The second edition of the ET Snapchat Gen Z survey is now out, capturing new insights gathered during the second quarter. It picks up from where the Q1 index left off, harnessing a significant amount of key additional data that offers a clear peek into the Gen Z life code -- how they view the world around them, and how their values, preferences, perspectives and ethos are changing the business landscape in a substantial way.
The ET Snapchat Gen Z Index for Q2 takes a look at Gen Z across age brackets and by gender, offering a more layered look into how they think, behave and consume. What emerges is a clearer picture of Gen Z as a generation grounded in personal values, digital influence and practical expectations -- all of which are shaping markets and trends in real time.
The survey respondents in this round are all aged between 18 and 28. Each owns a smartphone and is active on social media. Responses were collected in both metro cities and Tier 1 towns. Metropolitan centres like Mumbai, Bengaluru and Delhi featured in the Q2 index alongside Tier 1 towns such as Patna, Jaipur and Guwahati.
The index, powered by globally renowned research agency Kantar, primarily looks into how Gen Zers manage their personal lives, professional goals and financial habits. It also seeks to evaluate how they respond to brands and what drives their loyalty. The survey's basic objective is to understand what makes Gen Z tick, and how businesses can adapt.
Beliefs, brands, buying behaviour
The Q2 survey looked beyond behaviour, tapping into Gen Z’s mindset. It explored how they interact with culture, career goals, entertainment, and last but not least, fantasy sports. A major theme of the survey was their evolving connection with brands — from preference to perception.
It was found that social media plays a central role in their brand discovery process. A striking 89% use it to share and seek opinions. Influencers matter -- 83% say they try new brands based on influencer prod, while 85% follow trend-focused accounts for updates and entertainment.
For Gen Z, endorsements by celebrities do carry weight. Six out of ten trust recommendations from celebrities, the survey found.
While 70% of Gen Zs value input from those with a strong follower base on soial media, 85% prefer influencers who are "real" over those who do polished marketing.
Identity, values, brand loyalty, ties with AI
Brand names no longer are the primary driver of buying decisions. For most Gen Zers, authenticity holds more value than labels, our survey found.
While 78% say they are open to newer or niche brands, 86% prefer brands that resonate personally or carry more meaning for their social circle.
There’s a strong preference for homegrown brands. A notable 91% feel proud to support Indian labels. However, this doesn't come at the cost of global appeal -- 67% also aspire to own international luxury products. Moreover, 86% of respondents embrace cultural diversity and welcome the way global influences shape Indian lifestyles.
Technology isn’t just a tool — it's seamlessly woven into how Gen Z navigates daily life. A vast majority — 81% — say they use Artificial Intelligence or Augmented Reality regularly. For 32%, it's a supporting tool in their studies, with that number rising to 44% among students.
About a quarter of those surveyed have adopted AI for use in their professional/work lives.
The approach, however, remains utilitarian -- it is less about novelty and more about efficiency. Like the index puts it in perspective: "I don’t need AI to blow my mind. I just need it to save me time."
Gen Z shopping guide: Who buys what and where
The latest survey also reviewed Gen Z preferences across multiple areas. These included their choice of ecommerce platforms, fashion labels, mobile phone brands, beauty products, food delivery services and streaming platforms. In this round of the index, gender was included as a key variable in identifying shifts in brand preferences.
Gen Z is clear-eyed about what they want -- whether it's brands, platforms, careers or entertainment. They blend aspiration with action, tradition with experimentation. And brands looking to connect with them would do well to tune in -- closely.
Among ecommerce sites, Amazon resonates more with Gen Z men than women. Flipkart follows closely, with a male skew there as well. Myntra appeals more to women. Nykaa, despite its strong business and identity, struggles to register as an ecommerce platform in general recall — especially among men.
When it comes to beauty, brand preference is anything but uniform. Both men and women name names like Lakme, Mamaearth, Nykaa and L’Oréal among their top picks. The pecking order differs depending on gender. Brand mentions are scattered, highlighting a fragmented memory in the beauty category.
In fashion, Nike is the go-to for Gen Z men. Adidas and Puma also find favour, but Nike leads. Among women, H&M takes the top spot, followed by Zara and Nike. Meanwhile, Zudio appears to lag in overall relevance.
