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Silver APAC Online Report 2013


Published on

An update of our report on the online activity among older people in Asia Pacific.

Prepared in conjunction with ComScore.

Published in: Business, Technology
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Silver APAC Online Report 2013

  1. 1. SILVER SURFERS IN ASIA PACIFIC Update August 2013 © Silver Group
  2. 2. SUMMARY ! ! ! ! ! ! Onliners 45+ now represent 19% of total – this is even more important considering the dramatic population growth of the older segment in the coming years Online usage among 55+ grew by 1.6% in the past year Spent increasing time online; an average of 1.16 hrs/day Penetration is greater in the more developed economies of APAC Predominantly older males. Hong Kong and Singapore are exceptions. Most interested in portals, search and entertainment sites *N.B. By comparison, usage is higher worldwide: 55+ = 13%, 45+ = 27% © Silver Group
  3. 3. Who’s online in APAC? 8% 45+ = 19% 11% 28% 23% 30% 15-24 yrs © Silver Group 25-34 yrs 35-44 yrs 45-54 yrs 55+ yrs Source: comScore Media Metrix, August 2013 Asia Pacific
  4. 4. Regional/Global Comparisons © Silver Group Source: comScore Media Metrix, August 2013 Asia Pacific
  5. 5. Growth continues for this group, while 45-54 recedes Unique Visitor Growth 80,000 71,988 69,934 70,000 Target Audience 000’s 60,000 45-54 Year Old vs. 55+ Year Old Asia Pacific 55,092 55,971 50,000 45-54 yrs 40,000 55+ yrs 30,000 20,000 10,000 0 August 2012 © Silver Group August 2013 Source: comScore Media Metrix, August 2013 Asia Pacific
  6. 6. Spending more time online 2013 - August 69.6 Around 1.16 hrs/day 55+ yrs 2.4% 2012 - August 68 67 67.5 68 68.5 69 69.5 70 Source: comScore Media Metrix, August 2013 Asia Pacific © Silver Group
  7. 7. 55+ by country % Composition of Persons 55+ Years Old Accessing the Internet By Country January 2013 30.0% 25.0% 25.0% 23.3% 19.3% 20.0% 16.1% 15.0% 10.0% 5.0% 11.6% 9.1% 7.0% 6.2% 3.1% 5.9% 4.9% 7.4% 2.8% 0.0% © Silver Group Source: comScore Media Metrix, January 2013 Asia Pacific
  8. 8. By gender Gender Splits of Persons 55+ Years Old By Country January 2013 18.0% 15.6% 16.0% 14.0% 11.8%11.6% 12.0% 9.4% 10.0% 8.0% 6.0% 5.4% 4.0% 2.0% 1.6% 9.8% 9.5% 6.3% 5.3% 8.1% 7.9% 4.8% 4.3% Male 3.8% 1.8% 1.3% 3.2% 2.4% 1.7% 3.8% 3.6% 3.0% 2.9% Female 2.0% 0.8% 0.0% © Silver Group Source: comScore Media Metrix, January 2013 Asia Pacific
  9. 9. What are they looking at? Number of Unique Visitors By Genre of Content; 55+ Year Old - Asia Pacific © Silver Group Source: comScore Media Metrix, August 2013 Asia Pacific
  10. 10. “Technologists, designers and marketers must refocus to seize this crucial opportunity. They have created and sold products targeted explicitly at an already-saturated market of financially poor “digital natives” in Generations X and Y. This emphasis on the young is unsurprising, since many technologists are themselves part of these younger age groups. However, it is a very serious mistake, because it neglects the most promising technology market demographic of all: the affluent, increasingly technologically sophisticated older generation we are calling the ‘silver surfers’.” Gartner. October, 2013 © Silver Group
  11. 11. About ComScore comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. comScore helps its clients better understand, leverage and profit from the rapidly evolving digital marketing landscape by providing data, analytics and on-demand software solutions for the measurement of online ads and audiences, media planning, website analytics, advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e-commerce, and a broad variety of emerging forms of digital consumer behavior. comScore services, which now include the product suites of recent acquisitions Nedstat, Nexius XPlore, ARSGroup and Certifica, are used by more than 1,600 clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelin and Yahoo!. For more information, please visit FOR FURTHER INFORMATION, PLEASE CONTACT: Joe Nguyen comScore, Inc. Email: About Silver Silver Group helps business and government benefit from the unprecedented, global growth of the 50+ population. Our clients include leading products and services companies as well as government bodies. Our unique AF Audit helps businesses and brands understand, measure, and remove the barriers between them and older consumers, patients, citizens and employees. Silver is a Singapore-based, global business. Please visit: FOR FURTHER INFORMATION, PLEASE CONTACT: Kim Walker Email: © Silver Group
  12. 12. Scope of services Workshops Insightful, interactive, fun and actionable workshops that help teams understand the opportunities and challenges of older customers Sessions ranging from ½ day introductions to 2-day immersion and ideation programmes Age-Friendly audit Using unique tools to evaluate your entire customer journey through the prism of ageing Enable business to identify and remove the barriers between them and older consumers Research and strategy Applying research, insights and ideas to devise unique strategies that create a sustainable competitive edge with the ageing consumer Speaking Kim Walker is a TED speaker and co-author of a definitive book on the subject. He repeatedly wins ‘Best Speaker’ accolades for his lively and engaging delivery © Silver Group
  13. 13. Some of our clients © Silver Group
  14. 14. Contact us to learn more: Email: Silver Web: Blog: Twitter:!/SilverGroup Age-Friendly web: © Silver Group