According to Kantar's Kidscan report, Gen Alpha is being allowed more freedom to pick their career choice, compared to previous generations, as 55% of the parents are giving them complete discretion to pick a suitable career.

The report also states how there's a 1.46x increase in parents listening to this generation when it comes to purchases of smart TVs (in comparison to 2022).

Unsurprisingly, the generation is consuming more digital media than previous generations. Gen Alpha consumes 60% more videos than they did in 2022, and 69% of them find video games more enjoyable than playing outdoors.

Another finding from the report states how Gen Alpha values close, friendly bonds with parents with 57% of them picking their mothers to confide their secrets over friends.

The report covers 2,500 children in the 5-14 age group from NCCS A, B and C households.

Puneet Avasthi, director, specialist businesses, insights, South Asia, Kantar, said, “Gen Alpha is reshaping the family dynamic in ways we haven’t seen before. 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”