Intage India: COVID-19 Report Series

Lifestyle of Generation Z during
the lockdown

June, 2020

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India is young country andGeneration Z(Gen Z) will become
next key consumer segment in India.

Population

Aiming to understand their lifestyleduring lockdown, Intage India
conducted quantitative online survey
and qualitative forum.
This report include:• Characteristics of Generation Z• Media usage of Generation Z• How Generation Z spend time during
lockdown
https://www.populationpyramid.net/india/2020/*We conducted survey with Gen Z those aged 18 to 24 years-old in this report

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Characteristics ofGeneration ZCopyright© 2020 INTAGE INDIA Private Limited All Rights Reserved.

3

Lifestyle of Generation Z ismodernized and westernized

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4Generation Z’s high-tech, connected, and social upbringing
make them open and independent.

Open and independent mind

Comparingwith parents’generation,
Gen Z are..

“There are lot of differences .. in terms of the way they live, the way they think… we are
more open compared to parents. We support many things that they don't, likeLGBT community. Not like they don't but most of them have a problem accepting it fromthe core”“We are confident…we are independent. We know how to handle things
independently”

Technology advanced“…we are smart enough to handle technology things. We women are nowadays
making positive changes in the society by developing our skills”“We are technologically advanced and we are well informed about the situations.
We believe in taking informed decisions”

Always connect the world via SNS“We prefer newer platforms like Snapchat, Instagram etc. but our parents don’t likethem sometime”“We are always active of social media platforms. We always like to be mobile. We
don’t want to stop”“With the help of social media we get to know what is happening around the world.
It broadens our horizon for learning new culture, habits, trends etc.”

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Gen Z’s communication is digital, though still most of their
hobbies are offline.
What Gen Z do in their free time?

Playinggames

Work out

Chatting SNS &video calling
friends
Dancing

Listening
Music

Streaming video
platforms
Cooking newPlaying
recipes
instruments

Singing/
Karaoke

Cooking /bakingReading

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While photography and adventuring fascinates Gen Z males,
good food, shopping, cooking fancy dishes excites females.

What excite Gen Z?

Photography

Adventure

Travelling

Cooking

Shopping“I love photography, it
givesmeimmensepleasure”“I love trekking… I lovemountains”“Ilovetravelling.
Exploring new things
fascinates me”“I love cooking newrecipes. It works likestress buster”“Shopping,shoppingand more shopping…I
never gets bored”“Mountainclimbing
excites me a lot…I love
to go for trekking,mountain climbing”“I like to travel to newplaces.
Travelling
excites me”“I shop a lot. I have ahuge collection of shoes
and bags…It excites me
the most”“Iliketodoadventurous
things…
trekking,paraglidingetc.”“I travel very often.
Travelling with friends isalways fun. I love
exploring new places”“I love to bake cake. Icheckrecipes
overinternet and try cooking
them at home”“In this lockdown I havecooked various items athome. I love snackitems”“I love shopping. I havea good collection ofaccessories”“Wherever I go I clickpictures.
I
liketocapture moments”“Photographyexcites
me a lot. Wherever I go
I click pictures andcapture those preciousmoments”

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Gen Z demonstrates strong interest in going abroad for ‘future
proof’ jobs – that increases value and meaning to their career.
Many of them prefer to work in Europe or US,
because they aspire the place and understand thatjob opportunity is there“I would like to go to UK or France, as both shows a lot ofopportunity for growth in artistic or creative field”“Edinburgh because I love that place.. it's so beautiful.
Recently my friend went there and she told me about theplace and the atmosphere”“New York. Just love that place would like to go andexplore…my uncle stays there…it would be fun”
“ I want to go to New Zealand... it’s a beautiful country andhas good opportunities for CA’s”“Japan, because that's where my dream job is. It's mydream to work for Ghibli animation studio”

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8Most of Gen Z males feel vehicle add freedom rather than status
symbol.

What does cars mean to you?