On the streaming front, Netflix emerges as the undisputed leader. It’s the first choice across generations, with a stronger presence among younger Gen Zers.
Everyday essentials
In quick commerce and food delivery, Zepto and Blinkit enjoy good recall. However, when it comes to user preference, Zomato ranks highest with Gen Z, followed by Swiggy and Blinkit. Instamart makes the list too, but Zepto lags behind, suggesting that recall doesn’t always translate into liking.
Samsung and Apple dominate Gen Z’s mobile brand preferences, leaving others behind by a wide margin. Samsung, in particular, shines among younger Gen Z consumers.
Coca-Cola stands out as the beverage favourite. It significantly outperforms Pepsi, which remains average, while Campa Cola trails way behind. The pattern holds steady across genders and age brackets.
Education and Career
For Gen Z, education isn’t just a stage of life -- it’s seen as a long-term investment. Many are prepared to extend their studies and take on loans to shape future careers. Nearly half of the respondents aim for a Master’s degree or higher. Over two-thirds plan to go abroad for education, the key motivations being a) better employment prospects, and b) a higher standard of learning.
Studying overseas isn’t viewed as a fantasy, but a practical move. It’s more about results, and not just the experience of it.
On the work front, 28% of working Gen Zs prefer corporate jobs -- higher than the average. A quarter want to start something of their own, while a notable 27% still have their sights on government jobs. There seems to exist a fine balance between entrepreneurial ambition, corporate aspirations and the pull of job security.
Games Gen Zers play: Real and Fantasy
The Indian Premier League grabs significant Gen Z eyeballs -- 85% follow it, with older Gen Z and men showing particularly high interest. For most, the IPL has become a big part of their lives. Still, around 27% say their interest has started to dip.
For many of them, IPL is a community experience. Nearly two-thirds watch with family, and almost half tune in with friends. Interestingly, most Gen Z viewers multitask -- 81% use a second screen while watching matches, with over half engaging with IPL-related content in real time. Many also search for or shop for products they spot during the game.
Fantasy sports too have moved from the fringe to the mainstream. Nearly two-thirds of Gen Z have participated in these leagues. For some, it's about the money, while others enjoy the competition.
For the in-depth report, click here
The ET Snapchat Gen Z Index for Q2 takes a look at Gen Z across age brackets and by gender, offering a more layered look into how they think, behave and consume. What emerges is a clearer picture of Gen Z as a generation grounded in personal values, digital influence and practical expectations -- all of which are shaping markets and trends in real time.
The survey respondents in this round are all aged between 18 and 28. Each owns a smartphone and is active on social media. Responses were collected in both metro cities and Tier 1 towns. Metropolitan centres like Mumbai, Bengaluru and Delhi featured in the Q2 index alongside Tier 1 towns such as Patna, Jaipur and Guwahati.
The index, powered by globally renowned research agency Kantar, primarily looks into how Gen Zers manage their personal lives, professional goals and financial habits. It also seeks to evaluate how they respond to brands and what drives their loyalty. The survey's basic objective is to understand what makes Gen Z tick, and how businesses can adapt.
Beliefs, brands, buying behaviour
The Q2 survey looked beyond behaviour, tapping into Gen Z’s mindset. It explored how they interact with culture, career goals, entertainment, and last but not least, fantasy sports. A major theme of the survey was their evolving connection with brands — from preference to perception.
It was found that social media plays a central role in their brand discovery process. A striking 89% use it to share and seek opinions. Influencers matter -- 83% say they try new brands based on influencer prod, while 85% follow trend-focused accounts for updates and entertainment.
For Gen Z, endorsements by celebrities do carry weight. Six out of ten trust recommendations from celebrities, the survey found.
While 70% of Gen Zs value input from those with a strong follower base on soial media, 85% prefer influencers who are "real" over those who do polished marketing.
Identity, values, brand loyalty, ties with AI
Brand names no longer are the primary driver of buying decisions. For most Gen Zers, authenticity holds more value than labels, our survey found.
While 78% say they are open to newer or niche brands, 86% prefer brands that resonate personally or carry more meaning for their social circle.
