Gen Alpha Kids Spend 60% More Time Watching Online Videos: Kantar

Kantar released the 2024 edition of its Kidscan India Report, offering insights into the behaviours and preferences of Gen Alpha. The report highlights an increase in Gen Alpha’s digital media engagement following the pandemic and their growing influence on food, entertainment and family purchasing decisions. This includes areas like IT products, durable goods and FMCG.

Based on data from nearly 2,500 children aged 5-14, along with parents from NCCS A, B and C households across 14 cities in India, the report delves into children's interactions with brands, particularly in the food, beverage, technology and media sectors. Special focus is given to their engagement with television and digital platforms. Additionally, the report examines the psychographics of Gen Alpha, shedding light on the factors shaping their preferences, aspirations and lifestyle choices.

Puneet Avasthi, Director, Specialist Businesses, Insights, South Asia, Kantar said about the report: “Gen Alpha is reshaping the family dynamic in ways we haven’t seen before. Their influence is far-reaching, from tech and entertainment choices to key household purchases. The 2024 Kidscan Report captures these shifts, providing brands with invaluable insights into the preferences and digital behaviours of this new generation. For brands, understanding Gen Alpha is not just an opportunity but an imperative to stay relevant in a rapidly evolving landscape”

The report reveals that Gen Alpha children today enjoy significant autonomy in their career decisions, with 55 per cent of parents granting them full discretion over their career choices.

The report also highlights the rising influence of Gen Alpha on family purchasing decisions across various categories. Notably, there has been a 1.46x increase in the number of parents considering their children’s preferences when purchasing a Smart TV, compared to 2022.

Gen Alpha’s engagement with digital media is on the rise, particularly in online video consumption. Kids are now spending 60 per cent more time watching online videos than they did just two years ago, showcasing a marked shift towards digital platforms for entertainment.

When it comes to recreation, Gen Alpha is increasingly leaning towards digital experiences. 69 per cent of children now find video games more enjoyable than outdoor play, illustrating a shift in preferences towards more digital-centric forms of entertainment.

In terms of personal relationships, Gen Alpha values close, supportive bonds with their parents, particularly their mothers. The report reveals that 57 per cent more children now choose to confide in their mothers rather than friends, signalling a shift towards stronger family connections over traditional peer relationships.