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ANTENNAE TREND REPORT N O 42 LIVING LONGER

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This issue explores the new paradigm, where the elderly have become a larger and more lucrative market for brands, who now use a more inclusive and embracing approach in design that mirrors the elderly market's more youthful outlook.

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ANTENNAETREND REPORT

NO42

LIVING LONGER

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This issue explores the global aging mega trend, and how the older demographics are not only living longer but also living more actively.

LIVING LONGER

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CONTENTS

FOCUS

08 Aging Nations The world’s population is rapidly aging

FEATURES

12 Mature Mobiles Universal design to help people

stay connected

20 Silver Surfers The internet age has literally come of age

28 The new Gaming Generation Gaming for the older generation

32 Future Health for the Elderly Innovative technologies in health care

SPOTLIGHTS

22 Vintage TV 26 Honda U3-X

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24

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12

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Opportunities exist for brands that can meet the changing needs of consumers as they age, developing solutions for the largest growing segment of the population.

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AGING NATIONSTHE WORLD’S POPULATION IS RAPIDLY AGING

Inourlifetimewewillhavewitnessedthedoublingoftheworld’spopulationfrom3billionin1950to9.2billionby2050.

The world’s population of older people is growing at the fastest rate ever seen and the old will soon outnumber the young for the first time. Aging is affecting every country in every part of the world.

The number of people 65 and older is set to double to 1.3 billion by 2040, accounting for 14% of the total global population. The US Census Bureau believe that globally people aged over 65 will soon outnumber children aged under five for the first time in history. However, in England the number of 65s have outweighed the number of under-fives for some time – this year by nearly three to one.

By 2040, today’s developing countries are likely to be home to more than 1 billion people aged 65 and over, 76% of the projected world total.

Not only are our lifespans expected to increase, but so too is our healthy life expectancy. Infirmity in old age is arriving later, occupying an ever-smaller portion of life after age 50.

Half of babies now born in the UK will reach 100, but our bodies are wearing out at the same rate. However, improvements in health and lifestyle as well as medical science, are resulting in many older people leading active and healthy lives for many years over the age of 50.

Whilst advances in medical science contribute to the fact that people are living longer, the other factor is the changes we have seen in the attitudes and lifestyles of the over-50s. The over 50s are not just actively concerned about health – they are doing something about maintaining it. The rise in active 50+s is key to the aging population. As an illustration of this, one in seven runners in the 2010 London Marathon was over 50.

In addition to being more active, employment rates for people in their fifties have risen in the past decade. In the UK the government is planning to scrap the default retirement age from next year, resulting in people working for longer. This demographic will therefore have increased buying power.

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Not only are our lifespans expected to increase, but so too is our healthy life expectancy. Infirmity in old age is arriving later, occupying an ever-smaller portion of life after age 50

Left:Today’s older generations are more active than ever

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Right:Today there are two pensioners for every child under 15 years old in Japan. By 2020 there will be three

As women are having babies later, parents are increasingly supporting their children into later life. In the UK the number of babies born to women under 25 fell from 369,000 (47%) in 1971 to 180,700 in 2008 (25%).

Whilst many politicians and economists talk of the challenges that an aging population presents us with, there are many new opportunities that are presented to meet the needs of this burgeoning consumer segment. The result is that the older generation has shifted from their previous characteristics. They are tech savvy, have a higher disposable income, live more active lifestyles, live with their children for longer, amongst many other changing social aspects. The blurring of the various stages in our lifecycle mean that older people are as varied as any other group in our society. In fact they may be even more diverse, as older people are more individual and less tribal, economics are more complex, disposable income and lifestyles varied, and health is a critical need.

The burgeoning aging consumer segment presents many opportunities for brands that can develop products and services that meet their changing needs and help them to continue enjoying their lifestyles later in life.