There’s a strong preference for homegrown brands. A notable 91% feel proud to support Indian labels. However, this doesn't come at the cost of global appeal -- 67% also aspire to own international luxury products. Moreover, 86% of respondents embrace cultural diversity and welcome the way global influences shape Indian lifestyles.
Technology isn’t just a tool — it's seamlessly woven into how Gen Z navigates daily life. A vast majority — 81% — say they use Artificial Intelligence or Augmented Reality regularly. For 32%, it's a supporting tool in their studies, with that number rising to 44% among students.
About a quarter of those surveyed have adopted AI for use in their professional/work lives.
The approach, however, remains utilitarian -- it is less about novelty and more about efficiency. Like the index puts it in perspective: "I don’t need AI to blow my mind. I just need it to save me time."
Gen Z shopping guide: Who buys what and where
The latest survey also reviewed Gen Z preferences across multiple areas. These included their choice of ecommerce platforms, fashion labels, mobile phone brands, beauty products, food delivery services and streaming platforms. In this round of the index, gender was included as a key variable in identifying shifts in brand preferences.
Gen Z is clear-eyed about what they want -- whether it's brands, platforms, careers or entertainment. They blend aspiration with action, tradition with experimentation. And brands looking to connect with them would do well to tune in -- closely.
Among ecommerce sites, Amazon resonates more with Gen Z men than women. Flipkart follows closely, with a male skew there as well. Myntra appeals more to women. Nykaa, despite its strong business and identity, struggles to register as an ecommerce platform in general recall — especially among men.
When it comes to beauty, brand preference is anything but uniform. Both men and women name names like Lakme, Mamaearth, Nykaa and L’Oréal among their top picks. The pecking order differs depending on gender. Brand mentions are scattered, highlighting a fragmented memory in the beauty category.
In fashion, Nike is the go-to for Gen Z men. Adidas and Puma also find favour, but Nike leads. Among women, H&M takes the top spot, followed by Zara and Nike. Meanwhile, Zudio appears to lag in overall relevance.
On the streaming front, Netflix emerges as the undisputed leader. It’s the first choice across generations, with a stronger presence among younger Gen Zers.
Everyday essentials
In quick commerce and food delivery, Zepto and Blinkit enjoy good recall. However, when it comes to user preference, Zomato ranks highest with Gen Z, followed by Swiggy and Blinkit. Instamart makes the list too, but Zepto lags behind, suggesting that recall doesn’t always translate into liking.
Samsung and Apple dominate Gen Z’s mobile brand preferences, leaving others behind by a wide margin. Samsung, in particular, shines among younger Gen Z consumers.
Coca-Cola stands out as the beverage favourite. It significantly outperforms Pepsi, which remains average, while Campa Cola trails way behind. The pattern holds steady across genders and age brackets.
Education and Career
For Gen Z, education isn’t just a stage of life -- it’s seen as a long-term investment. Many are prepared to extend their studies and take on loans to shape future careers. Nearly half of the respondents aim for a Master’s degree or higher. Over two-thirds plan to go abroad for education, the key motivations being a) better employment prospects, and b) a higher standard of learning.
Studying overseas isn’t viewed as a fantasy, but a practical move. It’s more about results, and not just the experience of it.
On the work front, 28% of working Gen Zs prefer corporate jobs -- higher than the average. A quarter want to start something of their own, while a notable 27% still have their sights on government jobs. There seems to exist a fine balance between entrepreneurial ambition, corporate aspirations and the pull of job security.
Games Gen Zers play: Real and Fantasy
The Indian Premier League grabs significant Gen Z eyeballs -- 85% follow it, with older Gen Z and men showing particularly high interest. For most, the IPL has become a big part of their lives. Still, around 27% say their interest has started to dip.
For many of them, IPL is a community experience. Nearly two-thirds watch with family, and almost half tune in with friends. Interestingly, most Gen Z viewers multitask -- 81% use a second screen while watching matches, with over half engaging with IPL-related content in real time. Many also search for or shop for products they spot during the game.
Fantasy sports too have moved from the fringe to the mainstream. Nearly two-thirds of Gen Z have participated in these leagues. For some, it's about the money, while others enjoy the competition.
For the in-depth report, click here
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