Silver Age

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Information about Silver Age
Business & Mgmt

Published on October 9, 2009

Author: silverguy



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

EXCITING BUSINESS ABOUT THE SILVER MARKET Connecting you to the 50+ market



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?


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

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 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


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 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

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

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”

Silver3D™ Compares 50+ market with younger cohorts: • Lifestage and Demographics • Attitudinal profiling • Behavioural profiling • China, Hong Kong, Singapore, Japan, Australia

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

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%

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

Connecting you to the 50+ market

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