Meet the 2026 Chinese Happy Aging Consumers_20161124
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張雨婷Tingvie Chang
工研院產業經濟與趨勢研究中心 (IEK, ITRI)
NOV 24th, 2016
Meet the 2026 Chinese Happy Aging
Consumers
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Who I am
資料來源：
Education
2005 – 2007 National Cheng-Kung University (N.C.K.U.)
Master of Social Science Major: Political Economy
2006 Graduate School of International Studies, Seoul National University
(S.N.U), South Korea Exchange Student
2001 – 2005 Soochow University (S.C.U.)
Bachelor of Political Science Major: International Relations
Experiences
2008-now ITRI-Researcher
Main Research Field (2010-2016)
․Retail Market(Emerging Market:Vietnam、Indonesia、India、China、Russia)
and Channel analysis
․Consumer Research (both Quantitative and Qualitative analysis)
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Who we are
Industrial Technology Research Institute
(ITRI)
資料來源：
Industrial Technology Research Institute (ITRI) is a nonprofit R&D organization engaging in
applied research and technical services, aiming to innovate a better future. Founded in 1973,
ITRI has been dedicated to helping industries stay competitive and sustainable.
Over the years, ITRI has nurtured more than 240 companies, including well-known global
semiconductor leaders such as TSMC and UMC. Meanwhile, it has cultivated over 140 CEOs in
the local high-tech industry.
ITRI has played a vital role in Taiwan's economic growth as it shifted from a labor-intensive
industry into a value-added, innovation-driven one. Moving forward, the institute will continue
serving as a pioneer for industries by strengthening its capabilities of multidisciplinary innovation
and cooperation with international partners all over the world.
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Total Staff: 5,853
Ph.D: 1,393
Master: 3,252
Bachelor: 1,208
Alumni: 23,892
Total Patents
24,683
Startups &Spinoffs (~2015)
240
Industry Services (~2015)
Provided Services：18,351
Transferred Technologies：642
Industrial Technology Research Institute
2016.8.1
ITRI College
Technology Transfer Center
ITRI Southern Region Campus
Administrative Service Center
Accounting Resource Center
IT Service and Development Center
Human Resources Office
Commercialization and Industry Service Center
ITRI Central Region Campus
ITRI
Biomedical Technology and Device Research LaboratoriesIndustrial Technology Investment Corporation
ITRI International Center
Office of Strategy and R&D Planning
Office of Marketing Communications
Green Energy and Environment Research Laboratories
Material and Chemical Research Laboratories
Mechanical and Mechatronics Systems Research Laboratories
Information and Communications Research Laboratories
Electronics and Optoelectronics Research Laboratories
Center for Measurement Standards
Display Technology Center
Service Systems Technology Center
Industrial Economics and Knowledge Center
Computational Intelligence Technology Center
Intelligent Machinery Technology Center
Laser and Additive Manufacturing Technology Center
Smart Microsystems Technology Center
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Industrial Economics and Knowledge Center
(IEK)
POSITIONING
With strong industry-oriented research support, we are able to provide domestic businesses with professional information and
consultancy services, create value-added integration, and enhance industrial efficiency for our clients. Our research capacity in
six areas of interest, along with observation of economic, industrial, and technical trends, enables us to continue providing policy
recommendations and serving the industry.
TASK
Armed with ITRI R&D technology in conjunction with advantages of industry-focused technology and cross-disciplinary and
system integration, we will raise key issues of Taiwan's industrial and technological development, help improve national
competitiveness and industry value added, and expect to become a world-class think tank that leads to value creation for
Taiwan’s industry by 2020.。
4
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IEK’s Research Area in the Aging Market
資料來源：IEK 2016
Happy Aging consumers research• Consumer research with 600+ samples of middle-
high class in 9 cites of across Taiwan and China. Tracing
changes of lifestyle and consumer behavior of Pan-
Chinese-culture seniors people.
• Focus on behaviors from awareness for aging symptom,
chronicle disease, technology use, leisure life, supporting
service in daily life. More than 30 questions in 5 categories.
Healthcare
• Industry analysis for healthcare service.
Exploring industry chain, technological trends and
channel study oversea.
