Marketing Trends
The newest generation is Generation Alpha, which includes anyone born in 2010 or later. A survey conducted by GWI found Generation Alpha’s use of social media after school now outpaces their time spent watching television shows or movies.
When much of the world was in lockdown due to the pandemic, six out of every 10 children were participating in school virtually. This shifted almost all of their activities online, including talking to friends.
As far as entertainment goes, children in Generation Alpha are now far more likely to use social media for playing games, watching videos, and listening to music than they are to watch television or movies on streaming services or cable.
Why This Matters
Children in Generation Alpha are more likely to own or have access to digital devices than any other generation before them. This includes smartwatches, smart TVs, smart speakers, and mobile phones.
Generation Alpha is the most socially aware and digitally savvy generation so far, and they’re expected to remain acutely aware of the effects of extended screen time. This is in large part due to the heavy reliance on screens this generation experienced during the pandemic.
As a result, research is showing that this generation is gravitating towards audio. This presents an opportunity for media publishers to develop additional audio-only options, such as podcasts.
Next Step
Learn more about how Generation Alpha’s online behaviours are being shaped by their pandemic experience and consider if you’re already effectively reaching this digital first generation or if you need to update any of your ongoing communication strategies.
Photo by Kelly Sikkema on Unsplash