China's silver surfers

Theresa Loo and Sirius Wang

This article discusses the changing behaviour of people aged over 55 in China, arguing that using age alone to target consumers is ill-advised as there is much diversity within this group.

Marketing to older adults (55+)
Older adults (55+) lifestyles & attitudes
Older adults (55+) media use
Online retail
Greater China
Lifestage segmentation
Strategy

China's silver surfers

Theresa Loo and Sirius WangOgilvy & Mather China and Millward Brown China

The over-55 population in China is growing and they've got money to spend. But marketers must tread a fine line between recognising their specific needs,...

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