The Next Normal : The Rise of the Contactless Economy - An Urban India Gen Z & Millennial Study
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Version : May 2021
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
The Next Normal :
The Rise of the
Contactless
Economy
An Urban India Gen Z
& Millennial Study
The Underlying Study
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
The insights published in this report were compiled from the Dentsu
Marketing Cloud (DMC) Insights India Millennial & GenZ Study 2021
and is also based on our local market expertise.
FOR ANY ADDITIONAL INFORMATION ON THIS REPORT, PLEASE
CONTACT:
Gautam Mehra, Chief Data Officer (APAC) & CEO Dentsu International
Programmatic; Gautam.Mehra@dentsu.com
Abhinay Bhasin, Vice President (APAC) -Dentsu International;
Abhinay.Bhasin@dentsu.com
Executive Summary
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
The COVID-19 pandemic has overwhelmed the lives and livelihoods The rise of the contactless economy has made COVID-19 different
of people around the globe as well has increased pressure on from past global crises. As the global environment grapples with
economic systems during the span of the past year. As every crisis the uncertainties of the global pandemic, experts are assured of
of the past, this one is no different in terms of resulting in an one theme – the emergence of the next normal.
impact on consumer sentiment, purchase habits and demand for
The battle with an invisible enemy has resulted in the rise of a zero-
products and services.
touch world. While the scope itself of the ‘contactless economy’
With the advent of modern-day technology sophistication and a remains fluid, ‘at home consumption and engagement’ has
more connected world, generational shifts play a more important resulted in a paradigm shift of the ways we engage with brands and
role in setting behavior and trends than socio-economic differences service the needs of personal consumption.
do.
While digital natives are better equipped to engage the new
Millennials and Gen Z, in a young country like ours, as well as normal, previous generations must adapt to the changing world.
around the world, influence purchase habits in the economy as This study of Millennials and Gen Z aims to deliberate on the rise of
well as chart out a way for how people relate to brands. the next normal and highlight key consumption and behavioral
shifts within the contactless economy.
Panel Composition
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
56% 40%
Place of Residence
of our of our sample
38%
Top 5 Metros sample were Males. were classified as “Millennials” i.e 25-
39 years of age.
Occupation
Other 1% 6% Owned Business
62%
Our sample size comprises of individuals from 10%
Rest of India
Urban India
Home Maker
50%
Student
33%
Salaried
Professional
32% have completed
formal education till a masters or post
grad level or its equivalent. 44% of our
60% of our sample
were classified as “GenZ’s” ie. 5-25
sample were Females. years of age.
4
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021
Virtual Experience
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
Rise of E-Tailing:
Online Shopping & Consumer Sentiment Economy:
Online Banking and Virtual Classrooms
What you can expect
Contactless
from the
Economy
Key Components
Health Economy: Homebody Economy:
Health & Sanitization Products
Delivery and Mobility Services
1. Rise of E-Tailing:
From Bricks to Clicks –
Online Shopping & Consumer Sentiment.
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
INCREASE IN ONLINE PURCHASES – GEN Z 23% → 37%
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
Rise of E-Tailing INCREASE IN ONLINE PURCHASES - MILLENNIALS 25% → 28%
From Bricks to Clicks
(Q. Since the pandemic, how has your purchase behavior shifted online/remained
offline/ remained consistent?)
COVID-19 has forced consumers to rethink nearly every aspect of their day-to-day. As consumers navigate the innate need to
change and adapt, they are working differently, learning differently, shopping, eating and interacting with others differently –
they seek a sense of normalcy, safety and routine. A pandemic induced lockdown has altered the habits of Indian consumers,
their altered purchase patterns reveal how deeply concerned they are with protecting their health, fortifying their store-
cupboards and keeping their homes (and themselves) prepared for shortages.
While expansion efforts for retailers have been traditionally focused on the opening of brick & mortar stores, the contactless
economy and rise of ’at home consumption’ has shifted focus to a new growth engine that has been a faster avenue towards
sustained growth – e-commerce.