• Targeting potential audience and their behavior’s for
specific company. Developing strategy and advice
for marketing and products optimization.
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Experiences for Aging consumers research
資料來源：IEK 2016
Quantitative
research
Qualitative
research
Foreign market
research
• Defining major purpose and developing questionnaire which
will come out to insightful results. Analyzing data for survey
and proposing advice for client.
• Mostly to understanding the status quo and overview of the
market.
• Developing future (products and services)concept
for positioning purpose.
• By in-depth interview or focus discussion group of
leading users.
• Designing discussion guide to stimulus leading
user(s) to be come out future needs.
• Analyzing future needs and propose potential
products concept of the future.
• Finding business opportunities via consumer research for
companies who are doing export business.
• Via quantitative and qualitative research to help
understand foreign market.
• Collecting and analyzing related secondary data, legal
regulation, market intelligent and lifestyle changes.
• 2012 -2016 consumers research
• Research for innovation products for seniors in sports.
• Optimization of service process for healthcare device company
• Optimization of health management platform for wearable device company
• Market research for Dietary supplement and skincare in Mainland China, Vietnam,
Indonesia and Thailand.
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Enriched knowledge foundation on consumers
資料來源：
Defining 4 groups of senior by mindsets
Exploring what different of seniors’ needs
Finding target audience for healthcare service
And precisely address the service concept
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Applied researches cover varieties of products
資料來源：IEK 2016
Wearables and health management
Healthcare devices
Dietary supplement
Skincare
Home care device
• Industry analysis
• Technology foresight
• Service process optimization
• Analysis for user’s behavior
and needs
• Global case benchmark
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Education background is the most influential
factor in buying behavior in the senior market
Source: ITRI/IEK(2015/12)
• IEK founds that there are 4 groups of
lifestyle for elderly in “happy aging
database.
• And the highest percentage of
graduated from college is
“Enlighteneds”
tend to make their
own buying
decision
pay for more care
service
tends to be more
interesting in
wearables
Highly educated elderlies….
2014 Survey based on 1,816 samples in Taipei, Taichung and
Kaohsiung. All samples are middle-high household income
and between 50-75 year-old.
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Steps : The 3-Phase Study
Understand needs of
affluent Taiwanese
consumers (Top-of-
Pyramid) and come
up with Reason-to-
Buy business
triggers.
Create several
business hypotheses
(4-5) based on the
consumer triggers from
Phase 1. Based on
discussions, create
easy-to-understand
concept boards.
Test the hypotheses
to understand the
degree of acceptance
from the consumers.
Phase I
Market Research
Phase II
Market Hypotheses
Phase III
Market Test
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Research background and past findings
find consumer needs, derived opportunities, and drivers to probe in future
Mental wants：mindset
Does Traditional Chinese aging accept the
value of “family is not the most important role”
in their life? Anything changed in the boomer
generation? It will be discussed in some
attitudes in sending, social life, tech using and
tradition thinking.
Social life：community
By the environment, culture and
generation changing, elders get
more time to join activities not
hosted by family members but
their new friendship. Will they
transform their partnership to
community?
Social life：tech
How to conquer challenges
and gaps in “smart” life? Do
elders enjoy it or worry about
it?
Social life：solo living
Will elder focus on their
personal life to earn sense of
accomplishment and
happiness on re-employment,
leisure life or other activities?
or they rely on family as
traditional life styley?
index：equipment, hardware or
software keeping to surf internet
From mental wants/ needs、physical health to social life
physical health
How and what to do in Chronic Illness and
Aging symptoms caring life?From health 、
medical and care system issue to find out the
worries elders have or something changing?
