Gold Beats Crypto and Stocks Among Gen Z, New Survey Finds

A new nationwide survey has revealed that GenZ and other young Indians are now preferring Gold as the primary choice of investment as compared to other forms of investments like crypto, stocks, mutual funds, or fixed deposits. However, the way they are buying gold has changed drastically. Instead of buying big family-led purchases, they are now making smaller and more personal purchase.

This survey was conducted among 5,000 people in the age group of 18-30 by Smytten PulseAI. It further revealed that many of the GenZ are also taking more control over their gold purchases and are them as either a personal milestone or a form of small but significant investment.

Gold Tops Other Investments

If given ₹25,000 to invest today, 61.9% of respondents said they would buy gold. This number is much higher when you compare it with mutual funds (16.6%), fixed deposits (13%), stocks (6.6%), or cryptocurrency (1.9%). Furthermore, during times of uncertainty, 65.7% said gold feels safer than bank savings, mutual funds, or stocks.

Buying Decisions Are Personal

Furthermore, most of these young buyers are now making these investment decisions on their own. Around 66.7% said their gold purchases are mostly personal choices rather than family-driven. For 42.3% of respondents, they themselves decided on their latest purchase, while 40% relied on parents or elder family members.

Gen Z is confident making their own decisions about gold, while Millennials often consider family priorities and long-term security.

Smaller Purchases Are Becoming Common

More young buyers are buying small amounts of gold regularly rather than making one big purchase. About 61.9% of recent purchases were under 5 grams, with 27.5% buying less than 2 grams and 34.4% buying between 2–5 grams.

For many first-time buyers, gold is no longer only for weddings. Around 24.3% bought gold after receiving their first salary, while 23.9% bought it as an investment. Gen Z tends to start with smaller purchases for personal reasons, while Millennials focus on bigger life events and long-term planning.

Trust Still Matters

Even with online options, trust remains important. Over half (52.7%) said they are likely to buy gold in the next 12–24 months.

The survey shows that while the way young Indians buy gold is changing, their interest in it remains strong. Gen Z is making smaller, personal buys, and Millennials still rely on it for security, keeping gold a key part of the market.