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The digitally-native, app-first Gen Z cohort is assuming the centre stage in India's consumer markets by scripting "big shifts" in consumption trends, including the rise of quick commerce delivery and direct-to-consumer brands, according to a report by Bernstein. Brands are seeking a deeper connection with this digitally-native, app-first generation that 'swipes up' for practically everything from social media to ride-hailing and food delivery. Indian Gen Zs' are the world's largest, the report said about the cohort born into a digital age, that shops, works and eats online. Gen Z is the generation born between 1996 and 2010. Indian Gen Zs make up 20 per cent of the world and about 27 per cent of India's population, it noted. Gen Zs have become the "Swipe Up" generation considering the amount of time they spend on social media. They swipe up for practically everything - social media, ride-hailing, and food delivery, according to Bernstein's report on 'India Internet'. Gen Zs are .
Telecom industry body COAI renewed its demand for revenue share between telcos and large traffic generator apps like Netflix and Instagram, saying telecom operators would need additional fund to upgrade infrastructure to meet the increasing demand for bandwidth. In a letter to telecom secretary Neeraj Mittal, Cellular Operators Association of India (COAI) said it is imperative that the Indian government takes critical note of the issue facing the telecom sector at this juncture and help create "an apt precedent for the world". The telecom industry body also said that substantial investments are required to be made by telcos for GPU (graphic processing unit)-based high-speed servers to support demand of AI-based applications as well as high definition video streaming by several apps that are also referred as larger traffic generators (LTGs). Large traffic generator apps include YouTube, Facebook, WhatsApp, Netflix, etc. LTGs, it suggested, need to share their revenue with telcos for