数字消费贡献持续攀升，“Z世代”、银发族用户占比近四成

Core Insights - Digital consumption is increasingly contributing to overall consumption growth in China, driven by technological advancements, innovative product models, and changing consumer demands [1][2][4] Group 1: Digital Consumption Trends - The proportion of online retail sales of physical goods has risen from 10.8% a decade ago to an expected 26.8% in 2024 [1] - The digital consumer base is expanding across age, gender, and geographic boundaries, with significant participation from the "Z generation" and the elderly [1][5] - By mid-2025, digital consumption is projected to reach 9.37 trillion yuan, accounting for 46.5% of total household consumption expenditure [4] Group 2: User Demographics and Behavior - As of June 2025, the number of digital consumers in China surpassed 958 million, with the "Z generation" accounting for 27.2% of this group [5] - The "Z generation" shows a high engagement with smart products, with 59.3% having purchased smart devices online, and a notable 71.4% using generative AI services [5] - The elderly demographic is also becoming a significant force in digital consumption, with 71.7% willing to pay for convenient online services [6] Group 3: Market Growth and Innovations - The digital economy's core industries are expected to see a value increase of 13.3 billion yuan in 2024, with a growth rate exceeding 10% [7] - The integration of AI in consumer products is leading to significant upgrades in smart devices, with projections indicating that AI smartphones and PCs will achieve over 50% and 80% market penetration, respectively, in the next three years [7] - The healthcare sector is rapidly expanding its digital services, with internet hospitals increasing from around 1,600 in 2021 to 3,340 by the end of 2024 [7]