While the older generation used to visit department stores or shopping malls to buy their favorite items, the new generation puts more emphasis on influencers and online discovery. This has been revealed in a recent study. According to this, the preferences of Gen Z in Asia Pacific are influenced by influencers. They also copy her clothes, hairstyle etc.
A new report from KPMG states that this trend has increased with the advent of social commerce platforms like Instagram, where influencer advice plays an important role. This report has been prepared on the basis of a survey conducted on 14 markets in different countries. Under this, more than 7000 users were surveyed.
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Impact on India too
Born and raised in the digital age, today’s young generation depends on technology to forecast, assess risk and budget. According to a recent report, they invest through mobile apps.
Millennials shopping in stores (in percent)
Japan 45
Australia 38
New Zealand 34
Singapore 21
South Korea 21
Indonesia 13
Means of generation z
‘Gen Z’ is the first generation in the world to grow up with digital devices. People born between 1997 to 2012 are part of it.