For 40 percent Indians, the idea of luxury is associated with more personal time and freedom and not in accumulating material things, a new global survey has revealed.
The survey, concluded by Taiwanese tech major ASUS, found that in India, 40 percent of respondents see luxury as the ability to do things in their own way.
The “Millennial Consumer Global Survey” involved 2,630 consumers aged between 19 and 35 across five regions, including India, the US, Britain, Russia and Indonesia.
“We originally conducted this survey to learn more about the role of tablets in the lives of people who use our technology, but in that process we found that Millennials define luxury in a new way,” Erik Hermanson, head of marketing (mobile products) at ASUS, said in a statement.
The findings showed that Millennials (born after 1980), instead of seeing luxury in terms of material things, associate the idea of luxury with personal time and freedom.
Sixty nine percent of Millennials surveyed believe that devices like tablets help them enjoy everyday life and do the things that they love the most, while providing a sense of freedom.
Sixty five percent said tablets give them more flexibility and enhance their free time.
Additionally, more than 50 percent of the Millennials surveyed see tablets as connecting them to something bigger, and four out of five respondents expect to buy a tablet within 12 months.
In the US, 37 percent of the Millennials surveyed define luxury as having the time to do the things they love.
“Based on the survey findings, we see the ASUS ZenPad as an ideal solution for Millennials,” Hermanson added.
ASUS ZenPad series enriches Millennials’ experiences with a perfect balance between portability, functionality and personalised design and is available at a starting price of Rs.8,999 (prices of Asus Zenpad C 7.0 on Flipkart).
The survey was part of the “Luxury on Your Terms” global marketing campaign by ASUS.