Digital Marketing Researches & Reports

Gen Alpha: The New Kids of America | GlobalWebIndex

Consumer Behavior | USA

Gen Alpha wants all people to be treated equally and to be protected from bullying. Representation in entertainment is a top priority for those in minority communities. Inclusion and diversity are important to these future consumers, and just seeing characters who resemble themselves is a big draw for them.

Their preferences are shifting toward world-building and innovative gaming exercises. How Gen Alpha interacts with their gaming communities reflects how we will continue to see technology evolve along with these young consumers, as well as how they will navigate the internet. Gen Alpha has an adaptable attitude between both the real and digital worlds, focusing on hybrid forms of social and financial interactions.

The Consumers of Tomorrow:

Generation Alpha is expected to be the largest and most varied generation yet. The youngest members of this generation were born during a pandemic, and some of the eldest are born in the same year as the iPad, a device that may become associated with this generation.

One-child families are the quickest family unit in the United States. We’ve seen the greatest rise in the number of only-child families compared to last year, with only-child families increasing by 45%. More than half of Gen Alpha are millennials, popularly known as the “mini-mil-lennial” generation by some.

While they share some of their parents and those closest to them in age perspectives, Gen Z and Gen Alpha have varied views of their own. Also, Gen Alpha grew up surrounded by technology, as well as their digital experiences influence their daily lives, forming a new type of consumer that we’ve never seen before.

Gen Alpha: The New Kids of America Report | DMC

The chart below shows the percentage of US 12-15s who say the following are important to them:

  • 61% say that it’s important for them to help people.
  • 51% said that it’s important for them to protect people from bullying.
  • 46% say what their family thinks is important for them.
  • On the other hand, only 32% think what other people their age think of them.

Bringing Back the Big Screen:

Due to the COVID-19 pandemic, movie theatres took some of the biggest hits in the entertainment business, with attendance dropping dramatically through 2020. The competition has only risen since streaming services began offering consumers the possibility to watch blockbuster movies at home along with their box office release dates.

According to the insights, audio content is rising, with interest in podcasts up 10% since last year. Let’s check the chart below for more information about the percentage of US 12-15s who says the following:

Gen Alpha: The New Kids of America Report | DMC

  • In Q1 2022, 24% of US 12-15s say cinema/movie theater is their favorite way to watch movies, and there is a +39% change since Q1 2021.
  • On the other hand, 18% are interested in podcasts, and +10% have changed since Q1 2021.

Download the full report here.

The Table of Contents of the “ Gen Alpha: The New Kids of America” Report:

  • Discover our data
  • Key insights
  • The consumers of tomorrow
  • Staying entertained
  • Social media sentiments
  • Protection and privacy
  • Gaming and the digital experience
  • Appendix
  • Notes on Methodology

Number of Pages:

  • 29 Pages


  • Free


Figures in this report are drawn from the US market in GWI Kids, our online research among 2,006 US internet users aged 8-15. The GWI Kids survey is fielded in the following 16 markets: Australia, Brazil, Canada, China, France, Germany, Italy, Malaysia, Mexico, Poland, South Africa, Spain, Sweden, Turkey, the UK, and the US. Global figures in this report are from our online research among 19,240 internet users aged 8-15.

Please note that China and Sweden were added in Q1 2022, and are therefore excluded from all overtime comparisons. GWI Kids represents kids aged 8-15 who use the internet. It does not therefore overlap with GWI Core, which represents internet users aged 16-64 in 48 markets. Though, we do refer back to our Core research for context throughout this report. Because children who do not use the internet are not represented in GWI Kids, it’s important to remember that internet penetration rates vary significantly between the different countries included in the study (from highs of around 90% to lows of around 60%). Because of this, the demographic composition of the online population may look very different from one market to the next.


Market Research & Data Technology

GlobalWebIndex is a leading market research company headquartered in London that provides digital consumer insights across 44 countries to the world's largest brands, marketing agencies and media organizations. Maintaining a global panel of more than 22 million connected consumers which leverage to create 25,000 data points to profile internet users around the world. Providing a combination of survey and analytics data. Since launching in 2009, GlobalWebIndex has become one of the UK’s fastest-growing data technology companies.


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