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Though marketing to Generation Alpha might seem like a far-off reality (after all, wasn’t it just yesterday we started to talk about connecting with Gen Z?), today’s youngest generation is already beginning to demonstrate a remarkable influence. With Gen Alphas forecast to amass $5.46 trillion in spending power by 2029, the time for brands and marketers to begin understanding these young consumers is, well, now.
Born between 2010 and the present day (the generation will include those born through 2025), the oldest Gen Alphas are just entering their teen years. With an estimated 2.8 million-plus Gen Alphas being born each week across the globe, they are projected to number more than 2 billion in total by 2025. As the first generation born entirely in the 21st century, they have grown up with near-constant access to technology, and their digital habits are already being formed.
Gen Alphas are not passive online users. They actively engage, create, and influence digital content, and prefer personalized, immersive, and interactive online experiences. As such, this generation’s emerging online behaviors and media preferences are already redefining how every sector interacts with them. For advertising teams to effectively connect with these young consumers when and where they’re spending time, they must understand what motivates them, how they’re currently engaging online, and how their behaviors are anticipated to evolve in the coming years.
Following in Gen Z’s footsteps, Gen Alpha is predicted to be the largest and most diverse generation yet. In the United States alone, there are approximately 45.6 million Gen Alphas now and they have already surpassed the general population in diversity. And by 2025, they will outnumber baby boomers.
This young generation is already showing distinct characteristics that are key for brands and marketers to understand. For instance, a striking 92% of Gen Alphas believe it is important to be themselves, reflecting a strong sense of individuality and authenticity. And, interestingly, most Gen Alpha parents report that their kids would rather play outside than in front of a screen, suggesting that traditional forms of play still hold significant appeal despite the rise of digital entertainment.
When it comes to Generation Alpha, the impact of the COVID-19 pandemic cannot be overlooked. Many of this generation’s members were born during the height of the pandemic or started school in its midst, experiencing firsthand the uncertainty and turbulence it brought. Gen Alpha’s early exposure to such a significant global event influenced their general outlook and mental health significantly. Notably, 75% of 8- to 10-year-olds say they are already thinking about mental health, and 37% of Gen Alpha parents are concerned their children will be worse off than they were in this regard.
Though they are showing distinct and unique preferences and behaviors, members of this generation are also significantly influenced by their parents. With more than half of this generation being born of millennial parents, researchers have dubbed them “mini millennials,” since so many of them are developing similar habits and brand preferences as their parents. That said, like each generation that has preceded it, Gen Alpha represents a new segment of consumers whose unique life experiences and values will shape the future of marketing.
Generation Alpha is the second wave of true digital natives, with an even deeper immersion in the digital world than the first digital native generation, Gen Z. In the US alone, there are 36.2 million children aged zero to 11 who are active internet users in 2024, nearly 12 million more than those aged 12 to 17. This early and extensive exposure to the internet sets Gen Alpha apart and will likely shape their online habits, preferred media channels, and other behaviors in the years to come.
Notably, 43% of Gen Alphas have a tablet before the age of 6, and 58% have a smartphone by the age of 10. This early and widespread access to digital devices from such a young age means that Gen Alpha is not simply familiar with technology—they are growing up with it as an integral part of their daily lives. For brands and marketers, understanding this deep digital integration will be key to engaging with this generation effectively as they grow older.
Additionally, 39% of Gen Alpha spends at least three hours a day looking at screens, and 24% spends at least seven hours a day on smartphones, underscoring how substantial a role technology already plays with this generation. And in 2024, 80% of internet users aged 11 and under will use a tablet at least once per month; 59.6% are connected TV viewers at least once per month; and 29.2% are smartphone users at least once per month. Even when they aren’t directly interacting with them, screens are everywhere in Alphas’ lives—in their classrooms, their parents’ hands, their living rooms, and even the stores they frequent. This pervasive digital media presence shapes their experiences, preferences, and behaviors. As they grow older, brands will need to think about how they will be able to connect with Gen Alpha given their deep immersion in the digital world.
It will be several years before Gen Alpha reaches an age where they can be advertised to. However, by seeking to understand their behaviors and preferences today, marketing teams will be well-positioned to connect meaningfully with them when they come of age.