FreedomStatus“Owning a vehicle is very convenientmode of transportation as it gives you
freedom to go anywhere at your ownwill.”“For me car is just a mode of transportbecause it helps to migrate from one
place to another. It doesn't show thestatus of life”

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9Media usage ofGeneration Z

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Gen Z prefer visual content such as Instagram and YouTube,
though TV is a common information source among generations.
Media usually referring
0Gen Z use more

2040

GEN Y
GEN X

5848

FacebookFacebook

48

Online- internet- internet
Onlinesearchsearch67

Television - News
Television - News
Channels
Channels

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100 (%)GEN Z

54

WhatsApp
WhatsApp

Newspaper
Newspaper

8052

Instagram
InstagramYouTubeYouTube

Gen Z use less60

23*N of samples: Gen Z=48, Gen Y=210, Gen X =14111

Gen Z are active on social media and use each platform fordifferent purposes.

Daily communication

Catch-up “news”:
friends, family, andcelebrity“Instagram gives us short & quick updates. People
post stories, videos and pictures so we get to know
their lifestyle & what they're doing. There are many
pages for entertainment. We also get to see a peekof celebrity lifestyle which Facebook don’t offer”

Tutorial for everything“Youtube helps us to learn something new… it makes
us more knowledgeable… it helps us to gain orimprove skills”

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How touseSNS?

“I use WhatsApp 24*7. It's basically something I'm
addicted to. I can chat with my friends and family,
video call them and now WhatsApp has a new
update where we can video call upto 8 people, sothat's really cool”

Connected with friends
and family
But less entertained thanInstagram“To get more updates around me and stayconnected with friends & family”“Generally for more elaborated news. I don't doFacebook these days because things I'm gettingfrom Instagram are enough to keep myself
entertained”

Gen Z spends more time on their mobile devices to stream more
content from TV shows, online videos to music.
Gen Z watches traditional TV rare for entertainment. Instead, they are attracted more
towards online platforms and subscription-based services which are no restriction on timeand place. Also, they consider that they can get latest information on online before
telecast.

PCMobileTV

No restriction of time/ place to watch
Access to latest information/ contents

Larger screen“I mostly watch movies on laptop for bigger screen &better resolution. I like to watch movies or series. I likewatching Sitcoms, series like Brooklyn 99, The office, La
casa De papel, The Witcher and many more.”“Rarely I watch TV and in case if I’m watching TV, I go
for Bollywood new movies with family, Or even on
Hotstar I watch movies sometimes”“I do watch a lot of movies and web series on phone.
Action and adventurous movies I prefer the most. I haveamazon prime and hotstar vip for video streaming”.

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“We get lot of information from social media and we getto know everything within few minutes before ittelecasted in TV”

13How
Generation Z
spend time
duringlockdownCopyright© 2020 INTAGE INDIA Private Limited All Rights Reserved.

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Generation Z is more optimistic and stay positive during thispandemic situation.

COVID-19’s impact on their life:% of Very impacted

New Habits after COVID-190Gen Z

20

40

58

Wearing mask

13%80 (%)

60

GEN Z
70
74
73
74

frequently

Gen Y

Gen X

52

Using sanitizer

65
62

frequently

54

Wash/sanitize items

31%Gen Z tend not to think covid-19
impacting on their life
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6166

after buying

X

Avoiding shaking

GEN X

67

Washing hands more

23%

GEN Y

48

hands for greetings

6064

While Gen Z take care of preventing infection, thepercentage is lesser than other generations*N of samples: Gen Z=48, Gen Y=210, Gen X =14115

Gen Z have adjusted their lifestyle to “stay at home” mode;
communication from home, enjoy time with family, andspending time for online entertainment.
How Gen Z spend their time during the lockdown (Top10)

Chatting and reading socialmedia

77%

Spending time with family

69%

Watching movies Online(Amazon, YouTube, Netflix etc.)

63%

Watching TV

56%

Cooking new cuisines

54%

Keeping track of government notifications on
lockdown and fresh advisory

50%

Catching up with friends/ family members by voice
call

46%

Catching up with friends/ family members by online
tool (Zoom/ Google Duo)46%

Online games

44%

Helping family in household works

44%

Remotecommunication

With family

Onlineentertainment

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“On weekdays work from home and after work...songs , workout and play pubg. Onweekends, spending time with family and video
calls with friends and lockdown taught us
important of human interaction.”“Doing work from home and in the evening
spending time with family, getting connected tofriends in online and on weekdays meeting myrelatives who staying nearby.”“Helping out mom, Using mobile to play games
like Ludo, sleeping and eating. Now, There’s notdifference between weekdays or weekends as
all the days looks same, many times we have tocheck to know what day it is.”“Playing mobile games, watching sitcoms,sometimes cooking and working out at home.”*N of samples: Gen Z=48

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Gen Z started something new and found it interesting.

