银发网民“攻占”社交平台，为何正在吸引越来越多的生意？

Core Insights - The elderly population is transitioning from being perceived as "care recipients" to active consumers, significantly impacting the market dynamics [1][5][6] - The internet engagement among seniors (50 years and older) is increasing, with 329 million monthly active users and an average usage time of 129 hours per month as of September 2024 [3][5] - Social media platforms are adapting to cater to the needs of the elderly, creating content that resonates with their interests and lifestyles [14][22] Group 1: Changing Perceptions and Engagement - The elderly are now actively participating in e-commerce, with many engaging in live streaming and sharing their shopping experiences on social media [6][9] - Seniors are becoming savvy consumers, utilizing their time to research products and compare prices, leading to a shift in their spending habits from "saving for children" to "spending for themselves" [9][11] - The average online spending of seniors has increased, with a notable rise in purchases over 1,000 yuan, indicating their willingness to spend [11][13] Group 2: Content Creation and Consumption - There is a growing trend of elderly individuals creating content on platforms like Douyin and Xiaohongshu, sharing their experiences and attracting significant followings [17][19] - Content tailored for seniors, such as practical guides on using technology and addressing their emotional needs, is gaining popularity and engagement [19][22] - The shift in content creation dynamics is leading to a more inclusive ecosystem where seniors are not just consumers but also producers of content [22] Group 3: Market Opportunities and Challenges - The increasing engagement of seniors presents a lucrative opportunity for brands, as they are seen as a low-risk, high-potential consumer group [13][23] - However, there are concerns regarding the exploitation of this demographic, with many seniors lacking the ability to discern misleading information and falling victim to scams [23][25] - Platforms are encouraged to enhance their content moderation and customer service specifically for elderly users to protect their interests and improve their online shopping experience [25][26]