超半数老人在互联网上“乘风破浪”，来看银发族潮流图鉴

Core Viewpoint - The elderly population in China is increasingly active and engaged in digital society, with significant growth in internet usage and consumer behavior among seniors, indicating a shift in societal perceptions of aging [1][3][12]. Group 1: Internet Usage and Digital Engagement - As of June 2023, there are 161 million internet users aged 60 and above in China, with an internet penetration rate of 52.0% among this demographic [3]. - Approximately 65% of elderly internet users frequently watch live broadcasts, and over 75% have created short videos, with nearly 28% regularly posting content [6]. - About 90% of elderly users of short video apps spend an average of less than 2 hours daily on these platforms, indicating a growing trend in digital content consumption [9]. Group 2: Consumer Behavior and Spending Trends - The online shopping behavior of the elderly has evolved, with transaction volume, user numbers, and spending increasing by 238%, 187%, and 105% respectively from 2019 [12][18]. - The elderly are shifting towards purchasing products that enhance their quality of life and align with current trends, moving away from the perception of being frugal [12]. - The market for middle-aged and elderly clothing is experiencing robust growth, with a preference for comfortable and stylish apparel rather than traditional "elderly clothing" [12]. Group 3: Lifestyle and Leisure Activities - A significant portion of the elderly population is engaging in physical activities, with 26.1% of those aged 60-79 exercising regularly, a 10% increase from a decade ago [14]. - The tourism sector is seeing a rise in elderly travelers, with a 26% increase in travel train services and a notable growth in tourism revenue from elderly visitors [18]. - Concerts and live performances are increasingly attracting older audiences, with 44.5% of attendees at certain concerts being aged 50 and above, indicating a shift in the entertainment market [20].