SlideShare una empresa de Scribd logo
1 de 57
Descargar para leer sin conexión
Marketing to the
Ageing Consumer
Dick Stroud
16th April 2013
Lots to say
35 mins
www.20plus30.com/BA2013
Objective of the session
Book selling
Population ageing
BA Conference Harrogate
Average number books bought, 2006
2	
  
6	
  
7	
  
8	
  
11	
  
9	
  
Ave	
  6.6	
  
Books & the Consumer (BML/TNS)
8
11
9
% buying books (2011)
0 20 40 60 80
13-24
25-34
35-44
45-54
55-64
65-79
Males
Females
Books & Consumers © Bowker Market Research
*
*
*
Free e-books (2012)
28%
15%
21%
22%
14% 55+
45-54
35-44
25-34
18-24
*
Australia
Brazil
France
Germany
India
Japan
S. Korea
Spain
USA
UK
*
Paid e-books (2012)
33%	
  
19%	
  
20%	
  
19%	
  
10%	
  
55+
45-54
35-44
25-34
18-24
*
Australia
Brazil
France
Germany
India
Japan
S. Korea
Spain
USA
UK
*
E-book buyer profiles - March 2012
0
20
40
60
80
100
16-24 25-34 35-44 45-54 55+
43
35
30
26
20
34
38 36
31
24
%	
  
Bought in last 6 months Likely to buy in next 6 months
Base:	
  All	
  adults	
  	
  	
  
Source:	
  Understanding	
  the	
  Digital	
  Consumer	
  March	
  2012	
  
Books & Consumers © Bowker Market Research
UK Demographics
+ 4 million
UK wealth distribution
30%
Share of income
High wealth 50+
Income +Assets
Postal Areas
‘ultra-­‐fragmentaGon’	
  
£100,000+	
  savings	
  
17%	
  
<£2,000	
  savings	
  
29%	
  
Standard of living Happiness
Health
Quality of life Index
50-54	

 60-64	

 65-69	

 70-74	

 75+	

55-59	

2	
  
0	
  
-­‐2	
  
-­‐4	
  
-­‐6	
  
-­‐8	
  
-­‐10	
  
-­‐12	
  
50-54	

 60-64	

 65-69	

 70-74	

 75+	

55-59	

long-term
unemployment
final salary pensions
higher
debt levels
2	
  
0	
  
-­‐2	
  
-­‐4	
  
-­‐6	
  
-­‐8	
  
-­‐10	
  
-­‐12	
  
è sandwich
generationç
AB	

 C1	

 C2	

 DE	

Standard of living
Health
Happiness
2	
  
0	
  
-­‐2	
  
-­‐4	
  
-­‐6	
  
-­‐8	
  
-­‐10	
  
-­‐14	
  
-­‐16	
  
-­‐20	
  
Quality of life Index
<30% of age group
older
higher socio-economic
prosperity	
  
Complex Bunch
Equally Complex Bunch
Age
Wealth
Education
Sexuality
Physiological ageing
Senses BodyMind
Eyesight	
  
Touch	
  
Hearing	
  
Smell	
  
Taste	
  
Complexity	
  
Comprehension	
  
Muscle	
  
Strength	
  
Dexterity	
  
Hair	
  Flexibility	
  
Weight	
  &	
  
Body	
  Size	
  
DigesGon	
  
Urinary	
  
Skin	
  
Menopause	
  
Dental	
  
Sexual	
  
	
  
	
  
	
  
	
  
25 types
Communications
Support
Product
Online Retail
➟  Graphics
➟  Handling
➟  Comprehension
➟  Opening/Closing
➟  Text
Assembly
Design
Packaging
Pricing
Warranty
Communications
Support
Product
Online
Retail
SensesBody Mind
Eyesight
Touch
Hearing
Smell
Taste Complexity
Comprehension
Muscle
Strength
Dexterity
Flexibility
Weight &
Body Size
Skin
Communications
Support
Product
Online Retail
SensesBody Mind
Eyesight
Touch
Hearing
Smell
Taste Complexity
Comprehension
Muscle
Strength
Dexterity
Flexibility
Weight &
Body Size
Skin
Communications
Support
Product
Online Retail
35% of adult
population > 55
55+ will account for
90% of population
growth
2 Bookstores	
  
