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The Rise of the Silver Surfers

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The baby boomer (50 Plus) population in Asia Pacific will grow by over 33% in the coming 10 years. They're wealthy and they're wired.
This presentation features unique insights from Silver Group (www.silvergroup.asia) and internet usage data from ComScore.

Published in: Business, Technology
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The Rise of the Silver Surfers

  1. 1. THEY’RE WEALTHY, WIRED AND RISING IN YOUR MARKETS NOW!! ©Silver Group 2009 www.silvergroup.asia
  2. 2. Why are we here? ©Silver Group 2009 www.silvergroup.asia
  3. 3. SELL more things to the same people? or the same things to more people? ©Silver Group 2009 www.silvergroup.asia
  4. 4. “population ageing is Population ageing is unprecedented, unprecedented,parallel a process without a process without of humanity…” parallel in the in the history history of humanity… United Nations, World Population Ageing Report, 2007 ©Silver Group 2009 www.silvergroup.asia
  5. 5. 50+ population share 46% 46% 35% 40% 41% 39% 37% 37% 36% 37% 37% 35% 43% 31% 39% 36% 35% 32% 23% 32% 31% 21% 18% 20% 18% 28% 28% 27% 27% 13% 23% 17% 16% 15% 15% 15% 2018 11% 2008 Ph K A Fr Ja H In Vi Th U U Pa Si Ta 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 ©Silver Group 2009 www.silvergroup.asia
  6. 6. The only growing segment 1,200,000 1.8% 33.5% 1,000,000 0.9% -6.5% 800,000 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 ©Silver Group 2009 www.silvergroup.asia
  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 ©Silver Group 2009 www.silvergroup.asia
  8. 8. Marketing 101 POPULATION GROWTH 50+ 15~34 35~49 0~14 N O ITI ET P OM C SPENDING POWER ©Silver Group 2009 www.silvergroup.asia
  9. 9. 50+ share of spend EUROPE: USA: 45% - new cars & 80% top 80% - luxury travel range 74% - prescription drugs 50% - face care/cosmetics 51% - OTC drugs 55% - coffee 60% - healthcare spending 50% - mineral waters 41% - new cars 50% - food oils (60% olive oils) 25% - toys 40% - yogurts & dairy products $7 billion online sales annually 35% - travel, 80% cruises ©Silver Group 2009 www.silvergroup.asia
  10. 10. Who are they? ©Silver Group 2009 www.silvergroup.asia
  11. 11. older but not old and not all the same ©Silver Group 2009 www.silvergroup.asia
  12. 12. 30 years young ADOLE YOUNG 0 30 BABY CHILD SCENT ADULT ACTIVE PASSIVE PRE 50 80 RETIRED RETIRED AGED RETIRE ©Silver Group 2009 www.silvergroup.asia
  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 ©Silver Group 2009 www.silvergroup.asia
  14. 14. Don’t call me ‘old’! Most annoying things about ageing Needing reading Others glasses The difference Get tired more between the easily person I am, and the person I see in the mirror Being categorized Not having the as an old person physical energy and strength of my youth SilverPoll™ Jan 2009 ©Silver Group 2009 www.silvergroup.asia
  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” ©Silver Group 2009 www.silvergroup.asia
  16. 16. THE RISE OF THE SILVER SURFER ©Silver Group 2009 www.silvergroup.asia
  17. 17. Spot the difference!? Weekday Internet 100 100 5.8% 6.3% Time Spent On Weekday - Internet 7.4% None (0) 5.1% 6.2% 90 90 Less Than 15 Mins (7.5) 11.2% 15-30 Mins (22.5) 30-60 Mins (45) 12.8% 14.1% 80 80 1-2 Hours (90) 2-4 Hours (180) 4 Hours + (240) 13.6% 70 70 13.4% 14.1% 60 60 13.9% 13.0% 13.8% % 50 50 11.0% 7.5% 7.7% 40 40 30 30 41.9% 41.7% 20 20 38.2% 10 10 0 0 Total Super Silvers 50-65 25-49 Silver3D Segments Autobase Off ©Silver Group 2009 www.silvergroup.asia
  18. 18. Technology adoption 1980 1990 2000 2010 Personal TECHNOLOGY Internet Broadband Cloud Computer BOOMER AGE: 16 ~ 34 26 ~ 44 36 ~ 54 46 ~ 64 0 0~7 3 ~ 17 13 ~ 27 GEN Y AGE: CULTURE PRODUCTIVITY CREATE FIND SHARE Facebook MySpace Adobe Google Word Twitter Apple iTunes PowerPoint De.lic.ious Photoshop eBay Flicker Wikipedia ©Silver Group 2009 www.silvergroup.asia
  19. 19. Who’s online in APAC? % 9 .2 1 Source: comScore Media Metrix, Jan 2009 Asia Pacific Roll-Up and By Country Where Relevant ©Silver Group 2009 www.silvergroup.asia
  20. 20. Steady Growth Unique Visitor Growth 15-54 Year Old vs. 55+ Year Old Asia Pacific 37% Millions 35% Source: comScore Media Metrix, Jan 2009 Asia Pacific Roll-Up ©Silver Group 2009 www.silvergroup.asia
  21. 21. 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 ©Silver Group 2009 www.silvergroup.asia
  22. 22. 55+ by country Composition of Persons 55+ Years Old Accessing the Internet By Country January, 2009 Japan Up 3.7% pts From YAG Regional Average: 7.8% Source: comScore Media Metrix, Jan 2009 Asia Pacific ©Silver Group 2009 www.silvergroup.asia
