iQOO, a sub-smartphone brand of the vivo group, has released its first The Quest Report 2024. The Quest Report 2024’ with CMR 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.
Executed by iQOO with CyberMedia Research (CMR), 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 highlights from the report include:
- 1 out of 4 Indian respondents are more inclined towards new-age job fields like content creation, data analysis, AI, and cybersecurity.
- 43% respondents in India and 46% globally are willing to give up work-life balance to succeed in their career.
- 2X more women in India feel gender affects the pursuit of their dreams compared to men
- Only 9% of Indian Gen Zs want to pursue entrepreneurship as they seek stability and security in work life.
- 19% Indians prefer career advancements in big organisations instead of startups.
- 73% of the Indian respondents believe that gap year can help them pursue their dreams and aspirations.
- Indian youth are hustlers, they take 2X the initiatives compared to their global peers.
- 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 49% of the Indians believe mentorship by experts is a powerful tool to support their aspirations.
Commenting on the release of the brand’s first quest film and report, Nipun Marya, CEO, iQOO India, said, “Today’s youth are characterized by their bold dreams and an unwavering drive to bring those dreams to fruition. This indomitable spirit is encapsulated in our brand philosophy: “I Quest on and on” and we proudly refer to these passionate and determined individuals as Questers. While we specialize in high-performance smartphones, we’ve been inspired by the innovative ways young people utilize technology to chase their ambitious goals. This inspiration led us to decode the aspirations of today’s youth and to offer them the support they need. The result is The Quest Report— our brand’s exploration into how passion fuels this ever-optimistic generation. Both the film and the report is an effort to inspire the Gen Z to embark on their own quest despite the numerous challenges and achieve their dreams.”
