Generation Z is the demographic cohort and includes people aged between 18 – 25 years. As per TechArc’s ‘India GenZ Smartphone Brands 2023’ report, brand is an important factor over product for Generation Z. The data reveals three smartphone brands that the youth identify with. 60 percent of the audience prefers the brand while 40 percent attribute to the product while purchasing a new smartphone. 

POCO, iQOO, Nothing popular among Gen Z buyers

The report notes that 80 percent of respondents are sure of the experience by knowing the brand, 73 percent of respondents view that not all brands reflect their personality, and 69 percent of respondents feel that they become a part of an exclusive club or community by going with their brand of preference. With respect to the product, Gen Z customers consider specifications, pricing, and design as deciding factors whereas when it comes to brand, their choice is based on visibility, recall factor, satisfaction levels, servicing, influencer reputation etc. 

As per TechArc, POCO, iQOO, and Nothing are the top three brands that are popular among Generation Z. This is because of the exclusivity offered and the customers want to go with brands that identify with age and the reason for their choice. POCO, iQOO, and Nothing achieve it at a brand level whereas OnePlus and Realme do it at a series level, specifically the Nord and Narzo respectively. Creating youth-centric products is the way to maintain exclusivity. Xiaomi and Vivo’s adoption of sub-brands is quietly paying them well. 

In terms of brands that offer the right mix of products and brand elements, POCO is a popular choice at the first spot followed by OPPO and OnePlus. Samsung and Apple are ranked fourth and fifth respectively.  

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