Ministry of Industry and Information Technology issued consecutive documents in 2020 and 2021 "Action Plan for Transformation of Internet Applications for Aging and Accessible Transformation" and "Notice on Further Implementing the Special Actions for Aging and Accessible Transformation of Internet Applications", focusing on the experience of Internet products for the elderly under the trend of aging in China, and proposed that there should be three parts: user satisfaction evaluation, technical evaluation and self-evaluation to clarify the actual implementation and transformation of Internet applications for Aging.
At 0:00 in August 2022, public evaluations were collected, and recent evaluations of banking services by 3,211 residents aged 18-60 in 29 cities across the country. At the same time, Zero Point Youshi, Alibaba Cloud and School of Design of Shanghai Jiaotong University jointly released the "Blue Book on the Aging Research of Silver Hair Digital Products" (hereinafter referred to as the "Blue Book") in August this year, and proposed four discoveries.
Discovery 1: Bank digital transformation is the voice of young people, and the dilemma of the elderly
Research found that the satisfaction rate of young people aged 18-29 with bank services is relatively low (79.4%), and long business processing time, slow speed, long queue time are the main reasons for the low evaluation of young customers. The elderly people are more satisfied with the service model of offline outlets. However, under the wave of digitalization, banks actively carry out digital transformation to , and through measures such as intelligent and online branch services, they can divert users to handle business online, reduce costs and increase efficiency, and improve service efficiency.
In this transformation process, the elderly are facing the dilemma of digital banking services. The "Blue Book" found that the pain points of the elderly using digital product are mainly in the order of information acceptance process: information acquisition obstacles, information understanding obstacles, information processing obstacles, operation obstacles and attempt obstacles. (Note: Trial barriers refer to the fact that the elderly are unfamiliar with the product and are unwilling to try it when using digital products because they cannot find relevant functions and are afraid of operation errors.)
The elderly are even more confused when conducting online business operations in banks. The three main pain points are that they cannot use bank mobile APPs to operate, do not use branch smart devices, do not scan place codes, etc.
Discovery 2: The elderly have double physical and psychological disorders when using digital products
Physiological disorders in the use of digital products in the elderly are mainly reflected in the decline of perceptual ability, motor ability and cognitive ability. The Blue Book points out that the elderly need to "high volume" to hear video sounds or voice information. "Slow response" and "slow operation" when using digital products are mainly because most elderly groups are limited by finger flexibility and cannot complete fast input or operations.
The psychological disorders of the elderly when using digital products are mainly reflected in: lack of security and sensitive self-esteem. According to a survey by Blue Book, 39% of elderly users have had experience of being deceived online, and 22% of them chose to "get a loss in silence", causing them to question the security of the network, which further leads to psychological disorders in the use of their digital products.
Discovery Three: Faced with the digital divide, the elderly maintain an active learning and an open mind
Although the elderly have encountered various difficulties in the digital wave, they still have a positive mindset to welcome the arrival of digitalization. The "Blue Book" points out that the elderly will actively seek help from others or complete some difficult operations through the assistance of relatives, friends and staff around them.
Discovery 4: The aging-friendly version has not been "advertised" yet, and low recognition has led to a low usage rate
"Blue Book" found that the elderly who hold smartphones have a low awareness of the aging-friendly version (only 27.1%), and among the cognitive elderly groups, the aging-friendly version has a higher usage rate (53.1%). This data shows that the current market has not spread the elderly-friendly products and has not been truly transmitted to the elderly group, which has resulted in the actual application rate of the elderly-friendly version being low.
33333333333333335Promote digital literacy education for the elderly. relies on senior citizens' universities, elderly care service institutions, communities, etc. to open digital product learning classes for the elderly to enrich training forms and content, improve the digital literacy and skills of the elderly, strengthen payment security and other digital finance security education, and help the elderly to cross the technological gap.
33 Improve the full-link evaluation mechanism for the transformation of aging-friendly products. During the entire link of product design, a set of age-friendly transformation evaluation standards can be established to strengthen the requirements and detailed guidelines for urging the implementation of transformation.
33 increases the spread and improves the market awareness of the aging-friendly version. is widely used to advertise it through the catalyst channel that the elderly like. Staff employees of the branch, bank service scenarios, bank cross-industry partners who have direct contact with the elderly should also be good at using their own channels to communicate with the elderly. While increasing the awareness of the aging-friendly version, they should further promote the use of the elderly and alleviate the difficulties of the elderly brought about by digitalization.
