Archive for October, 2006

27
Oct

Senior Moments

   Posted by: Michael Carney    in Consumers, Trends, demographics

From the San Diego Transcript - but totally relevant everywhere: At 55, San Diego architect James Robbins isn’t thinking about retiring anytime soon, but he recently made a lifestyle change with those golden years in mind. He sold his home in an outlying suburb and purchased a two-bedroom, two-bath condominium in a luxury high-rise development downtown.

In addition to the panoramic views and first-rate amenities, including pool and fitness centre, Robbins wanted a more urban environment close to cultural and recreational facilities, as well as a “lock and go” residence for when he does reduce his work load and increase his travel and leisure schedule.

Robbins is typical of many aging boomers who are seeking a different kind of housing, one that offers maintenance-free living not far from where they’ve worked and lived.

As the spectre of retirement and empty-nesting looms large for those born between 1946 and 1964, these so-called baby boomers are hardly entering old-age homes or assisted living facilities. From downtown condos to active adult communities to age-targeted apartments, developers are scrambling to find a housing type that fits the needs of this less than stereotypical greying market.

“Don’t call them aging, don’t call them seniors and certainly don’t offer them early-bird specials,” said Peter Dennehy of Sullivan Group Realty Advisors. “They don’t like it.”

For good reasons, he added. After all, this is a generation that expects to work past the traditional retirement age. It’s also a group with active, healthy lifestyles that are in turn helping them have even longer and more productive lives.

According to Dennehy and many in the real estate industry, this is the perfect time for homebuilders and community developers to target the shifting housing needs of baby boomers — the nation’s richest age group — as they enter the slowdown and semi-retirement era. This post-World War II generation is buying property as an investment and often as their “aging-in place” home.

Gopal Ahluwalia, staff vice president of research at the National Association of Home Builders (NAHB), said older buyers want a home with all the goodies but none of the maintenance. They are looking for places with less lawn to mow and less floor space to carpet and clean.

“The boomer — who can travel, see the world and play golf or tennis when he so chooses — is seeking to cut down on the amount of time and energy they have to expend on upkeep of their castles,” said Ahluwalia. “This is a step between single-family and senior housing.”

Lifestyle changes are the main reasons people over 55 decide to move into a new home, said Norman Cohen, chairman of the NAHB’s 50+ Housing Council. “Because they are choosing to move based on creature comforts or changing circumstances, the older buyer is often less affected by the ups and downs of the housing market.”

Many boomers expect to “age in place,” given their active and affluent lifestyles. The number of seniors living outside of nursing homes and other assisted-living facilities is projected to more than double by 2030. There’s also a shift of large numbers of older folks living in the suburbs. Previously, most elderly lived in cities.

Wherever they live, aging residents indicate that what they want from their homes and communities is the flexibility to accommodate a range of physical abilities and growing old needs – along with other amenities, including accessibility to services, transportation and wired houses.

More importantly, boomers have an entirely differently mentality than their retiring parents. Today’s 55-plus segment wants to downshift but not necessarily to be shipped out to the outskirts of town into a seniors-only community.

The challenge for planners, designers and builders is to create liveable neighbourhoods, with appropriate and affordable housing, adequate options for mobility and the community features and services that can facilitate personal independence and continued engagement in civic and social life.

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20
Oct

Oi, Mate, Got A New Motor?

   Posted by: Michael Carney    in automotive, online media, research

Inchcape Retail’s UK car buying website has released a detailed survey of how British motorists use the web to purchase their next motor vehicle.Autobytel, which has been selling cars online for six years, surveyed nearly 1,000 drivers who visited its website – both buyers and prospects.

The Inchcape survey revealed that:

  • 78% of men and 22% of women now buy their cars online
  • 73% said they use the web to read reviews or opinions on the latest model compared with 66% from Autobytel’s research in 2003.
  • The biggest increase – from 18% to 2003 to 59% in 2005 – said they went online to research interior and exterior pictures of cars.

“Our survey shows the web complements the physical car buying experience provided by the dealer,” explained Spencer Lock, Inchcape Retail’s managing director, “but British car buyers are also becoming increasingly confident in buying cars online.”

Online selling is a key part of Inchcape Retail’s strategy as their research shows a growing number of motorists want to research as well as purchase their next car on the web.

According to US research, almost 70% of consumers use the Web at some point in their automotive purchases. These sorts of statistics help to explain why the automotive industry – the largest advertiser in the world – is drifting online. Online advertising accounted for only 2.5% of total ad spending by the top 10 auto manufacturers in 2005, but a surge is coming. Projections are that spending by US automotive advertisers, which totalled US$1.44 in 2005, will rise to US$2.67 billion in 2007.

Welcome online, Detroit. Just a little word of caution: don’t surf and drive.

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13
Oct

Know How, Scan Do

   Posted by: Michael Carney    in Marketing Ideas

According to the collective consciousness that is Wikipedia, Léon Theremininvented an espionage tool for the Soviet government in 1946 which retransmitted incident radio waves with audio information. Soundwaves vibrated a diaphragm which slightly altered the shape of the resonator, which modulated the reflected radio frequency. Even though this device was a passive covert listening device, not an identification tag, it has been attributed as the first known device and a predecessor to the technology now known as RFID.

From such humble beginnings RFID has springboarded to fame and fortune as an advanced automatic identification technology that’s set to replace the barcodeas an inventory tracking and management device.

Finally, though, RFID is about to acquire street cred as games maker Mattellaunches a new gaming platform called ‘HyperScan’ that combines the principles of collector card games with video games and RFID technology.

hyperscan

The gaming product (priced at US$69.99) allows players to scan collectible game cards, enhance and modify their game skills, and make their video game characters more powerful over time. In addition, character statistics are saved permanently to the card for future play.

Designed for consumers aged 8-19, HyperScan combines a re-writable Intellicard with the fast-paced action of video games. Three HyperScan software titles are available initially, including Marvel X-Men (which comes packaged with the system), Cartoon Network’s Ben 10 (based on the hit TV show) and Mattel’s own Interstellar Wrestling League. Marvel Heroes will be released in December 2006. Previews of game play have been posted online at the gaming system’s official web site.

How it works
Players scan their cards over the HyperScan console and their favourite characters come to life on the screen. Players can then scan additional cards that upgrade, enhance and modify their offensive and defensive abilities (such as strength, armour and special attacks).

After playing, players can then re-scan their cards and their new powers are permanently stored on their Intellicard, ready for use in future game play.

This is just the latest in a long line of initiatives by traditional toy manufacturers to move to techno-enabled offerings, as today’s young consumers vote with their pester power for things that click, interact and evolve.

Sorry, tin soldiers, cyber-equip yourselves or head back into that box for an ignominious exit via eBay.

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