This report looks at the following areas:
- Gen Z’s population size, income, consumer confidence and consumption priorities
- Gen Z’s ownership and purchase of technology products and their upgrade cycles
- Gen Z’s future inclinations towards upgrading/downgrading their technology products and switching brands
- The activities and occasions driving Gen Z’s technology consumption, and their considerations when choosing technology products
Gen Z primarily look for advanced specs and a long battery life in technology products. Focusing on the trend of spending on small pleasures is also an important way for brands to establish deeper connections with younger consumers. Notably, AI virtual assistants are becoming the preferred tool for Gen Z to relieve stress and gain emotional support. Personalised customisation and AI features are now key factors influencing product choice.
Ruyi Xu, Senior Vice President of Insights, APAC
Market Definitions
Generation Z (Gen Z) as used in this Report refers to those born between 1995 and 2009. In 2025, their age range is 16-30. Due to the minimum age requirement of 18 for respondents to quantitative consumer research, the age of the Gen Z sample in this report ranges from 18 to 29. Respondents must also come from a household with a monthly income above RMB6,000 (in Tier 1 cities) or above RMB5,000 (in Tier 2 or lower tier cities).
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Executive summary
- Key issues covered in this Report
- Definitions
- What you need to know
- The market
- The consumer
- Issues and insights
- What we think
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The market
- Market factors
- Gen Z number approximately 230m
- Graph 1: population proportions* by age group (generation), 2023
- As Gen Z comes of age, the proportion with employment income is increasing, but the proportion with a high income has declined
- Graph 2: Gen Z monthly disposable personal income, 2020, 2023, 2024 and 2025
- Family support and formal employment are the main sources of income for Gen Z
- Graph 3: Gen Z’s source of income, 2020, 2023, 2024 and 2025
- Financial confidence has been rising over the past two years, but there are more short-term fluctuations
- Graph 4: confidence in improving financial situation in the short term – very confident or somewhat confident (net), Gen Z vs overall, 2022-25
- Beyond the essentials, Gen Z is willing to spend a little money to enjoy life
- Graph 5: planned increased spending over the next three months, Gen Z vs overall, 2025
- Revisit the stereotype of low brand loyalty among Gen Z
- Graph 6: purchase plans for various categories over the next 12 months – buying from the same brand, 2024
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The consumer
- Gen Z’s consumption of technology products
- Significant demand for upgrading PCs and tablets, strong interest in purchasing smart glasses, action cameras and drones
- Graph 7: ownership, upgrades and new purchases of different technology products among Gen Z, 2025
- Focus on male consumers aged 28-29 for drones, target smart glasses at students and young professionals
- Graph 8: those who do not have but plan to buy a drone, by gender and age, 2025
- Graph 9: those who do not have but plan to buy smart glasses, by employment status, 2025
- The upgrade cycle for smartphones has significantly lengthened
- Graph 10: Gen Z smartphone upgrade cycle, 2022 vs 2025
- More than half of Bluetooth earphone users upgrade within two years
- Graph 11: Gen Z technology products upgrade cycles, 2025
- Reasons Gen Z purchase/upgrade technology products
- Graph 12: reasons for Gen Z purchasing/upgrading technology products, 2025
- Feature upgrades are the key demand for Gen Z when upgrading smartphones
- Graph 13: Gen Z’s reasons for smartphone upgrades, 2025
- Gen Z computer upgrades driven by discounts and trendy designs
- Graph 14: Gen Z’s reasons for computer upgrades, 2025
- Gen Z DSLR/mirrorless camera upgrades more focused on aesthetics
- Graph 15: Gen Z’s reasons for DSLR/mirrorless camera upgrades, 2025
- Gen Z’s future plans for purchasing technology products
- Gen Z values advancements in technology products, but consumption is more considered
- Graph 16: Gen Z plans for purchasing various technology products in the next 12 months, 2025
- Gen Z has a high degree of loyalty towards technology brands, preferring familiar choices
- Graph 17: Gen Z’s willingness to switch brands when purchasing technology products over the next 12 months, 2025
- Brand recognition still important for Gen Z, while AI assistants now as important as personalised designs
- Graph 18: important factors for Gen Z when purchasing technology products, 2025
- Activities and occasions driving Gen Z technology consumption
- Content creation and AI tools are a part of the daily lives of Gen Z
- Graph 19: Gen Z, activities done in the last 12 months, 2025
- AI tools have become effective at helping Gen Z cope with work and life challenges
- Graph 20: Gen Z’s use of AI tools, by employment status, 2025
- Graph 21: Gen Z’s use of AI tools, by main source of income, 2025
- Gen Z female consumers over the age of 25 are the core group for video-related activities
- Graph 22: Gen Z participation in video-related activities, by gender and age, 2025
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Issues and insights
- Technology empowers Gen Z’s creativity and expression
- Gen Z has a dual identity of both content consumer and content creator
- Content creation for Gen Z is not only about self-expression but also social belonging and community
- Graph 23: how using AI tools to create and share makes Gen Z feel, 2025
- Technology brands can find opportunities in Gen Z’s creativity and self-expression
- Explore the blue ocean of AI emotional companionship
- Conversing with AI is a new trend among young people, particularly professionals and high-income groups
- AI becomes an electronic confidant, filling the void of loneliness by providing emotional support and companionship
- Combine emotional value and value for money to effectively target Gen Z priorities
- Gen Z technology consumption: focus on meeting emotional needs and preference for small pleasures
- Formula for a best-selling technology product: value for money appeal boosted by emotion-based marketing
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APPENDIX – METHODOLOGY
- Methodology
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