Asian 50s: Youth orientation in 12 Asian cities
To support marketing strategy planning in the global market place, Hakuhodo Japan has conducted its Global HABIT survey of sei-katsu-sha each year since 2000. Undertaken in 34 major cities in Asia, Europe and the United States, the survey polls middle and high-income earners. This year, Hakuhodo analyzed data from the most recent Global HABIT survey (conducted in 2011) from a variety of perspectives to create a series of 10 reports containing hints for Japanese companies competing in the global marketplace.
In this 5th report in the series, Hakuhodo presents findings from analysis of youth orientation among those in their 50s in 12 Asian cities, including Tokyo, the largest city in the world’s fastest aging nation. (The 12 cities surveyed: Hong Kong, Taipei, Seoul, Singapore, Kuala Lumpur, Bangkok, Metro Manila, Jakarta, Ho Chi Minh City, Delhi, Beijing, Tokyo.)
1. Tokyo stands out in desire to stay young, while Metro Manila and Jakarta are strongly maturity-oriented. Over 70% of Tokyo 50s want to stay mentally and physically young, some 10-plus points higher than any other city. In contrast, around 70% of 50s in Metro Manila, Jakarta and Kuala Lumpur prefer to age gracefully, with appearance reflecting their age.
2. Youth orientation exceeds the 12-city average in 6 cities. Among these, women’s scores are higher than men’s in Tokyo, Taipei and Beijing. With the 12-city average for desire to stay mentally and physically young as a benchmark, Hakuhodo can divide the 12 cities into four groups. Youth orientation in the six cities Tokyo, Taipei, Seoul, Beijing, Ho Chi Minh City and Delhi all exceed the 12-city average. By gender, women’s youth orientation scores are higher in Tokyo, Taipei and Beijing, while men’s scores are higher in Seoul and Ho Chi Minh City.
1. Strongly youth-oriented: Tokyo
2. Youth-oriented: Taipei, Seoul, Beijing Ho Chi Minh City, Delhi
3. Maturity-oriented: Singapore, Hong Kong, Bangkok, Kuala Lumpur
4. Strongly maturity-oriented: Jakarta, Metro Manila
3. Youth orientation rises with age in Tokyo, Taipei. Looking at youth-orientation in different age cohorts (50s, 40s, 30s, 20s) in each city, Hakuhodo found that in Tokyo and Taipei the desire to stay young rises with age, peaking among those in their 50s. Conversely, in Jakarta, maturity-orientation rises with age.
4. Like Tokyo 50s, Taipei 50s are strongly youth-oriented and active consumers Hakuhodo’s analysis reveals that Tokyo and Taipei 50s are highly similar. Their desire to stay young is high, women score higher in youth-orientation, and youth-orientation rises with age. Taipei 50s tend to spend on home electronics, interior design/furnishings, cars and health and fashion-related items, and tend to prefer hobbies like mountain climbing and hiking, overseas travel and walking, indicative of their desire to seek active lifestyles.
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