Generation Alpha represents the consumers of the future, whose unique preferences are already transforming marketing today.

But how do they differ from previous generations? And how can brands earn their loyalty?

In this article, we’ll explore who Generation Alpha is, how much time they spend on gadgets, and what kind of content they prefer.

Who Are Generation Alpha?

Generation Alpha refers to children born between 2010 and 2024. For them, the internet is an integral part of everyday life.

Unlike Generation Z, who grew up during the rise of digital technologies, Gen Alpha has never known a world without the internet.

How much time does Generation Alpha spend on gadgets?

Each year, Generation Alpha children spend more time on gadgets. Data shows that in 2024, they spent an average of 4 hours per day on screens outside of school.

However, the total screen time is significantly higher, as gadgets are actively used in educational institutions and extracurricular activities.

According to Qustodio, 72% of students use digital devices in the classroom.

The most in-demand devices continue to be mobile ones, especially tablets.

In 2024, 80% of children under 11 used a tablet at least once a month. Additionally:

• 59.6% used smart TVs,
• 29.2% used smartphones.

Where do Generation Alpha find information about brands?

For Gen Alpha, social media and mobile apps are not just for entertainment but also key tools for discovering brands.

According to Data Reportal, 32.4% of young people aged 16–24 use social media to search for and learn about brands, while 24.6% rely on mobile apps.

Interest in Digital Content Is Growing

Interest in digital content continues to grow rapidly.

The number of teenagers who listen to music weekly has increased by 7%, while interest in podcasts has grown by 12%. The popularity of audiobooks has also risen by 6%.

TV is not left behind – many children still watch programs on it or use apps for online TV streaming. As a result, for Generation Alpha, TV and mobile devices remain the primary sources of information.

How do parents influence the digital habits of Generation Alpha?

Gen Alpha approaches content sharing more cautiously than previous generations.

According to GWI, the number of teenagers aged 12–15 who share every aspect of their lives on social media has decreased by 15%. At the same time, the number of children who know how to protect themselves online has increased by 8%.

These changes are largely influenced by parents. Around 80% of parents regularly discuss their children’s technology use.

Data from the same Qustodio study shows that parental control over device access has tightened in 2024:

• 76% of parents take away devices for a certain period,
• 33% allow their use only in a family setting.

Generally, most parents believe that children should start using smartphones at the age of 11–12. However, some introduce gadgets earlier, allowing their kids access before the age of 10.

Teenagers Are Focused on Technical Skills

Interest in technical subjects at school has increased by 15%. This is driven by the rapid growth of IT, blockchain, and artificial intelligence, which are opening up new career opportunities.

According to McCrindle, in the future, two-thirds of Generation Alpha will work in professions that do not yet exist today. Teenagers are aware of this and are eager to acquire in-demand technical skills.

This trend is logical, as employment in STEM fields (science, technology, engineering, and mathematics) is projected to grow by nearly 11% by 2032.

What Apps Are Popular Among Generation Alpha?

Around 2 out of 5 Generation Alpha users aged 3–17 prefer games, especially those that involve building and creativity.

Data from GWI confirms this trend:

• 58% of teenagers choose Minecraft,
• 43% prefer Roblox,

These games allow young players to explore virtual worlds and develop their imagination.

In addition to building games, which are popular among both genders, boys and girls tend to have different gaming preferences.

• Boys are more likely to play sports games such as FIFA and NBA,
• Girls tend to prefer puzzles and quizzes.

Overall, some of the most popular apps that attract both audiences include:

• Among Us
• Clash Royale
• Stumble Guys
• Magic Tiles 3
• Pokémon GO
• Subway Surfers
• FIFA Mobile

What Content Does Generation Alpha Prefer?

Generation Alpha is accustomed to short, dynamic, and visually rich content. So the primary format that attracts Alpha users is video enhanced with interactivity and gamification.

Since they prefer content that is easy to consume and optimized for mobile, other mobile ad formats are also gaining popularity.

These include Rich Media banners, Video Interaction, and similar engaging formats.

How to Capture and Keep Attention of Generation Alpha?

To capture and keep the attention of Generation Alpha, brands need to establish a strong presence in mobile environments, as this is their primary channel for engaging with content.

In the long run, this approach helps brands earn their loyalty.

Key tools for engagement include:

• Influencer integrations,
• UGC (user-generated content),
• Special projects on social media.

However, the most effective approach remains in-app advertising, as apps serve as the main tool for gaming, communication, education, and much more.

Our platform focuses on achieving media performance and helps brands earn the loyalty of Generation Alpha and their parents.

For 10 years, we have been creating engaging interactive content that captures attention, retains audiences, and drives purchases.

Looking to launch a campaign? Explore our case studies and get in touch with us.

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