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 regional boundaries, with significant participation from the "Z generation" and the elderly [1][5] - By mid-2025, the digital consumption amount in China 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 consumption users has surpassed 958 million, with the "Z generation" accounting for 27.2% of this group [5] - The "Z generation" shows a high engagement with digital services, with 71.4% using generative AI, significantly higher than the overall internet user rate [5] - The elderly demographic is also becoming a significant force in digital consumption, with 71.7% willing to pay for convenient online products and services [6] Group 3: Market Growth and Innovations - The digital economy's core industry value added reached 14.08 trillion yuan in 2024, growing by over 10% year-on-year [7] - The integration of AI in consumer products is expected to enhance market penetration, with AI smartphones and PCs projected to exceed 50% and 80% penetration rates, respectively, in the next three years [7] - The growth of digital services is evident in sectors like healthcare, with internet hospitals increasing from about 1,600 in 2021 to 3,340 by the end of 2024 [7] Group 4: Future Outlook - The digital consumption landscape is evolving with new consumption patterns, including online-offline integration and immersive experiences [1][2] - Emerging consumption trends such as digital and green consumption are expected to further stimulate overall consumption growth [8]