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The burgeoning aging consumer segment presents many opportunities for brands that can develop products and services that meet their changing needs and help them to continue enjoying their lifestyles later in life

The number of people aged over 80 will increase by 233% between 2008 and 2040. By 2041 in the UK, the over-80s will make up 8.8% of the total UK population – compared with 4.5% now. (US Census Bureau)

In 2008, China had the largest number of elderly. But in proportion to population, it is Japan that has the biggest senior

population in the world – 22% being over the age of 65. (US Census Bureau)

By 2020 1.9 million people will celebrate

their 65th birthdays each month. (Saga)

By 2059 there will be 300,000 centenarians in the UK – a growth of 2600% from today. (Saga)

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Withmobilephonesgettingsmaller,buttonsmorefiddlyandtechnologymorebafflingtheelderpopulationarebecomingincreasinglyisolated.

While the industry has been looking to younger consumers with areas such as social networking, dating and music, it has missed the generation which has used communication to keep in touch with friends, family and services for years. A generation that is older, wealthier and does not expect all services to be free.

Designing for people who find a regular mobile phone difficult to use making it easier for them to get in contact with friends and family, is potentially very lucrative. Approximately one third of over-65s currently don’t have a mobile phone (Emporia), so there is a large opportunity to grow the size of the market.

Last month the Senior Mobile Market 2010 Conference presented some of the solutions that are on the market to the elderly population, and they pointed to Japan where the senior mobile market is over ten years old.

MATURE MOBILESUNIVERSAL DESIGN TO HELP PEOPLE STAY CONNECTED

Ever since its debut in Japan in 2001, Fujitsu’s Raku-Raku Phone series has been extremely popular, selling over 17.8 million units. It has helped develop a market where 85.9% of 60 year olds now have a mobile phone, and 56.2% of those are in their seventies (GF Net). Of these consumers over half use mobile email, and one in ten use mobile internet.

Raku-Raku, meaning easy-to-use, is designed to make communication and media more accessible to senior citizens. In July Fujitsu released the new version, introducing a one-touch access button to the i-mode mobile internet system. Users also have access to a special website with carefully selected information tailored to the needs of senior citizens, concerning information such travel and gastronomic affairs.

Special features include ‘Slow Voice’, which improves comprehensibility through embedded software that slows the other person’s voice speed, and ‘Clear Voice’ noise-detection, which automatically adjusts voice and ringtone volume

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Left:In Japan phones designed for the senior market have a number of functions

Below:BT’s Home Hub is a prime example of inclusive design in the mainstream

www.homehub.bt.com

Designing for people who find a regular mobile phone difficult to use making it easier for them to get in contact with friends and family, is potentially very lucrative

according to surrounding noise level. Enhanced ‘Read Aloud’ audibly announces the name of the caller or e-mail sender and provides audio readouts of i-mode pages, while ‘Simple Mail Generation’ offers preset messages for quick replies to e-mails.

Placing the Raku-Raku Phone 7 in its holder activates the news window, which automatically displays a slideshow of photos stored on the mobile phone, acting as a digital photo frame.

Another phone designed for the rapidly aging Japanese market is the ZTE Softbank 840Z which was launched this month, and it has many of the usual features found in a phone, but it also has a number of features designed for senior citizens. Among the elderly friendly features are an SOS button that can be activated in an emergency, sending messages to a predefined list of contacts. Swedish company Doro have also developed a mobile phone that has a built-in security system for emergencies. One of the major selling points of Emporia’s LifePlus phone is a big red button on the back with a heart on it – an emergency button that

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sounds an alarm and simultaneously dials an emergency number – which can be an elected friend or the emergency services. Emporia has been very successful with this phone, which might seem expensive for a monochrome phone with limited functionality compared to today’s smartphones, but to the older user the ability to see and use the phone is significantly more important than having features they don’t want.

British company Geemarc is also working to appeal to Baby Boomers with the release of the Geemarc Clearsound CL8200. In addition to large buttons and a large screen with large fonts that enhance readability, the phone has an extra loud ringtone. Whereas a regular phone has a volume of 8 – 10 decibels this phone can be turned up as high as 25 decibels.

A spokesman for Geemarc is quoted as saying “There is a real need for a phone that doesn’t look like a disability phone, but which is really simple to use” as modern phones can be very difficult to use if you are hard of hearing or are shortsighted, and tend to be too complicated. In addition the phone is compatible with hearing aids, making it an attractive proposition to the nine million who are deaf or hard of hearing in Britain (RNID).

