This article is from WeChat official account: QuestMobile (ID: QuestMobile) , author: Mr.QM, title figure from: vision China
QuestMobile data shows that with the proportion of silver-haired people over 50 reaching 1/3, the scale of this part of Internet users has exceeded 100 million, and The user growth rate (May 2020, 14.4% year-on-year) is higher than all netizens, becoming an important increase in mobile netizens. Among them, female netizens are much higher than male netizens. (females account for 57.1%). The proportion of high-tier cities is higher than that of the whole. , Video and information, I am very interested.
Specifically, the use of the Internet by the silver-haired people continues to evolve, and 16.18 million and 8.61 million new users have been added to efficient office work and payment and settlement, respectively. The per capita use time for online K song and online reading has been higher than that of the entire network. user. In many areas, there is still a lot of room for growth, especially in e-commerce and life service applications. At the same time, in terms of information acquisition, they like to actively search for information through search engines.
At the same time, what bonus room does the silver-haired group have to tap? Compared with the use of users on the entire network, in the fields of pan-life, financial management, mobile shopping and other fields, as well as in many consumer categories, the silver-haired group is far below the entire network!
For the silver-haired crowdRighteousness: Mobile Internet users aged 50 and above
1. Silver-haired people are an important source of growth for the mobile Internet
1. The aging of our country is increasing, and the proportion of the population of silver hair over 50 years old has reached 1/3, laying the foundation for the Internet silver hair economy.
2. The number of active mobile device users among the silver-haired population exceeds 100 million, and the growth rate is much higher than that of the entire network. It has become an important source of growth for mobile Internet users.
3. Among the silver-haired netizens, the proportion of women is much higher than that of male netizens. Because of the better Internet base and atmosphere, the proportion of silver-haired people in high-tier cities is also higher than that of all netizens.
4. Similar to all netizens, silver-haired people have the most popular use of social networking and videoHigh, particularly interested in information.
5. In the second half of life, due to ample time, silver-haired people have a prominent need for companionship, entertainment and information, and their use in life services and e-commerce is gradually deepening.
Second, the use of the Internet by silver-haired people is increasing
1. General characteristics
1.1 Compared with all netizens, there is still room for improvement in the Internet behavior of silver-haired people, and they have contributed more time in the fields of information, search and download.
1.2 Social, video, and information apps have become essential apps for seniors with silver hair, and more than 40% of silver hairThe crowd also uses mobile Taobao and Alipay for shopping transactions.
1.3 Compared with last year, short videos have taken up more time for silver-haired people. Since the epidemic has helped younger generations to take online classes, the proportion of education and study time has risen sharply; however, overall, silver-haired people’s online time distribution tends to be scattered and spend More time to explore other apps.
1.4 The daily life of the silver-haired population is increasingly integrated with the mobile Internet, especially since offline activities have been restricted since the epidemic. More silver-haired Internet users have begun to use applications such as efficient office, payment and settlement, and integrated e-commerce.
1.5 More and more apps have become indispensable helpers for the silver-haired people, and the increase in the silver-haired people of office and government apps is the most prominent.
2. Entertainment life
2.1 Watching videos and listening to music have become a way for most silver-haired people to entertain and relax. However, compared with the entire network, the proportion of silver-haired people using these industries is still low, and there is much room for improvement.
2.2 Video apps are the most important form of entertainment for silver-haired people, among which short video apps have a prominent share of time for silver-haired people.
3. Daily life
3.1 The proportion of silver-haired people for pan-life applications is generally lower than that of the entire network. Local life, car service, express logistics, and takeaway services involve offline interactions, and the threshold for use is high, and the usage habits still need to be further cultivated.
3.2 However, silver-haired people are also trying to use more applications such as map navigation, express logistics, and takeaway services to enjoy the convenient life brought by the Internet.
4. Information acquisition
4.1 Silver-haired people have a prominent need for information and spend more time on various pan-information applications. They like to actively search for various information through browsers and search and download applications.
4.2 Baidu has become the most commonly used tool for silver-haired elderly people to actively search and obtain information, and various news and information clients occupy a lot of time for silver-haired people.
4.3 Weibo, Douyin, Kuaishou, and WeChat official account platforms are also important sources for silver-haired people to obtain information. Silver-haired people have a higher degree of trust in official media’s current affairs information.
3. The potential for the rise of the silver-haired economy needs to be further released
1. With the popularity of payment tools among silver-haired people, this will continue to drive their online shopping and financial management needs.
2. Comprehensive e-commerce platforms have become the most common choice for silver-haired people, but the depth of use needs to be further improved.
3. The increase in e-commerce applications and the online consumption of silver-haired peopleCapacity has also been improved, and consumption potential has been released.
4. More and more silver-haired people join the online shopping force. Mobile Taobao and JD.com have become the most commonly used e-commerce applications for silver-haired people with their rich SKUs and powerful Matthew effect.
5. In terms of category, standard products such as home appliances, food, and electrical appliances can attract silver-haired people to purchase online.
This article is from WeChat official account:QuestMobile(ID: QuestMobile ) , author: Mr.QM