While technology offers a window to the outside world for younger digital natives, older people are often locked out of the most convenient solutions. The pandemic has only widened and deepened this gap because of the necessity for remote and virtual communication. This is even truer in China, where a QR code known as a Health Code has been mandatory for entry since last February, acting as a digital “ticket” for anything from entering a shop to inter-city travel.
During national lockdowns, older people reported feeling disconnected and alienated. As a result, the Chinese government has pointed out the need to make the online environment more inclusive and directed companies to develop websites and apps that are more “elderly-friendly” in order to better serve elder users.
In response to Beijing’s call for development, companies are gearing up to make changes to welcome their elder consumers online. The team at Dao Insights looks at three solutions created by three Chinese brands to show how they have helped older consumers settle into the digital world.
WeChat launches “Easy Mode” for older users
Tencent’s WeChat, digital home to tens of millions of users aged between 55 and 70, has become the main communication platform for 98.5% of older adults. This has pushed WeChat to create more functions for older people. In September 2021, the platform rolled out “Easy Mode,” with three main functions benefiting older people: larger fonts, bigger buttons and sharper colours.
WeChat has also gone beyond visual aids and optimised the services considered to be most relevant to the ageing population, focusing on tools such as the Health Code, online payment of utility bills, real-time bus tracking and online hospital appointments. All these features are integrated into the platform and presented through a simple and clear layout, utilising the new visual aids to make life more intuitive for the least tech-savvy.
So far, as of October 2021, over four million people have switched to the new mode, highlighting the helpful nature of these new features for the older generation, whilst keeping WeChat popular and accessible amongst its users.
Read More at https://focus.cbbc.org/why-you-should-consider-targeting-the-elderly-market-in-china/
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