Growth of e-tailing will be fueled by an increased number of consumers; increased frequency of buying; as well as an increase
in the average order value. Our study provides a pulse of the changing consumer behavior and purchase cycles as a force
governing the next normal. Given the power of digital connectivity, the domestic consumer is gearing up to take informed
decisions in consumption, ensuring a fair balance between demand fulfilment and personal safety.
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021
Shift in Mode and Proportion of Purchase
The graph highlights the continuing method of demand fulfillment
of key consumer areas.
GENERATION Z STAY OFFLINE SHIFT OFFLINE STAY ONLINE SHIFT ONLINE
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
For the Gen Z audience surveyed, Groceries and Snacks have seen a HOME FURNISHINGS 54 10 12 24
rise in online fulfillment by more than 3X of base. While Food-
Delivery still is largely online, there has been a shift and a MEDICINES 48 12 13 27
continuation of food service consumption offline due to the rise of
home-cooks as evidenced by numerous Instagram and social ELECTRONIC GADGETS 22 8 26 44
experiments that saw this trend emerge.
E COURSES 7 9 26 58
We see consumers mainly focusing on their needs and not wants. BOOKS AND STATIONERY 36 7 19 38
Our study shows its demand for the purchase of fashion, clothing,
jewelry etc. to be majorly fulfilled offline, which has been restricted OTT NEWS 17 9 41 33
in lockdown times.
OTT MUSIC 7 9 43 41
Make-Up and Personal Care products saw a rise of 40% in its online OTT FILMS 7 7 46 40
fulfillment, moving to much of this fulfillment online, prompting
people to discover new portals and brands online in this space. MAKE UP 29 11 25 35
OTT consumption has seen a boom during this pandemic as the PERSONAL CARE 29 14 23 34
viewership and mass rush over these subscribed services has been
incredibly profitable with around 80% of content consumption
JEWELLERY AND ACCESSORIES 46 14 14 26
shifting and remaining online. FOOTWEAR 43 7 22 28
E-Learning has been another area where consumer attention and APPARELS 36 11 25 28
consumption has been increased since online learning has helped
play a key role in skill enhancement and completion of curriculum FOOD DELIVERY 25 12 34 29
while schools and educational institutions have remained shut. This ALCOHOL AND TABACCO 64 8 7 21
has also resulted in a commensurate rise in ancillary purchases such
as electronic devices etc. during this period. SNACKS 47 16 9 28
Consumption of medicines has largely remained offline for this GROCERIES 46 12 10 32
audience with purchases still being focused with local 24x7 medical
stores. Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021
Shift in Mode and Proportion of Purchase
The graph highlights the continuing method of
demand fulfillment of key consumer areas of MILLENNIALS STAY OFFLINE SHIFT OFFLINE STAY ONLINE SHIFT ONLINE
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
Millennials in Urban India.
Much like that of the Gen Z audience, Millennials HOME FURNISHINGS 47 11 20 22
have turned to online sources to fulfill needs of MEDICINES 51 11 16 22
groceries & snacks. Over 50% of this demand ELECTRONIC GADGETS 19 17 34 30
fulfillment remains online for this audience with a
commensurate increase in fulfillment from online E COURSES 13 14 31 42
portals like Grofers, Big Basket, etc. BOOKS AND STATIONERY 34 16 23 27
The fashion ‘apparel n footwear’ along with jewelry
OTT NEWS 21 10 41 28
is still largely offline. OTT MUSIC 17 13 46 24
OTT FILMS 9 7 50 34
OTT content consumption and hence subscription
has seen a tremendous shift in how content is now MAKE UP 33 14 24 29
consumed. PERSONAL CARE 31 14 30 25
JEWELLERY AND ACCESSORIES 46 14 19 21
E-Learning platforms now emerge as a alternative to
upskilling and knowledge enhancement and is a FOOTWEAR 43 11 21 25
likely trend to continue into the next normal. APPARELS 34 10 24 32
Much like the Gen Z audience, medicine purchase is
FOOD DELIVERY 24 17 36 23
still largely offline, however, there has been a drastic ALCOHOL AND TABACCO 66 14 7 13
adoption of online portals to fulfill nearly half this SNACKS 36 13 13 38
need.
GROCERIES 30 19 10 41
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021
Frequency of Purchase – Gen Z
The following charts highlight the purchase cycles of essential and non-essential items. Our study highlight the focus on essential consumption and
upskilling to be more frequent than non-essential purchases like footwear, apparels, etc. during the period of crisis.