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“Design for the young and you exclude the old; design for the old and you include the young.” Bernard Isaacs, founding Director of the Birmingham Centre for Applied Gerontology

Below:Doro’s mobile phone with built-in security alarm on the reverse

www.doro.com

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It is important to get the design right – make it stylish and fashionable, as one thing is for certain is that we will all be in this target market one day. This section of the population are tech savvy and trendy, and don’t wish to lose this once their senses begin to fade. In fact your sight is most acute at the age of 12, with a sharp drop in the ability to pull focus at 40. Since most people live to twice that the aging population is not a small niche, and developing solutions that are easy to use and functional is a much wider audience than just the over 50s. Moreover, it is this section of the population that have the most disposable income to spend on well designed premium products and services. The Japanese market proves this with phones that offer elder users access to many functions and services in an easy to use way.

Products for the elderly do not have to be unfashionable, and in fact the elderly of today are more interested in fashion than the generations before them – they relate to The Rolling Stones and Sterling Moss. As its name suggests the Emporia Elegance is one of the most neat and stylish phones aimed at this market. Neither the design or the branding call attention to the ‘special needs’ of the target group, instead attracting a wider audience with their inclusive design.

As an illustration of successful inclusive design, BT have constantly strived to produce products that respond to the demand for better, more user-friendly communications products. The latest example of this is their Home Hub, which is intuitive and simple for all consumers disregarding their age.

Although targeting elderly consumers may appear to be a niche segment, inclusive and universal design can make a product attractive to a wider audience. Many of the features such as crisp sound quality would be popular among a younger audience.

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Approximately one third of over-65s currently don’t have a mobile phone. (Emporia)

Fujitsu’s Raku-Raku Phone series has

been extremely popular, selling over 17.8 million units.

In Japan 85.9% of 60 year olds now have a mobile phone, and 56.2% of those are in their seventies. (GF Net)

Far left:Emporia’s Elegance stylish mobile phone

www.emporialife.co.uk

Left:Bea-fon S20 with SOS buton

www.beafon.com

Below:Doro’s simple and functional phone with one-touch dialling

www.doro.com

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Our perceptions of the elderly must change - they are more active, stylish, and tech savvy than many of us would believe. Focusing new products and services on this segment, rather than the young, could be extremely lucrative.

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SILVER SURFERSTHE INTERNET AGE HAS LITERALLY COME OF AGE

Theoldergenerationsaremoretechsavvythanmanyyoungergenerationswouldbelievethemtobe.18%ofover-60sregularlydownloadmusicontotheirMP3players,and16%ofiPhoneownersareover50,makinguppartofthe74%ofiPhoneusersareovertheageof25(comScore).

The internet is getting older – the medium itself is maturing but the audience is shifting towards an older age group.

Although there is a perception that the net is youth-centric, this is clearly not the case. Nearly two million more Britons have come online during the last year, over half of which are over 50. Over 50s now account for 31% of the UK net audience (UK Online Measurement Company), and about 38% of over-65s are now online (Focus).

The fact that one in four Britons who use the internet today are 50 to 64 years old proves that it is no longer the sole preserve of the young.

Almost 11 million over-60s log on to the internet every day, and according to a survey by networking website alljoinon.com, they surf the web for at least 2 hours per day. In fact, silver surfers spend the equivalent of 31 days a year online; shopping, buying and selling on auction sites, and chatting to friends. Half of them are more likely to surf the internet than watch the TV in an evening. The poll also revealed that the older generation conduct a large percentage of their shopping online – spending an average of £48.78 a month or £585.36 a year. Fifteen percent of over-60s choose to use

the internet to do the grocery shopping, and 26% regularly buy clothing. 47% of those surveyed said they prefer shopping online to going to the stores.

The internet offers many benefits to the older generations who may find it easier to find and purchase things without having to exert the energy and effort required to physically shop for such items. British retailer John Lewis have understood this growth market, and have developed their ‘bricks and clicks’ business model to allow their consumers (who are typically older) to browse easily online before visiting the store to make their final purchasing decision.

