Asia: product research sources of Gen Z by country 2024

According to a survey among Gen Z consumers from 2024, the most used source for product research was search engines like Google in India, Malaysia, and Thailand, and Vietnam. Online stores were the most used product research source for Gen Z in China, with 40 percent of the respondents using the source to search for specific information on a product as of 2024.

Product research sources among generation Z in Asia in 2024, by selected country

Characteristic	China	India	Indonesia	Malaysia	Philippines	Thailand	Vietnam
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Number of respondents

18,459 respondents

Age group

18-27 years

Special properties

Residential online population

Supplementary notes

The original survey question was: "How do you search for specific information on a product that you want to buy?"

*Survey period for:
China - April 3, 2023 to March 22, 2024;
India - April 3, 2023 to March 13, 2024;
Indonesia - April 12, 2023 to June 13, 2024;
Malaysia - April 9, 2023 to June 17, 2024;
the Philippines - April 9, 2023 to June 16, 2024;
Thailand - April 9, 2023 to June 15, 2024;
and Vietnam - April 10, 2023 to June 11, 2024.

Number of respondents in:
China - 5,397;
India - 10,327;
Indonesia - 704;
Malaysia - 653;
the Philippines - 856;
Thailand - 508;
and Vietnam - 590.

For more information please visit the Global Consumer Survey home page and take a look at our methodology.