Survey insights: Key consumptions trends of digital native users

Research evidence excerpt

Survey insights: Key consumptions trends of digital native users

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Internet - India

Industry Overview

09 July 2026A look at digital consumption trends of Gen Z and Millennials …

Our latest consumer survey of Gen Z & Millennials users indicate how digital consumption trends for this sub- Equity

segment is evolving. Key insights: 1) Convenience is winning during shopping, instant gratification matters; 2) India

social media is driving discovery, 3) brand experimentation on the rise, 4) premiumization as a trend looks Internet

sustainable, 5) there is increased focus on skin care routine & trendy fashion, 6) Health/Wellness are becoming

Sachin Salgaonkar >>

mainstream, 7) digital payments are a default payment mode & 8) AI adoption on the rise. Research Analyst

BofAS India

Responses that surprised us & varying trends between Gen Z/Millennials +91sachin.salgaonkar@bofa.com22 6632 8667

What surprised us?: 1) One of the key surprises to us from survey was that Gen Z & Millennials are keen to Pankaj Mehendiratta >>

focus on savings & investments versus spending on experiences, fashion. Per survey, additional spending Research Analyst

would first go to investments (29-30%) followed by fashion (22-23%) & travel (15-20%); 2) Travel is +91 22 6632 8684

important, but is not the highest incremental-spend priority (vs previous surveys indicating travel was one of pankaj.mehendiratta@bofa.com

the top priorities); 3) Despite quick-commerce proliferation, offline stores remain relevant in grocery, Kaushik Gurumurthy, CFA >> Research Analyst

particularly for Gen Zs – 49% of their grocery shopping happens offline; 4) Credit adoption is visible but still BofAS India

selective, with <40% users having personal loans/only 4–9% have taken BNPL.