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
GENERATION Z
DAILY WEEKLY MONTHLY QUARTERLY NEVER
14 9 15 14 11
23 21 19 23 18 21 22
35 34 17 30 9
6 14 16 41
6 25 16
71 26 30 12 29
21 22 31 35
30 41 26
33 28 19 26
37 33
32 33 37 36 17 14 17 27
31 17
7 20 19 25 21
7 9 10
26 29 28 17
18 18 9 12 8 6 11 5 22 8
6 11 6 8 7 8 14 14 8 8
5
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021Frequency of Purchase - Millennials
The following charts highlight the purchase cycles of essential and non-essential items. Our study highlight the focus on essential consumption and
upskilling to be more frequent than non-essential purchases like footwear, apparels, etc. during the period of crisis.
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
MILLENNIALS DAILY WEEKLY MONTHLY QUARTERLY NEVER
17 17 10
24 28 28 29 24 30 28 25 31 27
3 9 41 36 16 39
58 9 14
34 14 20 13
27 31 24 30
36
33 43 31 24 40 26
36 24 27 39
7
11 17
40 41 30 43 19 21
19 20 19 14 16 24
17 31 14 19
9 19 17 9 17
7 10 9 6 13 14 7
6 6 3 1 1 3 4
0 4 6 4 4 4
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021EXPENDITURE PER MONTH ACROSS CORE PRODUCT CATEGORIES
COVID-19 has transformed the spending habits of Below Rs. 1000 Rs. 1001-3000 Rs. 3001-6000 Rs. 6001-100000 Rs. 10000+
the millennial and Gen Z audience. After months of
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
lockdown, consumers have been forced to alter
their spending patterns, prioritizing what is
essential and adopting online fulfillment in several 2 2 6 3 3 3 2 2 1 3 4 4
6 9 5 3 3 6 4 11
cases. 13 9 17 7 7 5 7 14 9
3 11 10
14 15 16
19 9 14 14 16 13 9 12
Our study reveals that while essential items 14 7 16
received over a third of the share of wallet for the 23
12 8 23
millennial and Gen Z audience, spends in new 20 30 18 16
categories such as content and learning have risen 23 37 28 26
19 34
during this period. 35 30
29 15 16
27
Groceries remain the top consumed category
whilst medicines and health was a close second 74 76
36 67
during this period. 60
49 54 50
48 44 45
38 42 42 41
The move for virtual learning and need for skill 32 36
discovery saw an increase in spends for online
courses and e-learnings with several audiences 14
picking certifications and investing in learning.
Against the backdrop of the global pandemic,
increased media consumption has helped fill in
free time and OTT content consumption has seen a
boom not just in viewership, but in an increased
share of wallet as well. Note: Question Text: What is your monthly expenditure across the following product categories?
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021Groceries : Ashirwad, Amul, Grofers, Big Basket, Big Bazaar
BRAND PREFERENCES ACROSS
Snacks : ITC Ltd.
MAJOR PRODUCT CATEGORIES Footwear : Nike, Adidas,
Food Delivery : Zomato, Dunzo, Swiggy, Puma, Sketchers
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
Apparels : AJIO, Gucci, Zara, U.S. Polo, H&M, Westside Make-up : LAKME,
Brands that had more than 60% share of preference
Nykaa, Maybelline
Personal Care :
mamaearth, Biotique,
WOWskinscience,
Garnier
OTT Subscriptions :
Netflix, Amazon, Flipkart,
YouTube, Hotstar
Books & Stationery :
Cello
E Courses : BYJU’s,
Vedantu, Udemy,
Coursera, Unacademy
Electronics : JioMart,
SONY, Samsung, Boat
Medicines : Cipla
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021COVID-19 : IMPACT ON SENTIMENT
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
respondents are optimistic of India’s Economic recovery, one-third of
60% which are highly sure of it.
