And who is the old guy, …… a bonus question?

And now from Apple….

(Steve..can you run this video?)

http://www.youtube.com/watch?v=5XZ1EfyJ_fI

And what was I thinking?

• Post Defrag last year I had this modest epiphany…

• A. I was aging• B. There were all these really smart people in

this room, and on the program…• C. I wasn’t sure they weren’t doing much if

anything for my people. • D. I wasn’t much very good at creating slides…

USA Today

• Headlines…11/16/2010 .& 11/18/2010 • Will Boomers ever yield the stage?• Tired of the Baby Boomers• Other generations are weary of their place in

the culture…• Are Baby Boomers becoming the hated

generation? • Oh..and..”Every day more than 5 million people

read USA TODAY to get their news.”

Now some data about Baby Boomers?

• "It's actually a myth that baby boomers aren't into technology. They represent 25% of the population, but they consume 40% [in total dollars spent] of it," said Patricia McDonough, senior VP-analysis at Nielsen Co.

How much do they spend?

• The 46- to 64-year-old group now spends more money on technology than any other demographic, They averaged around $650 spent in online shopping vs. Gen X ($581) and Gen Y ($429) over a three-month period.

And how about social media?

• Among 50- to 64-year-olds, social-media usage grew by 88% from April 2009 to May 2010, up from 25% to 47% of all users in that age group, according to Pew Internet. And one in five of them now use social media every day, up from one in 10 last year.

How much do they spend?

• Spending by the 116 million U.S. consumers age 50 and older was $2.9 trillion last year - up 45% in the past 10 years. according to an analysis for USA TODAY of U.S. Bureau of Labor Statistics data by The Boomer Project.

Just in case you didn’t get it?

• The 78 million boomers born between 1946 and 1964 make up 28% of the U.S. population and own more than 77% of all financial assets

And what’s the risk of ignoring them?

• Marketers who ignore Boomers do so at their peril. Boomers are about to get a lot richer. Maybe not as rich as before the recession, but richer nonetheless.

• People 50 and older will inherit an estimated $14 trillion to $20 trillion during the next 20 years.

• (Present existing net worth...$38 Trillion...)

What else are they buying?

• Last year, consumers 50 and older spent $87 billion on cars compared with $70 billion by those under age 50, reports the Consumer Expenditure Survey from the Bureau of Labor Statistics. They buy more new cars, spend more on the cars they buy - and even buy cars for their kids and grandkids.

What are you doing?

• "This is demographic dynasty," ......"If you don't have a strategy for making your product relevant to 50-plus consumers, you will have a very rough time over the next 20 years."

And just in the event you think they aren’t organized?

Oh, what about the AARP?

48 Million Card Carrying, Dues Paying Members..

Perception/Reality

• USA Today• 11/18/2010

My Panel/My People

• Doc Searls….• Michael Gallelli • A lovely woman, Robin Raskin, who had to

cancel because of ill health…

What are the questions that we really should consider?

• If there are 77 Million People in this cohort…• Is this a single cohesive group?• What do product people need to understand?• What about mass customization?• What about design?• What about wellness?

Are there other areas to ponder?

• Social health technologies?• Sensing technologies?• How are boomers applying their money?• What would you have them do with their

money?• And what about social media? • We have been talking about the US, but what

about the rest of the world?

And now …..

• And thoughts on what the future might look like?

In closing…

• Story about my computer gaming….Gnomedex…• “Do Over…•Will anyone in the room, grab

me next year, and say….?”