Silver iMedia Phuket (Public Version)

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Presentation (abridged) delivered by Kim Walker, CEO SILVER Group to the 2nd Southeast Asian iMedia Agency Summit held in Phuket, Thailand on October 5~7, 2009. Features information about the ageing consumer and their online habits.

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Silver iMedia Phuket (Public Version)

  1. 1. THEY’RE WEALTHY, WIRED AND RISING IN YOUR MARKETS NOW!! iMedia Agency Summit Phuket 5-7 October 2009 www.silvergroup.asia
  2. 2. SELL more things to the same people? or the same things to more people?
  3. 3. selling to older people
  4. 4. “Population ageing is unprecedented, Population ageing is unprecedented, a process without a process without parallel in the history of humanity… parallel in the history of humanity…” United Nations, World Population Ageing Report, 2007
  5. 5. 50+ population share 46% 46% 35% 40% 41% 39% 36% 37% 37% 37% 37% 43% 35% 39% 31% 36% 35% 32% 32% 31% 23% 21% 28% 18% 18% 20% 28% 27% 27% 13% 23% 17% 16% 15% 15% 15% 2018 11% 2008 Ph K A Fr Ja H In Ta Th U U Vi Pa Si M C G In or us on K SA hi er d al d an et ng pa ili iw ai ki ia on n ea ay m t na g pp s la ce n ra ap an a ta an es K si nd m lia in or on n a y ia es e g Data: Global Demographics
  6. 6. The only growing segment 1,200,000 1.8% 33.5% 1,000,000 800,000 -6.5% 0.9% 2008 600,000 2018 400,000 200,000 0 0-14 15-34 35-49 50+ * Aus, China, HK, India, Indon, Japan, Korea, Msia, Phils, Spore, Taiwan, Thai, Viet
  7. 7. US$2tr spending power Retired (65+) US$ billions $1,963.9 Affluent Asia $1,021.2 Emerging Asia TOTAL MasterCard Asia/Pacific 2005 2015 Affluent Asia: Japan, Korea, Taiwan, Singapore, Australia Emerging Asia: China, India, Thailand, Malaysia, Philippines
  8. 8. Marketing 101 POPULATION GROWTH 50+ 15~34 35~49 0~14 O N ITI PET C OM SPENDING POWER
  9. 9. 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
  10. 10. older but not old and not all the same
  11. 11. Who are they?
  12. 12. not all the same demographics culture gender attitudes
  13. 13. Denial 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 Si SilverPoll™ Jan 2009
  14. 14. Older but not the same Keeping up New I just don’t with new technology understand technologies has had very computers is important little effect on and new to me my life technology Carefree Ambitious 25-49 53.4 8.0 3.9 Extroverts 50-65 47.7 6.3 17.1 Conspicuous 25-49 66.1 61.8 65.1 Consumers 50-65 84.9 68.8 66.5 Contented Nationalists 25-49 14.5 31.3 6.4 50-65 18.3 17.6 10.4 Stressed Loners 25-49 18.9 24.5 18.0 50-65 38.3 17.3 29.6 Sensible Aspirers 25-49 37.0 26.9 19.8 50-65 31.6 34.4 35.8 Quietly Contented 25-49 5.8 31.9 9.3 50-65 9.2 31.5 24.9 Silver3D Aus 2008
  15. 15. THE RISE OF THE SILVER SURFER
  16. 16. Technology adoption 1980 1990 2000 2010 Personal TECHNOLOGY Internet Broadband Cloud Computer BOOMER AGE: 16 ~ 34 26 ~ 44 36 ~ 54 46 ~ 64 GEN Y AGE: 0 0~7 3 ~ 17 13 ~ 27 CULTURE PRODUCTIVITY CREATE FIND SHARE Facebook MySpace Adobe Google Word Twitter Apple iTunes PowerPoint De.lic.ious Photoshop eBay Flicker Wikipedia
  17. 17. Who’s online in APAC? 8 .5% 1 Source: comScore Media Metrix, Aug 2009 Asia Pacific
  18. 18. Annual Growth Unique Visitor Growth millions Asia Pacific 25.7% 20.7% 24.2% 18.4% Source: comScore Media Metrix, Jan 2009 and Aug 2009 Asia Pacific
