新银发力量：活力、悦己、得劲——2025快手新银发人群洞察报告

Core Insights - The "new silver-haired population" aged 45 and above has grown from 460 million in 2020 to 660 million in 2023, becoming a significant driver of the consumption market, shifting from basic elder care to quality living [1] - The report by iResearch and Kuaishou reveals that the consumption needs of this demographic are evolving from basic utility to a pursuit of quality and peace of mind, aligning well with Kuaishou's content and e-commerce ecosystem [1] Group 1: Demographic Characteristics - The new silver-haired population is characterized by "vitality, value, and comfort," breaking traditional stereotypes and creating an economic system that balances family responsibilities with self-actualization [2] - Kuaishou has identified four typical user groups within this demographic: Practical, Vitality, Calm, and Zen, each exhibiting unique consumption behaviors and attitudes [2][3] Group 2: Market Potential - The population aged 45 and above has steadily increased, representing 44.7% of the total population, which translates to a market potential exceeding 14 trillion yuan, with expectations to expand to 20 trillion yuan due to policy support [4] - Kuaishou's platform has about 1 billion new silver-haired users, with 25% of daily active users falling into this category, indicating a solid user base with high engagement [6] Group 3: Consumption Trends - The new silver-haired population prioritizes health and personal interests, with 74% focusing on health reserves and 62% on personal interest development, moving away from traditional parental roles [8] - Key consumption categories include health and wellness products, travel and leisure experiences, fashion, home improvement, and educational entertainment, reflecting a diverse range of needs [13][14] Group 4: Consumption Behavior - The consumption behavior is shifting from survival needs to quality living, with a focus on product quality, brand value, and emotional attachment, indicating a transition to "self-pleasing consumption" [38] - The new silver-haired population is increasingly engaging in online decision-making while seeking offline fulfillment, creating a hybrid OMO consumption model that enhances decision security [36] Group 5: Strategic Opportunities - Kuaishou's content ecosystem is designed to resonate with the new silver-haired population's values and needs, offering practical knowledge, interest-based content, and skill learning [28] - The platform's operational strategy focuses on building trust through user engagement, simplifying merchant onboarding, and creating a seamless connection between content and commerce [30][22]