ABSTRACT
Although Internet proliferation poses obvious threats, both China and India have plans to invest hundreds of billions of dollars in further developing their Internet-based economies to enable win-win sustainable growth. As the Chinese and Indian governments have fully embraced the cyber-economy, Internet-related products and services have become increasingly prevalent and readily accessible, which is having significant effects on their populations' everyday lives and consumption practices. The nuisances of the Internet in the daily lives of millennials are easily observed. In terms of modes of social interaction, most participants in China prefer face-to-face interaction, whereas half of those in India prefer virtual. Values are beliefs that sit deep beneath the habitual and materialistic levels of people's lives. Because of rapid industrialization and urbanization, millennials in both China and India have experienced a rapid transition from traditionalism to modernism. The proliferation of Internet-empowered lifestyles has also resulted in the multifaceted stimulation of consumption in China and India.
