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Gen Z Goals: Unpacking Finance, Fandom, and Spending Priorities Through Modern Lenses

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Research Objectives

  • Drivers, motivations and interest areas

  • Hobbies, passion points like games, travel, music, sports. How this impacts their spending behaviour and what they spend on

  • Online footprint of key motivations

  • How are the phones/ laptops/ platforms/ social-media engaged with - learn, interact, follow, share practices

  • Passion points behavior & attitudes (including gaming and travel)

  • Media consumption habits

  • Tech usage patterns and screen-time

  • Financial drivers and motivations

  • Financial goals, how they spend, what apps and digital services they use for payments (accounts, credit card, buy-now-pay-later, digital wallets)

  • Money & finance behavior including products owned and used

  • Triggers & barriers to financial products usage, including loyalty and rewards

  • Financial behaviors and practices

  • Record, share, and interpret daily financial behaviors, the underlying motivations, the challenges, help needed

  • E-Commerce & Shopping

  • Interaction with and attitudes towards brands

  • Overall life and financial goals

Approach and Methodology

  • Digital Diary

  • 7 Days X 30 min daily

  • What’sApp

  • Play Group

  • 2-2.5 hours

  • Virtual

SAMPLE SIZE: 36 respondents for Digital Diary & 1 Play group

MARKET: Mumbai & Delhi

Target Group

  • Males and Females

  • 14-26 years

  • Student, YWA, Gig Workers

  • SEC – A1+/A/B/C

Usership

  • Mix of affluent from generational wealth, affluent from personal income and Low or middle income who has made their wealth through entrepreneurship .

  • Have a large social circle.

  • Trendsetters- knowledgeable of the latest trends and keeps up to date with them

  • Regularly creating and sharing content to the public on social media

  • Must be doing online transaction

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