©Silver Group 2009 www.silvergroup.asia
THEY’RE WEALTHY, WIRED AND RISING IN YOUR MARKETS NOW!!
©Silver Group 2009 www.silvergroup.asia
Why are we here?
©Silver Group 2009 www.silvergroup.asia
SELL
more things to the same people?
or
the same things to more people?
©Silver Group 2009 www.silvergroup.asia
Population ageing is unprecedented,
a process without parallel in the history of humanity…
“population ageing isunprecedented,
a process without parallelin the history of humanity…”
United Nations, World Population Ageing Report, 2007
©Silver Group 2009 www.silvergroup.asia
50+ population share
36% 37%40%
46%41%
18% 18%
46%
37%
20%13%
21%
37% 37%
31%
39%35%
23%32%28%
36%39%
32%
15% 15%
43%
27%
15%11%
17%
27% 28%23%
35%31%
16%
AustraliaChina
FranceGermanyHong KongIndia
IndonesiaJapan
Korea
MalaysiaPakistanPhilippinesSingaporeTaiwanThailandUK USA
Vietnam
2008
2018
Data: Global Demographics
35%
©Silver Group 2009 www.silvergroup.asia
The only growing segment
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
0-14 15-34 35-49 50+
20082018
33.5%1.8%
0.9%-6.5%
* Aus, China, HK, India, Indon, Japan, Korea, Msia, Phils, Spore, Taiwan, Thai, Viet
©Silver Group 2009 www.silvergroup.asia
US$2tr spending power
$1,963.9
$1,021.2
2005 2015
Affluent AsiaEmerging AsiaTOTAL
Affluent Asia: Japan, Korea, Taiwan, Singapore, AustraliaEmerging Asia: China, India, Thailand, Malaysia, Philippines
MasterCard Asia/Pacific
Retired (65+)US$ billions
©Silver Group 2009 www.silvergroup.asia
SPENDING POWERCOMPETITION
POPU
LATI
ON
GR
OW
TH
15~34
50+
35~490~14
Marketing 101
©Silver Group 2009 www.silvergroup.asia
50+ share of spend
USA:
80% - luxury travel74% - prescription drugs51% - OTC drugs60% - healthcare spending41% - new cars25% - toys$7 billion online sales annually
EUROPE:
45% - new cars & 80% top range50% - face care/cosmetics55% - coffee50% - mineral waters50% - food oils (60% olive oils)40% - yogurts & dairy products35% - travel, 80% cruises
©Silver Group 2009 www.silvergroup.asia
Who are they?
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older but not old
and
not all the same
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30 years young
PRERETIRE
ACTIVERETIRED
PASSIVERETIRED 80
0
50
30BABY CHILD ADOLESCENT
AGED
YOUNGADULT
©Silver Group 2009 www.silvergroup.asia
DenialHow do you think, feel and behave relative to your actual age?
0%
20%
40%
60%
80%
100%
Austra
lia
China
India
Japa
nSing
apore HK
Same or older5 years or more younger
SilverPoll™ Jan 2009
©Silver Group 2009 www.silvergroup.asia
Don’t call me ‘old’!
Most annoying things about ageing
Not having the physical energy
and strength of my youth
The difference between the
person I am, and the person I see in
the mirror
OthersNeeding reading
glasses
Get tired more easily
Being categorized as an old person
SilverPoll™ Jan 2009
©Silver Group 2009 www.silvergroup.asia
Culture clashFamily welfare remains priority
0%
20%
40%
60%
80%
100%
Australia
China
India
Japan
Singapore
HK
Agree
Disagree
“Even in retirement my first priority will be to ensure the welfare of my family”SilverPoll™ Jan 2009
©Silver Group 2009 www.silvergroup.asia
THE RISE OF THE SILVER SURFER
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Spot the difference!?
Time Spent On Weekday - InternetNone (0)Less Than 15 Mins (7.5)15-30 Mins (22.5)30-60 Mins (45)1-2 Hours (90)2-4 Hours (180)4 Hours + (240)
Weekday Internet
Segments
Total Super Silvers 50-65 25-49
%
100
90
80
70
60
50
40
30
20
10
0
100
90
80
70
60
50
40
30
20
10
0
Autobase Off
41.9% 41.7%38.2%
7.5% 11.0%
7.7%
13.0%13.9%
13.8%
13.4%
13.6%
14.1%
12.8%11.2%
14.1%
5.1% 6.2%
6.3% 7.4% 5.8%
Silver3D
©Silver Group 2009 www.silvergroup.asia
Technology adoption19801980 19901990 20002000 20102010
TECHNOLOGY Personal Computer Internet Broadband Cloud
BOOMER AGE:GEN Y AGE:
16 ~ 340
26 ~ 440 ~ 7
36 ~ 543 ~ 17
46 ~ 6413 ~ 27
CULTURE PRODUCTIVITY CREATE FIND SHARE
WordPowerPoint
AdobeApple
Photoshop
GoogleiTuneseBay
FacebookMySpace
TwitterDe.lic.ious
FlickerWikipedia
©Silver Group 2009 www.silvergroup.asia
Who’s online in APAC?
