Original title: BABA Research Institute: digital Life of the elderly in the Post-epidemic era

Since the outbreak, silver-haired people over the age of 60 in China have accelerated their embrace of digital life, and the monthly activity of the elderly in the third quarter is much faster than that of other age groups, 29.7 percentage points higher than that of other age groups, according to the report. The consumption of the elderly reached a compound growth rate of 20.9% in three years, ranking second in the growth rate of consumption during the epidemic, second only to the post-00s generation, and the consumption potential should not be underestimated.

However, with the popularity of the mobile Internet, a considerable proportion of the elderly still face the "digital divide" in their lives. For example, 50% of the elderly will choose to give up when they encounter difficulties in online shopping.

This "report" was obtained by BABA Research Institute based on the business format survey of BABA economy. The report calls on the aging Chinese society to establish digital aging services and not to let the elderly be left behind in the digital age.

Buy a lot of vegetables, travel a lot, like to buy things for grandchildren

COVID-19 epidemic accelerated the overall digitization of society, but also affected the previous "digital economy spotlight" outside the group. According to the report, during the outbreak, the growth rate of elderly people over the age of 60 "touching the net" was much higher than that of other age groups. The consumption of the elderly reached a compound growth rate of 20.9% in three years, ranking second only to the post-00s generation during the epidemic.

In 2020, the proportion of people over 60 in China is expected to reach 17.4% of the total population. The prospect of the consumer market for the elderly in China is considerable, showing four characteristics: the potential of the market scale, the insufficient supply of the consumption industry for the elderly, the diversification of consumption demand of the elderly and the obvious consumption willingness of the elderly.

Compared with other groups, the consumption expenditure of the elderly is mainly spent on grandchildren, health care, medical care, leisure services, diet and living space quality improvement.

Data show that food is the preferred category for silver-haired people when shopping online, and online food expenditure is 3.6 percentage points higher than that of other groups. Box horse data show that after the epidemic, users over 60 years old have the fastest growth rate of online orders, online purchasing habits are gradually stable, and the per capita monthly consumption is higher than that of "post-90s" and "post-00s".

More and more elderly people are moving from online shopping to digital life, and online service consumption for the elderly is on the rise. In 2019, the number of takeout orders for elderly ele.me increased nearly tenfold. Ele.me 's "omnipotent little brother" has become a good partner of the elderly, helping to get medicine, going to the hospital to pick up reports and other errand orders are increasing. During the epidemic, the proportion of elderly users who registered and used the ele.me life service platform increased significantly, with an increase of 3%. The main consumption characteristics were high consumption and low frequency, and the purchase of fresh raw materials was significantly higher than that of current catering. It is consistent with the living habits of the elderly in home cooking.

Eat well and play well. According to Flying Pig data, the overall tourism consumption of the "post-60s" silver-haired people is three times that of the "post-00s" in 2019.

50% of the elderly choose to give up when they encounter difficulties in online shopping.

The insight in the report based on BABA's customer experience business group (CCO) shows that the number of daily active users of Taobao elderly users is increasing, but the payment rate is significantly lower than that of the younger group.

What should I do if I encounter problems in online shopping? According to COO data, the help scenarios of silver-haired people mainly focus on refund problems (42%), commodity-related problems (17%), logistics problems (16%), payment problems (8%) and account and operation problems (5%). In the refund scenario, more problems for the elderly focus on "operational problems", including how to return the goods, how to return the money, and so on.

After encountering problems, 50% of the elderly choose to give up the capital loss scene with a small amount of money, mainly thinking that it is "troublesome" and "inoperable"; 30% of the elderly turn to their reliable relatives and friends for help; and 20% of the elderly who are relatively familiar with online shopping will first contact the merchant. the negotiation result depends on the service of the merchant, and the result is not expected.