2013 London Book Fair slides

Divertissement et humour Business

This is a PDF of the presentation given by Dick Stroud at the 2013 London Book Fair

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

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

High wealth 50+
Income +Assets
Postal Areas

£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

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

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

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

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