Source: Wunderman Thompson Commerce research
Posted: Wed Dec 18, 2024 9:02 am
Alphas grow up with YouTube. This channel already existed of course. Some videos are similar to TV programmes, but they also watch a lot of videos that are only available on YouTube. In their research 'life on the small screen' (pdf) Ofcom asked the children what they watched. Troy (4) answers that he watches episodes of PJ Masks on YouTube and Paul (7) likes to watch videos where they 'cook' with toy kitchens.
This research also shows that the youngest of this generation mainly watch TV shows, music videos and vloggers. When they are a little older (5+), they also start watching gaming videos, tutorials, YouTube families and make-up tutorials.
Influencers have the attention
Influencer marketing has evolved a lot in recent years on social media. More and more retailers and brands are making influencer marketing part of their strategy. If you see someone wearing something that looks cool – wherever they are – you will buy it yourself. Research shows that 25 percent of Generation Alpha is influenced by online influencers. At 28 percent, friends are the biggest influencers of this generation. Family comes in third at 21 percent.
Screenshot from research into the influencers for Generation Alpha.
50 percent of the Alpha Generation wants to buy a canada telegram data product that their favorite YouTube or Instagram star is wearing or using. This generation even wants some influencers to start their own store so they can easily buy their products later. How-to videos, game tutorials and unboxing videos from influencers are especially popular. Influencers really have the attention of this generation.
Growing up with technology
Generation Z has already grown up in a world surrounded by the internet. You can safely call them digital natives . However, they are surpassed in this area by Generation Alpha. They are the most material and technological generation the world has ever known. They are not afraid of technology and discover it through play.
The iPad was launched the year the first Alpha children were born (pdf). Generation Alphas know how to use a touch-screen device from around the age of 2. Alphas are immediately immersed in the world of touch-screen devices and are often more comfortable swiping than most adults. Research by Ofcom (pdf) shows that 19 percent of 3- and 4-year-olds have their own tablet. Of 5- to 7-year-olds already have their own tablet, more than 42 percent. More than 69 percent of 3- and 4-year-olds and 67 percent of 5- to 7-year-olds use a tablet to go online. Smartphones are not really on their minds at this age.
This research also shows that the youngest of this generation mainly watch TV shows, music videos and vloggers. When they are a little older (5+), they also start watching gaming videos, tutorials, YouTube families and make-up tutorials.
Influencers have the attention
Influencer marketing has evolved a lot in recent years on social media. More and more retailers and brands are making influencer marketing part of their strategy. If you see someone wearing something that looks cool – wherever they are – you will buy it yourself. Research shows that 25 percent of Generation Alpha is influenced by online influencers. At 28 percent, friends are the biggest influencers of this generation. Family comes in third at 21 percent.
Screenshot from research into the influencers for Generation Alpha.
50 percent of the Alpha Generation wants to buy a canada telegram data product that their favorite YouTube or Instagram star is wearing or using. This generation even wants some influencers to start their own store so they can easily buy their products later. How-to videos, game tutorials and unboxing videos from influencers are especially popular. Influencers really have the attention of this generation.
Growing up with technology
Generation Z has already grown up in a world surrounded by the internet. You can safely call them digital natives . However, they are surpassed in this area by Generation Alpha. They are the most material and technological generation the world has ever known. They are not afraid of technology and discover it through play.
The iPad was launched the year the first Alpha children were born (pdf). Generation Alphas know how to use a touch-screen device from around the age of 2. Alphas are immediately immersed in the world of touch-screen devices and are often more comfortable swiping than most adults. Research by Ofcom (pdf) shows that 19 percent of 3- and 4-year-olds have their own tablet. Of 5- to 7-year-olds already have their own tablet, more than 42 percent. More than 69 percent of 3- and 4-year-olds and 67 percent of 5- to 7-year-olds use a tablet to go online. Smartphones are not really on their minds at this age.