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From mindset to consumer behavior
資料來源：工研院IEK(2016)
mindset
Physical
health
behavior
• Smart device
• Wifi environment
• Sport habit
• Travel frequency
• Health care service
• Aging symptom
• Aging prevention
• Chronic Illness
• Health data
caring
• health
• tech
• solo
• community
• Employment/
accomplishment
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TA: health value vs CA: tech and solo living
資料來源：工研院IEK(2016)
2.5
3
3.5
4
health
tech
solo living
community and
leisure
emplyment
台灣 中國TW
CA are happy
to live solo
CA are happy
to know new
tech• By Good payment
and o2o system
running in tech, CA
gets more familier
with it
• Over 30% 65yr ppl
live solo
• “IKEA shanghai
case”
TA: put more
emphasis on
healthy living
• Main reason is
good medical
service and get
right medical infors
easily
Medi and high income
Chinese elderly not that
love working
• Get low points in Likert
scale
Solo living formulate
importance of
community and Social
activity
CN
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CA agree to live solely and they really do it
資料來源：工研院IEK(2016)
2.81
3.4
2.91
3.14
0 0.5 1 1.5 2 2.5 3 3.5 4
台灣
中國
Children shouldn’t live with parents
after marriage
2014 2016
CN
TW
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Chinese aging willing to use tech products to
solve problems occurred by getting old
資料來源：工研院IEK(2016)
3.32
3.46
2.96
3.31
0 0.5 1 1.5 2 2.5 3 3.5 4
台灣
中國
I will use tech products to live life without
asking help for family while getting old
2014 2016
CN
TW
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5 faces of Aging life
mindset
Health
life
Tech life
Solo life
Leisure
life
accompli
shment
資料來源：
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Issues for today
• What happens to Chinese happy aging consumer now in their
leisure life?
• Anything changing between 2014-2016 in their leisure life?
• What’s next?
Sec1:digital entertainment
Sec2:travel
If any time: social life/ community life
資料來源：
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TA: group community vs CA: solo community
66
98
59
94
98
96
97
30
90
61
34
41
70
10
39
(%)
和親朋好友一起 自己從事
57
93
51
86
90
83
93
44
75
66
43
49
14
10
17
56
25
34
和親朋好友一起 自己從事
*僅呈現前十大從事比例最高的休閒活動
n=
1,683
1,543
1,095
954
802
564
506
338
330
434
n=
3,279
3,350
2,478
2,749
1,284
1,221
2,587
849
808
737
Source: E2
Base: 有從事該休
閒活動的人
兩岸銀髮族在看電視電影或慢跑、健走和電玩遊戲時，偏好自己從事的比例達三成以上
相較中國銀髮族，台灣銀髮族在從事瑜珈、舞蹈、國術和體操時，更傾向與親朋好友一起從
事 ，唯獨電玩遊戲兩岸偏好屬性不同
台灣樂齡族群更喜愛熟悉感，藉由熟悉發展不同社交圈，中國樂齡社交性較強
*註:紅框標註代表數值
顯著高於另一個國家
Tv/ movie
Chatting with food
Jogging
Know new friends
KTV
MT climbing
Chess,card games
Video games
yoga、dance、
traditional boxing
others (farm、spa...)
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sport
(如散步、慢跑)
education
(如語言學習、
社區大學)
entertainment
(電視/電影、
音樂、唱歌)
Intelligence
(如麻將、象棋)
travel
Leisure activities includes dynamic and
static ones
19資料來源：圖片：google；中時電子報；工研院IEK整理
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Frequency of doing leisure activities
• 休閒活動頻率，兩岸在娛樂活動平均相對其他休閒活動為高(2014亦
然)
台灣在娛樂和
國內旅遊頻率
高於兩岸平均
中國在智力和
國外旅遊頻率
高於兩岸平均
旅遊頻率：次／年
活動頻率：次／周
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What digital entertainment Chinese aging
consumers do in leisure time?
