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Understanding HWB perception among elderly consumers

Understanding HWB perception among elderly consumers. June 23, 2011. Introduction.

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Understanding HWB perception among elderly consumers

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  1. Understanding HWB perception among elderly consumers June 23, 2011

  2. Introduction Philips CL conducted an overall segmentation survey 2 years back to understand how consumers experience / understand health and well-being. The survey covered 8000 respondents across 8 countries- namely: Brazil China Germany Spain France UK India Russia This deck contains supplementary information, to identify health and well-being differences in among more mature respondents aged 45-65 (base size of 1200) vs younger respondents (6800 respondents) This is to support the efforts to identify new value spaces that would appeal to more mature consumers. For more information, contact: marlon.plazo@philips.com, central CMI

  3. Overall summary findings • 60% of older people feel healthy, 30% feel ‘not sick’ and 10% are unhealthy. • Over 75% of older people believe in maintaining their health, to keep active and feel alive, as well as avoid illness • >70% of older people keep healthy by living a balanced life, eating healthy, avoid vices. Although not as active as younger people, a sizeable segment engage in athletic activity (53% engage in outdoor activity, 42% in sports, 33% go to the gym) • Approximately 70% of older consumers describe feeling relaxed, energized/ boosted or having pleasurable moments to themselves during moments of well-being. • Finally, elderly consumers do not want overly technical/ advanced products. 50% of them just want something reliable, easy to use, and simple enough that they won’t even need a manual.

  4. 60% of older consumers are in good health and hence would be more interested in maximizing well-being. 30% of older consumers are not sick, however do not feel physically healthy. Both groups presents an opportunity for Philips. Negative -Concern is restoring health Neutral -concern is to maintain health Positive - Desire is to maximize well-being

  5. Older people cherish what health they experience today, and focus on maintenance/ preventing illness. However it’s not just about “not feeling ill” but about having energy to keep active/ feel alive. • % of respondents who agree/strongly agree with the statements.

  6. To keep healthy, older people tend to focus on living a balanced life, and avoid indulging. Although not as active as younger people, a sizeable segment engage in athletic activity.

  7. Beyond being physically healthy, there are psychological aspects of well-being. The most important of these are ,”feeling their spirits boosted, feeling relaxed, and having pleasant moments to themselves”

  8. Older consumers just want easy to use, reliable, products, that allows them to relax. Products should be ideally simple enough that they would not need manuals. They are not as concerned with products that are technologically advanced.

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