A new study shows that Generation Alpha, the first generation to fully live in the 21st century, does everything in its own unique way. This includes its own preferences for media consumption.
How the Internet Destroyed Generation Alpha
Today’s children under the age of 12 (and still born) are diverging from their parents’ habits by placing more emphasis on personal privacy online and being less passive in their media consumption, according to the October 2023 study “Rise of Alpha: Generational Insights for Marketers” from Paramount Audience Impact & Intelligence and Nickelodeon (a division of Paramount Global), presented at the Media Insights & Engagement 2024 conference in Miami last month.
Media companies and marketers are increasingly paying attention to Generation Alpha: with 48 million inhabitants, they already make up 15% of the US population. They are expected to become the largest generation ever, with more than 2 billion.
The ultra-digital Alpha generation has access to technology at a younger age than their Gen Z predecessors. On average, they buy their first smartphone at age 9, while Gen Z's are around age 12.
