silver apac online report 2013

SILVER SURFERS IN ASIA PACIFIC

Update August 2013

© Silver Group

SUMMARY

! Onliners 45+ now represent 19% of total – this is even more important considering the dramatic population growth of the older segment in the coming years

! Online usage among 55+ grew by 1.6% in the past year ! Spent increasing time online; an average of 1.16 hrs/day ! Penetration is greater in the more developed economies of APAC ! Predominantly older males. Hong Kong and Singapore are

exceptions. ! Most interested in portals, search and entertainment sites

© Silver Group

*N.B. By comparison, usage is higher worldwide: 55+ = 13%, 45+ = 27%

Who’s online in APAC?

Source: comScore Media Metrix, August 2013 Asia Pacific © Silver Group

28%

30%

23%

11%

8%

15-24 yrs 25-34 yrs 35-44 yrs 45-54 yrs 55+ yrs

45+ = 19%

Regional/Global Comparisons

© Silver Group Source: comScore Media Metrix, August 2013 Asia Pacific

Growth continues for this group, while 45-54 recedes

Unique Visitor Growth 45-54 Year Old vs. 55+

Year Old Asia Pacific

Targ

et A

udie

nce

000’

s


71,988 69,934

55,092 55,971

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

August 2012 August 2013

45-54 yrs

55+ yrs

68

69.6

67 67.5 68 68.5 69 69.5 70

2012 - August

2013 - August

55+ yrs

Spending more time online

2.4%

Around 1.16 hrs/day


55+ by country % Composition of Persons 55+ Years Old

Accessing the Internet By Country January 2013

Source: comScore Media Metrix, January 2013 Asia Pacific © Silver Group

7.0%

25.0%

11.6%

19.3%

9.1%

3.1%

6.2% 4.9%

16.1%

23.3%

2.8%

5.9% 7.4%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

By gender Gender Splits of Persons 55+ Years Old

By Country January 2013

Source: comScore Media Metrix, January 2013 Asia Pacific © Silver Group

5.4%

15.6%

6.3%

9.8%

4.8%

1.8%

3.8% 3.2%

7.9%

11.8%

2.0% 3.0% 3.6%

1.6%

9.4%

5.3%

9.5%

4.3%

1.3% 2.4% 1.7%

8.1%

11.6%

0.8%

2.9%

3.8%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

Male

Female

What are they looking at? Number of Unique Visitors By Genre of Content; 55+ Year Old - Asia Pacific


“Technologists, designers and marketers must refocus to seize this crucial opportunity.

They have created and sold products targeted explicitly at an already-saturated market of financially poor “digital natives” in

Generations X and Y. This emphasis on the young is unsurprising, since many

technologists are themselves part of these younger age groups. However, it is a very serious mistake, because it neglects the most

promising technology market demographic of all: the affluent, increasingly technologically sophisticated older generation we

are calling the ‘silver surfers’.”

© Silver Group

Gartner. October, 2013

About ComScore comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. comScore helps its clients better understand, leverage and profit from the rapidly evolving digital marketing landscape by providing data, analytics and on-demand software solutions for the measurement of online ads and audiences, media planning, website analytics, advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e-commerce, and a broad variety of emerging forms of digital consumer behavior. comScore services, which now include the product suites of recent acquisitions Nedstat, Nexius XPlore, ARSGroup and Certifica, are used by more than 1,600 clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelin and Yahoo!. For more information, please visit www.comScore.com

FOR FURTHER INFORMATION, PLEASE CONTACT: Joe Nguyen

comScore, Inc. Email: [email protected]

© Silver Group

About Silver Silver Group helps business and government benefit from the unprecedented, global growth of the 50+ population. Our clients include leading products and services companies as well as government bodies. Our unique AF Audit helps businesses and brands understand, measure, and remove the barriers between them and older consumers, patients, citizens and employees. Silver is a Singapore-based, global business. Please visit: www.silvergroup.asia

FOR FURTHER INFORMATION, PLEASE CONTACT: Kim Walker

Email: [email protected]

Scope of services

Workshops Insightful, interactive, fun and actionable workshops that help teams

understand the opportunities and challenges of older customers Sessions ranging from ½ day introductions to 2-day immersion and ideation

programmes

Age-Friendly audit Using unique tools to evaluate your entire customer journey through the prism

of ageing Enable business to identify and remove the barriers between them and older

consumers

Research and strategy Applying research, insights and ideas to devise unique strategies that create a

sustainable competitive edge with the ageing consumer

Speaking Kim Walker is a TED speaker and co-author of a definitive book on the

subject. He repeatedly wins ‘Best Speaker’ accolades for his lively and engaging delivery

© Silver Group

Email: [email protected]

Silver Web: www.silvergroup.asia

Blog: http://silvergroup.asia/blog/

Twitter: https://twitter.com/#!/SilverGroup

Age-Friendly web: www.age-friendly.com

Contact us to learn more:

© Silver Group

silver apac online report 2013

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