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Media study on Gen Alpha kids show 'purposeful participation' over 'mindless consumption' of media and increased privacy consciousness over previous gen
Gen Alpha kids are protective of their personal data online and enjoy media that allows them to control their experiences with content.
Today’s kids under age 12 (and still being born) are deviating from some of their parents’ practices by putting more of a premium on personal privacy online and being less passive in their media consumption, per the October 2023 study “Rise of Alpha: Generational Insights for Marketers” from Paramount Audience Impact & Intelligence and Nickelodeon (a division of Paramount Global), presented at the Media Insights & Engagement 2024 conference last month in Miami. 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 2 billion. 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’ (largely millennials) “mindless consumption.”
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