Cooking••Work-outat home•

Online skill
development

Managingskin & hairat home•“I was lacking in cooking and my guts says to do it and I got time sostarted cooking favourite dishes just as chicken dry, Kebab etc.”“ I learn cooking and start preparing 2-3 different dishes in lockdown.”“I have got dumbbells at home. I do basic stretching and weight
exercises.”“During lockdown, I start play badminton inside home.”•“Started Learning computer language. Actually I want to be a developer
and this is my passion also so these two leads to me learn this.”•“I haven't given a thought to haircut. I've grown quite a long hair by now
and I like it that way.”“I had stocked up some of the sheet masks , and I usually follow the basic
CTM routine for day and night. For hair I tried egg and yoghurt”“I go to parlour only for eyebrows rest I do it myself at home checking
YouTube home remedies”••

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Gen Z invests their time on gaming such as PUBG, Ludo during
this lockdown too.

MaleFemale

Whattheyplay?

Gen Z female also prefers Pubg but its more popular among male, whereas Ludo is popular among female, however male also prefers to play

Withwhom ?

Their friends and other online partners

Whichdevice?

Using mobile- Easy and convenient and don’t have to spend additional expenses for purchasing extra part/consoles

Other than online/offline games, they also play indoor games like carom, Badminton, Ludo, Cards, Chess etc. Howeverthese games require more than one person and getting free at same time would be hard, therefore smartphone games
are more played in this situation.
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Though Gen Z are optimistic than other generations, they aregetting nervous as lockdown extending again and again, andcontinue to stay home.

LOCKDOWN
Start

3 times
lockdown
extension

Mid MayHappy

BoredConfused

Frustrated,Angry, AfraidCopyright© 2020 INTAGE INDIA Private Limited All Rights Reserved.

“First it was relaxing, now it is boring, more tiring, frustrating.
What to do. The same thing. How many movies or shows also
can be watched. It gets tiring due to more pressure for workfrom home. It feels at times as if we do nothing other than theoffice work. And also not used to sitting this free and idle n being
at home and not being able to breathe and roam in open. I needa mixture of outdoor and indoor time.”“At first, I was happy, but now I feel frustrated, suffocated,Worried. Worried for the future, We don't even have a cure forthis.
I was worried about what the financial condition might be infuture but now I'm more worried about the people who might
get it unconsciously and angry about the people not taking thisseriously.”

19Gen Z are suppressing their desire during lockdown, such associal activities, traveling and shopping.

Activities missing under lockdown (Top 5 of Gen Z)
(%)

Gen Z

Gen Y Gen X

Social gatheringwith friends &family

77

53

50

Going to school/college/ office

77

56

63

Traveling

65

60

43

Going out forShopping - Malls,Market

63

44

38

Dining out

56

38

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38“I miss the friends party, cinema, gettogether with friends. Chatting withfriends in the university campus.
Cycling in the road.”“Even though I am relaxing, I still
miss my college days. Hanging out
with my friends at our good oldplaces, making weird plans etc. WhenI think of this, more I want thislockdown to end soon.”“Missing my work, Eating atrestaurants and checking out newcafes, Meeting Friends.”“Shopping, Going to restaurants andhaving good food, Miss hanging out
with friends, cousins and myboyfriend.”*N of samples: Gen Z=48, Gen Y=210, Gen X =14120

Gen Z have stronger motivation to purchase many products
after lockdown, such as fashion items and digital gadgets.
Intention to spend after
lockdown
0%50%

Products intend to purchase after
lockdown (Top 5 of Gen Z)
0100%

102030

Gen Z

40

4417

Gen Y

30

GEN X
X 22
Gen4426

shoes, etc.)

