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汗纳迪姆
Aug 03, 2022
In General Discussions
When the new consumption trend is closely following young people, there is a vast and secret incremental market that has been kept out of focus. The seventh national census data is released: At present, there are 260 million people aged 60 and above in my country. The "2020 Seniors' Internet Life Report" released on October 23, 2020 shows that the average daily Internet use time of senior users over 60 years old is 64.8 minutes, which is 16.2 minutes more than that of users over 40 years old, which is also higher than the average level of platform users. . If you often visit station B, you will find that there are always elderly UP masters at station B, the gathering place of generation Z, and under the inclusive community culture of users at station B, the collision between generation Z culture and the elderly is harmonious and interesting. . Douyin also launched the "Old Friends Program" on March 26 this year to attract more elderly users; when the Internet demographic dividend disappeared, the giants set their sights on the huge elderly group, 260 million elderly people, are becoming the Internet The main force increase in the second half. The Jingdong APP launched the "Elder Mode" in May this year, and launched an aging-friendly version. Facing the pain points such as searching for goods and after-sales in the process of online shopping for the elderly, the corresponding thoughtful design was carried out. Compared with the ordinary version, the elder mode strengthens the picture display and voice search functions, and the product page of the "elder mode" also highlights the short video content. Not only shopping, but also traveling. Didi launched the “DiDi Seniors Edition” WeChat applet nationwide in January this year. After setting a common address, senior users can easily realize the “one-click car call” function. The elderly group has become the key strategy of many travel companies, not only Didi Chuxing, but also Shouqi Chuxing, Cao Cao Chuxing and other companies have set up a special project class headed by the chairman or general manager to concentrate resources to accelerate the promotion. New people, new changes, all marketing is full of opportunities and challenges. Source: Essence Securities "The "Silver Economy" Brews New Opportunities for the Elderly Care Industry" 1. Crossing the digital divide, aging is the first step In the face of the huge demand of 260 million elderly people to access the Internet, the crossing of the "digital divide" has become a problem that must be solved. At the end of April this year, the Suzhou survey team of the National Bureau of Statistics selected 196 elderly people from urban and rural households to conduct a survey on the application of intelligent technology among the elderly. Among them, 46.4% of the elderly said that the steps were cumbersome, and 54.6% of the elderly said that they could not remember how to use it, and most of them were troublesome due to misoperation. I have to admit that for the elderly who are telemarketing list inefficient, slow, and think differently from young people, most of the APPs on the market have a high threshold for the elderly and are relatively complex, and there are difficulties in using basic functions. , and there are even many APPs among them, taking the opportunity to "harvest" traffic. At a time when the dividend of mobile Internet users has hit a growth bottleneck, older users have become the main force contributing to new growth. In the face of the strong demand of the elderly to access the Internet, the mobile Internet, which is supposed to make life more convenient, has given the elderly a certain threshold of "contact". How to help the elderly to access the Internet more smoothly through aging-appropriate transformation has become a problem worth thinking about. The so-called suitable aging means to provide a more suitable and convenient online environment and mobile products for elderly users according to their physiological and psychological characteristics. For example, at the most basic page design level, larger font sizes and more saturated hues help the sensory cognition of the elderly; at the user level, more streamlined functions and less tedious steps are more suitable Mobility and memory experience in older adults.
The Internet is full of old people!
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