Increase in number of Buyers for ‘Brands that COVID-19 has prompted you to focus more on your
exhibit high standards of hygiene and People are seen to prioritize expenditure for
Basic Essentials over Expensive goods for personal security and that of your family rather than
sanitation’ post COVID-19. This uncertain develop a focus for the general society
pandemic situation has created a mindset consumption.
among people that says, ‘Contact effects YOU’. (Q. Agreeability to the above statement)
So adhering to this, Brands came up with (Q. Agreeability to the above statement)
Contactless Deliveries and so on.
GEN Z
MEN 55% NORTH INDIANS 62.5% 70%
WOMEN 70% SOUTH INDIANS 75% MILLENNIALS 30%
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021C. Search Seen As Key Platform for Product Discovery
70% of respondents are exploring internet in search of more perfect
substitutes of their currently used products during the lockdown. This
makes search a key platform for brand discovery while social was next to
Rise in Demand for Domestic
B. follow.
D. Willingness in Buying from
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Brands Unknown Brands
When it comes to the purchase of brand
Millennials and Gen Z audiences are willing to
and products, more than half of millennials try out new brands provided they see value in
and Gen Z audiences surveyed in prefer the the product. Of our respondents surveyed,
purchase of local brands as opposed to C nearly 70% expressed a willingness to purchase
international ones during the pandemic. products from an unknown brand. 65% of
Millennials and 72% of Gen Z audiences
B D surveyed echoed this sentiment.
5 TRENDS
Greater Focus on Product A E
A. Quality SHAPING E. Dramatic Rise in Online Purchase
55% of Gen Z and 65% of Millennials list PURCHASE Gen Z have increased their online shopping
product quality as the key reason that base 2.5 times from 12% to 30%, Millennials on
makes them purchase a product online. SENTIMENT the other hand have doubled their online
shopping base from 16% to 32% during the
Millennials & Gen Z value quality over lockdown.
brand recognition whilst purchasing online.
[18% Gen Z and 20% Millennials give brand
recognition preference over quality as a
primary factor).
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021Economy:
2. The Virtual Experience
Online Banking & Virtual Classrooms
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0The Virtual Experience Economy
Online Banking & Virtual Education
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
The COVID-19 world has shifted the world’s perspective from the need of physical interactions to a ‘zero-touch’
virtual and near-virtual economy. With danger lurking everywhere from petrol pump handles to ATMs and
workplaces, the world has moved to virtual environments for consumer engagement and delivery of services. This
has in many ways shaped the contactless economy.
Two sectors that have had to transform almost overnight to service the need for essential services have been banks
and educational institutions.
As banks worked tirelessly towards digitization, customer expectations of banking have risen significantly and have
been accelerated by the global pandemic.
With schools shutting globally, nearly 1.2 billion students the world over, found themselves without physical
classrooms. Drastic shifts in the job market and a higher emphasis on new skill development coupled by the former
situation have found the need and rise of virtual education.
Our study of Millennials and Gen Z will highlight the changing expectations in these two pillars of the virtual
experience economy – online banking & virtual education; and their role in driving the next normal in a contactless
world.The Virtual Wallet
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COVID-19, having accelerated the evolution of the digital banking
system, appears to be hastening acceptance and use of
contactless payments. The early days of the crisis saw much
apprehension in touching surfaces like a card reader or PIN pad
that had been touched by another person.
While 23% of the surveyed audience still prefer using a physical
credit/debit card, a large majority of Millennials and Gen Z
audiences are comfortable and have shifted to virtual wallets.
The need for using cash among Millennials and Gen Z has reduced
to a small proportion whilst the rise of operating virtual wallets
has increased significantly.
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021COVID-19 was able to do to digital payments and virtual wallets
what demonetization failed to do in the country – promote
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rapid rise of digital payments. From our panel surveyed, nearly
60% opened more than one digital wallet. A key factor for this
being, not just safety and cashbacks, but convenience and ease
of transaction completion which emerged as a key factor in
Core Factor opening a virtual wallet account.
influencing Choice
of Digital Wallet
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021The Rise of Online Banking in a Pandemic World
Online banking has been on the rise due to a zero-touch world prompted by covid-19 induced lockdowns and
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
mobility restrictions. The banking industry, though remaining open as an essential service, is experiencing somewhat
of a permanent shift that has expedited consumer adoption of digital services. Nearly 70% of our panel surveyed
reveals a decline in physical visits to the bank with GenZ contributing to more than half the shift propelled by an
increased use of digital wallets.
