Alpha Impact: How Kids Are Shaping Media, Tech & Commerce

Alpha Impact: How Kids Are Shaping Media, Tech & Commerce

Every kid is a member of Gen Alpha, and there are over 2bn under 15s on planet earth right now.

But, many brands and advertisers underappreciate the impact they have on global commerce.

In this study, we take a deep dive into the big trends in technology, regulation, social media, and attention that are shaping – and being shaped by – Gen A.

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Gen Alpha are sometimes referred to as the “Avatar Generation” because of the ‘always on, always connected’ world they’ve grown up in. But what happens if you raise a generation while you’re re-inventing the world around them?

Understanding the Next Generation without Anec-data

We drew on multiple data sources to create a complete and robust picture of what is actually going on with Gen Alpha.

We sourced data from polling organizations, government datasets, disclosures from listed companies, platform traffic, and usage data, and then layered in our own data.

Through this fusion of our proprietary platform data, real-world usage stats, and quality survey data, we’ve built a robust picture of what’s really relevant to the next generation.

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Understanding Alpha’s Impact

Always On

Gen Alpha spend record amounts of time online, with screens making up 60% of time not spent sleeping, eating, or in education.

Almost half of teens say that they’re online “almost constantly”, with a lot of that time invested into social channels.

Shoppers & Makers

Around 10% of teens are making $1000k+ a year from online activities.

And two thirds of kids buy items independently from their parents moving them beyond being household purchase influencers to becoming independent shoppers themselves.

Online vs IRL

There’s been an 8% decline in the numbers of Gen A leaving home, a 32% decline in high schoolers that are sexually active, and drop offs in drug use and school suspension rates.

With more time spent online and less real-life interactions Gen A are more isolated than previous generations but show a pattern of declining risky behavior.

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Discover more about the rise of Gen Alpha as consumers and creators, fragmented fandoms, and why the first one-person unicorn will likely be founded by a member of this new wave.