FEB VOL1.15 mInteraction | strategy
Play. Learn. Live. Work.
@ Play. Learn. Live. Work.
LOOKING BACK
understanding future
This installment, DiGiTAL 3SiXTY would like to contribute our space to talk about the baby boomer generation, which most of our parents belong to.
Many books and articles were written about each generation characteristics, we want to put our digital goggles on and look at them in different perspective.
This data might be surprising to all of us, but remember that this generation helped craft and witnessed many technological breakthroughs that shape our behavior today.
data search news
+89% 120,000
long distance calls finance
100,000 80,000
games
60,000 40,000 20,000
chat
0
2008
2014
Number of internet users population aged 60+
Play. Learn. Live. Work. @60
the latest look at thai’s
01
PERFECT CONSUMPTION the quest for flawless experience continues
baby boomers generation Most baby boomers had been working hard for decades saving up small fortunes for later generations; however, with declining birthrate and both gen X and Y could support themselves financially faster than anyone could predict.
Baby boomers now have large savings that can be spent to indulge their retirement.
Decades of experience shapes unique expectations from this generation, and create demands for products and services that are ‘perfect’ to their expectation.
02 LONELY IS A OF
TH
ING E PAST
rebuilding the lost connections
Despite Internet penetration among 50+ years old in Thailand is still low, the number is growing steadily over years. Number of active users aged 55-64 years old increased more than 100% for Facebook, Twitter and Google+ (GlobalWebIndex, 2013), Up to 66% of 50+ year old internet users use it to get news updates (eMarketer, 2013) and they are discovering more new possibilities of being connected.
Social network has become the platform for them to be more social than they have never imagined with long-lost friends and families. With more and more conversations starting to pop up and group chats of their university friends being created, there are many things to talk about when you have got decades worth of stories to share.
03
EMPOWERED BY TECH
“
tools for preventing, monitoring and staying young
”
As baby boomers learned from taking care of their parents that medical bill can cost a fortune, they are willing to spend on preventive medicine and whatever that help eliminate risk of developing serious diseases in the future. In recent years, new technological advances in medical field are not only focusing at curing, but also focus on detecting and preventing disease.
Another aspect of preventing diseases is to maintain their health and appearance, Almost ¼ of vitamin supplement users and 20% of anti-aging cosmetic users in Thailand are baby boomers (Nielsen IMS, 2013). We before that wearable devices are becoming more relevant, so we can expect there will be devices that will aim at monitoring their overall health.
If you feel that wearable devices are too far into the future, there are apps that will connect to home-use medical equipment to monitor blood pressure, sugar level, and heart rate. There apps that remind you to take medication, suggest diagnosis that match with your symptoms, or even set goals for you to live healthier and younger. Apple iPhone commercial used to say ‘There’s an app for that’, now they might have to change to ‘There are 100 apps for that’.
Baby boomer adopted the concept of the Internet, personal computer and mobile phone even before some of us were born, so you should not be surprised if they adopt same technology as we all are. As we mentioned above, don’t let them fool you. All of us have received friend requests from our parents and older relatives, and some of them might be stalking on your Facebook right now (making you regret clicking that ‘accept’ button).
Digital landscape continues to grow at a rapid pace, brands and marketers are faced with the new challenges and opportunities GroupM and mInteraction present Thailand’s largest digital conference, FOCAL 2015 FOCAL comprises a wide range regional networks and understanding of Thai consumers. FOCAL intends to navigate marketers to harness the digital platform with the knowhow and expertise, enabling the marketers to address significant matters in the year to come that are of the most value to our client’s business
BY INVITATION ONLY – For more information, please contact mInteraction Thailand
Neil Mavichak Head of Digital Strategy Neil.Mavichak@mInteraction.com Worawin Soncharoen Associate Director – Digital Strategy Worawin.Soncharoen@mInteraction.com mInteraction 2015 All rights reserved
Kwankaow Koosakulnirund Supervisor – Digital Strategy Kwankaow.Koosakulnirund@mInteraction.com Pan Jroongtanapibarn Manager – Digital Strategy Resources & Insights Pan.Jroongtanapibarn@mInteraction.com Natalie Sarao Executive – Digital Strategy Resources & Insights Natalie.Sarao@mInteraction.com