23

goods/Electronics
Digitalgoods/(likeSmart TV,Electronics

GEN Z
GEN Y

Laptop/Desktop,…

GEN X

21

Fitness
Sports,Sports,Fitness
goodsgoods

46(%)(clothes,bags,Fashion
items

DigitalGEN Y

50

40

Fashion items

GEN Z40

32

19
Cosmetic items
Cosmeticitems

HigherAs usual

Lower
Motorcycle/Scooter/

Motorcycle/
Moped
Scooter/Moped
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15*N of samples: Gen Z=48, Gen Y=210, Gen X =141

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Gen Z will continue to cook by themselves and enjoy
entertainment at home, in addition to maintain hygiene orimmunity.

Products spending more after
lockdown (Top 5 of Gen Z)
0100 (%)

5058

Health products toHabits continued after lockdown(Top 5 of Gen Z)

GEN Z
GEN Y

increase immunity

47

Household cookingproducts

42

Hygiene products

0GEN ZGEN Y

more frequently

GEN X

GEN X

44

Using sanitizer
frequently

26

cooking frequency

26

Wearing mask

26

Wash/sanitize items

products
Home fitness

58

Washing hands

Increased self
Home entertainment

100(%)

5038

35

products

Healthy foods

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after buying*N of samples: Gen Z=48, Gen Y=210, Gen X =141

22

(Reference) Gen Z cooked wide variety of dishes/ snacks, fromtypical Indian to Western foods.

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SummaryCopyright© 2020 INTAGE INDIA Private Limited All Rights Reserved.

24• Modern and open-minded

CharacteristicsofGen Z

Gen Z are easy to access the information through their mobile and understandwhat happen outside of their society. Their value is more open and have wider
point of view than their parents.

• Media consumption:
intuitive

Instant

access,selective,andGen Z prefer to use SNS and online media because they can click any informationbefore TV or news paper broadcast. Gen Z use Instagram and YouTube when they
search information because it is easy to find necessary information in intuitivemanner.

• Gen Z adjusted their lifestyle to stay at home mode
Lifestyle during
lockdown
periodGen Z tend to be more optimistic than other generations. They are open to newenvironment and adjust their life to “#stay@home” mode, adopting digital tools
such as SNS, video call, or online games. They also explore home activities such as
new cooking recipe, home gym, and home skin care, then fulfilling their life.

• Gen Z have active consumption mind

Their investment for consumption will recover soon once lockdown will be lifted-up.
They are suppressing their desire and are missing the activities outside home suchas social gathering and shopping. In addition to hygiene products, Gen Z intend topurchase products which enrich their stay at home lifestyle.

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Appendix

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Outline: Quantitative research•

Methodology

Online survey through a structured questionnaire•

Online questionnaire link was developed by INTAGE India and sharedwith consumers across India using internal database/connections

Target•No respondent criteriaArea•

India (Nationwide)•Overall reaction on the current situation•

How to spend time during the lockdown•

Changes in shopping behavior during the lockdown•

Changes in life in the future after the lockdown is lifted

InterviewLength•

Approx. 20 minutes (Approx. 40 questions)

Timing•16th April - 24th April, 2020

Number ofsample•

Gen Z=48, Gen Y=210, Gen X =141 [*No specific quota assigned]

KeyInformationArea

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Outline: Qualitative forum•

Methodology

Qualitative WhatsApp forum•

Respondents are recruited across metros (Delhi, Mumbai, Bangalore,Chennai, and Kolkata) using internal database/connections

Target••Male and female aged 18 to 24 years-old
Mix of students and early jobber

Area

•

Delhi, Mumbai, Bangalore, Chennai, and Kolkata•Lifestyle (value, hobby, fashion, etc.)•How to spend time during the lockdown•Changes in life in the future after the lockdown is lifted•Media usageInterviewLength•

8 days (3-4 questions per a day)

Timing•11th May - 20th May, 2020

Number ofsample•

10 respondents (5 male & 5 female)

KeyInformation
AreaCopyright© 2020 INTAGE INDIA Private Limited All Rights Reserved.

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[Contact]
Ryosuke Nakamura
Director
E-mail: nakamura-ry@intage.com

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