New study throws more light on upcoming Generation Alpha consumers

“We now know, among other things, there are shifts in how their parents view technology and how that technology may be impacting their interests. This generation is expected to have the greatest spending power in history, so marketers need to start understanding them more deeply.”

Among the key points from the new study:

There have been positive shifts in parents’ attitudes toward technology 

Despite mainstream fears of technology, the research shows parents of Gen Alpha are now seeing some of the benefits that technology plays in their children’s lives. In fact, 66% of the parents who responded believe their child is a more independent thinker than they were at that age, and 61% feel their children learn more efficiently than they did, thanks to modern technology.

With exposure to technology and media, Alpha’s interests could be broader and more discoverable 

By age 13, the research shows Alphas have as much, if not more, access to various devices than the average global adult, and 43% of them are using those devices to learn about what’s going on in the world. In response to stereotypes that say Gen Alpha is out of touch due to a reliance on technology, 62% of parents say their child is more social than they were at the same age, and the research shows they have twice as many interests as Gen Z. The study also reveals that this generation toughs it out, as only 15% say they lose interest in something when they aren’t improving at it.

Many Alphas prefer content that’s quick, easily digestible and entertaining 

Gen Alpha respondents’ most preferred mediums for learning are hacks, how-to videos, and DIY, while their top methods for learning are through games and interactive experiences. About 42% of Alphas say they are interested in reading, down from 53% of Gen Z and Millennials at the same age.

This cohort’s brand maturity may force changes to the traditional marketing playbook 

When it comes to having a more grounded and adult perspective on brands, 71% of parents said their kids are well ahead of where they were at the same age. Gen Alpha’s maturity is seen through their higher affinity for brands that are enablers of inspiration and creativity, versus the snack and candy brands that Gen Z marked as their favourites in 2012. That level of social awareness is reflected in respondents marking ‘People on TV’ as one of the top three least trustworthy types of people, and only 21% of Gen Alpha kids today see athletes and celebrities as role models.