In 2010, when Apple introduced its tablet, Generation Alpha was born, a new generation that is changing the dynamics of consumer relationships and habits. According to a survey by Morning Consult, over half (54%) of Generation Alpha children have their own tablets, a clear expression of the presence of technology that has defined them since birth.
A Razorfish report shows that 92% of Generation Alpha participants value their personal authenticity highly. For them, their goal is to be themselves, challenging the norm and making an impact in a completely unique way. This generation, since its inception, has not lived without smartphones and social media, giving it a rich and convenient perspective on technology.
Online gaming is an integral part of the use of leisure time for Generation Alpha, serving as a way to relax and build connections with friends. According to Razorfish, this generation sees online gaming as a creative outlet, a way to express themselves in a virtual environment. Unlike Generation Z, who often see gaming as a means of escaping reality.
Generation Alpha is the first to be born entirely in the 21st century, which means they have grown up with technology at the center of their life experience. Smartphones and social media are an integral part of their lives, while their gaming experience is another window into their rich and complex world.
Companies are now forced to understand this new group of consumers, which aims to make changes. Television advertising and online marketing are the tools that most influence their purchases, necessitating a deep understanding of Generation Alpha’s preferences and values.
Generation Alpha is poised to buy globally and is a force expected to change the market landscape and consumption dynamics in the coming years.
Writes:
Shpat Komoni, CEO of SIMS Marketing Agency