A report revealed a significant trend among children aged six to 16, known as Generation Alpha. The study found that 55% of these young individuals expressed a desire to purchase items showcased by their favorite Instagram and YouTube influencers. This growing influence of social media personalities on the shopping habits of the next generation is reshaping the retail landscape.
It first revealed that Generation Alpha's social media usage differs from that of their parents, as they are less likely to be on Facebook or Twitter and more inclined towards Instagram and TikTok. Platforms like YouTube, Instagram, and Snapchat play a crucial role in shaping the emerging consumer preferences of young people. As a result, brands and retailers must adapt to this changing landscape and leverage the power of influencers to stay competitive in the market.
The Future Shopper 2019 report by Wunderman highlighted the potential for influencers to transition from endorsements and partnerships to becoming retailers themselves, which could lead to a seismic shift in the retail industry. With the growing importance of influencers in the lives of Generation Alpha, businesses must keep a close eye on the evolution of this trend and adjust their strategies accordingly.
Online video content emerged as the most influential factor for Gen Alpha, with 24% of the participants mentioning it. However, there was a noticeable age gap, as 27% of 6-9-year-olds and 29% of 10-12-year-olds mentioned video, while only 16% of young teens (13-16-year-olds) did. On the other hand, 32% of young teens said they were most influenced by social media content, compared to 15% of 10-12-year-olds and 9% of 6-9-year-olds.
STUDY METHODOLOGY
The research involved interviewing over 4,000 children in this age group, with 2,002 participants from the UK and 2,001 from the US. It aimed to understand the preferences and behaviors of Generation Alpha, who are not yet fully fledged purchasing consumers. The findings showed that friends have the most significant impact on what children want to buy (28%), followed closely by social media influencers (25%). In fact, 57% of the surveyed children stated that seeing advertisements for products on Instagram made them want to buy those items..
