The ET Snapchat Gen Z Index for Q2 takes a have a look at Gen Z throughout age brackets and by gender, providing a extra layered look into how they assume, behave and eat. What emerges is a clearer image of Gen Z as a era grounded in private values, digital affect and sensible expectations — all of that are shaping markets and traits in actual time.
The survey respondents on this spherical are all aged between 18 and 28. Every owns a smartphone and is energetic on social media. Responses had been collected in each metro cities and Tier 1 cities. Metropolitan centres like Mumbai, Bengaluru and Delhi featured within the Q2 index alongside Tier 1 cities resembling Patna, Jaipur and Guwahati.
The index, powered by globally famend analysis company Kantar, primarily seems into how Gen Zers handle their private lives, skilled objectives and monetary habits. It additionally seeks to guage how they reply to manufacturers and what drives their loyalty. The survey’s primary goal is to grasp what makes Gen Z tick, and the way companies can adapt.
Beliefs, manufacturers, shopping for behaviour
The Q2 survey regarded past behaviour, tapping into Gen Z’s mindset. It explored how they work together with tradition, profession objectives, leisure, and final however not least, fantasy sports activities. A serious theme of the survey was their evolving reference to manufacturers — from desire to notion.
It was discovered that social media performs a central position of their model discovery course of. A placing 89% use it to share and search opinions. Influencers matter — 83% say they fight new manufacturers based mostly on influencer prod, whereas 85% comply with trend-focused accounts for updates and leisure.
ET On-lineFor Gen Z, whereas endorsements by celebrities do carry some weight, their belief in influencers is considerably larger.
Whereas 70% of Gen Zs worth enter from these with a robust follower base on soial media, 85% want influencers who’re “actual” over those that do polished advertising.
Identification, values, model loyalty, ties with AI
Model names alone aren’t sufficient — manufacturers must personal particular values, create enchantment, and construct private which means that resonates with Gen Z.
Whereas 78% say they’re open to newer or area of interest manufacturers, 86% want manufacturers that resonate personally or carry extra which means for his or her social circle.
ET On-lineThere’s a robust desire for homegrown manufacturers. A notable 91% really feel proud to help Indian labels, as towards a comparatively decrease 67% that aspire to personal worldwide luxurious merchandise.
Furthermore, 86% of respondents embrace cultural variety and welcome the best way international influences form Indian existence.
Know-how isn’t only a software — it is seamlessly woven into how Gen Z navigates day by day life. A overwhelming majority — 81% — say they use Synthetic Intelligence or Augmented Actuality repeatedly. For 32%, it is a supporting software of their research, with that quantity rising to 44% amongst college students.
A few quarter of these surveyed have adopted AI to be used of their skilled/work lives.
The strategy, nevertheless, stays utilitarian — it’s much less about novelty and extra about effectivity. Just like the index places it in perspective: “I don’t want AI to blow my thoughts. I simply want it to save lots of me time.”
Gen Z buying information: Who buys what and the place
The most recent survey additionally reviewed Gen Z preferences throughout a number of areas. These included their alternative of ecommerce platforms, vogue labels, cell phone manufacturers, magnificence merchandise, meals supply providers and streaming platforms. On this spherical of the index, gender was included as a key variable in figuring out shifts in model preferences.
Gen Z is clear-eyed about what they need — whether or not it is manufacturers, platforms, careers or leisure. They mix aspiration with motion, custom with experimentation. And types seeking to join with them would do nicely to tune in — carefully.
Amongst ecommerce websites, Amazon resonates extra with Gen Z males than girls. Flipkart follows carefully, with a male skew there as nicely. Myntra appeals extra to girls.
Nykaa has recall extra as a magnificence model than a platform.
In terms of magnificence, model desire is something however uniform. Each women and men title names like Lakme, Mamaearth, Nykaa and L’Oréal amongst their prime picks. The pecking order differs relying on gender.
The class is fragmented, which means it has many competing gamers—not like extra consolidated classes. Consequently, model recall is unfold throughout a number of names, whereas in classes with fewer gamers, recall tends to pay attention round only a few dominant manufacturers.
In vogue, Nike is the go-to for Gen Z males. Adidas and Puma additionally discover favour, however Nike leads. Amongst girls, H&M takes the highest spot, adopted by Zara and Nike. In the meantime, Zudio seems to lag in general relevance.
On the streaming entrance, Netflix emerges because the undisputed chief. It’s the primary alternative throughout generations, with a stronger presence amongst youthful Gen Zers.
ET On-lineOn a regular basis necessities
In fast commerce and meals supply, Zepto and Blinkit take pleasure in good recall. Nonetheless, in the case of person desire, Zomato ranks highest with Gen Z, adopted by Swiggy and Blinkit. Instamart makes the record too, however Zepto lags behind, suggesting that recall doesn’t all the time translate into liking.
Samsung and Apple dominate Gen Z’s cellular model preferences, leaving others behind by a large margin. Samsung, particularly, shines amongst youthful Gen Z shoppers.
Coca-Cola stands out because the beverage favorite. It considerably outperforms Pepsi, which stays common, whereas Campa Cola trails means behind. The sample holds regular throughout genders and age brackets.
Schooling and Profession
For Gen Z, schooling isn’t only a stage of life — it’s seen as a long-term funding. Many are ready to increase their research and tackle loans to form future careers. Almost half of the respondents intention for a Grasp’s diploma or larger. Over two-thirds plan to go overseas for schooling, the important thing motivations being a) higher employment prospects, and b) a better normal of studying.
Learning abroad isn’t considered as a fantasy, however a sensible transfer. It’s extra about outcomes, and never simply the expertise of it.
On the work entrance, 28% of working Gen Zs want company jobs — larger than the typical. 1 / 4 need to begin one thing of their very own, whereas a notable 27% nonetheless have their sights on authorities jobs. There appears to exist a high quality steadiness between entrepreneurial ambition, company aspirations and the pull of job safety.
Video games Gen Zers play: Actual and Fantasy
The Indian Premier League grabs important Gen Z eyeballs — 85% comply with it, with older Gen Z and males displaying notably excessive curiosity. For many, the IPL has turn out to be a giant a part of their lives. Nonetheless, round 27% say their curiosity has began to dip.
ET On-lineFor a lot of of them, IPL is a group expertise. Almost two-thirds watch with household, and virtually half tune in with associates. Curiously, most Gen Z viewers multitask — 81% use a second display screen whereas watching matches, with over half participating with IPL-related content material in actual time. Many additionally seek for or store for merchandise they spot in the course of the recreation.
Fantasy sports activities too have moved from the perimeter to the mainstream. Almost two-thirds of Gen Z have participated in these leagues. For some, it is in regards to the cash, whereas others benefit from the competitors.
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