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India’s Gen Z is growing up in a world of constant connectivity, but they are drawing their own digital boundaries. According to the findings of the first edition of ET Snapchat Gen Z Index, this generation is not just adopting new technologies like artificial intelligence (AI) and augmented reality (AR), but is also showing a growing awareness of screen time and digital balance.
The study, powered by Kantar, highlights a contrast in Gen Z’s digital life — while they lead in adopting new tools and experiences, they are also building habits to control how much time they spend on screens. This balance between tech enthusiasm and self-regulation defines how India’s young users engage with the digital world.
The ET Snapchat Gen Z Index has been mapped to record changes over a 3-month period.
AI and AR use is becoming mainstream
The research shows that a whopping 81% of Gen Z respondents are already using AI or AR in their everyday lives. Whether it’s through voice assistants, virtual try-ons, or smart content tools, the line between physical and digital experiences is becoming thinner.
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This adoption points to a generation that is not only digitally fluent but comfortable integrating new technologies into routine decision-making, entertainment, and learning.
Gen Z is watching their screen time
Even with their strong connection to technology, Gen Z is not losing control of their time. The study notes that 82% of respondents are actively monitoring or limiting their screen time.This level of awareness reflects a shift toward digital discipline. Rather than treating technology as something to escape into, many Gen Z users are setting personal boundaries — using app timers, break reminders, or self-imposed rules to reduce overload.
They are not rejecting technology but are choosing how and when to engage with it more mindfully.
ET Online
Social media is still present — but more selective
Gen Z still uses social media regularly, but not in the way earlier generations did. Even though 72% of the repsondents said they were comfortable sharing personal life updates on social platforms, 76% made it clear that they were sharing the updates only with family and close friends.
At the same time, 80% of Gen Z said they use social media to engage with opinions or conversations that interest them. This suggests that Gen Z treats social platforms like spaces for exploration and discussion with targetted personal broadcasting.
Their preference leans toward participating in meaningful, interest-based interactions rather than constantly documenting their lives.
A generation choosing balance
The study presents a picture of a generation that is deeply connected but not consumed. Gen Z is creating a digital lifestyle that reflects awareness, not addiction.
Their willingness to embrace new technology, while also tracking their own usage, shows a maturity that’s shaping a new kind of digital identity — one based on intention, not just access.
The ET Snapchat Gen Z Index shows that India’s Gen Z is not just tech-savvy, but tech-aware. They are integrating AI, AR, and social tools into daily life — but they are also pulling back when needed.
This digital generation is learning not just how to stay connected, but how to stay in control.
For the in-depth report, click here
ET Online
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