Asia: product research sources of Gen Z by country 2022

According to a survey among Gen Z consumers from 2022, the most used source for product research was search engines like Google in India, Indonesia, Malaysia, and Thailand. Online stores were the most used product research source for Gen Z in China, with 55 percent of the respondents using the source to search for specific information on a product as of 2022.

Product research sources among generation Z in Asia in 2022, 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 - October 7, 2021 to September 20, 2022;
India - October 8, 2021 to September 20, 2022;
Indonesia - January 12 to March 10, 2022;
Malaysia - January 12 to March 21, 2022;
the Philippines and Vietnam - April 7 to June 21, 2022;
and Thailand - April 7 to June 24, 2022.

Number of respondents in:
China - 5,318;
India - 9,903;
Indonesia - 733;
Malaysia - 602;
the Philippines - 879;
Thailand - 500;
and Vietnam - 524.

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