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021Increase in Adoption of Telebanking
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
Before the Pandemic Since the Pandemic
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021Future Of Banking
In the last few years, banking as an industry has seen a massive move
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
towards digitization. Traditional banks are challenged by new-age,
digital only banks that rely on replacing the traditional banking
experience with a more personalized digital approach. This has been
further fueled by covid-19 altering the way we perform essential and
core banking services.
Our survey reveals that Millennials and Gen Z’s now expect banks to
increase and improve digital interactions promoting greater
convenience and devise digital alternatives to meet their day-to-day
banking needs such as utility payments, deposits, loan
disbursements, etc.
A majority of consumers surveyed reveal that this new online banking
shift is here to stay.
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021Preference of Platform
Adopt online
59%
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certification
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021
Virtual Classrooms
Covid-19 has changed education forever. With a sudden shift away
from physical classrooms around the globe, the rise of virtual
learning has been unprecedented. Over half our panel surveyed
Do not subscribe to 41%
reveals an adoption to online upskilling. The move has been more
emphatic amongst Gen Z who contributed to 65% of those
online certification surveyed and have sought online certifications. Amongst platforms,
while Coursera has been most popular, Udemy has been a close
second.Is online education a viable
alternative to in-person education?
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
The graph below is a representation of how much the respondents agree (Y-
Axis) with the above statement on a scale of 1-10 (X-axis)
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021Summarizing Key Shifts
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
Banking Education
01 Physical interactions for core banking services has
03 In response to significant demand, there has been an
been reduced drastically. Nearly 60% of Millennials emergence of a very vibrant EdTech sector in the
and Gen Z consumers claim to have increased mobile economy. 67% of Millennials and Gen Z consumers
banking and online banking transactions. surveyed claim to have increased time spent on online
platforms with 59% of the total surveyed having enrolled
for online certifications.
02 Increased digital adoption has changed the way
04 The move toward focused, often tailor-made virtual
people make their core financial transactions (bill learning appears to be a permanent behavioral shift
payments, salary to support staff, deposits and with nearly 70% of Millennials and Gen Z expressing
withdrawals, etc.) – which is likely to continue post agreement in the likelihood of continuing to subscribe
pandemic. 57% of Millennials and Gen Z consumers to online education in a post pandemic world.
surveyed have opened 1 or more mobile wallet
account during the pandemic.3. Health Economy:
Health & Sanitization Products
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0HEALTH ECONOMY
THE HUMANITARIAN CRISIS – BACK IN THE GAME
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COVID-19 has resulted in a dramatic loss of life and presents
an increased challenge on public health around the world.
Our survey reveals that the health risk from the virus is high in
people’s minds with 80% of those surveyed saying they are
concerned about the virus and their own safety whereas 90%
claim to be afraid of the health of others around them.
The pandemic has led to increasing dependence upon digital
platforms to ensure delivery of healthcare services further
providing opportunities to the private sector to innovate
disruptive solutions and for doctors to deliver care in virtual
spaces until the need for advanced treatment.
“I WORRY ABOUT MY HEALTH”: MEN
67.5%
“I WORRY ABOUT MY HEALTH”: WOMEN
85%
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021MEDICAL CONSULTATIONS IN THE NEXT NORMAL
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Virtual Medical Virtual Consultation:
Rise of Online &
Consultation A Platform/Person Most
Tele-consultation
Likely Trend? Trusted
The pandemic resulted in a spike on While there has been a dramatic rise Trusted and existing doctors still enjoy the lion’s share
online and tele-consultations from in virtual consultations for health, in patient trust even in a virtual consultation world.
Millennials and Gen Z demographics this may or may not be a post Nearly 70% of Millennials and Gen Z’s surveyed state
in India. Over half the panel surveyed pandemic trend in the next normal. that their primary consultation providers shall be
now actively engage in online and tele Q. Agree with “Are you likely to their personal and existing doctors.
doctor consultation. engage in virtual medical
consultation post pandemic?”
