2013 london book fair slides
DESCRIPTION
This is a PDF of the presentation given by Dick Stroud at the 2013 London Book FairTRANSCRIPT
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Marketing to the Ageing Consumer
Dick Stroud
16th April 2013
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Lots to say
35 mins
www.20plus30.com/BA2013
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Objective of the session
Book selling Population ageing
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BA Conference Harrogate
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Average number books bought, 2006
2
6
7 8
11
9
Ave 6.6
Books & the Consumer (BML/TNS)
8
11 9
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% 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
* * *
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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
*
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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
*
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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
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UK Demographics
+ 4 million
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UK wealth distribution
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30%
Share of income
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High wealth 50+
Income +Assets
Postal Areas
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‘ultra-‐fragmentaGon’
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£100,000+ savings 17%
<£2,000 savings 29%
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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
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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
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AB C1 C2 DE
Standard of living
Health
Happiness
2 0 -‐2 -‐4 -‐6 -‐8 -‐10 -‐14 -‐16 -‐20
Quality of life Index
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<30% of age group
older
higher socio-economic
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prosperity
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Complex Bunch
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Equally Complex Bunch
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Age
Wealth
Education Sexuality
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Physiological ageing
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Senses Body Mind
Eyesight
Touch
Hearing
Smell
Taste Complexity
Comprehension
Muscle Strength
Dexterity
Hair Flexibility
Weight & Body Size
DigesGon
Urinary
Skin
Menopause
Dental
Sexual
25 types
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Communications
Support
Product
Online Retail
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➟ Graphics
➟ Handling
➟ Comprehension
➟ Opening/Closing
➟ Text
Assembly
Design
Packaging
Pricing
Warranty
Communications
Support
Product
Online
Retail
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Senses Body Mind
Eyesight
Touch
Hearing
Smell
Taste Complexity
Comprehension
Muscle Strength
Dexterity
Flexibility
Weight & Body Size
Skin
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Communications
Support
Product
Online Retail
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Senses Body Mind
Eyesight
Touch
Hearing
Smell
Taste Complexity
Comprehension
Muscle Strength
Dexterity
Flexibility
Weight & Body Size
Skin
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Communications
Support
Product
Online Retail
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35% of adult population > 55 55+ will account for 90% of population growth
2 Bookstores
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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
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25 effects of ageing X
200 touchpoints X
Age/Client Weighting
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Touchpoints
Ageing Factors
Database
Engine
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Interface
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Communications 4.7
Online 4.1
Product 4.0
Retail 4.4
Phone 4.6
AF Score = 4.4
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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 ✔
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Thanks for listening!
www.20plus30.com/BA2013
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Dick Stroud [email protected] www.20plus30.com @20plus30 dickstroud dickstroud
www.the50plusmarket.com
www.age-friendly.com