Demographic Impact. The New Consumer. Edwin I. Aquino Commercial Director, Symphony IRI Group

Transcription

1 Demographic Impact The New Consumer Edwin I. Aquino Commercial Director, Symphony IRI Group

2 Agenda Introduction The World is changing Puerto Rico coming Conclusions 2 2

3 Thousands Top 10 Countries Population Count 1,400,000 1,330,045 1,200,000 1,147,996 1,000, , , , , , , , , , , , ,288 0 China India United States Indonesia Brazil Pakistan Bangladesh Russia Nigeria Japan Source: U.S Census Bureau International Census Database 3 3

4 World Population Ageing Report This report was prepared by the Population Division as a contribution to the 2002 World Assembly on Ageing and its follow-up. The report provides a description of global trends in population ageing and includes a series of indicators of the ageing process by development regions, major areas, regions and countries. The report shows that: Population ageing is unprecedented, without parallel in human history and the twenty-first century will witness even more rapid ageing than did the century just past. Population ageing is pervasive, a global phenomenon affecting every man, woman and child but countries are at very different stages of the process, and the pace of change differs greatly. Countries that started the process later will have less time to adjust. Population ageing is enduring: we will not return to the young populations that our ancestors knew. Population ageing has profound implications for many facets of human life. Source: Department of Economic and Social Affairs Population Division website 4 4

5 World Population Ageing Report 5 5

6 World Population Ageing Report Fertility Rate vs. Life Expectancy Life Expectancy 6 6

7 Quality of Life More Important than ever 7 7

8 Puerto Rico Population Profile 53.0% 52.0% 51.0% 50.0% 49.0% 48.0% 52.0% Census Year Count ,552, ,808, est. 4,003, ????? 47.0% 48.0% 46.0% Men women Source: U.S Census Bureau Fuente: Junta de Planificación, Programa de Planificación Económica y Social, Oficina del Censo 8 8

9 Births in Puerto Rico 52,000 50,803 51,239 50,687 50,000 48,744 48,000 46,000 46,744 45,687 44,000 44,080 42,000 40, Source: PR Health Department ( departamento de Salud unidad de estadísticas) 9 9

10 Puerto Rico Fertility vs. Life Expectancy Life expectancy at birth (years) Total fertility rate (births per woman)

11 Puerto Rico by Age Group

12 Puerto Rico by Age Group

13 The World Ageing and so is.. Puerto Rico however we are ageing faster 25.0% 20.0% 15.0% 10.0% 60 and Over Puerto Rico 22.4% 20.8% 23.6% 19.1% 17.0% 15.4% 64.0% 62.0% 60.0% 58.0% 56.0% 54.0% 53.8% Women by Age Group 58.7% 55.5% 62.4% 5.0% 0.0% % 50.0% 48.0% Source: U.S Census Bureau 13 13

14 Puerto Rico- Population Proyection 60,000 Death's Births 50,000 40,000 30,000 20,000 10,

15 Birth's By Municipality 5,000 4,500 4,760 4,494 4,395 4,000 3, ,000 2,500 2,000 2,523 2,5402,477 2,330 2,226 2,228 2,161 2,022 1,962 1,885 1,744 1,683 1,500 1,000 1,146 1,111 1,141,139 1,010 1,092 1,009 1, San Juan Bayamón Ponce Carolina Caguas Guaynabo Toa Baja Arecibo 15 15

16 If that didn t surprise you.but there is more 16 16

17 Media has fragmented 17 17

18 Media has fragmented Network TV Cable TV Broadcast radio Satellite radio Internet Print Outdoor Direct mail Movie theaters Transit Telemarketing 18 18

19 Media has fragmented Network TV Cable TV Broadcast radio Satellite radio Internet Print Outdoor Direct mail Movie theaters Transit Telemarketing 19 19

20 Consumers have changed 20 20

21 Consumers have changed Gender Age Lifestyle Geography Attitudes Ethnicity Income Education Health 21 21

22 Consumers have changed Gender Age Lifestyle Geography Attitudes Consumer Ethnicity Income Education Health 22 22

23 Channels have proliferated Consumer 23 23

24 Channels have proliferated Grocery Drug Consumer Mass Super centers Dollar Club Convenience School Out-of-home On-line On-premise Vending 24 24

25 Channels have proliferated Grocery Drug Mass Super centers Dollar Consumer Channel Club Convenience Work place Out-of-home On-line On-premise Vending 25 25

26 What do I do with this information? Who is your consumer? Where are they located? How often are they Shopping? What are they buying? How much do they spend with each shopping trip? How much disposable income do they have? 26 26

27 Puerto Rico Workforce by Age Group 30.0% 27.3% 26.5% 25.0% 24.2% 24.0% 22.2% 24.4% % 15.0% 13.5% 10.0% 10.0% 6.9% 10.6% 5.0% 0.0% 3.3% 3.6% 2.4% 1.0%

28 Population by Gender Women de dominate gender in Puerto Rico San Juan Men Women Men Women 49.0% 50.4% 53.4% 51.7% 54.4% 58.6% 51.0% 49.6% 46.6% 48.3% 45.6% 41.4% 52.0% Mayagüez Men Women 48.0% 49.2% 48.7% 49.3% 54.0% 54.3% 57.7% 50.8% 51.3% 50.7% 46.0% 45.7% 42.3% 2009 Source: U.S Census Bureau Census projection PR

29 Income distribution by Municipality 100.0% 90.0% 80.0% 2.4% 1.0% 0.8% 4.8% 6.3% 11.0% 15.4% 23.4% 12.4% 4.0% 2.2% 0.8% 1.2% 3.7% 6.8% 7.3% 11.8% 19.8% 18.4% 24.2% 100, % 60.0% 14.3% 13.8% 9.2% 13.4% 24.5% 10.6% 12.8% 12.8% % 40.0% 30.0% 19.5% 13.5% 19.8% 12.3% 14.5% 11.1% 14.5% 10.9% 16.9% 20.0% 11.5% 13.7% 17.5% 11.1% % 10.0% 0.0% 40.5% 26.8% 33.6% 24.8% 23.1% 29.3% 25.8% Bayamón Carolina Cataño Guaynabo San Juan Toa Baja Trujillo Alto ,

30 Puerto Rico Population by municipality 0.0% -2.0% Adjuntas Ponce San Juan Mayagüez Cataño -1.5% -4.0% -6.0% -4.5% -5.1% -8.0% -6.8% -10.0% -12.0% -10.6% 30 30

31 Population By Country Puerto Rico United States 35.0% 32.2% 30.0% 25.0% 20.0% 15.0% 12.4% 19.3% 25.5% 18.9% 17.8% 17.6% 14.3% 11.0% 20.2% 10.0% 5.0% 6.5% 4.5% 0.0%

32 Consumers are more informed, more and online demanding than ever 92% of respondents said they had more confidence in information they seek out online than anything coming from a salesclerk or other source 32 32

33 New Consumer A health conscience women Who s Going to what to stay healthy and looking younger Working women high position with high income. Small family one child maybe 33 33

34 Any Questions Edwin Aquino Symphony IRI Group Inc 1750 Ave. Fernandez Juncos 2nd Floor Rainbow Building Santurec PR, ext