1. Unlock the power of
the 50+ Market
SilverPoll™. April 2011
© Silver Group Pte Ltd 2011

2. Age-Friendliness a Deciding Factor
Question: How likely are you to buy a product or service from brands if they are age-
friendly when compared to one that makes you feel old or excluded from their customer mix
perhaps due to a focus on youth?
Not likely at all
(no difference)
13%
Very likely
(age- Neither more or
friendliness is less likely
critical) 28%
59%
SilverPoll™ (online)
Area = Singapore
Period = 23/02/2011 - 10/03/2011
Responses = 14,908
Gender = Male / Female
© Silver Group Pte Ltd 2011 Age = 50 yrs and above

3. ‘Age-Friendliness’ Affects All Categories
Question: How likely are you to buy a product or service from X business if it is age-friendly
when compared to one that makes you feel old or excluded from their customer mix
perhaps due to a focus on youth?
Sports gear 48%
Clothing 53%
‘Age-friendliness’
critical to choice
Skin care 46%
Bank/Insurance co 54%
Airline 47%
SilverPoll™ (online)
Area = Singapore
Period = 23/02/2011 - 10/03/2011
Responses = 14,908
Gender = Male / Female
© Silver Group Pte Ltd 2011 Age = 50 yrs and above

4. Roles in an Age-Friendly Customer Journey
Issue: When deciding to buy a product or service, how important is it that X makes me feel
comfortable with my age and welcomed as a customer?
Product/Service design 39%
Retail environment 63%
‘Very Likely’ or
‘Likely’ to buy if
Website 45%
Age-Friendly
Social networks/reviews 72%
Advertising/PR 82%
SilverPoll™ (online)
Area = Singapore
Period = 23/02/2011 - 10/03/2011
Responses = 14,908
Gender = Male / Female
© Silver Group Pte Ltd 2011 Age = 50 yrs and above

5. The world's first process to help businesses and
brand owners understand, measure, track and
ultimately remove the barriers between them
and older customers.
By becoming more age-friendly, brands can
unlock the vast spending power of mature
customers.
© Silver Group Pte Ltd 2011

6. Making the connections
+ =
An assessment
27 Effects Customer of
of Ageing Journey age-
friendliness
PHYSICAL ONLINE
SENSORY COMMUNICATIONS
COGNITIVE PHONE SALES/SUPPORT
PRODUCT
RETAIL
© Silver Group Pte Ltd 2011

7. Recommended Procedure
PHASE 1 PHASE 2 PHASE 3
SilverAudit Strategy Workshop
Identify, monitor and Measure Audit vs. Team buy-in. Ideation.
measure the barriers customer vs. brand Feasibility and action plan
© Silver Group Pte Ltd 2011

8. Sample output
Silver Strategy
6
REVIEW MAINTAIN
(over-delivery) (keep good momentum)
5
SilverAudit (mean is 3)
4
3
!" #" $" %" &" '"
2
1
CAUTION DEVELOP
(lower priority issues) (critical to get right)
0
Stated importance by consumers (mean is 2.625)
Bubble size denotes SILVER READINESS INDEX of touch point
© Silver Group Pte Ltd 2011
Note: sample data for illustration purposes only

9. Connecting you to the 50+ market
www.silvergroup.asia
Contact: kim@silvergroup.asia
© Silver Group Pte Ltd 2011 ACRA: 200810734H

10. SILVER is the most insightful
and informed authority
helping businesses to
leverage the rapidly growing
50+ segment
© Silver Group Pte Ltd 2011