Newsletter from 20plus30
New insights into 50-plus marketing
July - August 2010
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Another interesting period in the world of 50-plus marketing.

Two of the stories that caught my eye involved Amazon and Nielsen.

The world's largest online bookstore announced that it was selling more eBooks than hardbacks.

The giant research company announced that embracing the older consumer was critical for business success. More of these stories in the newsletter.

If you have any questions, about the issues raised in the newsletter then please get in contact. Enjoy reading the July newsletter.

Apps and Video
There has been a deluge of news about apps and Web video - two technologies that are especially relevant to older consumers. For instance, did you know that half of US multi-channel retailers are using Web video?

If you want to read about the basics of Web video then this resources provides lots of useful tips. I loved the hilarious example from TomTom of using Yoda (Star Wars) to record their voice messages.

Want the data to justify a Web video investment? This podcast and PowerPoint presentation contains all of the information you could want.

Today, the construction of apps is something of a mystery to most marketers - a bit like the Web in its early days. Google's "build your own app" toolset is a good primer.

Apps are being touted as the saviour of the publishing industry. Readers Digest, a mag that the 50-plus will remember with differing degrees of affection, certainly thinks so.

Finally, a view about the relevance of the iPad from the young and the old. AARP's "Ten things you should know about the iPad". A bit like having a secret window into a focus group and CNET's raucous session is what sons, daughters and grandchildren really think!

Don't forget that I have specialist blogs about apps and Web video.  
Fragmentation of older market
I wish we could 'un-invent' the measure of the average - it tells us nothing.

The average life expectancy in the UK is increasing but the real message from a BMJ report is that the health of UK's older population is fragmenting based on their socio economic group.

The UK's population is also fragmenting into the wealthy and the poor over-50s. The landmark report from the IFS clearly demonstrates the fractures that are occurring in UK society.

The fragmentation in society is not just within age group but between the old and the young. The New York Times depressingly demonstrated how American's young people are getting poorer.

This is all very depressing news.
Battle of the Bulge
We often get bogged down in the detail of the issues of marketing to the older consumer and lose sight of the big issue. The monumental changes that are taking place in age profile of Western Society.

The Economist published a chart that graphically displays the changing population profile of Europe. In the last 60 years Europe's population structure has dramatically changed but this is only a rehearsal for what will happen by 2050.

The implications of this change and what to do about them should appear as first item on the board papers of all companies. We might speculate about global warming but there is no doubt about the issue of global ageing.

I hope you have enjoyed the newsletter. The next edition will be published in early Sept.

Have a good Summer holiday.

If you would like to know when new 50-plus marketing publications are posted to the 20plus30 web I can send you an alert. You can now follow postings to the 20plus30 blog on Twitter.

Best regards - Dick Stroud

phone: +44 (0) 207 193 0915
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