Kantar has launched the 2024 version of its Kidscan India Report, offering insights into the behaviour and preferences of Gen Alpha. The report highlights a major rise in Gen Alpha’s engagement with digital media post-pandemic. It additionally emphasises their affect over meals, leisure, and household buying selections, spanning classes reminiscent of IT merchandise, sturdy items, and FMCG.
The report is predicated on knowledge from practically 2,500 youngsters aged 5-14 years, in addition to mother and father from NCCS A, B, and C households throughout 14 Indian cities. It focuses on youngsters’s interactions with manufacturers, significantly in meals, drinks, know-how, and media, with particular consideration to tv and digital platforms. The report additionally explores the psychographics of Gen Alpha, together with the components shaping their preferences, ambitions, and way of life selections.
Puneet Avasthi, director, specialist companies, insights, South Asia, Kantar, stated concerning the report: “Gen Alpha is reshaping the household dynamic in methods we haven’t seen earlier than. Their affect is far-reaching, from tech and leisure selections to key family purchases. The 2024 Kidscan Report captures these shifts, offering manufacturers with invaluable insights into the preferences and digital behaviours of this new era. For manufacturers, understanding Gen Alpha isn’t just a possibility however an crucial to remain related in a quickly evolving panorama”
Key highlights of the report:
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Gen Alpha children right this moment get pleasure from huge freedom and discretion of their profession selections – 55% of oldsters are permitting full discretion to their children over their profession selections.
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Youngsters are wielding rising affect over household buy selections throughout varied product categories- 1.46X improve in incidence of oldsters making an allowance for their child’s selection or opinion when buying a Good TV as in comparison with 2022.
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Gen Alpha is more and more gravitating in the direction of digital media, with on-line video consumption sharply rising – Youngsters now spend 60% extra time watching on-line movies than they did in 2022.
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Gen Alpha is more and more pushed to a extra digital leisure expertise. 69% of children discover video video games extra pleasant than out of doors play.
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Gen Alpha children more and more worth shut, pleasant bonds with their mother and father over conventional peer relationships – 57% extra children now select to confide their secrets and techniques of their moms over buddies
Written with the View : afaqs