Elderly sold on online shopping

But Chinese e-commerce websites fail to pay more attention to older consumers, Du Xiaoying reports

They may be farmers, doctors, bankers, teachers, but once their hair has gone grey 20 years from now, their common denominator will be "consumer" in the world's largest and fastest growing consumption market.

In China, people's consumption habits are changing rapidly because of the Internet. There's been a perception that younger consumers have been the driving force of online buying. That may not be the case.