Other observations
•  Large children’s play area
•  6 seats in the store – none together
•  No reading aids products for older customers
•  Books on age related issues
•  Ageing = 5
•  Alzheimer's / Dementia = 4
•  Retirement finance = 2
•  Care = 0
•  Wellness = 0
25 effects of ageing
X
200 touchpoints
X
Age/Client Weighting
Touchpoints
Ageing Factors
Database
Engine
Interface
Communications 4.7
Online 4.1
Product 4.0
Retail 4.4
Phone 4.6
AF Score = 4.4
The recession has (is) changing the fabric of
the market✔	
  
Essential to evaluate the complete customer
journey✔	
  
The devil is in the detail – numerous 1%
improvements✔	
  
Age-friendly touchpoints are the foundation of all
marketing✔	
  
Thanks for listening!
www.20plus30.com/BA2013
Dick Stroud
dick@20plus30.com
www.20plus30.com
@20plus30
dickstroud
dickstroud
www.the50plusmarket.com
www.age-friendly.com

Más contenido relacionado

La actualidad más candente

MicroAd - Survey on Travel Preferences of Southeast Asians To Japan 2015
MicroAd - Survey on Travel Preferences of Southeast Asians To Japan 2015MicroAd - Survey on Travel Preferences of Southeast Asians To Japan 2015
MicroAd - Survey on Travel Preferences of Southeast Asians To Japan 2015
MicroAd, Inc.
 
College magazine questionaair
College magazine questionaairCollege magazine questionaair
College magazine questionaair
zablitt40388
 

La actualidad más candente (18)

2017 back-to-college survey
2017 back-to-college survey2017 back-to-college survey
2017 back-to-college survey
 
EMPLOYEE SATISFACTION IN THAILAND
EMPLOYEE SATISFACTION IN THAILAND EMPLOYEE SATISFACTION IN THAILAND
EMPLOYEE SATISFACTION IN THAILAND
 
Energy drinks usage in Vietnam
Energy drinks usage in VietnamEnergy drinks usage in Vietnam
Energy drinks usage in Vietnam
 
[Survey] Ideal boss and company among Vietnamese
[Survey] Ideal boss and company among Vietnamese[Survey] Ideal boss and company among Vietnamese
[Survey] Ideal boss and company among Vietnamese
 
Survey on vietnamese usage of beauty services en
Survey on vietnamese usage of beauty services   enSurvey on vietnamese usage of beauty services   en
Survey on vietnamese usage of beauty services en
 
Vietnamese saving
Vietnamese savingVietnamese saving
Vietnamese saving
 
Eye glass market in Vietnam
Eye glass market in VietnamEye glass market in Vietnam
Eye glass market in Vietnam
 
MicroAd - Survey 2015 - Southeast Asians' Perceptions and Appreciation of Che...
MicroAd - Survey 2015 - Southeast Asians' Perceptions and Appreciation of Che...MicroAd - Survey 2015 - Southeast Asians' Perceptions and Appreciation of Che...
MicroAd - Survey 2015 - Southeast Asians' Perceptions and Appreciation of Che...
 
Appearance Care Habit in Indonesia
Appearance Care Habit in IndonesiaAppearance Care Habit in Indonesia
Appearance Care Habit in Indonesia
 
College magazine questionnaire analysis
College magazine questionnaire analysisCollege magazine questionnaire analysis
College magazine questionnaire analysis
 
Toothbrush and toothpaste usage in vietnam
Toothbrush and toothpaste usage in vietnamToothbrush and toothpaste usage in vietnam
Toothbrush and toothpaste usage in vietnam
 
Cooking oil usage in Indonesia
Cooking oil usage in IndonesiaCooking oil usage in Indonesia
Cooking oil usage in Indonesia
 
