Gen Alpha kids are protective of their personal data online and enjoy media that allows them to control their experiences with content.
As the first generation to live entirely within the 21st century, Gen Alpha does things its own distinctive way, and that includes media engagement preferences all its own, according to a new study.
Media companies and marketers are paying more serious attention to Gen Alpha: Already accounting for 15% of the U.S. population, numbering 48 million, they are expected to be the largest in history at more than Yet alongside noting that access, the study creators anticipate a pendulum swing back to preference for privacy online for Alpha. Alpha kids are much more likely to request their parents ask their permission before recording them or posting content that features them, per the study. Parents are becoming more cognizant as well, with 71% surveyed saying they had already worried about posting pictures of their kids online.
The study found that Alpha places higher value on having control, agency and intentionality in their experiences with media, a shift to more “purposeful participation” compared with their parents’ “mindless consumption.”