Observations, insights and innovations that connect with the 50+ market.

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Silver Market Phenomenon Second Edition - Advance Order Now
by Kim Walker 22 August 2010 23:49:12

We have contributed a chapter to the second edition of The Silver Market Phenomenon - Marketing and Innovation in the Aging Society to be published in Autumn 2010. Our chapter is titled: The Age-Neutral Customer Journey. The chapter demonstrates why and how businesses and brands should become age-neutral. Using three distinct case studies, we introduce SilverAudit, a uni... more

More Great Examples Of Age Power In Japan
by Kim Walker 22 August 2010 20:13:58

Move over 50+, it's the 60+ in Japan who are flexing their spending muscles. According to an article in the Nikkei, Japanese aged 60-70 are emerging as an important source of economic vitality, as they are proving to be active spenders keen on making the most of their post-retirement years. Most of the 18 million sixtysomethings -- the country's largest age group -- are s... more

Broadcast audience aging faster than population
by Kim Walker 18 August 2010 19:20:12

No big surprise here but yet another wake up call for marketers still blind to the impact that an aging consumer has on the fundamentals of business. The median age for viewers at American TV networks including CBS is now 51 according to this report from AP. Furthermore, the broadcasters' audience has aged at twice the rate of the general population during the past two d... more

5 Things Retailers Need to Know About Marketing To Baby Boomers
by Kim Walker 09 August 2010 16:42:40

Okay, it's USA-based data, but regardless, some interesting learnings from recent reseach conducted by Matt Thornhill, of the Boomer Project and collaborators and detailed here. 1. Older and Younger Boomers Are Different The two groups have different frames of reference for decision-making, shopping, spending leisure time, cultural icons and involving themselves in medi... more

Networking Sites Reach Up To 80% of 55+ Internet Users In APAC - Download Report
by Kim Walker 23 June 2010 11:32:13

Older consumers in Asia Pacific are in line with global trends in social networking, revealed in an analysis of comScore data across thirteen APAC countries. Download the SilverMatters report here. Some Highlights: Singapore, Malaysia, Indonesia and Australia, (about a third of all countries surveyed) - have the highest percentage of mature internet users logging on ... more

Happier with Age? Don't Assume 50+ Aspire To Be Younger - Research
by Kim Walker 09 June 2010 10:44:21

Good news for old people, and for those who are getting old. On the global measure, people start out at age 18 feeling pretty good about themselves, and then, apparently, life begins to throw curve balls. They feel worse and worse until they hit 50. At that point, there is a sharp reversal, and people keep getting happier as they age. By the time they are 85, they are eve... more

What Generation Gap? Ageless Marketing = Generation Everyone.
by Kim Walker 05 June 2010 20:51:43

Here's a great article that discusses the idea of Generation E (Generaton Everyone). The author argues "will the idea of a "generation gap" eventually atrophy into obsolescence?" He's talking about ageless marketing. His examples include: moms and daughters with matching Ugg boots, Juicy Couture sweatsuits, Abercrombie hoodies and Coach handbags. Fathers and sons compari... more

50 Is The New 30 In China Too! - Download Research
by Kim Walker 03 June 2010 14:27:43

Like most others countries, older Chinese consumers perceive themselves younger than their actual age according to a new study. This supports the results of our SilverPoll conducted in 2009 across 5 APAC markets. The survey among consumers above the age 50, was conducted across six cities in China. [Download here]. While almost 50 percent of the people surveyed were betw... more

Older Shoppers A Key Target In Emerging Markets
by Kim Walker 23 May 2010 16:22:55

A new study by Euromonitor concludes that marketers should consider targeting older shoppers in countries like India and China. Brazil, Russia, India and China will deliver more than 60% of growth among all emerging markets between 2010 and 2020, with the India and China generating over a quarter of the overall increase. As reported in an article on WARC, Euromonitor co... more

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