MicroAd - Survey on Travel Preferences of Southeast Asians To Japan 2015
MicroAd - Survey on Travel Preferences of Southeast Asians To Japan 2015MicroAd - Survey on Travel Preferences of Southeast Asians To Japan 2015
MicroAd - Survey on Travel Preferences of Southeast Asians To Japan 2015
 
College magazine questionaair
College magazine questionaairCollege magazine questionaair
College magazine questionaair
 
TV market in Indonesia
TV market in IndonesiaTV market in Indonesia
TV market in Indonesia
 
Ipsos Global @dvisor Wave 44: Corporate Social Responsibility
Ipsos Global @dvisor Wave 44: Corporate Social ResponsibilityIpsos Global @dvisor Wave 44: Corporate Social Responsibility
Ipsos Global @dvisor Wave 44: Corporate Social Responsibility
 
Market resaerch
Market resaerchMarket resaerch
Market resaerch
 
Vietnam E-Commerce report 2017
Vietnam E-Commerce report 2017Vietnam E-Commerce report 2017
Vietnam E-Commerce report 2017
 

Similar a 2013 London Book Fair slides

The So-What? of Sustainability: Inside the Minds of Millennials to Matures
The So-What? of Sustainability:Inside the Minds of Millennials to MaturesThe So-What? of Sustainability:Inside the Minds of Millennials to Matures
The So-What? of Sustainability: Inside the Minds of Millennials to Matures
The Sage Group, Inc.
 
Leveraging company values to drive revenue in 2017 - White Paper
Leveraging company values to drive revenue in 2017 - White PaperLeveraging company values to drive revenue in 2017 - White Paper
Leveraging company values to drive revenue in 2017 - White Paper
Louise Cunningham
 
Fruit Logistica 2016 Logistics Hub Session 4 lin
Fruit Logistica 2016 Logistics Hub Session 4 linFruit Logistica 2016 Logistics Hub Session 4 lin
Fruit Logistica 2016 Logistics Hub Session 4 lin
Danie Schoeman
 
Edelman goodpurpose 2012 Malaysian Report
Edelman goodpurpose 2012 Malaysian ReportEdelman goodpurpose 2012 Malaysian Report
Edelman goodpurpose 2012 Malaysian Report
hinyoong
 

Similar a 2013 London Book Fair slides (20)

Financial Services Forum - presentation by Dick Stroud
Financial Services Forum - presentation by Dick StroudFinancial Services Forum - presentation by Dick Stroud
Financial Services Forum - presentation by Dick Stroud
 
Spotlight on Children's Audio 2014 - Market Landscape & Trends in the US
Spotlight on Children's Audio 2014 - Market Landscape & Trends in the USSpotlight on Children's Audio 2014 - Market Landscape & Trends in the US
Spotlight on Children's Audio 2014 - Market Landscape & Trends in the US
 
Shopper Typologies and Segmentations 2014
Shopper Typologies and Segmentations 2014Shopper Typologies and Segmentations 2014
Shopper Typologies and Segmentations 2014
 
Shopper Typologies and Segmentations 2014 SAMPLE EXTRACT
Shopper Typologies and Segmentations 2014 SAMPLE EXTRACTShopper Typologies and Segmentations 2014 SAMPLE EXTRACT
Shopper Typologies and Segmentations 2014 SAMPLE EXTRACT
 
The So-What? of Sustainability: Inside the Minds of Millennials to Matures
The So-What? of Sustainability:Inside the Minds of Millennials to MaturesThe So-What? of Sustainability:Inside the Minds of Millennials to Matures
The So-What? of Sustainability: Inside the Minds of Millennials to Matures
 
Understanding the Children's Book Consumer in the Digital Age
Understanding the Children's Book Consumer in the Digital AgeUnderstanding the Children's Book Consumer in the Digital Age
Understanding the Children's Book Consumer in the Digital Age
 
Danon TMM Presentation
Danon TMM PresentationDanon TMM Presentation
Danon TMM Presentation
 
Consumer perception towards online shopping
Consumer perception towards online shoppingConsumer perception towards online shopping
Consumer perception towards online shopping
 
Public views on ethical retail
Public views on ethical retailPublic views on ethical retail
Public views on ethical retail
 
