This pulse wave velocity measurement system (1) is equipped with: an imaging device (11) for capturing images and generating chronologically continuous image data; and a control device (12) that detects sites of a human body from the image data, determines the direction of blood flow according to the sites of the human body, determines two measurement sites at which the direction of blood flow is the same from among the sites of the human body, detects pulse waves at the two measurement sites on the basis of changes in pixel value at each measurement site, and calculates the pulse wave velocity on the basis of the time differences in the pulse waves between the two measurement sites.
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