The internet is not only making it easy for the older generation to shop, but it is also assisting their social lives – and it is perhaps becoming more central to their lives than of Generation Y. New research from AARP finds that social networking is more important than ever to older Americans, with over 25% of people over 50s using a social network service. According to the report, more than a quarter (27%) of Americans age 50+ use social media websites, with Facebook being the most popular, followed by MySpace, LinkedIn and Twitter. Among adults 50+ who use social media websites, three-quarters are connected to relatives

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Left:35% of bloggers are now over-45 (Technoratis)

other than children and grandchildren, 62% are connected to their children and one-third to grandchildren. Social networking is becoming a part of everyday life for Americans 50+, and Baby Boomers in particular.

With the rapid growth amongst older users, more than a quarter of Facebook’s users are over 50, an increase of 20% in its relative share over the last year. Specifically the fastest growing demographic on Facebook is women over 55. As a result Facebook is no longer the sole domain of the young, and in fact 61% of Facebook’s users are aged 35 or older. This shift will cause Facebook and other social networking sites to reconsider how they are structured and presented, as well as force them to access their ability to retain their appeal to this burgeoning audience.

The internet is now part of everyday life for most people, and net services are increasingly targeting the older generation, and many companies have set up specialist sites targeted at users over 50, in the hope of profiting from this lucrative market segment - this group tend to have more disposable income than younger age segments.

Although there is a perception that the net is youth-centric, this is clearly not the case

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One of the most popular sites amongst the over 50s is health website RealAge which has an over-50s market share of 89%. Their aim is to encourage consumers to maximize their health and wellness by making their ‘RealAge’ younger. The site features the patented RealAge Test, which has been taken by more than 27 million people since 1999. The test measures the ‘real age’ of the user’s body based on a questionnaire pertaining to how well he or she maintains their physical health. The RealAge ‘Tip of the Day’ is subscribed to by over 4.2 million people in North America.

Other sites that are growing as the internet matures, include community site Saga which has a 78% share of over-50s, serving over two million people in the UK. Video site Flixxy, which had 180,000 unique users in May (Nielsen), is also heavily reliant on older users, with 80% of its traffic coming from those over-50. Fashion website Fifty Plus has grown to become the most successful direct home shopping company in the UK today, with over 2 million customers.

However, despite these growing numbers amongst the elder demographic there are still ten million people in the UK who have never been online, including about four million elderly people (Price Waterhouse Cooper). Age Concern believe it to be even higher – estimating that 6.4 million people over 65 have never used the internet.

Classmates.com has the largest share of users being aged 65 or more –

78% are 35 or older. (UKOM)

The average Facebook user is 38 years old.

64% of Twitter’s users are

aged 35 or older.

The average Twitter user is

39 years old.

The average social network user

is 37 years old.

LinkedIn, with its business focus,

has a predictably high average user age; 44.

24% of bloggers are over 50. (Technoratis)

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Computer companies have also recognized the unique needs of older consumers, creating a range of products that cater for their requirements.

Businesses like Discount Age have tapped into growing interest from older users, creating stripped down computers that are easier to use. There is also training available from a number of sources, helping to educate people who may otherwise have never ventured online. All these initiatives are pushing more and more people onto the internet.

Discount Age’s SimplicITy computer is aimed at many of those 10 million who have never used a computer. It is a simplified machine with only a few programs, such as internet and email, to avoid putting off elderly users. The computer has just six buttons allowing users to interact with the internet without having to navigate around cluttered desktops. The screens are clear and simple to use. SimplicITy project manager Wayne Cooper is quoted as saying, “Everyone has been focusing on the cutting edge and trendy things and the older generation have been left behind. There is a huge market and a huge need that have not been addressed. The computer is as basic as you can get. You just take it out of the box, plug it in and it all loads for you”.

Left:How the UK internet audience is composed (UKOM / Nielson)

UK retail chain Comet has pledged to ‘Pass IT on’ to 50,000 digitally disadvantaged older first time web users through in-store training. Google have also developed ‘The Simple Guide to the Internet’ which will be distributed through libraries, charities and other public bodies to give novices all the information they need to utilize the internet. In addition Google are developing a complementary website.