  19. 19. Growth in developed countries Percent Internet Access Growth Persons 55+ Year Old Jan ‘09 vs. Aug ‘09 Asia Pacific Regional Comp 7.3% Source: comScore Media Metrix, Jan 2009 and Aug 2009 Asia Pacific
  20. 20. Spending more time online Around 1.5 hrs/day 7% Duration for 15-54 year olds Flat to slight decline Source: comScore Media Metrix, Jan 2009 Asia Pacific
  21. 21. What are they looking at? 1. Pharmacy 2. Retail – Food 3. Consumer goods 4. Sports/Outdoor 5. ISP 6. Retail/Movies 7. Incentives 8. Fragrance/cosmetics 9. Car rental 10. Weather Source: comScore Media Metrix, Aug 2009 Asia Pacific Roll-Up
  22. 22. 55+ Dominate Online Gaming Average Monthly Minutes Playing Online Gaming 55+ Year Old - Asia Pacific Region August, 2009 Monthly Minutes Source: comScore Media Metrix, Aug 2009 Asia Pacific Roll-Up
  23. 23. Casual, Infectious Gaming Top Online Games 55+ Year Olds – Asia Pacific Region August, 2009 Unique Visitors (x000) Source: comScore Media Metrix, Aug 2009 Asia Pacific Roll-Up
  24. 24. Web use 1. EDUCATION 2. INCOME 3.AGE 4. WEB ACTIVITY 5. GEOGRAPHY
  25. 25. they’re wealthy they’re wired and they’re rising in your markets now!!
  26. 26. NO is age important? YES
  27. 27. Physiological ageing
  28. 28. Web design OLDER HANDS OLDER EYES OLDER MINDS
  29. 29. • Baidu is China’s biggest search portal • 123Baidu launched in April 2009 • Developed by 30 engineers over 6 moths • Based on frequently visited websites among older surfers
  30. 30. Soc net 16.5 million adults aged 55+ use social networking Fastest growing user segment on Facebook MySpace usage surge among the 55+ 6.9 million users Av. 204 minutes a month One year since AARP.org launched its social networking platform 350,000 users 1,700 groups (gardening to social activism) Heaviest users of Second Life 45+ spend 70.17 hrs.p.m 1.2 million residents past 60 days
  31. 31. http://silvergroup.asia/blog Asian Seniors Logging On Using Twitter to capture the "Memories" of One Million People Older Users Drive Twitter's Success Hong Kong to launch portal for seniors Boomer Business Fails On a Fundamental 14% of online gamers are 50-plus Online Commerce Growth Fuelled By 65+ 10 reasons why the internet is great for older people India's seniors get blogging China's Biadu Makes Search Easier for Seniors
  32. 32. Methodical assessment of age-readiness CONSUMER EXPERIENCE EFFECTS OF AGEING PRODUCT RETAIL PHYSICAL ONLINE SENSORY AUDIT TM COMMUNICATIONS COGNITIVE SALES SUPPORT BUSINESS STRATEGY
  33. 33. Mapping the Experience Retail experience Online usability Product usability Call centre Explore /  Research Deciding / Shopping Need trigger Preparing for  consumption Cognitive dissonance AUDITTM Consuming Post‐ Consumption Flavour, texture
  34. 34. SilverAudit Sophisticated, web based tool Can measure over 150 touch-points against 16 effects of ageing (up to 2,400 data points) Provides comments and photo reference where possible Overall score by ‘Consumer Experience’ by ‘Ageing Effects’ and ‘Overall’ determines age readiness Practical recommendations to improve score in future
  35. 35. how older people use websites is age related what they use the web for might be age-related importance of the web as a channel is not age-related
  36. 36. huge, untapped opportunity older but not the same they’re wealthy, wired and rising in your markets now!!
  37. 37. Connecting you to the 50+ market http://www.silvergroup.asia http://www.silvergroup.asia/blog

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