A nationwide survey by Smytten PulseAI reveals that young consumers are increasingly taking independent decisions when it comes to buying gold, while also preferring smaller, more frequent purchases over large one-time investments. (Image: Pexels)
The survey, which included 5,000 respondents aged between 18 and 39, suggests that gold is no longer driven solely by family tradition. For many young investors, it has become a practical and personal financial choice. According to the findings, 61.9% of respondents said they would prefer to invest Rs 25,000 in gold today. This figure significantly outpaced mutual funds (16.6%), fixed deposits (13%), stocks (6.6%), and cryptocurrency (1.9%). (Image: Pexels)
When asked about periods of economic uncertainty, 65.7% of respondents said gold feels like a safer option than bank savings, mutual funds, or equities. This reflects that both Gen Z and millennials continue to view gold as a reliable financial safeguard. (Image: Pexels)
The survey indicates that a growing number of young people are independently deciding when to buy gold, with 66.7% stating that their purchases are driven largely by personal choice rather than family influence. Additionally, 42.3% said their most recent gold purchase began within their own household, while 40% noted it was initiated by parents or elders. (Image: Pexels)
These findings highlight a clear generational shift: Gen Z tends to be more confident in making independent gold-buying decisions, whereas millennials still view gold as part of broader family planning and long-term financial security. (Image: Pexels)
Large, one-time gold purchases are gradually declining in popularity, with buyers now opting for smaller, more frequent investments. Nearly 61.9% of recent gold purchases were under 5 grams, including 27.5% below 2 grams and 34.4% between 2 and 5 grams. In addition, 42% of households now prefer buying gold in smaller, regular intervals, while 58% still tend to purchase it mainly during special occasions. (Image: Pexels)
For many young consumers, gold is no longer limited to wedding-related purchases. Around 24.3% said their first gold purchase came after receiving their first salary, while 23.9% bought it purely as an investment. The survey also found that 52.7% of respondents are highly likely to purchase gold within the next 12 to 24 months. (Image: Pexels)