Leveraging company values to drive revenue in 2017 - White Paper
Leveraging company values to drive revenue in 2017 - White PaperLeveraging company values to drive revenue in 2017 - White Paper
Leveraging company values to drive revenue in 2017 - White Paper
 
Chapter 3 Market Segmentation
Chapter 3 Market SegmentationChapter 3 Market Segmentation
Chapter 3 Market Segmentation
 
Meet the Millennials:
Meet the Millennials: Meet the Millennials:
Meet the Millennials:
 
Fruit Logistica 2016 Logistics Hub Session 4 lin
Fruit Logistica 2016 Logistics Hub Session 4 linFruit Logistica 2016 Logistics Hub Session 4 lin
Fruit Logistica 2016 Logistics Hub Session 4 lin
 
Understanding the Children's Book Consumer in the Digital Age- Australian Pub...
Understanding the Children's Book Consumer in the Digital Age- Australian Pub...Understanding the Children's Book Consumer in the Digital Age- Australian Pub...
Understanding the Children's Book Consumer in the Digital Age- Australian Pub...
 
BEA 2013 children's_presentation_05_29_13_final
BEA 2013 children's_presentation_05_29_13_finalBEA 2013 children's_presentation_05_29_13_final
BEA 2013 children's_presentation_05_29_13_final
 
Marketing to Seniors
Marketing to SeniorsMarketing to Seniors
Marketing to Seniors
 
Kids Books Online and Off: Changing Buying Behaviors in the Digital Age (Niel...
Kids Books Online and Off: Changing Buying Behaviors in the Digital Age (Niel...Kids Books Online and Off: Changing Buying Behaviors in the Digital Age (Niel...
Kids Books Online and Off: Changing Buying Behaviors in the Digital Age (Niel...
 
Data visualization
Data visualizationData visualization
Data visualization
 
Edelman goodpurpose 2012 Malaysian Report
Edelman goodpurpose 2012 Malaysian ReportEdelman goodpurpose 2012 Malaysian Report
Edelman goodpurpose 2012 Malaysian Report
 
Silver Spenders: How to advertise to over 50s from PPC Hero's #HeroConf London
Silver Spenders: How to advertise to over 50s from PPC Hero's #HeroConf LondonSilver Spenders: How to advertise to over 50s from PPC Hero's #HeroConf London
Silver Spenders: How to advertise to over 50s from PPC Hero's #HeroConf London
 

Más de 20plus30 (6)

Singapore Tourism needs to become age-friendly
Singapore Tourism needs to become age-friendlySingapore Tourism needs to become age-friendly
Singapore Tourism needs to become age-friendly
 
How age-friendly is Panasonic (wireless handset)
How age-friendly is Panasonic (wireless handset)How age-friendly is Panasonic (wireless handset)
How age-friendly is Panasonic (wireless handset)
 
How age-friendly is Burger King
How age-friendly is Burger KingHow age-friendly is Burger King
How age-friendly is Burger King
 
AARP article about age friendliness
AARP article about age friendlinessAARP article about age friendliness
AARP article about age friendliness
 
Old age britain
Old age britainOld age britain
Old age britain
 
Aging2.0 Presentation about the importance of physical ageing
Aging2.0 Presentation about the importance of physical ageingAging2.0 Presentation about the importance of physical ageing
Aging2.0 Presentation about the importance of physical ageing
 

Último

Call Girls Bellandur ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Call Girls Bellandur ☎ 7737669865☎ Book Your One night Stand (Bangalore)Call Girls Bellandur ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Call Girls Bellandur ☎ 7737669865☎ Book Your One night Stand (Bangalore)
amitlee9823
 
CHEAP Call Girls in Malviya Nagar, (-DELHI )🔝 9953056974🔝(=)/CALL GIRLS SERVICE
CHEAP Call Girls in  Malviya Nagar, (-DELHI )🔝 9953056974🔝(=)/CALL GIRLS SERVICECHEAP Call Girls in  Malviya Nagar, (-DELHI )🔝 9953056974🔝(=)/CALL GIRLS SERVICE
CHEAP Call Girls in Malviya Nagar, (-DELHI )🔝 9953056974🔝(=)/CALL GIRLS SERVICE
9953056974 Low Rate Call Girls In Saket, Delhi NCR
 

