Gen Alpha Redefines Family Dynamics and Digital Habits, Kantar Report Reveals

Gen Alpha—children aged 5-14—are becoming a formidable force in the digital space and family decision-making, as highlighted in the 2024 Kidscan India Report by Kantar. The report, which delves into Gen Alpha’s digital habits, family influence, and aspirations, showcases how this generation is reshaping family choices across food, entertainment, IT, and FMCG sectors.

Based on data from 2,500 children and their parents across 14 major Indian cities, the report highlights a 60% increase in Gen Alpha’s time spent on digital video platforms since 2022. This generation’s media habits have shifted significantly post-pandemic, with many children gravitating towards digital over traditional forms of entertainment. With 69% preferring video games over outdoor play, Gen Alpha is redefining what recreation means in the digital age.

Puneet Avasthi, Director of Specialist Businesses, Insights, South Asia at Kantar, highlighted the growing influence of Gen Alpha on family dynamics. “Gen Alpha is reshaping the family dynamic in ways we haven’t seen before,” Avasthi noted. “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.”

Among the report’s key findings is that Gen Alpha enjoys substantial freedom in career choices, with 55% of parents supporting their children’s ambitions. This generation’s decision-making power extends to family purchases, particularly in tech and home electronics. Notably, there has been a 1.46X increase in parental consideration of children’s preferences when buying Smart TVs compared to 2022.

Gen Alpha’s growing preference for digital media has had a transformative impact on the family’s entertainment landscape. With online video consumption sharply rising, this generation is leading the shift towards digital recreation. This heightened digital engagement has led Gen Alpha to explore new recreational choices—online videos and games are now more engaging than traditional outdoor activities.

Additionally, the Kidscan India Report highlights a unique trend in Gen Alpha’s relationships. More children are forming stronger, friendlier bonds with parents, preferring to confide in their mothers over friends. This change in relationship dynamics reflects a more connected family unit, with 57% more children choosing to share secrets with their mothers than in previous years.

The Kidscan India Report by Kantar provides insights that are critical for brands targeting Gen Alpha and their families. With their significant digital engagement and family influence, this generation is shaping the future of consumer trends across food, technology, and entertainment. As Gen Alpha continues to grow, their preferences and behaviours will play a vital role in defining family dynamics, product development, and brand strategies in the years to come.