imagesReport

Survey report on GenZ in ASEAN

Release date
February 2025
# of pages
64
Agency
Intage Inc.
Report price
Free
Target countries
  • IndonesiaIndonesia
  • ThailandThailand
  • Viet NamViet Nam

Description

”Generation Z” was born after the mid-1990s. Not only in Japan, but also in many other countries, this generation is positioned as an important generation that will support the future consumer market.
In the fast-growing ASEAN countries in particular, this generation accounts for more than 20% of the population, and is attracting attention as a generation that will have an impact on society and the economy.


This report is a survey of Generation Z in three countries (Thailand, Indonesia, and Vietnam) to investigate their values, lifestyles, and perspectives on choosing products.

Summary

Self-consciousness x "Experiential" consumption
They have their own ideal image and want to spend money on self-improvement (study and exercise) and experiences to achieve it.
On the other hand, although they consider themselves to be the main focus of their spending, they also value their family and other people close to them because they want to be of service to others.


Use of the Internet in Consumption
In their purchasing behavior, the respondents are very cautious and do not want to make any mistakes.
In particular, they actively use the Internet to search for information and trust influencers and word of mouth.

Research design

Survey method: Online survey
Survey area: Thailand (Bangkok), Indonesia (Jakarta), Vietnam (Hanoi, Ho Chi Minh City)
Sample size: Thailand 119s / Indonesia 119s / Vietnam 121s
Subjects: Males and females aged 18-24, who shop “once a month” in their own consciousness, and who can spend an average of at least 5,000 yen per month.

Reproducing and quotation
  • The copyright of this report/column is held by Intage Inc. or the company to which the author belongs. Please confirm the following prohibitions and cautions, and specify the source when reproducing or quoting.
    Example:
    "Source: Intage's Research Report "(Report title) (issued on DD/MM/YYYY)"
    "Source: Global Market Surfer, article published on DD/MM/YYYY"
  • Prohibiton:
    • Modification of part or all of the contents
    • Sale or publication of part or all of the contents
    • Use that is offensive to public order and morals or that leads to illegal activities
    • Reprpducing or quotation for the purpose of advertising or sales promotion of companies, products, or services.
  • Other cautions:
    • We are not responsible for any trouble, loss or damage caused by the use of this report.
    • These terms of use do not restrict the use of quotations, etc., which are permitted under the Copyright Act.
  • If you have any questions about reprinting or quotation, please contact us from here

Newest report