 3                   SilverAudit ...
Sample output                                                                                Silver Strategy              ...
Connecting you to the 50+ market                                        www.silvergroup.asia                              ...
SILVER is the most insightful       and informed authority       helping businesses to       leverage the rapidly growing ...
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SilverPoll2 The importance of being age-friendly_June2011

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Transcript of "SilverPoll2 The importance of being age-friendly_June2011"

  1. 1. Unlock the power of the 50+ Market SilverPoll™. April 2011© Silver Group Pte Ltd 2011
  2. 2. Age-Friendliness a Deciding Factor Question: How likely are you to buy a product or service from brands if they are age- friendly when compared to one that makes you feel old or excluded from their customer mix perhaps due to a focus on youth? Not likely at all (no difference) 13% Very likely (age- Neither more or friendliness is less likely critical) 28% 59% SilverPoll™ (online) Area = Singapore Period = 23/02/2011 - 10/03/2011 Responses = 14,908 Gender = Male / Female© Silver Group Pte Ltd 2011 Age = 50 yrs and above
  3. 3. ‘Age-Friendliness’ Affects All Categories Question: How likely are you to buy a product or service from X business if it is age-friendly when compared to one that makes you feel old or excluded from their customer mix perhaps due to a focus on youth? Sports gear 48% Clothing 53% ‘Age-friendliness’ critical to choice Skin care 46% Bank/Insurance co 54% Airline 47% SilverPoll™ (online) Area = Singapore Period = 23/02/2011 - 10/03/2011 Responses = 14,908 Gender = Male / Female© Silver Group Pte Ltd 2011 Age = 50 yrs and above
  4. 4. Roles in an Age-Friendly Customer Journey Issue: When deciding to buy a product or service, how important is it that X makes me feel comfortable with my age and welcomed as a customer? Product/Service design 39% Retail environment 63% ‘Very Likely’ or ‘Likely’ to buy if Website 45% Age-Friendly Social networks/reviews 72% Advertising/PR 82% SilverPoll™ (online) Area = Singapore Period = 23/02/2011 - 10/03/2011 Responses = 14,908 Gender = Male / Female© Silver Group Pte Ltd 2011 Age = 50 yrs and above
  5. 5. The worlds first process to help businesses and brand owners understand, measure, track and ultimately remove the barriers between them and older customers. By becoming more age-friendly, brands can unlock the vast spending power of mature customers.© Silver Group Pte Ltd 2011
  6. 6. Making the connections + = An assessment 27 Effects Customer of of Ageing Journey age- friendliness PHYSICAL ONLINE SENSORY COMMUNICATIONS COGNITIVE PHONE SALES/SUPPORT PRODUCT RETAIL© Silver Group Pte Ltd 2011
  7. 7. Recommended Procedure PHASE 1 PHASE 2 PHASE 3 SilverAudit Strategy Workshop Identify, monitor and Measure Audit vs. Team buy-in. Ideation. measure the barriers customer vs. brand Feasibility and action plan© Silver Group Pte Ltd 2011
  8. 8. Sample output Silver Strategy 6 REVIEW MAINTAIN (over-delivery) (keep good momentum) 5 SilverAudit (mean is 3) 4 3 !" #" $" %" &" " 2 1 CAUTION DEVELOP (lower priority issues) (critical to get right) 0 Stated importance by consumers (mean is 2.625) Bubble size denotes SILVER READINESS INDEX of touch point© Silver Group Pte Ltd 2011 Note: sample data for illustration purposes only
  9. 9. Connecting you to the 50+ market www.silvergroup.asia Contact: kim@silvergroup.asia© Silver Group Pte Ltd 2011 ACRA: 200810734H
  10. 10. SILVER is the most insightful and informed authority helping businesses to leverage the rapidly growing 50+ segment© Silver Group Pte Ltd 2011
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