Gen Z's shopping decisions are heavily driven by TikTok and influencers, report finds
What does the new KPMG study reveal about Gen Z in Asia-Pacific?
The new KPMG study reveals that Generation Z in the Asia-Pacific region is heavily influenced by online personalities, particularly on TikTok, when it comes to purchasing goods3. This demographic looks for trends online, follows idols and influencers, and aspires to wear the same clothing. Social commerce and livestreaming commerce are important to their shopping experience, with social commerce being the most popular form of retail tech among Gen Z in the region.
Which countries were included in the KPMG survey on consumer behavior?
The KPMG survey on consumer behavior included 7,000 consumers across 14 markets, namely China, Singapore, Indonesia, Vietnam, and the Philippines.
How has the shopping behavior of Gen Z changed from past generations?
Gen Z's shopping behavior has shifted from traditional retail experiences to online platforms, with 63% considering social commerce important and 57% valuing livestreaming commerce. Influenced by idols and influencers, they utilize social media for trend discovery and engage with brands through platforms like TikTok and Instagram. This contrasts with past generations who primarily relied on department stores and shopping malls for their shopping needs.