Pilot Study

In 2020, consumers aged 56 and above accounted for 31% of online shopping behavior, a percentage notably lower than other generations. However, examining the online shopping amounts reveals that consumers aged 56 and above spent $3,512 NTD, ranking just below the Y generation. From this, it can be inferred that the spending power of consumers aged 56 and above should not be underestimated. The silver-haired market is not a mass market but rather an assembly of diverse micro-markets.

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