Friending the Elderly in Japan

In 1997 Shinji Yamasaki was advising European in isolation banks looking a foothold in Japan when dual contribution struck him: Older Japanese were wealthy, and nobody knew how to marketplace to them. Within 3 years he"d give up his pursuit at Bain & Company to emanate Senior Communication, a consulting organisation that runs Japans largest amicable networking site for seniors.Today Seniorcom.jp has some-more than 300,000 members, together with 30,000 bloggers, all over 50 years old. Senior Communication uses these members as a hulk concentration group, entertainment report that it can sell to brands and retailers. It additionally uses the interpretation to pattern and sell promotion targeted at seniors, combine with companies, classify events and retrain and find jobs for retirees. fdcWincolComputeStyle(); fdcWincolComputeListpos("feature_with_art"); OAS_query = "?template=story_feature_with_art";var alertsList = { "alerts":[{"type":"keywords","key":"senior communication","value":"senior communication"},{"type":"keywords","key":"networking","value":"networking"},{"type":"keywords","key":"yamasaki","value":"yamasaki"},{"type":"keywords","key":"japan","value":"japan"}]}; firstHTML(); OAS_AD("BigBanner"); secondHTML(); OAS_AD(centBan); thirdHTML(); showHMenu(fdcchannel); OAS_AD("StoryLogo"); Marketing Friending the Elderly in Japan Alexandra Harney, 04.02.10, 04:00 PM EDT Forbes Middle East Magazine antiquated Apr 12, 2010Shinji Yamasakis amicable networking site aims for Japans geriatric set. In 1997 Shinji Yamasaki was advising European in isolation banks looking a foothold in Japan when dual contribution struck him: Older Japanese were wealthy, and nobody knew how to marketplace to them. Within 3 years he"d give up his pursuit at Bain & Company to emanate Senior Communication, a consulting organisation that runs Japans largest amicable networking site for seniors.Today Seniorcom.jp has some-more than 300,000 members, together with 30,000 bloggers, all over 50 years old. Senior Communication uses these members as a hulk concentration group, entertainment report that it can sell to brands and retailers. It additionally uses the interpretation to pattern and sell promotion targeted at seniors, combine with companies, classify events and retrain and find jobs for retirees.emailprintreprintnewslettercommentssharedel.icio.usDigg It!yahooFacebookTwitterRedditrssforbes:http://www.forbes.com/global/2010/0412/companies-technology-japan-elderly-social-networking.html?partner=yahoobuzzSenior Communication offers a glance in to the destiny for alternative countries with aging populations, together with the U.S., China and majority of Europe, since Japan is graying faster than anywhere else. In 2008 scarcely a entertain of the population, or 28.2 million people, was over 65. By 2030 one in 3 Japanese will be comparison citizens. Sometime in the subsequent dual years, sales of adult diapers are expected to surpass sales of those for babies.And yet, discordant to the picture of Asians as penny-pinchers, late Japanese have been maxing out their pensions since 2005. In 2008, the ultimate year for that interpretation are available, they dipped in to their assets to outlay an normal of $2,277 (206,181 yen) per domicile each month, according to Japanese supervision statistics. A entertain of Japanese Internet users are over 50, according to marketplace investigate organisation Nielsen NetRatings.But credible retirees to pointer up for an online use for the aged isnt easy, not slightest since nobody likes being called old. Unlike comparison adult discounts for movie or sight tickets, induction on a amicable networking site involves disclosing personal information--something majority comparison Japanese fear. "I think a Web site on the Internet is full of danger," says Hiro Tsukagoshi, a 66 year-old late electric application comparison manager in Tokyo.To reduce those concerns, Yamasaki initial put the word out by normal media, distributing a free repository with ads for the amicable networking site in dialect stores. After five years sufficient of his readers had migrated to the Web site that he could close down the magazine. Today Yamasaki claims that the some-more than 2,600 surveys Senior Communication has taken of the members have since the association the worlds largest database of comparison consumers" preferences and behavior.,,global/2010/0412/companies-technology-japan-elderly-social-networking.htmlThis investigate has additionally assured Yamasaki that Japanese companies mostly mistake what seniors want. "As shortly as selling management team listen to the difference "senior citizen,"" he says, "they stop thinking." As one e.g. he points to a home builders preference to implement railings along the walls of new houses in hopes of courtship comparison buyers. "Senior adults dont wish railings," says Yamasaki, who is 39. "When they have people over, they dont wish their guest to see the railings and think they"ve already left senile."Indeed, as majority as the association claims comparison consumers have singular needs, Senior Communications amicable networking site illustrates how identical their interests can be to those of alternative age groups. The sites majority renouned territory is the "Last Love" recommendation column, where a advisor fields questions from members on all from remarriage after the genocide of a associate to husbands who gnaw with their mouths open.These usual interests might insist because the majority successful products Yamasaki has invested in dont fit in to normal comparison adult categories. Senior Communication has used the members" submit to marketplace a French red booze and rise a strong liquor. The association additionally runs a grill in Tokyo, where it binds events and sends the members to work in hotels as frontline use staff.For all the ultimate headlines revisit Forbes Asia
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