See the latest Gen Alpha stats, trends, and insights curated from some of the best news sources and reports on the internet. Latest Update: May 15, 2023.
There’s a new kid on the block, kids. The Alpha Generation is here with a bang. Gen Alpha years range from 2013 and 2025, the generation after Gen Z. Simply put, Gen As are born in the 2010s, entirely in the 21St Century.
What characterizes this group? This in-depth report from GWI goes to great lengths to explain Gen Alpha’s behavioral traits, what they are into, and what this means for businesses as they prepare to serve future consumers.
A Look at Gen Alpha Post-Pandemic
The COVID-19 pandemic affected everyone in different ways. For this specific group, it took away two of their formative years. Like everyone else recovering from the pandemic, they have been resilient, but their feelings now are bound to influence their attitudes and beliefs as they progress.
As adults become more wellness-oriented, so do the kids. According to this research, 1 in 3 teens is health conscious. Generation Alpha’s concerns about falling sick are rising, with the family illness being the number one concern in 12 of the 16 markets surveyed.
As such, tools that suggest preventative measures teens can take to safeguard their health will put them more at ease. Additionally, this group feels it’s important to talk about their feelings, so encouraging them to open up would be more than welcome.
Embracing the Real World
Nicknamed the iPad kids, Generation Alpha is known for their over-reliance on technology for everything, especially entertainment. There have been never-ending debates about technology’s good vs. harm, particularly among young, developing minds.
Having been stuck behind screens for two years during the pandemic, like everyone else, Gen Alpha has enthusiastically embraced their regained freedom and the increasing opportunities to socialize face-to-face. The extent of digital exposure appears to have put them off tech somewhat.
There has been an overall shift in online behavior post-pandemic, even for the Alpha Generation. Interacting with friends was reduced to talking to them online instead of seeing them. Today, 43% of Gen A are likely to meet with their friends, and (39%) say they only talk online on the weekend.
This broad cultural shift is partly due to screen fatigue over the past two to three years. When work, school, and entertainment have one outlet, it takes a toll on a person. So kids are happy to say goodbye to Zoom classes and return to the real world.
Advocating for Social Equality
What do kids know about social injustice? More than you think. Gen A becomes socially aware at a young age, which shapes their attitudes, world outlook, and consumer behavior. There are many reasons why Gen A will take over from the Gen Z audience in advocating for social equality.
For one, Gen Alpha will be the most diverse generation in history, based on the U.S. Census. This reality alone shapes the kids’ expectations. With fair representation already on their minds, they are more likely to seek entertainment where they see themselves reflected.
The Rising Popularity of Audio Entertainment
Kids are coming off the smaller screens and favor audio entertainment–podcasts and cinema. Again, this can be attributed to screen fatigue as both these activities do not require one to stare at a mobile phone.
A quarter of teenagers now say the cinema is their favorite way to watch movies. Their love for the cinema was quickly rekindled after lockdowns and restrictions were lifted. Their enthusiasm for cinema can also be attributed to their impatience with release dates. They prefer watching movies the moment they’re released to avoid spoilers and be the first to jump on any potential trends.
The rise in popularity of audio entertainment began during the pandemic. Following online education and the screen fatigue that came with it, podcasts became the perfect medium for unwinding. Even post-pandemic, there seems to be a cultural shift favoring audio content as engagement with the news fades. Media publishers should start investing in podcasts, which have a relatively low barrier to entry.
The Rise of Feel-Good Content
One thing that hasn’t changed for the Alpha Generation is that watching TV and movies is still among their favorite pastimes. It remains the top weekend activity (59%) and the second-most popular after-school activity(50%).
This particular group watches several different types of movies and TV shows, influencing the subscriptions paid for in the household. Platforms like Disney+ are making a killing, with roughly 13% of Generation Alpha more likely to use it this year compared to last year.
For streamers and movie franchises to create content that resonates with Gen A, it’s vital to understand the genres they are getting more into. Shows accompanied by music are increasingly more appealing, with younger kids more likely to watch shows and movies if they can sing and dance to them. The fastest-growing TV genre for this age group is music, partly because social media platforms like TikTok influence the type of content these kids expect, even from traditional mainstream channels.
Movies and shows with serious content, like drama and soap operas, are decreasing in popularity. Generation Alpha wants good vibes to offset the pandemic’s negativity and its effects. Cartoons remain extremely popular among teens, only second to comedy (62% vs. 60%).
More Device Portfolios with Less Parental Supervision
Mobile phones are now 8-11’s most used gadgets, at 33%, followed by TVs at 30%. Today, most kids have access to smaller screens, accompanied by less parental supervision. Most parental control is seen on devices like laptops and tablets, and the least is on gaming consoles, where 68% of 8-11s and 76% of 12-15s use consoles without supervision.
The more time these kids spend online, the more autonomy they have over the amount and type of content they consume. With kids having power over the apps they can download, the focus should be to protect them online.
Parental supervision alone is not enough. Software companies and third-party solutions can now provide services for this underserved market. One way to go is to design gamified educational experiences with the youth in mind, where they are taught and encouraged to think critically about their digital well-being.
TikTok Remains the #1 App for the Alpha Generation
TikTok’s raw, messy, and low-effort aesthetic is one of the reasons why its popularity is still on the rise. 13 to 15-year-olds are most likely to name TikTok as their favorite app, as it’s their source of funny posts, new dances, new music inspirations, and overall feel-good content. See the latest TikTok updates for more information.