Other platforms of preference:
59% 41% 27% 37% 36%
Gen Z Millennial YES NO MAYBE
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021IMMUNITY BOOSTERS & E-PHARMACIES
Preferred Brands
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Rise of Immunity Ayurveda vs (For Immunity Boosting)
Boosters Allopathy GEN Z MILLENNIALS
The covid-19 outbreak has resulted in a DABUR CHYAWANPRASH DABUR CHYAWANPRASH
The onset of covid 19 has pushed the
dramatic rise in demand of immunity demand for Ayurveda products in the HIMALAYA VITAMINS PATANJALI
boosters. In many metros, supplements country. Our study reveals a drastic rise
and superfoods flew off the shelves PATANJALI HIMALAYA VITAMINS
in the demand and preference for
almost overnight in attempts of people Ayurvedic treatments in boosting
REVITAL REVITAL
to safeguard themselves. 60% of our immunity in comparison to allopathic
panel turned to immunity boosters ones. This split is more or less equal
during the pandemic to boost their amongst Millennials and Gen Z. E-PHARMACY
immunity.
61% 59% 49% 51% PHARMEASY
Gen Z Millennial Ayurveda Allopathy MORE INFORMATION
Q. Did your purchase of immunity Q. What type of remedy are you HEALTHKART & MEDEXPRESS
boosters increase during the pandemic? consuming to boost your immunity?
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021Summarizing Key Shifts
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01 Covid 19 has seen a dramatic focus on health and is
03 Personal doctors will remain the first point of contact and
seen in an increase in expense on sanitization and most trusted. 63% of Millennials and 73% of Gen Z
immunization products by millennials and Gen Z. surveyed stated they would consult their own doctors
first, even if it means online or tele consulting.
02 Fear of ones health as well as those around
04 Health and safety will remain a priority even post
constantly looms over. 84% of Millennials and 75% pandemic. 80% of the Millennials & Gen Z surveyed
of Gen Z surveyed stated that they constantly worry stated they would likely carry sanitizers, masks, gloves
for their personal health. 89% of Millennials and and personal protection equipment even in a post
91% of Gen Z surveyed stated that they constantly pandemic world.
worry for the health of those around them.4. Homebody Economy:
Delivery and Mobility Services
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0Mobility After Pandemic
People around the country at different levels of mobility owing to state
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
induced lockdowns that vary pan India. 78% of the panel surveyed
reported that they would reduce going out in the weeks following the
pandemic. From the key reasons they would venture out post pandemic,
Work, Shopping and Medical needs trumped the need for going out.
Reasons for leaving home after pandemic restrictions ease off
78%
11%
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021Changing Consumption Priorities
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The impact on mobility has led to a change in prioritization of essential personal activities for safety as
opposed to others. Millennials and Gen Z audiences surveyed exhibited an increase in focus on Cleaning
and Disinfection services of homes while a sharp reduction in venturing out for personal grooming etc.
Plumber/
Electronics and Cleaning and
Parlor Services Haircuts Pest Control Carpenter/
Appliance repairs Disinfection
Painter
Decreased 52 32 51 15 24 32
Increased 23 30 20 60 37 24
Remained the
25 38 29 25 39 44
Same
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021Satisfaction Level from Online Services
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Electronics and Cleaning and Plumber/
Parlor Services Haircuts Pest Control
Appliance repairs Disinfection Carpenter/ Painter
Poor 26 14 14 20 17 9
Below Average 18 22 15 13 19 13
Average 19 19 35 23 15 25
Good 12 34 20 16 34 30
Excellent 25 11 16 28 15 23
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021A virtual world has promoted the rise of rapid consumption of online
services as highlighted in our previous report on Online Streaming
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
[https://dentsumarketing.cloud/dmcinsights.php]. This report has
unearthed a rise in internet use with the main focus shifted to
content consumption, booking of services and banking and
Time Spent
education.
Online
Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021Summarizing Key Shifts
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
01 03
With the impact of the global pandemic still looming over As the COVID-19 epidemic started forcing people to stay at
the minds of consumers, 78% of the Millennials and Gen Z home, time spent on video streaming platforms has
surveyed reveal that they would reduce their outdoor increased considerably owing to the need for entertainment.
mobility in a post pandemic world till they regain their 42% of respondents increasing time spent online between 3-
confidence and assured of their safety. 7 hours per day.
