According to Kantar’s 2024 Kidscan India Report, Gen Alpha’s media consumption has changed dramatically, with children now spending 60% more time watching online videos than they did the year before. In addition, compared to 2022, the proportion of parents taking their kids’ opinions into account when buying a Smart TV has increased by 1.46X.
The study also looks at how kids engage with companies in areas including media consumption, technology, food, and drinks. According to the business, 2,450 youngsters between the ages of five and fourteen and their parents from 14 cities were surveyed for the report.
The family dynamic is being altered by Gen Alpha in ways that have never been observed before. They have a significant impact on everything from major household expenditures to electronics and entertainment decisions.
These changes are captured in the 2024 Kidscan Report, which gives brands vital information about the tastes and online habits of this new generation. To remain relevant in a fast-changing market, organisations must comprehend Gen Alpha, according to Puneet Avasthi, head of speciality businesses at Insights, South Asia, Kantar.
Additionally, the study found that 69% of kids prefer playing video games to playing outside, indicating that this generation is increasingly drawn to digital entertainment. Digital media’s influence is changing leisure pursuits and how companies interact with this market.
The research also clarifies how family connections and decision-making are evolving. According to the study, 57% of kids now confide in their moms more than their friends, indicating a trend towards stronger ties with parents. Additionally, 55% of parents now provide their kids complete freedom to choose their careers, demonstrating the increasing independence and power of Gen Alpha in determining their own destinies.
