With the intensification of population aging in our country, the demand for spiritual and cultural life of middle-aged and elderly groups is growing, and interest in learning has become a new rigid need for this group. This paper provides an in-depth analysis of the current situation, market trends, domestic practices and challenges of the middle-aged and elderly interest learning industry, and discusses how to promote the sustainable development of the industry through policy support, technology for aging and diversified profit models.
1. Industry status: demand is exploding, and the market potential is huge
1. Population and economic foundation
Aging is accelerating: As of 2023, our country’s elderly population over 60 years old will reach 297 million, accounting for 21.1%, an increase of nearly 50 million over 2018. The demand for spiritual and cultural life of the elderly is becoming increasingly urgent, and interest in learning has become a rigid need.
Consumption power improved: In 2023, the per capita disposable income of residents will reach 39,200 yuan, an increase of 39% over 2018. The average total assets of urban households over the age of 46 exceed 2.88 million yuan, the debt ratio is lower than that of other age groups, and the economic foundation is strong.
2. Enthusiasm for participation is high
More than 80% have participated or plan to participate: The survey shows that 80.58% of middle-aged and elderly people have participated in interest learning, and 66% have not participated in planning to join in the future. The penetration rate in Beijing, Shanghai and other places exceeded 80%, and first-tier cities led the boom.
Women and younger age groups are more active: The penetration rate of women (81.15%) is higher than that of men, and the preference index (TGI) of people aged 45-54 exceeds 102, and the need for self-improvement and social interaction is stronger.
3. Distinctive learning characteristics
Core drivers: Hobbies (77.31%) and self-improvement (73.87%) were the main reasons, followed by health needs (58.28%) and social needs (38.82%). Men pay more attention to vocational skills and socialization, while women focus on health and psychology.
- Study habits: More than 75% study 1-2 times a week, 92.58% study within 3 hours per day, prefer the “short and fast” mode. The combination of online + offline learning is the most popular (54.26%).
2. Market trend: technology empowerment, diversified development
1. Course category: health and wellness leads, and the rise of subdivisions
- Health and wellness: 71.95% of middle-aged and elderly people prefer it, covering traditional Chinese medicine, nutrition, sports, etc.
- Emerging trends: The demand for information technology (35.89%) and financial management (34.39%) increased, men preferred vocational skills (61.59%), and people over 60 years old preferred leisure and entertainment (58.60%).
2. Learning mode: Online and offline integration, technology reshapes the experience
- Digital popularization: In 2023, there will be 355 million netizens over the age of 50, accounting for 32.5%, and mobile Internet usage will be nearly 40%. Online platforms such as Qianchi Academy lower the learning threshold through the “live broadcast + community + AI tools” model.
- Offline scene innovation: Offline scenarios such as community universities for the elderly, study tour camps, and health care bases have emerged, and companies such as Sinopharm International have launched “courses + sojourn” products in combination with medical and nursing resources, releasing 100 routes every year.
3. International Experience: The American Community Model and Japanese Lifelong Education
- United States: Community-based education for the elderly supported by universities, focusing on interest courses (such as music, painting) and social interaction, and government legislation to protect the right to learn.
Japan: Government-led + social participation, with education for the elderly integrated into the lifelong learning system, while focusing on vocational skills training to cope with labor shortages.
3. Domestic practice: policy escort and multi-party coordination
1. Policy support: systematic layout from national to local
At the national levelPolicies such as the “Development Plan for Elderly Education” and the “Silver Economic Opinions” clarify the public welfare positioning of elderly education, and propose to build a national public service platform for elderly education by 2025.
Local innovation: Tianjin issued the first local regulations on elderly education, and Hebei, Heilongjiang and other places passed legislation to guarantee funds and teachers.
2. Participants: division of labor and cooperation between universities for the elderly, communities and enterprises
- Public University for the Elderly: The five-level school-running system covers the whole country, and institutions such as Beijing Open University for the Elderly have expanded their coverage through the “online platform + offline branch” model, but they are facing problems such as limited enrollment quotas and dependence on the government for funding.
- Community power: Communities such as Beijing Fusi Primary School unite the elderly through activities such as weaving groups and health lectures, but there are common challenges such as insufficient space, single courses, and shortage of teachers.
- Enterprise exploration: Qianchi Academy launches piano, calligraphy and other courses through the “course (C) + tool (T) + AI (A)” model, and users can play simple songs within 3 months; International platforms such as GetSetUp have introduced peer teaching, and more than 60% of the 4 million members have increased their sense of participation through peer teaching.
4. Challenges and suggestions: break the pain points and develop sustainable development
1. Existing problems
- Supply and demand imbalance: The supply of courses is concentrated in literature and art, handicrafts, science and technology, finance and other fields; The enrollment quota of public universities for the elderly is limited, and the price sensitivity of corporate courses is high.
- The digital divide: The elderly group has difficulty operating smart devices, and the community lacks technical support (for example, a community in Beijing has given up offering short video courses because there is no projector).
- Commercialization dilemma: 75% of users are willing to pay for courses, but the average annual budget is concentrated in 500-1000 yuan, and enterprises need to balance public welfare attributes and profit models.
2. Path to breaking the game
- Technology is suitable for aging: Developing tools such as voice interaction and large-font interfaces, such as the intelligent learning tablet of Qianchi Academy, has lowered the operating threshold by 30%.
- Community co-construction: The government purchases services to introduce enterprise teachers (such as Guizhou University for the Elderly and street joint learning) to revitalize idle space in the community.
- Diversified profit: Expand the model of “curriculum + peripheral products” (such as health devices, cultural and creative products), government-enterprise cooperation (such as Sinopharm International undertaking government health care projects) and other models.
5. Future prospects: a new blue ocean for the silver economy
The middle-aged and elderly interest learning industry is moving from “marginal supplementation” to “mainstream track”. It is estimated that the market size is expected to exceed 50 billion yuan in 2025, with a compound annual growth rate of more than 15%. For practitioners, there are three major trends to grasp:
- Precise layering: Develop vocational skills and parent-child education courses for “energetic middle-aged and elderly people” aged 45-55, and focus on health management and leisure and entertainment for those over 60 years old.
- Value extension: Build social networks through learning communities, such as GetSetUp’s interest groups, which have led to more than 200,000 offline interactions.
- Social synergy: The government, enterprises, and communities have formed a closed loop of “policy support-service supply-implementation implementation”, such as Beijing’s “Jingxue.com”, which integrates 2,000 courses and serves 56.4 million people annually.
epilogue
When “living to old age and learning from old age” becomes the lifestyle of the new generation of elderly people, interest learning is no longer a simple entertainment, but a “silver revolution” to combat age anxiety and achieve social participation. Whether you are an entrepreneur who wants to open up new markets or a middle-aged and elderly person who wants to enrich your old age, this field full of temperature and opportunities is worth exploring in depth. After all, the best pension is to always remain curious about the world.