  23. 23. By gender Gender Splits of Persons 55+ Years Old By Country January, 2009 Source: comScore Media Metrix, Jan 2009 Asia Pacific ©Silver Group 2009 www.silvergroup.asia
  24. 24. What are they looking at? Composition Index By Genre of Content 55+ Year Old - Asia Pacific Jan 2009 Source: comScore Media Metrix, Jan 2009 Asia Pacific ©Silver Group 2009 www.silvergroup.asia
  25. 25. #1 by country 55+ January, 2009 New Zealand My lotto Gambling Hong Kong Sohu General info Korea allblog blog gallery Taiwan Libertytimes News Malaysia Metrolyrics Lyrics database Japan Mag2 General info Australia Real Streaming media Singapore Myflashbox Shout utility China eBay Buy/Sell India State Bank Banking Source: comScore Media Metrix, Jan 2009 Asia Pacific ©Silver Group 2009 www.silvergroup.asia
  26. 26. Web use 1. EDUCATION 2. INCOME 3.AGE 4. WEB ACTIVITY 5. GEOGRAPHY ©Silver Group 2009 www.silvergroup.asia
  27. 27. they’re wealthy they’re wired and they’re rising in your markets now!! ©Silver Group 2009 www.silvergroup.asia
  28. 28. NO is age important? YES ©Silver Group 2009 www.silvergroup.asia
  29. 29. ©Silver Group 2009 www.silvergroup.asia
  30. 30. Less likely to register ©Silver Group 2009 www.silvergroup.asia
  31. 31. Vs ARCHITECTURE APPLICATIONS Web 2.0 To create, refine and share info technologies Create a sense of can distract the community older user NOT AGE AGE SENSITIVE SENSITIVE ©Silver Group 2009 www.silvergroup.asia
  32. 32. Web design OLDER HANDS OLDER EYES OLDER MINDS ©Silver Group 2009 www.silvergroup.asia
  33. 33. 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 ©Silver Group 2009 www.silvergroup.asia
  34. 34. 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 ©Silver Group 2009 www.silvergroup.asia
  35. 35. huge, untapped opportunity older but not the same they’re wealthy, wired and rising in your markets now!! ©Silver Group 2009 www.silvergroup.asia
  36. 36. About Silver Silver is Asia Pacific’s most insightful and informed authority helping businesses to leverage the rapidly growing 50+ segment ©Silver Group 2009 www.silvergroup.asia
  37. 37. What we do INFORM CONNECT ADVISE • Comms planning • SilverPoll • SilverAudit •online survey Workshop session • Channel planning • • Focus groups • Executive briefing Silver3D • Training •attitudes & behaviours • Corporate strategy • Brand strategy ©Silver Group 2009 www.silvergroup.asia
  38. 38. YOUR BUSINESS 13 EFFECTS OF AGE VOLUME/VALUE OPPORTUNITY/RISK RESEARCH DATA SENSORY SALES TRACKING PHYSIOLOGICAL MARKETING MIX AUDITTM PRODUCT/SERVICE SALES CHANNELS COGNITIVE COMMUNICATIONS TEAM ATTITUDE AWARENESS ©Silver Group 2009 www.silvergroup.asia
  39. 39. Management Kim Walker – Founder & CEO 30 years experience including APAC President& CEO of M&C Saatchi, APAC COO Carat Media Brian Harrison – Partner, South East Asia Brian is a 40 year veteran of Ogilvy and Y&R. Worked in London, Toronto, Stockholm, New York, and Denmark. Sweden, Ireland and Singapore (CEO of Y&R SEA) Wendy Tso – Partner, China 20 years experience in marketing, marketing communications and management in USA, Singapore, PRC: HKSAR, Taiwan, Shanghai P.V. Narayanamoorthy - Head of Insights Over 30 years experience, he was formerly Strategic Resources Director and board member of Carat APAC David Lewnes – Partner, Healthcare & Wellness 27 years in the healthcare business, the past 21 years of which have been in Asia including Regional President for the Publicis Healthcare Communications Group Chris Beaumont – Partner, Japan 30 years experience across Asia Pacific both as a strategic planner and company CEO ©Silver Group 2009 www.silvergroup.asia
  40. 40. Advisory Board Christophe Bezu CEO, Adidas Asia Pacific Brent Green One of USA’s leading experts on 50 plus marketing Dr. Yuwa Hedrick-Wong Chief Economic Advisor, MasterCard Worldwide. Adjunct Professor, School of Management, Fudan University, Shanghai. Dr. Yasuhiko Kobayashi Professor of Integrated Communication, Aoyama Gakuin University, Tokyo. President of Japan Academy of Advertising and Director of Nikkei Advertising Research Institute. Dr. Clint Laurent Founder, Global Demographics Prof. David R. Phillips Chair Professor of Social Policy; Chair, Advisory Board and Founder Director, Asia-Pacific Institute of Ageing Studies, Lingnan University, Hong Kong Dick Stroud UK’s leading expert on 50 plus marketing ©Silver Group 2009 www.silvergroup.asia
  41. 41. “For age is opportunity no less than youth itself, though in another dress….” Henry Wadsworth Longfellow
  42. 42. Connecting you to the 50+ market http://www.silvergroup.asia http://www.silvergroup.asia/blog mobile: +65 9155 5567 email: kim@silvergroup.asia skype: kim.walker ©Silver Group 2009 www.silvergroup.asia

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