Gen Alpha is more likely to emphasize the creative and audio aspects of campaigns, which brands should pay attention to. Tight-knit communities like Discord and Reddit are among the fastest-growing platforms among teens, as they provide spaces where people with shared interests can gather and interact. Brands should therefore start shifting towards more community-led content to deliver customized experiences for the users. Here are a few Reddit case studies to see how other brands activate digital campaigns.
Gaming is About Creating for Generation Alpha
As much as kids embrace more in-person social activities, they still spend much time in the virtual world compared to previous generations, similar to other Gen Z trends. Outside China, 1 in 4 kids spends most of their weekends playing video games.
More kids are interested in gaming (58%) than TV shows (55%) or sports (46%). This indicates that gaming is a culturally important outlet for Gen A and will be a crucial channel for brand engagement.
While action-adventure games like Call of Duty and FIFA are more popular among adults, Gen A prefers games where they build worlds and go on adventures with others. Games like Roblox and Minecraft top the charts for this demographic, providing opportunities for the players to think critically, learn new skills, and collaborate with others.
As brands continue to stake their claim in the metaverse, they must consider kids’ online needs when creating these virtual worlds.
Gen Alpha Stats, Figures & Insights From Around the Web
These Alpha Generation insights are carefully curated from reputable news sources and reports.
General Gen Alpha Stats
- 2.8 million Gen Alpha kids are born every week (Source)
- The Alpha Generation Alpha is the most diverse in the United States (Source)
- 96% of Gen Alpha kids believe that everyone should be treated fairly no matter what they look like (Source)
- Gen Alpha will represent 13% of the US population in 2023, with 26% Hispanic, compared with 19% for gen pop (Source)
- Over 73% of Gen Alpha use the internet, and nearly 17% use a smartphone (Source)
- 57% of Gen A watch videos on YouTube, more so than TikTok, Disney+, and Netflix (Source)
- 28% of Gen Alpha parents favor their kids using the metaverse at their current age; 58% are against it. Meanwhile, 36% of these parents believe the metaverse is safe, but 44% don’t think it’s trustworthy or safe (Source)
- 24% of Gen Alphas have friends they’ve met online but have never met in person (Source)
Gen Alpha Purchase Indicators
- 55% of Gen Alpha will buy a product if their favorite YouTuber or Instagram creator is using it (Source)
- 53% of Gen A will purchase products or services the same way as their parents (Source)
- 66% of Gen Alpha want to buy from companies that have a purpose (Source)
- 18% of Gen A want to purchase sustainable products (Source)
- 56% of Gen Alpha watch shopping content online (unboxing videos) (Source)
- 33% of Gen Alphas are subscribed to a music streaming service, 56% are subscribed to a video streaming service (Source)
Gen Alpha Working Trends
- 59% of Gen Alpha want to work in a job that saves lives in some way (Source)
- 63% of Gen Alpha prefer to work somewhere helping to save the planet (Source)
Gen Alpha Parents
- 70% of Gen Alpha’s parents are millennials, compared to 21% Gen Xers and 8% Gen Z adults (Source)
- 34% of Gen Alpha’s parents are Democrats, 31% Republicans, and 3% Independents (Source)
- 24 of Gen Alpha’s parents have a Bachelor’s degree, 60% less than college (Source)
- 72% of Gen A’s parents are white, 21% Hispanic, 11% Black, and 17% are Asian/other (Source)
- 37% of Gen Alpha’s parents believe their kids will be worse off than they were dealing with mental health (Source)
- 55% of Gen Alpha’s parents believe their kids will have a better education than they did (Source)
FAQ
Q. Who belongs to Gen Alpha?
A. Gen Alpha refers to the demographic cohort born from 2010 onwards. This generation follows Gen Z and is typically the children of millennials.
Q. What are the characteristics of Gen Alpha?
A. Gen Alpha is the first generation fully immersed in the digital age since birth. They are tech-savvy and highly connected to the internet DE&I are also vital traits of this generation.
Q. How does Gen Alpha interact with technology?
A. Gen Alpha interacts with technology in a seamless, almost intuitive way. They are early adopters of new tech.
Q. What do marketers need to know about Gen Alpha?
A. Marketers must recognize that Gen Alpha is incredibly tech-savvy and expects high digital interactivity. They’re growing up with a deep understanding of social media and online tools. Authenticity, transparency, and social responsibility also matter greatly to this generation.
Q. What impact will Gen Alpha have on the economy?
A. As Gen Alpha ages, they’ll significantly impact the economy. Given their digital prowess, they’ll influence consumer trends and preferences, workplace dynamics, and technological advancements.
Q. How does Gen Alpha view social issues?
A. Gen Alpha is likely to be socially conscious, valuing inclusivity and diversity and expecting brands to take a stand on social issues. They are growing up in a time of significant social change, which is likely to shape their views.
Q. What influences Gen Alpha’s buying behavior?
A. digital interaction, social media trends, and brand authenticity influence Gen Alpha’s buying behavior. They also value experiences over material goods and are influenced by socially responsible and ethical business practices.
Q. What are the challenges of marketing to Gen Alpha?
A. The critical challenge of marketing to Gen Alpha is keeping pace with its digital fluency and evolving technology. Authenticity is crucial, as is demonstrating social responsibility. Traditional marketing methods may not resonate with this digitally-native generation.
Q. How does Gen Alpha consume media?
A. Gen Alpha typically consumes media through digital platforms. They are comfortable navigating a variety of content formats, from videos to interactive apps, often across multiple devices. Their consumption habits are dynamic, highly personalized, and often driven by peer influence.
Q. Why is it important to understand Gen Alpha?
A. Understanding Gen Alpha is crucial as they are the consumers, workforce, and influencers of the future. Their preferences, values, and behaviors will shape market trends, technological advancements, and societal norms.
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