資料來源：
indoor
mobile
Digital
entertainment
TV、movie
KTV
Mobile KTV(or
KTV app)
Video
games(handset)
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Frequency in each digital entertainment item
• 室內影音仍為兩岸樂齡偏好娛樂活動項目，但行動娛樂之高頻率者較其為
高，尤其是台灣樂齡族群在行動KTV與APP和電玩遊戲
• 兩岸娛樂各細項與總體平均頻率相似,台灣高低頻率差異大，不過低頻率
具提升趨勢，有助樂齡娛樂活動整體頻率提升
資料來源：
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Most of Chinese aging(almost all) watches TV
indoor when they are free
資料來源：
• 兩岸娛樂各細項與總體平均頻率相似,但台灣在室內影音占比較整體兩岸平均者來的高,中國
則在行動影音上高於平均
• 台灣女性則在室內影音偏好高於台灣男性
北京 94%
上海 97%
重慶 97%
成都 96%
武漢 86%
廣州 94%
大台北地區 96%
台中市 95%
高雄市 94%
室內影音 行動影音
城市娛樂占比
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When separating each item by age…
資料來源：圖片取自http://www.lion-corp.com.tw/nanox/about.html
• 兩岸娛樂偏好差異：
• 台灣未來樂齡族群電玩遊
戲經驗擴大；中國則在歌
唱方面娛樂偏好
• 電視電影娛樂市場為娛樂
主流，族群分布平均但差
異大
各娛樂細項占該年齡人口比重
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Higher education, higher willing to have
digital entertainment in their leisure time
• 中國高學歷在歌唱娛樂方
面較台灣高學歷者偏愛
資料來源：圖片取自
http://manage.eduglobal.com/Edu_images/files/images/%E5%AD%A6%E5%8E%86%E8%AE%A4%E8%AF%81.jpg
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Does career matters?
• 台灣公職人員社交性比中國公職
人員社交性強，主要在電玩和歌
唱娛樂活動
• 中國中高階主管和自營工商企業
老闆的社交娛樂活動顯著較高，
• 行動歌唱方面，以中國娛樂樂齡
使用較多，台灣則以專技人員接
受度高
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Questions come after knowing basic infors …
資料來源：
Social life and habits matter?
1.Difference in culture and surrounding
2.TA－group in group；CA－solo in group
products?
Services?
motivations：mind(interacting with others)?
Bz opportunities
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In mass Chinese aging consumers
Who are those digital entertainment players(DEP)?
資料來源：
indoor
mobile
entertainment
• Mid-high income
• Good living quality
pursuing
• Enjoy life
• Loving New
tech(video, audio)
• improving living
quality by tech
• Something New、
something changing
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3 ways to know the needs/ wants
mind(motivation)
product
service
mind
資料來源：
How to be satisfied?
-family
-interaction
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Who lives with aging?
資料來源：
• 兩岸樂齡之休閒娛樂活動偏好族群
共同居住對象以配偶、子女及孫子
女為主
－－－退休前後狀況差異不大
但退休後的時間，朋友的社交需求提
升，且持續增加當中！
friends？
children？
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3 ways to know the needs/ wants
products wanna have?
product
service
mind
資料來源：
-good living quality
-entertainment related
products
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Indoor DEP prefer to buy living safety and
housework sharing helper(machine, robot..)
資料來源：
• 偏好室內娛樂（電影電視和
KTV)者，兩岸在娛樂產品上僅追
求家庭劇院的實現
• 台灣室內娛樂休閒偏好之樂齡
消費者喜好在家事面代勞和居家安
全產品；
中國則是在居家環境改善上皆有
需求（尤其是在空氣清淨），不
過家事代勞的需求未來想擁有的
呈現倍數增長
Air Purifier
water filter
robotcleaner
dishwasher
electronic lock
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Mobile DEP prefer to buy helper products and
improve V/A equipment
資料來源：
• 偏好行動娛樂（行動KTV及電
玩)者，兩岸在娛樂產品上追求不同
-台灣行動娛樂樂齡消費者偏好影音
產品升級改善(尤其在新科技智慧電
視)
-中國行動娛樂樂齡消費者則追求
聲音滿足較多
• 台灣行動娛樂休閒偏好之樂齡
消費者在居家環境面改善則相對需
求較低；
中國則是在居家環境改善上皆有
需求（尤其是在空氣清淨），不
過家事代勞的需求未來想擁有的
呈現倍數增長【與室內娛樂相若】
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3 ways to know the needs/ wants
services wanna have?
