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ICT & Ageing

23 May
Published by gruti
ICT & Ageing

Probably the first golden rule in marketing is to know very well how society changes and how the spending habits are evolving. When applying this rule to today’s market, something extremely evident jumps up to the eyes: the population in the all of Europe is ageing.

Just to quote some astonishing numbers, in 1920 the average life expectancy was 55, now in 2013 is 80. When this phenomenon, positive in itself, couples with a demographic growth next to zero it turns into a dramatic change in our society.

Nowadays the vast majority of the people with high spending power is constituted by over 60’s who in the majority of the cases are still in an active working activity. That group of people has a major need of ICT products and services but is totally disregarded from the SMB companies operating in that sector. Similar trends of ageing demographic groups have been observed either in USA and Japan, but in those two countries (which by the way are now growing at fastest pace recovering from the financial crisis) there has been a great reaction and the SMB  ICT companies have started to offer products and services tailored to this group. The areas more commercially viable have been:

Social alarms



Smart homes

The European Commission has completed a study on the subject and has also started a project on it. Detailed information can be accessed from the ICT & Ageing website run by the EU Commission, where are available statistical data for each country of the union.

At Helios we have run an extensive project on the matter and we already have executed some market research highlighting particular sections of that market with a spending need in  the short period. As a result we have decided to expand our audience utilising direct mail campaign and a telemarketing , which Helios Marketing Solution website dedicated at the ICT partners, has launched a marketing campaign targeting private users falling into that demographic group in Italy and Uk. Any ICT partner who wishes to have a bespoke page on would position his company at the forefront of that market.


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