According to the China Internet Network Information Center, 22.8 percent of China's Internet users were aged 50 or above and 10.3 percent were aged 60 or above as of June, with retirees accounting for 5.7 percent by occupation. There are also a variety of mobile apps in the hands of netizens over the age of 60. According to the data, the average number of mobile apps for netizens in this age group is 44, while the average number for those between the ages of 50 and 59 is 53. In other words, the Internet, especially the mobile Internet, is continuing to infiltrate the middle-aged and elderly.


More importantly, due to the epidemic this year, middle-aged and elderly people are speeding up their access to the Internet to keep in touch with their families, cope with code scanning and access to online public services. As of March this year, only 16.9 percent of Internet users are over 50 years old, 6.7 percent are over 60 years old, 4.7 percent are retired, 37 percent are over 60 years old and 45 percent are between 50 and 59 years old.

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In just three months, the growth rate of the middle-aged and elderly online is very rare.


However, it should not be ignored that many middle-aged and elderly people just "touch the Internet", learn to scan code and download apps, but there is still a distance from the actual consumption of the Internet. On the one hand, this is related to the limited Internet use ability of middle-aged and elderly people. On the other hand, The Internet application also has the problem of insufficient aging ability, lacking the content that the elderly like and the operation mode suitable for the elderly.


As a matter of fact, middle-aged and elderly people have always been the consumption potential stocks. A considerable number of them have relatively stable income sources and certain assets, and they belong to the "quality customers" among the whole netizen group. More than three-quarters of China's 940 million Internet users earn less than 5,000 yuan a month.


In the current Internet application fields, there has been a white-hot trend of competition, the cost of customers for enterprises is constantly increasing, and the potential consumers seem to have been exhausted. The China Internet Network Information Center compared the user scale and utilization rate of Internet applications in June and March this year. Among the 15 applications, the user scale declined in 4 kinds, including online ride-hailing and Internet news. The utilization rate increased by less than 2% in 3 kinds, among which the growth rate of webcast was only 0.4%. In terms of usage, 11 of the 15 apps declined, such as Internet gaming usage, which fell from 58.9% to 57.4%.


In the face of such competitive situation and market environment, it is necessary for Internet enterprises to develop the middle-aged and elderly market as a new growth point. Such development is not as simple as showing a few news and videos that the elderly like, but closer to the middle-aged and elderly groups in terms of content structure, operation mode and marketing method, so that the elderly can not only get in touch with their own products, but also like to use their own products, and finally form consumption habits.


Of course, there are also some online scams reported by some enterprises and individuals targeting the middle-aged and elderly people who have just been connected to the Internet. This is what the regulatory authorities, middle-aged and elderly Internet users and their families need to be on the alert. Although the Internet is convenient, it is still necessary to communicate and discuss more with young children when using an APP or a function for the first time, especially when it comes to payment and property.

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