Último (20)

Thane West \ Escort Service in Mumbai - 450+ Call Girl Cash Payment 983332523...
Thane West \ Escort Service in Mumbai - 450+ Call Girl Cash Payment 983332523...Thane West \ Escort Service in Mumbai - 450+ Call Girl Cash Payment 983332523...
Thane West \ Escort Service in Mumbai - 450+ Call Girl Cash Payment 983332523...
 
2k Shot Call girls Laxmi Nagar Delhi 9205541914
2k Shot Call girls Laxmi Nagar Delhi 92055419142k Shot Call girls Laxmi Nagar Delhi 9205541914
2k Shot Call girls Laxmi Nagar Delhi 9205541914
 
Call Girls Bellandur ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Call Girls Bellandur ☎ 7737669865☎ Book Your One night Stand (Bangalore)Call Girls Bellandur ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Call Girls Bellandur ☎ 7737669865☎ Book Your One night Stand (Bangalore)
 
Verified Trusted Call Girls Ambattur Chennai ✔✔7427069034 Independent Chenna...
Verified Trusted Call Girls Ambattur Chennai ✔✔7427069034  Independent Chenna...Verified Trusted Call Girls Ambattur Chennai ✔✔7427069034  Independent Chenna...
Verified Trusted Call Girls Ambattur Chennai ✔✔7427069034 Independent Chenna...
 
Behala ( Call Girls ) Kolkata ✔ 6297143586 ✔ Hot Model With Sexy Bhabi Ready ...
Behala ( Call Girls ) Kolkata ✔ 6297143586 ✔ Hot Model With Sexy Bhabi Ready ...Behala ( Call Girls ) Kolkata ✔ 6297143586 ✔ Hot Model With Sexy Bhabi Ready ...
Behala ( Call Girls ) Kolkata ✔ 6297143586 ✔ Hot Model With Sexy Bhabi Ready ...
 
Hotel And Home Service Available Kolkata Call Girls Howrah ✔ 6297143586 ✔Call...
Hotel And Home Service Available Kolkata Call Girls Howrah ✔ 6297143586 ✔Call...Hotel And Home Service Available Kolkata Call Girls Howrah ✔ 6297143586 ✔Call...
Hotel And Home Service Available Kolkata Call Girls Howrah ✔ 6297143586 ✔Call...
 
Call Girls Manjri Call Me 7737669865 Budget Friendly No Advance Booking
Call Girls Manjri Call Me 7737669865 Budget Friendly No Advance BookingCall Girls Manjri Call Me 7737669865 Budget Friendly No Advance Booking
Call Girls Manjri Call Me 7737669865 Budget Friendly No Advance Booking
 
(TOP CLASS) Call Girls In Nungambakkam Phone 7427069034 Call Girls Model With...
(TOP CLASS) Call Girls In Nungambakkam Phone 7427069034 Call Girls Model With...(TOP CLASS) Call Girls In Nungambakkam Phone 7427069034 Call Girls Model With...
(TOP CLASS) Call Girls In Nungambakkam Phone 7427069034 Call Girls Model With...
 
𓀤Call On 6297143586 𓀤 Park Street Call Girls In All Kolkata 24/7 Provide Call...
𓀤Call On 6297143586 𓀤 Park Street Call Girls In All Kolkata 24/7 Provide Call...𓀤Call On 6297143586 𓀤 Park Street Call Girls In All Kolkata 24/7 Provide Call...
𓀤Call On 6297143586 𓀤 Park Street Call Girls In All Kolkata 24/7 Provide Call...
 
Book Sex Workers Available Kolkata Call Girls Service Airport Kolkata ✔ 62971...
Book Sex Workers Available Kolkata Call Girls Service Airport Kolkata ✔ 62971...Book Sex Workers Available Kolkata Call Girls Service Airport Kolkata ✔ 62971...
Book Sex Workers Available Kolkata Call Girls Service Airport Kolkata ✔ 62971...
 
