New Delhi: Nearly a third (30%) of urban Indian Gen Z consumers access Instagram more than ten times a day, and largely rely on YouTube for their audio and video streaming needs, according to data released by data and analytics group YouGov.
YouGov looked at financial outlook, food preferences, lifestyle choices and media behaviours of Indian Gen Z consumers, especially those who access Instagram frequently. “Gen Z Insta Lovers” are defined as those urban Indians who access Instagram over ten times daily and are of the age 18-26 in 2023.
As part of its findings, YouGov said that 67% of those surveyed feel confident and excited about their future; 69% think green energy is the future. Meanwhile, 52% are first among their friends to try new technology products and services. 72% of Gen Z consumers are planning to save more money next year, for this they largely rely on advice from their family (33%), with 30% of them seeking advice from online investment companies.
Gen Z consumers also identify a lot more with advertisements that reflect their own point of views and are likely to buy from brands that use communication in sync with their beliefs. More than half (56%) of those surveyed said they like seeing real looking people in advertisements. Interestingly 51% said they are most likely to buy a brand that expresses a view they agree with. GenZ is also big on recommendations, according to findings of the survey.
When it comes to travel, GenZs surveyed by YouGov ranked Goa as their most preferred domestic destination, followed by Himachal Pradesh, and Kerala.
Meanwhile, half of those surveyed said online shopping will be much more fun with augmented reality, while 22% have made several online purchases in a month over the past six months. Half of those surveyed said a greater variety of products draws them to online shopping. Amazon remains the most preferred online marketplace, with 65% of them having shopped from Amazon in the last three months, followed by Myntra, Maybelline, MyGlamm and Purplle.
When it comes to streaming, YouTube remains their preferred mode of watching videos and consuming audio content, followed by Netflix, Disney+Hotstar, Spotify and Amazon Prime. Over 60% of those surveyed feel that video and music streaming services should offer more group subscriptions.
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Updated: 22 Jun 2023, 02:37 PM IST
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