Silver surfers in Asia-Pacific

Silver Group, a company based in Singapore that helps businesses and Governments benefit from the 50+ population, recently released data on the silver surfers in Asia-Pacific. Some of the highlights include:

  • The 55+ market represents just 9 percent of all online users across the Asia-Pacific region. The largest online users include the 25 to 34 years’ group (28 percent) and the 15 to 24 years’ group (also at 28 percent), followed by the 35 to 44 years’ group (23 percent) and 45 to 54 years’ group (12 percent).
  • In Asia-Pacific, New Zealand leads with 22.5 percent of online users who are 55+, followed by Japan at a close second at 22.4 percent. Behind the pack is Australia at 21 percent and Hong Kong at 14.2 percent. The least of online users who are 55+ is India at 2.6 percent and Indonesia at 3.8 percent. Penetration is greater in the more developed economies of Asia-Pacific.
  • Online usage among 55+ grew almost 10 percent in the past year from 45,143 in November 2010 to 52,637 in November 2011. They spent increasing time online – an average of 1.10 hours per day.
  • In terms of gender, it is predominantly older males who are online. Hong Kong and New Zealand are exceptions, with females leading.
  • What are these seniors looking for? Most interested in travel, telecom and health sites.

So what is the take-home message? Shared Kim Walker, CEO of Silver Group, “Asia has a lower online penetration than in Western countries. However, in saying this, the numbers are growing fast. To companies, I would say, ignore this 55+ group at your peril. Older, connected consumers will Google before they buy.”

Asked how then can countries increase their senior online users, he shared: “I’ve just done a major study on this very subject for a client. Most initiatives done by the Government and the private sector have failed. The Windows/PC platform is the barrier. The main, most powerful motivator is Skype.” One example he shared is a company called Mindings, which helps bring grandparents and their loved ones closer through connectivity even though they may be living far away (see

To download the Silver Surfers report, go to:

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