product
service
mind
資料來源：
-chore helper services
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TA indoor DEP pay for living and
environmental safety keeping services
資料來源：
• 台灣未來消費以居
家安全和環境安全，
相對中國著重居家
環境安全；此外，
再就業訓練、營養
餐食未來也將有小
幅度提升需求
• 休閒娛樂雖目前兩
岸室內娛樂喜從事，
但對休閒娛樂服務
未來新增願付費增
加幅度較低
• 但目前兩岸皆以科
技和居家修繕服務
付費使用多
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TA indoor DEP pay for living and
environmental safety keeping services
資料來源：
台灣樂齡在行動KTV、APP
結構較為不同，特別是在就
醫問題目前消費使用服務
台灣電玩遊戲亦在再就業訓
練、營養餐食未來願意付費
增幅較高
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Trend1:
more video game aging players in shanghai and taichung
資料來源：
上海未來娛樂樂齡族群，相較其他
城市擴張，其中以電玩遊戲消費者
成長幅度最高(15%->25%)
台中未來娛樂樂齡族群，相較其他
城市擴張，其中以電玩遊戲消費者
成長幅度最高(25%->30%)
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Trend2 ：
more higher education DEP
資料來源：
未來娛樂樂齡族群，高中以上教育
程度擴張（40%>72%)，其中以電
影電視成長幅度最大，相對成長
32%
預估高中以上教育程度由59%擴張
至90%，也是以電影電視持續成長
幅度最高，約34%
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Trend3 ：more female DEP
資料來源：
未來娛樂樂齡族群，女性樂齡活動
者的擴張將在四類活動中皆有所提
升，提升最高者為電視電影
台灣未來亦為女性樂齡活動者擴張
較男性為高，其中行動KTV、APP
擴張幅度最高，男性則在該娛樂項
目降低。
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Trend 4：higher income DEP
資料來源：
未來娛樂樂齡族群，仍以中產階級
為主，但高收入族群結構逐漸擴張，
尤以電玩遊戲最為明顯，其次是一
般收入樂齡消費族群的比例降低，
電影電視項目亦然
台灣未來亦以中產階級為主，而高
收入消費族群擴張在電玩遊戲和行
動KTV、APP，電影電視一般收入
樂齡消費群的比例相對降低
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Trend 5：more solo living DEP
資料來源：
未來娛樂樂齡族群，中國較台灣獨
自從事參與活動比例高，但電玩遊
戲未來獨立性還在提升中
台灣未來樂齡族群獨立性將逐漸提
升，尤其在過去以群體為主之ｋ歌
活動，自行從事的比例也有顯著提
升
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Trends 6：
TA Indoor DEP prefer to buy more living
safety and housework sharing
helper(machine, robot..)
資料來源：
台灣未來樂齡族群在家事代勞產品
需求提升；居家安全的電子鎖也是
重點需求項目之一
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Trend 7：
TA mobile DEP prefer to improve more digital
equipment they have
資料來源：
台灣行動娛樂樂齡族群在影音娛樂
需求提升，但值得注意的是：
電視遊樂器亦然，預估在行動電玩
遊戲將持續為主流
52. 515151
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Trend 8：
CA DEP focus on improving all equipment they have especially on living
safety, surrounding cleaning helper and entertainment products
1.空氣與水的清潔追求，是中國改善居住環境的首要需求產品
2.家庭劇院產品是娛樂族群購買改變家中影音的主力產品
3.家事代勞產品需求幅度成長緩慢
53. 525252
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Trend 9：
TA DEP pay more on re-employment services
資料來源：
1.營養餐食的準備需求服務降低，
主要在於台灣飲食講求健康與分眾
營養餐點便利取得性提升
2.環境和居家安全服務的需求仍反
映娛樂樂齡對於家庭生活品質的追
求
3.再就業之成就生活為娛樂樂齡未
來付費重點
54. 535353
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summary
資料來源：圖片取自http://i662.photobucket.com/albums/uu342/FrauT/Anno%20Sims%2008%20Marple/MissMarpleclothes.jpg
成就生活、
獨立生活
兩岸娛樂樂齡性別結構：女性樂齡比例擴張
娛樂樂齡教育程度相對提升
兩岸娛樂樂齡高收入消費者比例增加
電玩遊戲娛樂成長擴張未來可期
Living
quality
V/A
EQUIP
MENT
Surrou
nding
house
work
helping
safety
兩岸環境維護相關產品
科技服務和居家修繕服務
兩岸
台灣（室內娛樂樂齡）
中國：家庭劇院
兩岸：行動娛樂樂齡升級娛樂設備
55. 545454
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According to reports published from ESA, it shows player aged from 18 to 35 is 29% of the
total population，players over 50 yr old is about 26% of the total population…
資料來源：https://www.taiwanfansclub.com
We play games and get aged,
why we don’t accept elder
play games?