At the current growth rate it will not be long before everyone has access to the internet, and as time progresses the older generations are proving themselves adept at learning how to use the technology, finding services that support their lifestyles. It is already clear that the internet poses an attractive opportunity for brands to connect with older consumers. The average age of web users is aging at a faster trajectory than the aging of the population, and it is this consumer segment that may have the most to gain from the internet as physical interactions become harder. Moreover, older consumers have more free time to browse the internet, and have a higher proportion of wealth.

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www.vintage-tv.tv

Next month the new channel Vintage TV launches in the UK – it is a channel aimed at the over-50s. It’s focus will be on culture and music covering material between 1940 and 1980.

David Pick, the founder and head of Vintage TV, said his target demographic constitutes 42% of the population and is growing rapidly. He said he wants the output to reflect the longer and more active lives enjoyed by millions of older people. The over-sixties view the greatest number of hours of television each week and are likely to enjoy double the length of retirement they did fifty years ago.

The identity for the channel features a range of iconic items from each of the decades, which have been used to spell the world ‘vintage’. Items include Campbell’s soup cans, Pacman, and cassette discs creating a fun and interactive logo that emphasizes the fact that over-50s are fashion-conscious and don’t want to be patronized, as well as being a diverse demographic in age.

The station offers an alternative to mainstream programming that cater mainly to the young. Paul Gambaccini, the face of Vintage, believes the channel will stand out among the plethora of music offerings. “While television and commercial radio is searching for the younger listener and viewer it’s the over-50s who have the money and are spending. Vintage suggests something of quality.”

It is hoped that this channel will be as revolutionary as MTV was thirty years ago.

Vintage TV

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Consumers are looking to live more active lives later in life. There is a large opportunity to develop solutions that help them continue ‘living’ their lives.

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www.hondanews.com

At the end of last year personal mobility was a large theme at the Tokyo Motor Show.

As a company that values mobility, Honda began research into robotics in 1986 and walking devices in 1999. As a Japanese brand in one of the most rapidly aging societies in the world it is no surprise that they are concerned with helping the elderly get around.

As part of Honda’s ongoing development and exploration in this field they have designed the U3-X. It is a compact, experimental device that fits comfortably between the rider’s legs, to provide free movement in all directions just as in human walking. An integral part of this innovation is the development of the world’s first wheel structure which enables movement in all directions.

The U3-X is designed to be small, safe and unobtrusive enough to mingle with pedestrians or use indoors, placing them on roughly the same eye level as other people or pedestrians.

In addition, the device adopts a light-weight monocoque body in which the foldable seat, footrests and body cover that also function as the frame are stored in the body of the device, achieving highly portable convenience that can be carried with ease.

“Honda engineers are always thinking about people’s dreams and wishes about mobility. We will continue to work hard to be a leader in that area,” Takanobu Ito, CEO of Honda.

Honda U3-X

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THE NEW GAMING GENERATIONGAMING FOR THE OLDER GENERATION MEANS MORE THAN JUST LEISURE

Earlierthisyear,GloucestershireCountyCouncilintheUKintroducedNintendoWii’stoelderlyresidentsaspartofasocialservicesprogram.Itwasbelievedthatgettingelderlyresidentstoplayvariousfitnessand‘brain-training’gamescouldhelpmaintainorimprovetheirmentalandsocialabilities.

This is part of a growing global trend for the elderly population to use technology, and gaming in particular, to keep themselves mentally agile. This has been recognized by various consumer brands, who are now hoping to leverage this trend to access the lucrative, and growing, consumer demographic of the elderly.

The Apple iPad has found considerable traction in Japan, particularly among the 65+ demographic, which accounts for over 22% of the total population. The elderly market in Japan is seen as a highly lucrative market, with consumers over 65 spending 15.4% of their household expenditure on entertainment and cultural activities, compared to the national average of 13.5% (Bloomberg). With this in

mind, Apple has been particularly keen to use the new iPad release as a way of accessing the market. Eiji Mori, an analyst at research firm BCN Inc. in Tokyo, believes that since many elderly consumers are unfamiliar with technology, they tend to be drawn to Apple. But it is the availability of various gaming apps to users of the iPad that makes it particularly appealing to the elderly population of Japan – there is a growing consumer belief that playing small, mind exercise games will help keep dementia at bay, and maintain users mental capacity.

