Bengaluru : iQOO, a sub-smartphone brand of the vivo group, proudly announces the release of its inaugural “iQOO Quest Report 2024” in collaboration with CyberMedia Research (CMR). This report provides an in-depth analysis of Gen Z traits and trends related to dreams, careers, and aspirations, capturing the journey of one of the world’s largest and most optimistic generations. With insights from 6,700 respondents aged 20-24 across seven countries—India, the United States, the United Kingdom, Brazil, Malaysia, Thailand, and Indonesia—the report explores three core areas: the spirit and motivation driving Gen Z Questers to achieve their dreams, the obstacles and barriers that disrupt their pursuit of passion, and the career choices that fuel their interests.
In today’s fast-paced social media world, fame and success are increasingly measured by online popularity, with Gen Z often seeking their 15 minutes of fame. This trend raises important questions about the allure and ethics of such careers. While influencer culture thrives, India’s startup ecosystem is also booming, now ranking as the world’s third-largest. This dynamic underscores a critical consideration for the youth: whether to aspire to be “job creators” or “digital celebrities” in this rapidly evolving landscape.
The report delves into various aspects of what success means to Gen Z, decoding their drive, passion, and ambition through a quantitative metric known as the Quest Index, or “QI.” The findings reveal India’s QI at 9.1, followed by Malaysia at 8.7, Thailand and the USA at 8.2, Indonesia at 8.1, the United Kingdom at 8.0, and Brazil at 7.8.
Nipun Marya, CEO of iQOO India, commented on the report’s findings, stating, “At iQOO, we resonate with the spirit of quest that defines Gen Z. Our brand is dedicated to pushing boundaries and striving for more, values that we share with our Gen Z audience. Last year, we demonstrated our commitment to supporting young talent by appointing India’s first 23-year-old Chief Gaming Officer from Kanpur. We continue to create opportunities that empower the youth to pursue their passions. This report is part of our ongoing effort to inspire Gen Z to overcome challenges and achieve their dreams. The insights from the report enable us to better understand and cater to their needs.”
Prabhu Ram, Vice President of the Industry Research Group at CMR, shared his thoughts on the report, saying, “In today’s complex, digitally-driven world, the youth face unprecedented challenges. At CMR, we are committed to understanding these evolving consumer dynamics. The Quest Report, commissioned by iQOO, delves into the perspectives of a bold new generation across Asia, Europe, North America, and South America, offering invaluable insights into their mindset and aspirations. The report highlights the clarity, focus, and ambition of today’s youth in India.”
The iQOO Quest Report 2024 emphasizes India’s significant potential on the global stage and the optimism driving this extraordinary generation.
