debbie klein - why business can't afford to ignore the 9m
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May 12 2011
Why business can’t afford to ignore the 9 million
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• They’re too poor.
• They can’t, or don’t want to learn new things.
• They’ll be dead in a few years anyway!
Popular misconceptions about the 9m not yet online
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Others1.5m
Age
Hou
seh
old
in
com
e
16 75+45
Source: TGI/MosaicGroups add up to 7.5m. Remaining people “not online” split across a wide range of demographic groups.
Sheltered
Seniors1.4m
Uncertain &
Unpersuaded
2.2m
Traditionalists
2.7m
Young & Exclude
d1.2m
Who are the 9m not yet online?
£10K
£20K
£30K+
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Others1.5m
Age
Hou
seh
old
in
com
e
16 75+45
Source: TGI/MosaicGroups add up to 7.5m. Remaining people ”not online” split across a wide range of demographic groups.
Sheltered
Seniors1.4m
Uncertain &
Unpersuaded
2.2m
Traditionalists
2.7m
Young & Exclude
d1.2m
£10K
£20K
£30K+
An attractive audience for business
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Source: ONS
Life expectancy at 65
Men - 82.6Women - 85.2
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Over 55s have the majority of wealth
Source: ILCU; Wealth and Assets Survey, ONS, age of Household Head, 2006/8
0
100
200
300
400
500
600
700
16-24 25-34 35-44 45-54 55-64 65-74 75-84 85+
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2.5m2.5m “ “non-liners” who non-liners” who are over 55 are classified are over 55 are classified
as ABC1 as ABC1
Source: ONS, TGI UK 2011
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4.2m4.2m own their homes outright. own their homes outright.Their money is theirs to spend Their money is theirs to spend
Source: ONS, TGI UK 2011
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2.7m2.7m of them have of them have ISAsISAs
2.8m2.8m of them have of them have three or more current / three or more current /
savings accountssavings accounts
They could be They could be managing their managing their finances onlinefinances onlineSource: TGI Source: ONS, TGI UK 2011
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2.2m2.2m take 2 or more take 2 or moreholidays per yearholidays per year
Nearly Nearly 1m 1m take 4 or take 4 or moremore- which could be booked - which could be booked onlineonline
Source: ONS, TGI UK 2011
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An untapped market for An untapped market for broadband worth at broadband worth at
least least £642m £642m per per yearyear
Source: Enders Analysis / Engine
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Nintendo has seen the Nintendo has seen the opportunityopportunity
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Can your business afford to ignore it?