Source: comScore Media Metrix, Jan 2009 Asia Pacific Roll-UpSource: comScore Media Metrix, Jan 2009 Asia Pacific Roll-Up and By Country Where Relevant
19.2%
©Silver Group 2009 www.silvergroup.asia
Steady GrowthUnique Visitor Growth
15-54 Year Old vs. 55+ Year OldAsia Pacific
37%
35%
Source: comScore Media Metrix, Jan 2009 Asia Pacific Roll-Up
Mill
ions
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Spending more time online
7%
Duration for 15-54 year oldsFlat to slight decline
Around1.5 hrs/day
Source: comScore Media Metrix, Jan 2009 Asia Pacific
©Silver Group 2009 www.silvergroup.asia
55+ by country
Regional Average: 7.8%
Composition of Persons 55+ Years OldAccessing the Internet By Country
January, 2009
Japan Up 3.7% ptsFrom YAG
Source: comScore Media Metrix, Jan 2009 Asia Pacific
©Silver Group 2009 www.silvergroup.asia
By genderGender Splits of Persons 55+ Years Old
By CountryJanuary, 2009
Source: comScore Media Metrix, Jan 2009 Asia Pacific
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What are they looking at?Composition Index By Genre of Content55+ Year Old - Asia PacificJan 2009
Source: comScore Media Metrix, Jan 2009 Asia Pacific
©Silver Group 2009 www.silvergroup.asia
#1 by country55+ January, 2009
New Zealand My lotto GamblingHong Kong Sohu General infoKorea allblog blog galleryTaiwan Libertytimes NewsMalaysia Metrolyrics Lyrics databaseJapan Mag2 General infoAustralia Real Streaming mediaSingapore Myflashbox Shout utilityChina eBay Buy/SellIndia State Bank Banking
Source: comScore Media Metrix, Jan 2009 Asia Pacific
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Web use
1. EDUCATION2. INCOME
3.AGE4. WEB ACTIVITY5. GEOGRAPHY
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they’re wealthythey’re wired
and they’re rising in your markets now!!
©Silver Group 2009 www.silvergroup.asia
is age important?
YES
NO
©Silver Group 2009 www.silvergroup.asia
©Silver Group 2009 www.silvergroup.asia
Less likely to register
©Silver Group 2009 www.silvergroup.asia
Web 2.0 technologies
can distract the older user
AGE SENSITIVE
To create, refine and share info
Create a sense of community
NOT AGESENSITIVE
ARCHITECTURE Vs APPLICATIONS
©Silver Group 2009 www.silvergroup.asia
Web design
OLDER HANDS OLDER EYES OLDER MINDS
©Silver Group 2009 www.silvergroup.asia
Soc net
16.5 million adults aged 55+ use social networkingFastest growing user segment on FacebookMySpace usage surge among the 55+
6.9 million usersAv. 204 minutes a month
One year since AARP.org launched its social networking platform
350,000 users1,700 groups (gardening to social activism)
Heaviest users of Second Life45+ spend 70.17 hrs.p.m1.2 million residents past 60 days
©Silver Group 2009 www.silvergroup.asia
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
huge, untapped opportunityolder but not the same
they’re wealthy, wired and rising in your markets now!!
©Silver Group 2009 www.silvergroup.asia
About Silver
Silver is Asia Pacific’s most insightfuland informed authority helping
businesses to leverage the rapidly growing 50+ segment
©Silver Group 2009 www.silvergroup.asia
What we do
CONNECTADVISEINFORM
• SilverPoll •online survey
• Focus groups Silver3D
•attitudes & behaviours
• SilverAudit• Workshop session• Executive briefing• Training• Corporate strategy• Brand strategy
• Comms planning• Channel planning
©Silver Group 2009 www.silvergroup.asia
SENSORY
PHYSIOLOGICAL
COGNITIVE
VOLUME/VALUEOPPORTUNITY/RISK
RESEARCHDATA
SALES TRACKING
MARKETING MIX PRODUCT/SERVICESALES CHANNELSCOMMUNICATIONS
TEAMATTITUDE
AWARENESS
AUDITTM
YOUR BUSINESS 13 EFFECTS OF AGE
©Silver Group 2009 www.silvergroup.asia
ManagementKim 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, China20 years experience in marketing, marketing communications and management in USA,
Singapore, PRC: HKSAR, Taiwan, Shanghai
P.V. Narayanamoorthy - Head of InsightsOver 30 years experience, he was formerly Strategic Resources Director and board member of
Carat APAC
David Lewnes – Partner, Healthcare & Wellness27 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, Japan30 years experience across Asia Pacific both as a strategic planner and company CEO
©Silver Group 2009 www.silvergroup.asia
Advisory BoardChristophe Bezu
CEO, Adidas Asia Pacific
Brent GreenOne of USA’s leading experts on 50 plus marketing
Dr. Yuwa Hedrick-WongChief Economic Advisor, MasterCard Worldwide. Adjunct Professor, School of Management, Fudan
University, Shanghai.
Dr. Yasuhiko KobayashiProfessor of Integrated Communication, Aoyama Gakuin University, Tokyo. President of Japan
Academy of Advertising and Director of Nikkei Advertising Research Institute.
Dr. Clint LaurentFounder, Global Demographics
Prof. David R. PhillipsChair 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
“For age is opportunity no less than youth itself,
though in another dress….”
Henry Wadsworth Longfellow
©Silver Group 2009 www.silvergroup.asia
http://www.silvergroup.asiahttp://www.silvergroup.asia/blog
mobile: +65 9155 5567email: [email protected]
skype: kim.walker
Connecting you to the 50+ market