More "post-50s" and "post-60s" users join online shopping groups during the epidemic prevention
Middle-aged and elderly people are also in love with online shopping (Online China)
During the epidemic prevention period, many middle-aged and elderly people began to consume and shop online. According to the "2020 China Mobile Internet Spring Report" released by QuestMobile, China Mobile Internet monthly active users increased by 15.71 million this spring compared with last year, of which 61% came from middle-aged and older groups over 41 years old, especially over 46 years old. Middle-aged and elderly users with rich experience in life set off a new round of online shopping craze, which is promoting the continuous transformation and upgrading of e-commerce platforms.
Deep "touch the net" or super young
"When we discuss the opportunity for the Internet to enter the second half, many people will ask where the new demographic dividend is." Wang Xiaopeng, executive director of the Barn School of Entrepreneurship, told the reporter, "The answer is very simple, that is the middle-aged and the elderly."
Daily fresh data from Youxian online shopping show that this spring, the number of users over the age of 40 increased by 237%, of which 90% of the new middle-aged and old users learned to place orders with their children; Meituan ’s "post-60s" users accounted for 36.7%. The proportion has become one of the main drivers of the growth of new takeaway customers; the number of users over 50 who are hungry on the platform's takeaway fresh food business has increased 2.3 times from the previous month.
Retail industry analyst Wang Yuan believes that middle-aged and elderly people are more knowledgeable and strict about fresh food quality and more sensitive to prices. For fresh food e-commerce platforms, fresh food quality is the key.
Relevant reports show that with the increasing penetration of the Internet in the middle-aged and elderly population and the continuous change in the consumption concept of middle-aged and elderly people, online consumption expenditures have shown a clear growth trend. From the perspective of age structure distribution, 25 to 55 years old accounted for the largest proportion, reaching 29%; followed by 36 to 45 years old, 27%; again, users aged 46 to 55 years old, and users over 56 years old, respectively 12%, 13%. Consumption-type consumption has the highest growth. "Post-80s" and "post-90s" have purchased nearly 50% of elderly products.
In this regard, industry experts said that after the middle-aged and elderly people have gradually "touched the Internet", the number of e-commerce purchase channels may also exceed that of young people. They have a variety of purchase methods, they will place orders in short video e-commerce, they will also use community group purchases, and they often place orders in various group app (mobile application). Under such opportunities, there are more and more customized products for them, such as night lights, go-out carts, non-slip bath chairs, non-slip mats, etc.
Consumer categories are trending
According to recent data released by several online shopping platforms, the purchasing power of beauty makeup for middle-aged and elderly people has risen against the trend. For example, the consumption amount of Jingdong users over the age of 50 to purchase beauty makeup increased by 51% year-on-year; the sales volume of hair dyes popular with middle-aged and elderly people on the Suning platform increased by 118.09% month-on-month.
According to analysis, the silver-haired people have high expectations for "anti-aging". They spend 25% of skin care consumption on anti-aging products; facial skin care products with "nourishing" functions have also received attention.
Domestic brands are more popular because of their high cost performance. For example, the top five consumption of Jingdong Meizhuang's middle-aged and old-age users were taken over by five domestic brands such as Baique Ling, Natural Church, Peraya, Pianzihuang and Marumi. Jingdong data also shows that gift boxes, lotion creams, facial essences, facial masks, and eye creams are the top five categories for users over the age of 50, and their consumption of facial masks and eye creams increased by 50% and 65% respectively year-on-year.
"When e-commerce is deployed in the middle-aged and elderly markets, it is very important to consider the self-esteem of the elderly." Wang Xiaopeng said, "Many middle-aged and elderly people are actually older and more dissatisfied. According to the survey analysis, the middle-aged and elderly people are now increasingly seeking With a free, independent and diverse life, their mentality is also becoming younger and more fashionable, so they will pay more and more attention to display consumption such as makeup and clothing. "
The habit of paying for knowledge is developing
According to statistics, the average daily active users of education and learning online platforms increased rapidly this spring. Among middle-aged and elderly users, users aged 41 to 45 increased by 27.9%, and users over 46 increased by 33%. The demand for online education for middle-aged and elderly people is developing rapidly, and knowledge payment has become a new trend.
During the epidemic prevention period, Alipay launched the elderly university section, which mainly provides related education services to middle-aged and elderly people through online courses. The courses include mobile phone payment, contactless rides, insurance and wealth management knowledge, and online celebrity live broadcast experience. Jiaxing Library of Education launched the "15 minutes package learning" series of popular science courses.
The knowledge payment habits of elderly users are accelerating. The survey found that highly professional courses are often more popular with the elderly and their willingness to pay is also stronger. For example, Guzheng lesson is relatively static, but it can get good feedback from online live lessons. The reason is that such courses not only meet the needs of middle-aged and elderly users for entertainment and time, but also meet the learning needs of self-growth. Users also have a certain professional foundation, which is from the heart. Therefore, middle-aged and old students are more serious when watching, and the interaction is more active. At the same time, they did not hesitate to reward in the live broadcast of learning similar courses. According to statistics, in the live broadcast process, middle-aged and elderly users willing to reward account for 5% to 10%.
Yang Junfeng