Gen Z Worldwide Turn to Gold Investment via Mobile Apps
Gen Z investors worldwide are increasingly buying gold through mobile apps in smaller amounts, viewing it as part of portfolio diversification rather than lump-sum savings. A YLG Bullion executive noted that nearly 68% of the company's digi
On August 21, 2025, Thippa Nawawattanasap, Chief Executive Officer of YLG Bullion and Futures Limited, announced that global gold investor demographics are shifting markedly from older working-age groups who typically bought gold in lump sums for savings and wealth preservation to younger people entering the market faster with smaller amounts per transaction and viewing gold as part of portfolio management.
Gen Z investors display two main behaviors: active traders who monitor market trends, prices, news, and economic factors closely and require real-time data and portfolio flexibility; and long-term accumulators who build gold holdings gradually through small units or dollar-cost averaging to establish financial discipline and reduce timing anxiety. All young investors share a mobile-first preference, wanting accessible entry points, simple processes, transparent pricing, and instant purchases via smartphone.
YLG's digital customer data shows nearly 7 in 10 (approximately 68%) are under 40 years old, demonstrating that fractional and digital gold products are removing traditional barriers and expanding the market to younger generations. This trend is not unique to Thailand but reflects global patterns.
In China, Gen Z born between 1997 and 2012 are shifting from buying gold jewelry as their parents did to investing in and saving with gold. The "gold beans" trend—purchasing 1-2 gram gold pellets and small bars monthly—has surged this year, matching the concept of starting small but accumulating consistently. China's Gold Association reported that sales of small gold products (1-5 grams) rose 180% in the first half of 2025 versus the same period in 2024, with those born in the 1990s and 2000s comprising over 60% of all buyers.
According to IFA Magazine citing BullionVault data, investors aged 16-27 represented 15.4% of new global users in 2025, up from 12.6% in 2024 and just 8.9% in 2010, showing the worldwide gold investor base is continuously rejuvenating.
In India, a Smytten PulseAI survey of 5,000 consumers aged 18-39 found 61.9% would choose gold if given 25,000 rupees to invest, well ahead of mutual funds (16.6%), fixed deposits (13%), stocks (6.6%), and crypto (1.9%).
In Singapore, the 18-35 age group became the fastest-growing gold-buying segment in 2023 through digital gold apps, 1-gram bars, and mobile ETFs.
These developments show global providers are connecting tangible gold with digital platform convenience. Gold is no longer exclusively for the wealthy; younger people now have accessible entry points.
