Asia: product research sources of Gen Z by country 2024| ��ƽ��

Product research sources among generation Z in Asia in 2024, by selected country

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Number of respondents

18,459 respondents

Age group

18-27 years

Special properties

Residential online population

Supplementary notes

The original survey question was: "How do you search for specific information on a product that you want to buy?"

*Survey period for:
China - April 3, 2023 to March 22, 2024;
India - April 3, 2023 to March 13, 2024;
Indonesia - April 12, 2023 to June 13, 2024;
Malaysia - April 9, 2023 to June 17, 2024;
the Philippines - April 9, 2023 to June 16, 2024;
Thailand - April 9, 2023 to June 15, 2024;
and Vietnam - April 10, 2023 to June 11, 2024.

Number of respondents in:
China - 5,397;
India - 10,327;
Indonesia - 704;
Malaysia - 653;
the Philippines - 856;
Thailand - 508;
and Vietnam - 590.

For more information please visit the Global Consumer Survey home page and take a look at our methodology.

Citation formats

According to a survey among Gen Z consumers from 2024, the most used source for product research in India, Malaysia, Thailand, and Vietnam were search engines. Online stores were the most used product research source for Gen Z in China, with ** percent of the respondents using the source to search for specific information on a product as of 2024.

How does Gen Z shop in Asia?

The younger generation spends a lot of time online, from spending time on social media, streaming music or movies, to online shopping. As product research among Gen Z is already mostly done online, Gen Z also has certain values when shopping online. Gen Z consumers valued a wide range of products the most, whereas good customer service was not as important. When looking at attitudes towards shopping among Gen Z, consumers from India and Indonesia looked out for special offers, whereas most Gen Z consumers from China and Vietnam thought that apparel and footwear have to be comfortable and practical.

Live commerce attracts with discounts

Livestream commerce is a very popular way of online shopping, with a lot of Southeast Asian consumers showing interest in it. Consumers in general look for discounts or special offers when shopping online, which is why that is also one of the leading reasons for participating in live shopping events. Consumers in the Asia-Pacific region mostly purchased apparel through live shopping events, though bags and shoes were also popular items bought through livestreaming events.