Alibaba recently released a report entitled “Mom and Dad’s Mobile Internet life” which shows that the national middle-aged preferred 3C and home appliances when shopping online.
50-year-old and elder Alipay users have come to save an average of 7,000 yuan (US$1,054) in their Yu’E Bao account as mobile payments have become commonplace, far outstripping the national average of 4,000 yuan (US$603). As of September 30, 2017, compared with the same period last year, the amounts saved by 50-and-up users in their Yu’E Bao has increased by nearly 40%.
Over the past 9 months, per capita consumption among the 50-and-up demographic has risen to nearly 5,000 yuan (US$753), with an average of 44 purchases per user. Geographically, the first- and second-tier cities such as Shanghai, Beijing, Guangzhou, Hangzhou, Wuhan, Chongqing, Chengdu, Shenzhen, Nanjing, and Tianjin have the largest concentration of such consumers.
It also became apparent that parents are not just buying cheap goods on Taobao. Rather, their Taobao shopping focuses on 3C, home appliances, and other products which aren’t low in price.
The most popular categories of goods to be purchased online by this demographic are mobile phones, mobile top-up cards, dresses, T-shirts, low shoes, pants, bathroom supplies, air conditioners, and other mid- to high-range consumer goods. In addition to the sheer variety, data shows that parents are still very focused on the brand, spending habits have come to mirror those of China’s youth.