Borum Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
Borum Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort ServiceBorum Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
Borum Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
 
Model Call Girls In Ariyalur WhatsApp Booking 7427069034 call girl service 24...
Model Call Girls In Ariyalur WhatsApp Booking 7427069034 call girl service 24...Model Call Girls In Ariyalur WhatsApp Booking 7427069034 call girl service 24...
Model Call Girls In Ariyalur WhatsApp Booking 7427069034 call girl service 24...
 
Verified Trusted Call Girls Tambaram Chennai ✔✔7427069034 Independent Chenna...
Verified Trusted Call Girls Tambaram Chennai ✔✔7427069034  Independent Chenna...Verified Trusted Call Girls Tambaram Chennai ✔✔7427069034  Independent Chenna...
Verified Trusted Call Girls Tambaram Chennai ✔✔7427069034 Independent Chenna...
 
College Call Girls Pune 8617697112 Short 1500 Night 6000 Best call girls Service
College Call Girls Pune 8617697112 Short 1500 Night 6000 Best call girls ServiceCollege Call Girls Pune 8617697112 Short 1500 Night 6000 Best call girls Service
College Call Girls Pune 8617697112 Short 1500 Night 6000 Best call girls Service
 
𓀤Call On 6297143586 𓀤 Ultadanga Call Girls In All Kolkata 24/7 Provide Call W...
𓀤Call On 6297143586 𓀤 Ultadanga Call Girls In All Kolkata 24/7 Provide Call W...𓀤Call On 6297143586 𓀤 Ultadanga Call Girls In All Kolkata 24/7 Provide Call W...
𓀤Call On 6297143586 𓀤 Ultadanga Call Girls In All Kolkata 24/7 Provide Call W...
 
Hotel And Home Service Available Kolkata Call Girls South End Park ✔ 62971435...
Hotel And Home Service Available Kolkata Call Girls South End Park ✔ 62971435...Hotel And Home Service Available Kolkata Call Girls South End Park ✔ 62971435...
Hotel And Home Service Available Kolkata Call Girls South End Park ✔ 62971435...
 
𓀤Call On 6297143586 𓀤 Sonagachi Call Girls In All Kolkata 24/7 Provide Call W...
𓀤Call On 6297143586 𓀤 Sonagachi Call Girls In All Kolkata 24/7 Provide Call W...𓀤Call On 6297143586 𓀤 Sonagachi Call Girls In All Kolkata 24/7 Provide Call W...
𓀤Call On 6297143586 𓀤 Sonagachi Call Girls In All Kolkata 24/7 Provide Call W...
 
CHEAP Call Girls in Malviya Nagar, (-DELHI )🔝 9953056974🔝(=)/CALL GIRLS SERVICE
CHEAP Call Girls in  Malviya Nagar, (-DELHI )🔝 9953056974🔝(=)/CALL GIRLS SERVICECHEAP Call Girls in  Malviya Nagar, (-DELHI )🔝 9953056974🔝(=)/CALL GIRLS SERVICE
CHEAP Call Girls in Malviya Nagar, (-DELHI )🔝 9953056974🔝(=)/CALL GIRLS SERVICE
 
❤Personal Whatsapp Number Mukteshwar Call Girls 8617697112 💦✅.
❤Personal Whatsapp Number Mukteshwar Call Girls 8617697112 💦✅.❤Personal Whatsapp Number Mukteshwar Call Girls 8617697112 💦✅.
❤Personal Whatsapp Number Mukteshwar Call Girls 8617697112 💦✅.
 
Hotel And Home Service Available Kolkata Call Girls Dum Dum ✔ 6297143586 ✔Cal...
Hotel And Home Service Available Kolkata Call Girls Dum Dum ✔ 6297143586 ✔Cal...Hotel And Home Service Available Kolkata Call Girls Dum Dum ✔ 6297143586 ✔Cal...
Hotel And Home Service Available Kolkata Call Girls Dum Dum ✔ 6297143586 ✔Cal...
 

2013 London Book Fair slides