eTALK China Insights: China’s Elderly Internet Users – The Silver Economy

China's Demographic Change

eTALK Silvereconomy demographic change

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Chinese society is undergoing a transformation. An aging population is leading to new niche segments of Internet users.

One of these groups is the “Silver Economy,” Chinese in their 60s and 70s.

The Silver Economy

eTALK Silvereconomy

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Due to the impact of Covid-19 on society, more and more senior internet users are discovering online shopping. The proportion of Chinese Internet users who are 60 or older increased from 4% to 11% in 2020, and companies recognize great potential for this group and are beginning to make “senior-friendly changes.”


eTALK Silvereconomy Healthcare

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A new target group is emerging. By 2030, there will be more than 246 million people over the age of 65 in China.

Healthcare in particular is of high interest to many older Chinese. Technological progress means that medical tests can now be carried out on the move in smaller cities. These are evaluated by doctors in the metropolises.

The Market is Adapting

eTALK Silvereconomy Influencer

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Due to the high demand from older Internet users, companies like Taobao or Douyin have adapted to the new market.

Older influencers now advertise the products on the short video platforms. User interfaces have been simplified and categories set up for older users only.

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