58. 575757
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Both the number of Chinese aging consumers
and frequency has been increased from 12-16
資料來源：
75 79
84
27
32 34
0
20
40
60
80
100
2012 2014 2016
台灣樂齡族歷年旅遊比例
國內旅遊 國外旅遊
33
58 61
2.3
9
16
0
20
40
60
80
2012 2014 2016
中國樂齡族歷年旅遊比例
國內旅遊 國外旅遊
4.53
1.33
3.77
1.35
0 1 2 3 4 5
國內旅遊
國外旅遊
台灣樂齡平均旅遊時間(次/年)
2014 2016
台灣
中國
2.61
2.77
2.17
1.28
0 0.5 1 1.5 2 2.5 3
國內旅遊
國外旅遊
中國樂齡平均旅遊時間(次/年)
2014 2016
59. 585858
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More Female travelers, more TA travelers
資料來源：
• 2014-2016:國內旅遊由65%->75%; 國外旅遊由17%->24%
• 兩岸國內外旅遊從事人數，台灣旅遊樂齡族群無論在國內外旅遊占比皆高，兩岸旅遊樂齡
以女性相對高
北京 73%
上海 73%
重慶 62%
成都 78%
武漢 51%
廣州 89%
大台北地區 88%
台中市 89%
高雄市 74%
城市旅遊占比
60. 595959
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the gaps between the haves and have-nots is
more obvious in CA
5,000~7,999元
8,000~11,999元
12,000元~14,999元
15,000元以上
60,000~79,999元
80,000~109,999元
110,000~139,999元
140,000元以上
國
內
旅
遊
國
外
旅
遊
• 兩 岸 皆 以 高
收 入 為 主 要
消費族群
• 中 國 在 國 外
旅 遊 更 凸 顯
以 高 收 入 族
群為主
資料來源：圖片取自http://www.tutorboard.com.hk/enrolling/
台灣 中國
60,000~79,999元
80,000~109,999元
110,000~139,999元
140,000元以上
5,000~7,999元
8,000~11,999元
12,000元~14,999元
15,000元以上
61. 606060
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Higher education aging ppl travel more
• 台灣高學歷者偏好旅遊比
重相對高於中國
• 中國國內旅遊以高中以上
程度最多
資料來源：圖片取自
http://manage.eduglobal.com/Edu_images/files/images/%E5%AD%A6%E5%8E%86%E8%AE%A4%E8%AF%81.jpg
62. 616161
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More white-collar workers than blue-collar
workers willing to travel abroad
• 藍領階級在國外旅遊於兩岸都低
• 國內旅遊已成為日常休閒活動安
排之一
63. 626262
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Questions come after knowing basic infors …
資料來源：
Trip planning preference?
products?
services?
Bz opportunities
64. 636363
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3 ways to know the needs/ wants
behaviors
product
service
behavior
資料來源：
-worries
-aims
-types
65. 646464
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Worry to have Long trip in long time
transportation
資料來源：
%
• 中國樂齡族群喜愛慢步調及飲食追求，喜愛景點
間流暢安排
• 台灣樂齡族群除慢步調外，擔心體力過耗行程安
排
66. 656565
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TA:family oriented VS CA:solo living style
資料來源：
%
• 台灣：著重心靈放鬆，更喜愛跟家人親友
同遊
• 中國：獨立性強，偏好交友廣闊與求新求
變
67. 666666
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Getting close to nature is the most welcomed
trip type
資料來源：
%
• 接觸自然仍為兩岸樂齡族群偏好旅遊型態,但…
• 台灣：偏愛心靈感動
• 中國：求新求變與刺激更甚
68. 676767
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TA: one day tour in domestic vs CA: multi
days tour in domestic
資料來源：
%
2.77
6.97
4.8
6.97
• 兩岸因地理因素，促成對於國內旅遊訴求長度不
一
• 國外旅遊以台灣樂齡偏好度較高，但多半落在為
期一周的旅行
69. 686868
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3 ways to know the needs/ wants
products
product
