By Yoon Ja-young
Staff Reporter

Demographic and social statistics could be a treasure house for marketers, as they may find clues for earning big money, according to the National Statistical Office (NSO).

After analyzing data, the statistical office introduced seven of what it termed ``bluesumer'' groups ― combining ``blue ocean'' and ``consumers'' ― to whom marketers should pay close attention, as businesses may find huge growth potential in them.

Gold Kids

The statistical office noted the low birth rate. The fertility rate stood at 1.26 last year, the lowest level in the world. The ratio of babies who were second or third children for parents is falling each year ― most couples have only one child.

The statistical office said double income families invest a lot of money in their only child. It noted parents buying expensive baby carriages worth over 1 million won and holding children's birthday parties at luxurious hotels. Insurance, savings, and fund products for children are also being launched. Tour packages or programs helping children develop social skills are popular since they don't have brothers or sisters.

Almost Rich

According to 2006 statistics, 66.7 percent of householders in their 20s or 30s have cars. The ratio jumped 14.4 percentage points from six years ago. They also like eating out. Householders in their 20s spent 244,000 won, or 55.6 percent of total food expenses, on dining at restaurants.

Other statistics showed that 31.6 percent of imported car owners are in their 30's, followed by 27.4 percent in their 40's and 19 percent in their 50's. It shows that young people are consuming like rich people. They would prefer buying one or two expensive luxury brand suits each season instead of recklessly buying cheap clothes. ``They do not spare money if they have good opportunities. The trend will enhance the quality of cultural goods and services,'' said Kim Jin-young, an economics professor at Konkuk University.

Passionate Seniors

Senior citizens in their 50's and 60's are enjoying travel and leisure. Those in their 50's are enjoying overseas trips the most, with 17.5 percent of people in this age bracket having traveled overseas during the last year, up markedly from 11.9 percent three years ago.

Credit card spending by men in their 50's on leisure activities such as golf and swimming grew 41 percent from 2005 last year. For women in their 50s, spending rose 70 percent.

They want to look young, so they go to dermatologist's clinics. And they enjoy Internet games. ``Twenty-five percent of gamers in the United States are in their 50s or older,'' said Kim Sang-won, in charge of promoting the Nintendo DS.

Married Romance

In 2030, 1 out of 5 households is expected to be childless. Statistics show 60 percent of Koreans aged 60 or older say they don't want to live with their children. As such, romantic events for couples will be a marketing focus, it predicts. ``Remember Honeymoon,'' a tour package to Jeju Island, was very popular among couples married for over 10 years.

Stay At Home Dad

The number of househusbands recorded 143,000 in 2007, growing 35 percent from four years ago. The ratio of high-income females among female workers making more than 3 million won each month also grew, recording 11.1 percent in 2007 ― it doubled from a mere 5.54 percent in 2003.

Huge rubber gloves for men and easy cooking guidebooks are big sellers to househusbands.

Family-like Care

Statistics showed that services for senior citizens and children are big priorities for many. More than half of children in elementary schools spent after school time at home. It expected services such as reading books for senior citizens or helping children with homework to become popular.

Scared Children

A series of crimes against children worry many parents. Incidents of the sexual abuse of children reached 1,081 in 2007, up 68 percent from 2003, motivating parents to subscribe to cell phone services with GPS to locate their children.

chizpizza@koreatimes.co.kr