A majority of the games that are available from the Apple Appstore are ‘quick and casual’, and require problem solving or have a social aspect to them, and it is these that are finding the most traction among elderly consumers. While younger demographs are keen on first person shooters and more contemporary titles, older consumers are looking to games that are easy to pick up and put down, and aren’t time intensive.

Although Apples previous product releases like the iPhone and iPod Touch had an interface and apps that resonated with older users, the iPad

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is the first product from the brand that doesn’t require a computer parent in order to be updated etc. This lifts a major barrier to purchase for elderly consumers, and we could see the Apple iPad becoming an integral part of their lives.

The regular use of “exergames” – video games that involve physical activity – is also something that’s found considerable traction among elderly consumers. The belief that these games help maintain a healthy mind were further reinforced by a recent study by the San Diego School of Medicine, University of California which found that playing “exergames” can help in reducing depression in elderly people. A third of the participants in the 63-94 old age range had a 50% or greater reduction in depressive symptoms (Telegraph). Almost all of the major console brands now have products within their portfolios that provide consumers with the ability to use “exergames”, with Nintendo leading the way with the Wii, and Sony and Microsoft catching up with the Playstation Move and Kinect respectively. There are three aspects that gaming can help in the elderly – attentional demand, novelty and social interaction. It is believed that using

Above:iPads have become popular among the older generation due to the interface and gaming apps

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We should expect a number of brands to look at the growing success of gaming for the elderly as the consumer segment continues to increase in size across the world. Future product and marketing strategies could now be focused on not only capturing young consumers, but also in fulfilling the needs of an older generation.

mind-exercise games and “exergames” can improve these cognitive functions and that this can be transferred into real-world outcomes, such as better hand to eye co-ordination, less accidents and remembering medication. The social aspect of many of these games has also been realized, with seniors across the globe getting together to play Wii games in friendly tournaments.

Brands like Nintendo have realized not only the health and social benefits of their products, but also how to market these benefits in order to access a lucrative section of the consumer market. By creating products that cut across multiple generations, Nintendo has managed to gain traction in a demographic that is both lucrative and growing. These innovative products have also been backed by marketing campaigns that have focused on the needs of separate demographs, from kids to commuters to grandparents.

Right and below:‘Exergaming’ has become popular among the older generation because of its physical and mental benefits

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The elderly market in Japan is seen as a highly lucrative market, with consumers over 65 spending 15.4% of their household expenditure on entertainment and cultural activities, compared to the national average of 13.5% (Bloomberg)

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FUTURE HEALTH FOR THE ELDERLYUSING TECHNOLOGY INNOVATION TO RELIEVE THE GROWING FINANCIAL BURDEN OF HEALTH CARE

Withthecontinuedgrowthinthesizeofagingpopulationsacrosstheglobe,aradicalrethinkofmedicalservicesisneeded.Healthserviceswillneedtomoveawayfromthereactivemodelofoperation,toamorepredictiveandpreventativeone.Thisrequireshealthservicesandconsumerstoaccessmoreinformationthantheycurrentlyare–andthisiswheretechnologycouldplayapart.

The effect that an aging population has on the national health care system is already becoming a key social and political issue in a variety of developed economies. Canada is among those nations who are already thinking of that future, with 73% of Canadians believing that changes to their health care system need to be made so that it can provide today’s level of care to the Baby Boomer generation (DailyGleaner). Many economies are looking at using technology to relieve this pressure, with huge investments being made in R&D for medical devices and services in the home. For example, the global market for diagnostic imaging is expected to grow 6% annually, exceeding $24.4 billion by 2016 (GBI). This is in part due to developed economies focusing on new technologies that will bring efficiencies and cost saving to the care of their aging populations.

