The market demographic:

• The recent demographic shift in the aging population of over 65, is posing serious challenges to our society. The proportion of the global population over 65 years old will triple between now and 2100, from 7 percent to 21 percent. In Japan nowadays more than 20% of the population is aged over 65, UK will reach the same proportion in 2030.
• A shift in healthcare and government policy: from traditional model of treating illness to a more proactive wellness model: prevention and support to independent life. The market for consumer electronics based therapeutic and well-being products is set to grow by 20% per annum and could be worth $4 billion per annum by the end of 2010.
• A change in society: globalization generates a more competitive lifestyle which makes our lives more independent. The concept of family care is the first value to be considered as we live far from our family members.

The Demographic is shifting

Across the developed world, the demographic profile is changing. According to United Nations projections, the proportion of the global population over 65 years old will triple between now and 2100, from 7 percent to 21 percent. For instance, in the UK, the elder population is over 4 million and over 80% of them are single and living an independent life style (see Appendix, Page 26).

The life style for elders is different in 21^st century. They may have retired early from a responsible position where computers and other workplace technologies have been employed by them for 2 decades or more; they may have benefited from a final salary pension scheme which gives them a good income for the rest of their lives; or they could have become involved in volunteering and/or exercising their grey power through political representation. They should therefore be considered increasingly by designers and by salesmen as the shape of society changes and as the needs and values of the “grey army” adapts to modern living (see Appendix, Page 27 for a brief analysis of this age segment).

New challenge for the increasing of aging population

Along with the aging population growth, the life style in this society is also changed into the different types. Young people have more work demand, in the meanwhile, elders tends to live independently. However, aging issue is the future trend which we need to consider and provide more efficiency solution. The table below shows the cause/effect of the demographic changes.

Prediction is that technology will be used to assist in this shift. The demographic shift is causing a trend to develop new products and services for this market sector allowing them to live in their community for as long as possible.

Moreover, while not all elderly people will elect to use, or need, e-health services some will require monitoring and care more sophisticated than the basic services assumed (£120 per week for care and £7 per week for monitoring). These figures are based on the number of elderly people in care today – a number set to grow consistently over the next five decades. During the next two decades the number of people aged 65 and over will rise by 40% - this could increase spending on long-term care by £4.4 billion to £15.4 billion.

Studying people's attitudes to health gadgets and internet access also revealed that the majority of people were already aware of technology that is available to help provide healthcare in the home, while 67 per cent would like to use the internet if it had a function to improve their healthcare