Karnataka tops India with 19% youth aspiring to be digital influencers, 16% to found startups; The iQOO Quest Report 2024    

Bengaluru :  iQOO, a sub-smartphone brand of the vivo group announces the release of its first The iQOO Quest Report 2024 with CyberMedia Research (CMR) on the Gen Z traits and trends on dreams, career, and aspirations.The report unveils the dreams and passion journey of this unendingly optimistic generation, one of the largest across the world. It encapsulates insights from 6,700 respondents, aged between 20-24 years, 7 countries- India, United States of America, United Kingdom, Brazil, Malaysia, Thailand, and Indonesia. The report covers three broad areas: Gen Z Questers’ spirit & motivation to fulfil their dreams, obstacles & barriers that disrupt their quest for passion, and career choices that drive their interests.

In today’s era, fame and success are measured by online popularity, fleeting as a blink in the fast-paced social media world. With Gen Z craving their 15 minutes of fame, this trend raises questions about the allure and ethics of such careers. While influencer culture thrives, India’s startup ecosystem is also booming, now the world’s third-largest. This situation underscores a crucial consideration: whether the youth aspire to be “job creators” or “digital celebrities” in this evolving landscape.

Delving into various aspects of what success means to Gen Z, the report decodes Questers’ drive, passion and ambition through a quantitative metric- Quest Index, or “QI”. The results showcase India’ s QI as 9.1 followed by Malaysia with 8.7 QI, Thailand & USA with 8.2 QI, Indonesia with 8.1 QI, United Kingdom with 8 QI, and Brazil with 7.8 QI.

Some of the key Karnataka highlights from the report include:

• 2.5X of national average Gen Zs in Karnataka want to be a leading digital influencer.
• 2X of national average Gen Zs in Karnataka want to become an entrepreneur and be a part of the startup ecosystem.
• 49% of Gen Z Karnataka get challenged by the barriers but do not deter from them.
• 30% fewer youth consider lack of opportunities as a barrier to pursuit of their dreams compared to national average
• This trend is reversed for India with more youth finding higher education more relevant than jobs after graduation.

Some of the key ‘Global & Indian’ highlights from the report include:

• 43% respondents in India and 46% globally are willing to give up work-life balance to succeed in their career.
• 8 out 10 (80%) Gen Zs in India believe gender disparity is the biggest hurdle in their quest for success.
• 2X of women feel gender affects the pursuit of their dreams compared to men.
• 1 out of 4 Indian respondents are more inclined towards new-age job fields like content creation, data analysis, AI, and cybersecurity.
• Indian youth are hustlers, they take 2X the initiatives compared to their global peers.
• India ranks #1 globally on youth have big dreams and clarity on aspirations
• 84% of Indian Questers believe their jobs align with their goals, compared to 72% globally.
• 91% of the Indian respondents believe that gap year can help them pursue their dreams and aspirations.
• 46% feel financial constraints as a barrier to pursue their choice of career. However, over 90% are confident in achieving their dream despite the barrier.
• 65% see failure as a learning opportunity, and 60% believe it pushes them towards their dreams
• 51% of Questers said that they would take up higher studies to support their quest while 32% believe they should take up relevant jobs to support their dreams.
• 49% of the Indians believe mentorship by experts is a powerful tool to support their aspirations.

Executed by iQOO with CyberMedia Research (CMR) with 6,700 respondents aged between 20-24, the report sources insights across 7 countries- India, United States of America, United Kingdom, Brazil, Malaysia, Thailand, and Indonesia. The primary research also highlights 62% of the Indian youth willing to give up their hobbies and other interests to achieve their dreams. All findings from the report tie back to how the snap savant Gen Z are fueled by their desire to achieve more despite anything.

Commenting on the release of the report, Nipun Marya, CEO, iQOO India, said, “iQOO embodies the spirit of quest, resonating with the Gen Z in every communication. As a brand dedicated to pushing boundaries and striving for more, iQOO echoes these values to its Gen Z audience. Reinforcing our commitment to supporting dreams, last year, iQOO onboarded India’s first 23-year-old Chief Gaming Officer from Kanpur. We are committed to creating opportunities that enable the youth to pursue their passions. The brand actively engages in initiatives that help individuals realise their potential and the report is an effort towards that. The aim is to inspire the Gen Z to embark on their own quest despite numerous challenges and achieve their dreams. The report findings provide valuable insights into understanding Gen Z better, enabling us to cater to their needs more effectively.”

While sharing views on the report, Prabhu Ram, Vice President– Industry Research Group, CyberMedia Research (CMR) said, “In our increasingly complex, digitally-driven world, today’s youth face unprecedented challenges. At CyberMedia Research (CMR), we have been at the forefront of understanding these evolving consumer paradigms. CMR’s research done for The Quest Report, commissioned by iQOO, explores the perspectives of a brave new generation of youth across Asia, Europe, North America, and South America, providing invaluable insights into their mindset and their quests. The high levels of clarity and focus on big dreams along with a hustler mindset underscore the state of today’s youth in India.”

The Quest Report highlights the tremendous potential India holds on the global stage and underscores the optimism driving this remarkable generation.