Post-pandemic, the digital engagement of Gen Alpha has increased significantly. This generation is not only influencing trends in food and entertainment but also playing a crucial role in shaping their family’s buying decisions. These decisions cover a wide range of products, including IT gadgets, durable goods, and FMCG items. To better understand Gen Alpha, Kantar, a leading marketing data and analytics company, has released the 2024 Kidscan India Report, providing valuable insights into the lives of children today.
The report surveys nearly 2,500 children aged 5 to 14 and their parents from various socio-economic groups across 14 Indian cities. It focuses on children’s interactions with brands, particularly in areas like food, beverages, technology, and media, with special emphasis on television and digital platforms.
The report also explores the psychographics of Gen Alpha, shedding light on the factors that influence their preferences, aspirations, and lifestyle choices. One key finding is that 55% of parents now allow their children complete freedom in making career choices. Additionally, children are increasingly affecting family purchasing decisions, with a 1.46X rise in parents considering their kids’ opinions when buying products like smart TVs compared to 2022.
Gen Alpha is spending more time on digital media, with online video consumption rising significantly. Kids now watch 60% more online videos than they did in 2022. This generation is also shifting towards digital recreation, with 69% of kids saying they find video games more enjoyable than outdoor play. Interestingly, Gen Alpha values close, friendly relationships with their parents, particularly their mothers, over traditional peer connections. A notable 57% more children now choose to share their secrets with their mothers rather than with friends.