EXCITING

BUSINESS ABOUT

THE SILVER
MARKET
Connecting you to the 50+ market
 the
ENEMY

is

APATHY
“MY PERFORMANCE
IS MEASURED
EVERY 3 MONTHS.
THE AGEING
MARKET CAN WAIT”
 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?

ageing
 50+ share of spend

USA: EUROPE:

80% - luxury travel 45% - new cars & 80% top

74% - prescription drugs
51% - OTC drugs
60% - healthcare spending
41% - new cars
25% - toys
$7 billion online sales annually
range
50% - face care/cosmetics
55% - coffee
50% - mineral waters
50% - food oils (60% olive
oils)
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
CONSUMER EXPERIENCE EFFECTS OF AGEING

PRODUCT

RETAIL PHYSICAL

ONLINE SENSORY
AUDIT
TM

COMMUNICATIONS COGNITIVE

SALES SUPPORT

BUSINESS STRATEGY
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

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

http://www.silvergroup.asia
http://www.silvergroup.asia/blog