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...
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                  ...
CONSUMER EXPERIENCE            EFFECTS OF AGEING


    PRODUCT

     RETAIL                     PHYSICAL

     ONLINE     ...
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 effic...
Denial
       How do you think, feel and behave relative to your actual age?
             How do you think, feel and behav...
Culture clash
                           Family welfare remains priority
100%


                                          ...
Silver3D™

Compares 50+ market with younger cohorts:
  • Lifestage and Demographics
  • Attitudinal profiling
  • Behaviou...
Silver3D - Singapore
     Don't follow new                         51%
       trends easily                               ...
Silver3D - Japan
                                              Attitudes - Japan


Always Want To Attract Attention


    ...
Online
                                              Composition of Persons 55+ Years Old
                                ...
Connecting you to the 50+ market



   http://www.silvergroup.asia
http://www.silvergroup.asia/blog
Silver Age
Upcoming SlideShare
Loading in …5
×

Silver Age

1,860 views

Published on

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

Published in: Business, Health & Medicine
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,860
On SlideShare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
36
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Silver Age

  1. 1. EXCITING BUSINESS ABOUT THE SILVER MARKET Connecting you to the 50+ market
  2. 2. the ENEMY is APATHY
  3. 3. “MY PERFORMANCE IS MEASURED EVERY 3 MONTHS. THE AGEING MARKET CAN WAIT”
  4. 4. training workshop the ageing market is important the ageing market is different how to make money now
  5. 5. SELL more things to the same people? or the same things to more people?
  6. 6. ageing
  7. 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. 8. not all the same demographics culture gender attitudes
  9. 9. How to connect with the 50+ market? 1 universal design 2 ageless marketing 3 inclusive communications
  10. 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. 11. CONSUMER EXPERIENCE EFFECTS OF AGEING PRODUCT RETAIL PHYSICAL ONLINE SENSORY AUDIT TM COMMUNICATIONS COGNITIVE SALES SUPPORT BUSINESS STRATEGY
  12. 12. understanding the 50+ market 1 SilverPoll 2 Silver3D 3 SilverOnline
  13. 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. 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. 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. 16. Silver3D™ Compares 50+ market with younger cohorts: • Lifestage and Demographics • Attitudinal profiling • Behavioural profiling • China, Hong Kong, Singapore, Japan, Australia
  17. 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. 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. 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. 20. Connecting you to the 50+ market http://www.silvergroup.asia http://www.silvergroup.asia/blog

×