An update of our report on the online activity among older people in Asia Pacific. Prepared in conjunction with ComScore.

1. SILVER SURFERS
IN ASIA PACIFIC
Update August 2013
© Silver Group

2. SUMMARY
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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
*N.B. By comparison, usage is higher worldwide: 55+ = 13%, 45+ = 27%
© Silver Group

3. Who’s online in APAC?
8%
45+ = 19%
11%
28%
23%
30%
15-24 yrs
© Silver Group
25-34 yrs
35-44 yrs
45-54 yrs
55+ yrs
Source: comScore Media Metrix, August 2013 Asia Pacific

4. Regional/Global Comparisons
© Silver Group
Source: comScore Media Metrix, August 2013 Asia Pacific

5. Growth continues for this group,
while 45-54 recedes Unique Visitor Growth
80,000
71,988
69,934
70,000
Target Audience
000’s
60,000
45-54 Year Old vs. 55+
Year Old
Asia Pacific
55,092
55,971
50,000
45-54 yrs
40,000
55+ yrs
30,000
20,000
10,000
0
August 2012
© Silver Group
August 2013
Source: comScore Media Metrix, August 2013 Asia Pacific

6. Spending more time online
2013 - August
69.6
Around
1.16 hrs/day
55+ yrs
2.4%
2012 - August
68
67
67.5
68
68.5
69
69.5
70
Source: comScore Media Metrix, August 2013 Asia Pacific
© Silver Group

7. 55+ by country
% Composition of Persons 55+ Years Old
Accessing the Internet By Country
January 2013
30.0%
25.0%
25.0%
23.3%
19.3%
20.0%
16.1%
15.0%
10.0%
5.0%
11.6%
9.1%
7.0%
6.2%
3.1%
5.9%
4.9%
7.4%
2.8%
0.0%
© Silver Group
Source: comScore Media Metrix, January 2013 Asia Pacific

8. By gender
Gender Splits of Persons 55+ Years Old
By Country
January 2013
18.0%
15.6%
16.0%
14.0%
11.8%11.6%
12.0%
9.4%
10.0%
8.0%
6.0%
5.4%
4.0%
2.0%
1.6%
9.8%
9.5%
6.3%
5.3%
8.1%
7.9%
4.8%
4.3%
Male
3.8%
1.8%
1.3%
3.2%
2.4%
1.7%
3.8%
3.6%
3.0%
2.9%
Female
2.0%
0.8%
0.0%
© Silver Group
Source: comScore Media Metrix, January 2013 Asia Pacific

9. What are they looking at?
Number of Unique Visitors By Genre of Content; 55+ Year Old - Asia Pacific
© Silver Group
Source: comScore Media Metrix, August 2013 Asia Pacific

10. “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’.”
Gartner. October, 2013
© Silver Group

11. 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: jnguyen@comscore.com
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: kim@silvergroup.asia
© Silver Group

12. 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

13. Some of our clients
© Silver Group

14. Contact us to learn more:
Email: info@silvergroup.asia
Silver Web: www.silvergroup.asia
Blog: http://silvergroup.asia/blog/
Twitter: https://twitter.com/#!/SilverGroup
Age-Friendly web: www.age-friendly.com
© Silver Group