02 04
With a high focus on personal health and safety, Amazon Prime was the highest purchased new subscription
Millennials and Gen Z audiences have turned to home followed by Netflix, Voot, Hotstar and Zee5, followed by
spas and grooming whereas have prioritized expenses other platforms.
on health, sanitization and hygiene of their homes.Conclusion
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The COVID-19 pandemic has taught us a new way of living in all This study has revealed the changing landscape in 4 core areas of
spheres of our lives and has set a path onto the next normal that the contactless economy that shape up the new normal, mainly –
will propel the contactless economy. The coronavirus is not just a the Rise of E-tailing, the Virtual Experience Economy, the Health
health crisis of immense proportion, but a global adjustment on Economy and the Homebody Economy through the lens of
core parts of the economy that has shaped not just consumer Millennials and Gen Z, the largest and growing consumer base
mindsets but will bring about systemic changes as we venture into within the country.
a brave new world.
The aftermath of the pandemic will also provide an
On the backbone of changes of consumer interaction and behavior, opportunity for us to learn from a plethora of innovations and
organizations will have to re-adjust and discover new ways to experiments, ranging from working from home to large-scale
deliver their services, meet the growing and new needs of their
surveillance. This study attempts to offer leaders across sectors
audiences as well as engage with their audiences through new
a clear path to navigate the next normal.
avenues.dentsu-marketing-cloud
@dmc_dentsuintl
THANK YOU
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0About the Project Team
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
Gautam Mehra
Chief Data Officer (Asia Pacific) & CEO Programmatic, Dentsu International
+91-9819799993 Gautam.Mehra@dentsu.com
Abhinay Bhasin Deborshee Hore
Vice President (Asia Pacific), Data Sciences, Dentsu International
Research Consultant, DMC Insights
+91-9920066763 Abhinay.Bhasin@dentsu.com
Nishant Malsisaria
Vice President (Asia Pacific), Product Strategy, Dentsu International Deepanshu Goyal
+91-9769931447 Nishant.Malsisaria@dentsu.com Research Consultant, DMC Insights
Adarsh Panigrahi
Research Consultant, DMC InsightsDMC Insights
The Dentsu Marketing Cloud (DMC) Insights offers an expertise-led
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
model to assist Dentsu Data Sciences’ research & insights, consulting
and practice teams in delivering differentiated values to our clients.
The Dentsu Marketing Cloud is an ecosystem designed to power up
your marketing activities in a data-driven way. It is an ecosystem by
built 100% by Dentsu employees for Dentsu employees to deliver
excellence at scale right from insights to activation, measurement and
optimization. It brings together a slew of Dentsu proprietary
ecosystems like the Facebook Marketing Partner (Ad-Tech) Badged
DAN Data Labs Product Suite, DMC Explore and other proprietary mar-
tech and advanced analytics solutions such as the Dentsu Pixel, the
Dentsu DSP and others, to help clients to plan, buy, measure, analyze
and optimize campaigns and establish greater control of their data in
one place. It is developed and operated by Dentsu International India’s
Data Sciences Division based in Mumbai, India and is used in over 32
countries of Dentsu globally.Dentsu International
Dentsu International is ‘Innovating the Way Brands Are Built’ for its clients,
through its best-in-class expertise and capabilities in media, digital and
Copyright @ 2021 by Dentsu International. All rights reserved. Updated May 2021 Version 2.0
creative communications services.
With consumers more connected, through a range of devices, the era of media
convergence is presenting many opportunities as well as a new and complex
media eco-system. From identifying who the consumers are, to how they make
their decisions, Dentsu International makes the best use of today's media mix
to bring to life the right communication strategy and deliver the best results
for clients.
Dentsu International’s presence in India comprises the global network brands
Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and Mcgarry
Bowen along with the Dentsu branded agencies –Dentsu Impact, Dentsu One,
Dentsu India, dentsuX, Taproot Dentsu and Dentsu Webchutney. Also, newly
added to the group are the recently acquired local brands Milestone
Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group,
mcgarrybowen, Fractal Ink Design Studio Linked by Isobar, SVG Columbus and
Merkle Sokrati.
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