Description
This report examines the differences in values and lifestyles between Generation Z in India and Generation Z in ASEAN countries (Thailand, Vietnam, and Indonesia) based on the results of an online quantitative survey.
Summary
Gen Z consumers in both regions share the commonality that social media and videos serve as their primary sources of information, and that smartphones have become an essential part of their daily lives. Additionally, they place a high priority on values such as “health,” “safety,” and “energy efficiency” when selecting products, and both groups share a strong focus on spending time at home and prioritizing health in their daily lives.
Compared to their ASEAN counterparts, India’s Gen Z is more price- and review-conscious, tending to rely on word-of-mouth, review sites, and influencer content when making purchases. They also demonstrate a higher sensitivity to cost-effectiveness and service aspects—such as “promotions,” “customer support,” and “affordable prices”—than their ASEAN peers.
Furthermore, India is a society with very strong family-centered relationships, and there are still many households where multiple generations live under the same roof. Consequently, India’s Gen Z has much stronger family ties than their ASEAN counterparts, and the presence of “family” is indispensable to the sense of “wealth” felt by India’s Gen Z.
*A series of columns on India’s Gen Z is currently available in conjunction with this research report.
The Values and Lifestyle of India's Generation Z Part 1: What Are the Values of India's Generation Z?
The Values and Lifestyle of India's Generation Z Part 2: The State of Anime Among India’s Gen Z
The Values and Lifestyle of India's Generation Z Part 3:Beauty Trends Among Indian Gen Z Women
Research design
Survey Method: Online research (using DataSpring’s Asia Panel and partner panels)
Countries Surveyed: India, Thailand, Vietnam, Indonesia
Sample Size: 1,329 respondents (Vietnam: n=337, Thailand: n=324, Indonesia: n=368, India: n=300)
Report Detail
Survey Period: ASEAN: February–March 2025 / India: March–April 2026
Number of Pages: 32
Report Price: Free
Target Countries: India, Thailand, Vietnam, Indonesia
Report Language: English
