Author: Mintel Group Ltd.
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Marketing to Over-50s (Incl Impact of COVID-19) - China - May 2020
Overview
 
What you need to know
The over-50s represent 30% of the Chinese overall population, but are often overlooked and marginalised by brands or generally described as a homogeneous group. Their consumption willingness and readiness to accept novel things are influenced not only by their age, financial background or long-established habits, but also by their children, communities and the rapid digitalization of society.

The outbreak of COVID-19 has given the over-50s a push to shift many daily activities online. Consumers, including over-50s, are positively seeking out products and services that help them destress to face the uncertainties brought about by the pandemic. Products and services that improve their life quality at home will help brands approach more over-50s. In the longer term, provision of information, social interaction and entertainment are the key needs that brands could consider targeting. 

Key issues covered in this Report
●	Shifts of the lifestyle of over-50s after COVID-19 and business opportunities
●	How behaviours and attitudes differ between 50s and over-60s in different city tiers
●	Over-50s’ spending priorities and the effects of COVID-19 on their purchasing preferences
●	Digital service usage and online and offline social habits of the over-50s
●	Over-50s’ attitudes towards health and ageing related issues

Report Scope
This Report looks into the facts and changes in lifestyles of consumers aged over 50. Since currently the retirement age in China is 60 for men, 50 for female workers and 55 for female civil servants, the over-50s largely consist of people in employment, retired, self-employed, part-time workers and householders. 

This Report also covers the following usage of digital services by over-50s:

●	Mobile pay 
●	Videos and music apps on computers/smartphones
●	Online shopping apps
●	E-map apps
●	Games apps
●	Search and booking apps for accommodation, transportation and restaurants

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