Insight (Lifestyle Data Analysis) More Fun than Generation Z: The Lifestyle of Generation Alpha

24 Jul 2024
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Although there are slight variations in the exact years that define Generation Alpha, it generally refers to those born globally between 2010 and 2024. Children born after 2025 will be referred to as 'Gen Beta'. Generation Alpha comprises the children of Millennials and older Generation Z, earning them the nickname 'Mini Millennials' due to the significant influence these earlier generations have had on their worldview. The term 'Generation Alpha' was coined by Australian sociologist Mark McCrindle in 2008 to describe the generation following Generation Z. Lacking a subsequent letter in the English alphabet, the first letter of the ancient Greek alphabet, Alpha, was used. According to McCrindle, 2.5 million members of Generation Alpha are born worldwide each week, and by 2025, their total population is expected to reach 2.2 billion.

 

Marketing innovation agency Razorfish has announced new research findings about Generation Alpha, the next generation of future consumers beyond Generation Z. For Generation Alpha, gaming is not just a pastime but a means of expressing creativity. Games are used more for expressing creativity than for socializing with friends among this generation. Generation Alpha adopts and utilizes the latest technology early. Over 40% of Generation Alpha used a tablet before the age of six, and by the age of seven, more than half use video game consoles. While Generation Z is tech-savvy, their desire for the latest devices and features is relatively lower than that of Generation Alpha. Only 31% of Generation Z considers the latest technology important, compared to 63% of Generation Alpha.

Precise TV, in collaboration with Giraffe Insights, recently published the 2024 edition of the Precise Advertiser Report - Kids (PARK), which analyzed the video consumption habits of American children aged 2 to 12. In terms of consumption preferences, the most preferred video platform among respondents was YouTube, which saw a 9% increase between 2023 and 2024. SVOD ranked second in this category, with 62% of Generation Alpha having recently used streaming platforms in 2024, maintaining a significant lead over other social video platforms such as TikTok and Facebook. However, as Generation Alpha grows, the gap between SVOD and YouTube is widening, with the difference between the two categories increasing from 14% to 19% in just one year.

Despite most of them not being old enough to technically have social media, TikTok is increasingly capturing the attention of Generation Alpha. TikTok consumption among Generation Alpha significantly increased in 2024, reaching 44%, surpassing linear TV at 39%. Additionally, in terms of average daily viewing time, this platform is fiercely competing with YouTube Shorts, indicating the intense rivalry between the two sites.

Heather Dretsch, an assistant professor of marketing at North Carolina State University, explained that while Generation Z seems to have adopted some of their Generation X parents' cynical nihilism and anti-consumerist tendencies, Generation Alpha is far more likely to reflect their Millennial parents' brand loyalty and nostalgia. Many Millennial parents encourage their children to prefer high-end brands by purchasing them expensive, high-quality products such as Lululemon clothing and Apple iPhones. Additionally, Generation Alpha tends to favor brands that help them find themselves and create shared experiences wherever they are. Nike's entry into Roblox is a prime example of this preference.

Generation Alpha's new characteristics are also evident in other areas. While they have a low level of trust in TV personalities, only 21% of them view athletes and celebrities as role models. They prefer brands that inspire creativity over the snack and candy products favored by Generation Z. This indicates that the highly reliable influencer marketing strategies used to appeal to Generation Z and Millennials may need to be adjusted for Generation Alpha.

When ranking their preferred brands, Generation Alpha pointed out that "enabling inspiration and creativity" is crucial, as noted by Razorfish. Apple and Samsung were among the top five, along with Lego. This list contrasts with the brands chosen by Generation Z when they were of a similar age in 2012, which included snack brands like M&M's, Oreos, and Doritos. It shows that Generation Alpha is much more mature and has a clearer understanding and preference for brands compared to Generation Z.


Nearly three-quarters of Generation Alpha say they prefer outdoor activities to manage their mental health and take breaks from digital devices. Despite their rapid adoption of technology, they maintain a healthy balance between online and offline activities, with only 20% of Generation Alpha wanting to spend more time online.

ASICS's latest campaign, Little Reminders, brings together the youngest team of fitness influencers ever to inspire adults to rediscover the joy of physical movement. This campaign was initiated based on research indicating that while 63% of adults exercise primarily for physical benefits, 77% of children exercise for fun. The study also found that 77% of adults view exercise as a chore, whereas 92% of children aged 6-11 enjoy and look forward to exercising. ASICS's Little Reminders campaign features Generation Alpha fitness influencers aged 7-8 and includes the first-ever exercise guide created by children to encourage adults to "move for the mind." The campaign also emphasizes that marketing featuring adult fitness influencers often reminds people of their limitations, while Little Reminders shows what healthy movement feels like, rather than focusing on results.



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