Online Shopping Is No Longer The Domain Of Young Consumers &Nbsp; Online Shopping Market Or Usher In The Era Of Segmentation.

The number of Internet users is increasing.

Surging Internet users

According to the Research Report of Ai Rui net, in the past 2000-2010 years, the overall age structure of netizens in China has changed significantly, and the "Pyramid" type has gradually become more balanced.

The proportion of Internet users aged over 40 increased from 6.8% in 2000 to 18.2% in 2010, more than doubled.

With the increase of the number and proportion of older netizens, a number of "older customers" have begun to emerge in the online shopping market.

Whether Taobao network is a relatively complex C2C website, it is also a relatively convenient B2C mall, such as Jingdong mall, shop No. 1, and even the group buying that just became popular last summer. There are "old online shoppers" everywhere.

People in the Internet industry believe that most jobs need to be applied to computers and networks, and almost every family has computers and computer literate. Online shopping is no longer a technical problem.

Therefore, many middle-aged and old consumers who have retired or are not very convenient in action may also become potential consumers of online shopping.

Stable income, adequate capital, ample time, and mastery of family consumption "power" also guarantee the purchasing power of the middle and old aged people.

Preference for B2C online shopping

According to the results of Internet research released by Baidu data research center for 7 large B2C network stores, in February 2011, online shopping users over 40 reached an average of 7.6%.

Another Research Report on China's online shopping shows that the proportion of Internet users aged 40 and above accounts for only 4.8% and 1.6% of the two major C2C stores in Taobao and pat.

Compared with C2C websites with low price, variety, authenticity and poor after-sales service quality, older online shoppers prefer B2C websites with quality assurance, brand and timeliness.

"My daughter often buys things on Taobao, but sometimes she will encounter problems such as inconvenient returns, goods and descriptions that she has not received.

I thought it was very troublesome.

Ms. Li, 46, told reporters that although she had Taobao accounts, she seldom bought anything on Taobao because it was "trouble."

For older users, Alipay account, online banking pfer and Wangwang chat are relatively unfamiliar.

"Many things do not understand, afraid of being cheated."

Ms. Li said.

The mature B2C website has brought a lot of convenience for the older online shoppers.

Telephone ordering, cash on delivery, free refund and other services have reduced the "technical content" of online shopping and improved the service experience.

Although the price is slightly higher, the product can be guaranteed.

"Like me and colleagues, when buying clothes, they usually go to Mcglaughlin and" fan Ke Cheng pin "; when they buy skin care products, they are usually red children and so on; occasionally they go to shop 1, these online supermarkets to buy oil, rice and so on.

Ms. Li told reporters that now she and a number of similar colleagues are "senior online shoppers".

"There are many things in our family that we have ordered from the Internet."

Digital and household appliances are most popular.

According to the "3C online shopping survey" released by Baidu data center, online shopping users aged 40 and above account for 7.85% of 3C products shoppers.

Mobile phones, cameras, U disks and other digital products and refrigerators, washing machines, air conditioners and other household appliances are relatively concentrated in the "older online shopping users".

Compared with the independent online shopping platform, the vertical shopping platform of physical stores attracts more older users.

In the new egg net, Yi Xun, Jingdong mall, Amazon, Dangdang, suning.com and Gome online mall, Gome online mall has the most users over 40, reaching 11.2%, followed by suning.com, 9.4%, and the rest are below 8%.

In addition, online shopping and group buying of household items are also popular among older online shoppers.

"When I was in winter, I bought sticky roll on fan, and I still bought mops online."

Ms. Li said.

Compared to 3C products, clothing, shoes and hats and other "online shopping" are not too popular with older users.

Aunt Liu, a nearly 50 year old netizen, believes that this is mainly because the website does not have enough commodities for middle-aged and elderly people.

"The clothes on the Internet are too loud. They are more suitable for my son's age. There are few suits for me."

Aunt Liu said that if the online shopping mall began to run middle-aged and elderly clothing, she would also like to try it.