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

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

Japan Elderly Embrace Apple
by Kim Walker 11 August 2010 15:24:11

Here's an article picked up from Dick Stroud's blog about a report from Bloomberg in Japan. I believe, that not only the iPad (product) but the entire user experience of Apple is age-friendly. Perhaps the reason why Apple is attracting/retaining older customers and it's share proce outperforms PC's. According to a separate (amusing) report, late last year, market resear... 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

Study On Sex And Boomer Women Reveal Surprising Results
by Kim Walker 12 July 2010 17:30:21

A 'Giant Market Opportunity', according to this post in Engage Boomers. The study, conducted by VibrantNation.com reveals that Boomer women in the USA: More than half say they are dissatisfied with their sex lives. Eighty percent said they masturbate and 56% use sex toys (another 10% is interested in them). 44% have sex less than once a month. Yet, an all-male p... more

Skype On TV? Why Does Gran Need A Computer?
by Kim Walker 09 July 2010 12:15:23

Skype recently announced that new web-connected TV sets from LG, Panasonic and Samsung will now ship with Skype software pre-loaded. Add a TV webcam and you can make high-definition video calls from the sofa. On Skype's website, the pitch is clear "Soon you'll simply gather the whole family on the couch for video calls with loved ones overseas, and give them a regular w... 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

Citibank Survey Reveals Conservativism Among Older Entrepreneurs
by Kim Walker 28 May 2010 11:01:39

The USA Citibank small business survey (Q1, 2010) reveals dramatic differences in attitude between older and younger entrepreneurs according to this article. For example: 41 percent of the older respondents don't believe their businesses will be better off in 12 months, while 53 percent of the younger business owners think things will be improved a year from now. Comp... more