Despite how young they are now, this generation is already forming brand affinities, both because they’ve gained some brand savvy through encountering different products and ads online, and because of their parents’ influence. In fact, just under half of Gen Alpha’s parents report that their kids already have favorite brands, and the cultural phenomenon of Gen Alpha “Sephora Kids”—aka kids dropping substantial money on skincare aimed at adults—has been making headlines. This early brand affinity presents an opportunity for marketers to start building brand awareness now by engaging with Gen Alpha’s parents. At the same time, it’s important for marketers to understand this generation’s emerging behaviors around digital video, gaming, and social media so that they can craft marketing strategies that will meet their unique needs when they reach an age when they can be directly marketed to.
Digital video is already establishing itself as an essential channel for reaching Gen Alphas: In 2024, 81.4% of internet users aged 0-11 watch digital video at least once per month, and half of Gen Alphas are streaming video daily.
In the US, children spent an average of 64 minutes per day on online video apps, representing a significant amount of their daily media consumption. YouTube tops the list as the most popular video app in the US for this audience, with Alphas averaging 84 minutes per day on the platform, followed by Netflix (49 minutes), Disney+ (30 minutes per day), and Hulu (30 minutes per day). The amount of time spent on these video platforms highlights their central role in Gen Alpha’s daily routines.
For advertisers, the fact that Alphas are spending such a significant amount of time on digital video now indicates that it will likely be a primary channel for engaging and connecting with them in the years to come. Unlike Gen Zers, who primarily discover brands through traditional social media, 51% of Gen Alpha say they first hear about brands through YouTube videos. Popular content types such as “storytime,” “review,” and “day in the life” videos captivate these young viewers, making them effective formats for brand messaging. Given the popularity of this digital channel now, it will likely only become more critical for connecting with Gen Alphas as they step closer to adulthood.
Another key channel for marketers to consider for connecting with Gen Alpha is gaming, given that 47.7% of internet users aged 0-11 engage in digital gaming at least once per month. Where relaxation is the number one reason for Gen Z to game, Alphas tend to see games as a way to express themselves or embrace their creativity. This distinction highlights the potential for brands to engage with this young audience by creating interactive and customizable in-game advertising experiences that allow Gen Alpha to explore their identities and showcase their creativity.
Though digital media is a near inextricable part of most Gen Alphas’ daily lives, members of this younger generation are showing early indications that they want a balance of online and in-person experiences. For instance, 78% of young consumers—including Gen Alpha—say they prefer shopping in-store. Gen Alpha’s preference for brick-and-mortar both paves the way for in-store digital advertising, such as digital out-of-home and retail media, as well as underscores the importance of crafting holistic omnichannel advertising experiences that remain consistent from digital spaces to in-person experiences.
Despite most social media sites requiring their users be 13 or older, many underage users are still accessing these platforms. Case in point: 65% of those between ages 8-10 already spend up to 4 hours a day on social media. And as they grow older, Gen Alphas appear on track to catch up to their Gen Z predecessors in terms of time spent on these platforms. This emerging trend underscores the growing importance of social media in Alphas’ daily lives.
For Gen Alpha, social media isn’t just about connecting with friends and family; it’s also about engaging with creators they admire and trust and discovering new things. In fact, 49% of kids say they trust influencers as much as their own family and friends when it comes to product recommendations. This offers brands a unique opportunity to collaborate with influencers and creators who resonate with Gen Alpha’s values and interests, thereby fostering deeper connections and brand loyalty. Additionally, younger generations are increasingly turning to social media rather than traditional search engines as their primary search tools, a trend likely to continue with Gen Alpha. This reliance on social media for search provides brands with an additional way to connect meaningfully with this younger generation in the years to come.
Like each generation that has come before it, Gen Alpha is poised to reshape the digital advertising landscape with their unique characteristics and preferences. As one of the first generations to grow up entirely in the digital age, their engagement with technology, digital video, gaming, and social media is already profound—and will likely only continue to deepen as they grow older.
For brands and marketers, understanding this dynamic generation now will be key for connecting with them as they amass more buying power. By focusing on authenticity and creativity and aligning with Gen Alpha’s values, brands can build lasting connections with what is poised to be the largest and one of the most influential generations.