Offline by nature in a world linked up
A significant chunk of big data is going unrecorded and marketing information untapped, while at the same time lifestyle preferences are pushed aside: China is less than a decade away from having a population in which a full quarter of the population will be over 60 years of age, according to demographic trends.
Sorry, there’s an app for that too
While the country continues its relentless pace of digitalization on all fronts, some seniors are balking at the perceived need to electronically attend to an increasing amount of tasks that just a few years ago were done almost exclusively in traditional ways. While day-to-day shopping and other needs have been simplified by electronic payment schemes in ways that developed countries have not implemented on so wide a scale, the catch-up is greater for elders caught on the old-school side of the digital divide. Banking, hailing taxis, booking tickets and accommodation when travelling, and ordering in restaurants are all examples of transactions now conducted easily and smoothly online for younger Chinese, and making functioning autonomously a significant challenge for seniors.
Compounding the trend is the population’s skewing towards an ageing society, with many fewer couples opting for the economic investments required to raise a second child, even after the dramatic scaling back of the one-child policy.
And while information aplenty on all levels is being amassed on the habits and trends of younger buyers, elder Chinese stand having less known about what they are looking for, and providing information on the adaptations that might make meaningful differences in their lives, if known about.
The Human & Digital Communications Agency
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