Gen Z India Survey 2024

INDEX

1 2 3
DEMOGRAPHICS DIGITAL CONSUMPTION
BEHAVIOUR HABITS

4 5
PERSONAL CAREER
PLANS GOALS
DEMOGRAPHICS
Mumbai Delhi NCR Bengaluru Chennai Male Female Other
Other Other
0.6%
437
MILLION
Other Female
Mumbai
30.8% 26.9%
31.6%

INDIA GEN Z POPULATION

334
Chennai
4.8%

Delhi NCR
Male
72.5% MILLION
Bengaluru 17.9%
15%

LOCATION GENDER USA TOTAL POPULATION

21.9

AVERAGE AGE
DIGITAL BEHAVIOR
3-5 5-7 7-10 10-13 13+
1-3 3-5 5-7 7+
13+ 7+
5-7
1.
5.4% 2.3%
8.2%
10-13
12.7% 3-5
26.5%

3-5
17%

2.
7-10
19.9%

3. 1-3
72.5%
5-7
35.5%

Avg. Screen Most Used Apps Avg. Social Media

Time (Hours) Time (Hours)
DIGITAL BEHAVIOR
OTT vs Theatres GenZ has a love-hate
relationship with Instagram
1. 2. 3. yet spends the most time on
it.
Most Loved Social Media Theatres
42.7%
Facebook and Snapchat are
OTT LEAST liked by GenZ.
57.3%

They prefer OTT over

1. 2. 3. Theatres but still
occasionally want the big-
Most Hated Social Media Movie Viewing Preference screen experience.
 FUN FACT

Boys are more active online and on social

networking sites as compared to the girls.

TCS Gen Z Report

CONSUMPTION HABITS
In-Store
26.9%

Yes
Gen Z prefers shopping
Doesn't Matter 48% online over physical retail
52% stores.
Online
73.1%
They are almost indifferent
Shopping Channels Preference for Home Grown Brands towards home-grown
Cash brands.
13.5%

UPI is their favorite mode of

Cards payment followed by Cards.
19.3%
UPI
64.9%

Pref. Mode of Payment

CONSUMPTION HABITS
Price 72.8% Price remains the most
important factor in any
Quality 51.7% purchase.

Brand 71.8%
Branded purchases continue
37.4%
to rise in Tier 1 and Tier 2 Gen
Reviews
Z.
Influencer 8%
Surprisingly, influencer
Sustainable 16.7% recommendations mattered
the least to trigger a
0 20 40 60 80
purchase.
Factors that trigger a purchase
 FUN FACT

1/3rd of Gen Z find bad taste

in ‘memes’ as the biggest
turn-off

2024 Instagram Trend Talk (Gen Z)

CONSUMPTION HABITS
30 Yes
Highest 16.1%
29.9%
25

25.3% Open to Explore

20
21.3% 41.4%
15

10
Least 14.4%

9.2%
5 Never
42.5%
0
1 2 3 4 5
Exposure to Refurbished/Second-
Preference towards Health-first Branding Hand Items
(On a scale of 1-5)

Health-first branding matters to Gen Z in their food choices.

Adoption of refurbished items is low but open to explore if trust established.
 FUN FACT

From the BTS army to Fortnite and the Indian

Cricket Team, 90% of Gen Z belong to a
particular fandom.

2024 Instagram Trend Talk (Gen Z)

PERSONAL PLANS
70
30 Very Low
60
Very High
25
27% 60.9%
50
20 23.6% The sentiment towards
Marriage and Kids is still
40
Very Low 20.1%
15

10
13.8% 15.5%
30
positive.
20
Very High
5
10 13.8%
10.3% 9.8%
0
1 2 3 4 5 0
5.2%
More neutral sentiment
towards marriage.
1 2 3 4 5

Likeliness to get married Reliance on Dating Apps

40
Very High Dating apps are not the most
preferred mode of finding a
30 35.1%
partner.
20
Very Low
19.5% 19%
16.1%
10
10.3%

0
1 2 3 4 5

Likeliness to have kids

PERSONAL PLANS
30
35 Very High
30 25 28.7%
32.2% 26.4% Very High
25 Very Low 20
20.7%
20
22.4% 15
15 Very Low
15.5% 14.9% 14.9% 10 13.2%
10 10.9%
5 5

0 0
1 2 3 4 5 1 2 3 4 5

Likeliness to be pet owners Religious Inclination

The likeliness of being a pet parent is high. However, the data is skewed.
Religious inclination between neutral - high among Gen Z.
 FUN FACT

India’s Gen Z prefer conversations over

coffee - nearly 40%

TCS Gen Z Report

CAREER GOALS Gig Work
23%
Bit of Both
38.5%
71.3% 28.7% 70.1% 29.9%

Loyal to Company
38.5%
CEO Employee Startup MNC
Pref. Nature of Work

Very high inclination toward being startup founders over employees.

Majority of respondents leaned toward working in high-growth startups over high-
paying MNC jobs.
Very high inclination toward side hustles along with a full-time job. Content creation
and freelancing on the rise.
CAREER GOALS Social Impact
11.9% Salary
30
23.8%
26.4% W-L Balance
25
13.1%
28.7%
20 Very High
15 13.2% 20.7%
Very Low
10
10.9% Culture
5
19.6%
Growth Opportunity
0
1 2 3 4 5 31.5%

Importance of Work-Life Balance Pref. Nature of Work

The importance of work-life balance lies on the higher side of the spectrum.
Growth Opportunities, Salary and Culture are most important to Gen Z while joining a company
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