Online shopping in China isn’t just for the young, according to a new survey. That could be good news for an already quickly growing e-commerce industry that largely caters to the young.
While the bulk of online shoppers are still in their 20s and 30s, a survey published Tuesday by data provider Nielsen said the number of online consumers aged 55 or older grew 72% between 2012 and 2013. It cited data from Taobao, one of China’s largest shopping websites, which is owned by Alibaba Group, though it didn’t release the underlying figures.
“China could become the world’s most aged society by 2030,” said Tao Libao, a Nielsen official with responsibility for e-commerce, in a prepared statement. “The elderly online consumers deserve more attention from both current online retailers and brick-and-mortar retailers who are going to venture online.” People aged over 60 could be 30% of China’s population by 2030, Mr. Tao said.
They survey said they tend to be more careful shoppers, attracted by easy price comparisons and special discounts given that they often have less income than younger people.
“It’s cheaper to buy online,” said Zhang Jinnian, a Beijing shopper in her fifties who has been using the internet to shop for the past year. In that time she has bought clothes, shoes and a bicycle online. “It’s always more expensive in a store,” said Ms. Zhang, who declined to give her exact age.
via China’s Gray-Haired Set Could Boost Digital Shopping – China Real Time Report – WSJ.
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