service
behavior
資料來源：
What living products
travelers wanna have
and will buy it
70. 696969
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TA: housework sharing helper/wearable device
vs CA:all
資料來源：
兩岸在旅遊樂齡族群在購買居家環境改善產品相對於移動輔助產品來的需求大，尤其以中國來
說更是在未來購買意願為目前倍數成長
中國和台灣旅遊樂齡皆著重睡眠和家事代勞（中國甚至是12倍以上成長)
穿戴式裝置在台灣高齡市場成長趨緩,中國則呈現倍增
71. 707070
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3 ways to know the needs/ wants
services
product
service
behavior
資料來源：
What chore services
travelers wanna have
and will pay for it
72. 717171
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Pay for Living safety and transportation
services
資料來源：
• 兩岸:居家環境安全
和交通服務為主
• 台灣:偏好家事代勞
(照顧、清潔、餐食)
• 中國:偏好生活照顧
(就醫、居家照顧)
81. 808080
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Trend 8：more aging travelers like to have
multi days tour
資料來源：
• 中國樂齡旅遊族會越來越把旅遊
當作休閒活動進行，偏好國內旅
遊
• 台灣樂齡傾向長時間旅遊將越
來越重
82. 818181
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Trends 9：willing to have long stay but
Chinese aging do it in different type
資料來源：
• 中國樂齡LONG STAY傾向以景
色欣賞和體驗文化為主
• 台灣樂齡傾向慢活趨勢
83. 828282
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summary
資料來源：
• 女性在未來旅遊者增加速度較男性為快
• 收入及教育程度和旅遊意願成正比
• 旅遊天數兩岸未來傾向長時間旅遊
• 兩岸樂齡喜好類型雖以自然生態為主，
但逐漸都往閒適和求新兩個元素邁進
• 台灣旅遊仍以家人一同和心靈沉浸為主
• 旅遊樂齡對於居住品質要求高
• 兩岸樂齡未來發展LONG STAY趨勢可
期，但台灣偏好慢活，中國則以生態人
文體驗為主
experience
days
types
Living
quality
aims
84. 838383
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experience
days
types
Living
quality
aimsLiving quality
V/A
EQUIPME
NT
Surroundi
ng
house
work
helping
safety
What is the real pursuing in two leisure
activities
資料來源：
ＭＡＳＬＯＷ‘Ｓ
Mind
satisfaction
Living
quality
Safety and
comfort
85. 848484
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Key for knowing life styles
資料來源：
重視健康、成就和社交的
價值
外在居住品質與生活品質
訴求
內在追求成就與解除孤獨
environment
mind
mindset
Physical and
mind health
behaviortech
Living
standards
Lerisure
acts
科技在滿足環境和
心靈訴求
1.居家環境安全和
勞務以科技代勞
2.社交與孤獨需求
由科技解除困擾樂齡族對於家務勞
動的外包化接受度
愈來愈高
同步追求居家環境
改善和安全
娛樂和旅遊接觸人
口持續增加，時間
也漸漸拉長
87. 868686
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What are on the mind?
資料來源：
mind
achieve
ment
feelings
Solo
living
Time
kills
• 專業活動
• 奉獻貢獻
• 交友朋友
• 口碑購買
• 即時交流
• 交友朋友
• 生活規劃
• 參加活動
88. 878787
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Behavior 1:social life
資料來源：
• 兩岸傳統中高齡族群社交活動已不再以家族聚會為主，取而
代之的的是社團活動的朋友，台灣更較中國來的頻繁
• 顯見中高齡族群已逐漸重視己身的社交生活
次數／月
98. 979797
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Aging Virtual friendship is a global trend
• Age UK成立於2009年，前身是Age Concern以及Help
the Aged兩個英國主要的慈善組織，為英國照護領域最大
的機構。
• Age UK 整合照顧服務（Integrated Care Services)，透
過小規模的試行，和非常具有針對性的資料蒐集與分析，
先找出社區中需要幫助的亞健康長者，然後以每名長者為
中心，透過Age UK工作人員和志工，串連他們的需要，包
括醫療或社福的各項服務，以讓這名長者可以自己照顧自
己為目標來進行質的提升，目標涵蓋身心靈三方面的全人
照顧。
資料來源：
• Health and wellbeing：get going together：目前有五
區域有，提供慢性病患者集體運動服務