The development of mHealth is more likely to happen in developing markets first because of regulatory issues and legacy infrastructure – and this is no more evident than in Japan. Japan represents a possible future for a majority of the developed economies, with a huge imbalance in the age of the population and its wealth generation. By the end of the decade, Japan will have three pensioners for every child under 15 years old, with over half of the country’s wealth controlled by the elderly. This has created a new ‘old’ economy, which is dominated by pharmaceutical, nursing care and medical equipment brands, addressing the key need for the elderly consumer segment – health care. This has in turn warped the government spending of Japan, to the extent that 40% of all expenditure goes on health care.

The need to control this spiralling government spending has prompted the rise of various forms of health care that aid efficiency, and can help reduce spending. Telemedicine is already a big market in Japan, where consumers can get remote consultations and updates via their TV or computer. The Japanese elderly have adopted this technology quite readily, although they resist the use of keyboards and prefer the use of TV remote controls to access doctors and health care personnel remotely. The increased availability

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of intelligent mobile platforms like smartphones has opened up an opportunity for health care brands and professionals to access consumers. Consumers are also increasingly data hungry, wanting to know the state of various aspects of their health instantly.

This need has resulted in various apps being developed for smartphones, as well as more dedicated platforms, such as the H’andy Sana, a touch-screen phone that includes an application called Heart Suite. This allows users to measure, record and send vital Electrocardiograms (ECGs), via built in contact strips on the side of the phone. These can then be sent to a doctor for advice, reducing the need for hospital visits and expensive equipment, as well as giving both the medical professional a broader picture of the patients health.

The care of the aging population will also fall increasingly on the shoulders of younger adults, and technology brands have already recognized this shift with a variety of smartphone apps and products that enable the remote monitoring of the elderly without being too intrusive. One Japanese appliance maker, Zojirushi, has developed an internet connected kettle that triggers a signal to the children of the elderly user whenever they boil the water,

Left:The Blood Pressure Cuff from Intel Health Guide

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letting the younger family members know that everything is ok. It is this seamless integration of technology into everyday products for the elderly that we should expect to see more of, as the growing use of wireless technology allows us to be less intrusive in the way we care for the elder generation.

This new explosion in the need for intelligent medial care technology has led to the co-operation between various brands, who are looking for a presence in the market but lack the strength in expertise or capabilities. This month, GE and Intel announced their entry into health care with an agreement to form a 50/50 joint venture to create a new health care company based on telehealth and independent living. We reported this as an alliance in Issue 29 of Antennae, and since then the partnership has developed in a more solid business model.

Intel president and CEO Paul Otellini stated that “We must rethink models of care that go beyond hospital and clinic visits, to home and community-based care models that allow for prevention, early detection, behaviour change and social support.” By combing GE’s Healthcare Home Health Division and Intel’s Digital Health Group, the new company

will be a manifestation of their vision to find new models of health care delivery and extend care into the consumer home, in order to meet an aging population and the increase in people with chronic conditions.

We should expect to see a growth in the number of collaborative efforts in this area, as brands look to get an initial foothold in what will become a highly lucrative market across the globe. The growing needs of an aging population will continue to put our society and its infrastructure under intense pressure, and only by innovatively utilizing technology can we expect to cope.

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Canada is among those nations who are already thinking of that future, with 73% of Canadians believing that changes to their health care system need to be made so that it can provide today’s level of care to the Baby Boomer generation (DailyGleaner)

Left:QuietCare form GE Healthcare

Below:Intel and GE have formed a partnership to produce healthcare equipment for the home

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NewEdge is a dynamic innovation consultancy with a world-class team of strategists, trend forecasters, researchers and designers. We bring a fresh approach to growing business and brands through upstream and downstream innovation.

Our Antennae Trends team are continually researching emerging design trends, ideas and creative thinking – from global product innovation through to changing consumer lifestyles. These trends indicate how markets are being shaped in the future, giving us the ability to anticipate how consumers are likely to respond to future solutions.

If you would like to know more about our innovation consultancy, our trends research, or if you would like to comment on anything you have read in this issue, please email The Antennae team:

[email protected]

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Customized. Bespoke. Your Antennae.The world is constantly changing, how will it impact your brand and business?

For a tailored report specifically for your business email us at:antennae@new-edge-com

Or call Richard on:+44 (0)208 439 8404

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ANTENNAETREND REPORT

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