阿尔法一代：美国的新孩子（英）

A look at tomorrow’s consumersGen Alpha:the new kids of AmericaDiscover our dataKey insightsThe consumers of tomorrowWho are Gen Alpha? How did the pandemic impact them? What is unique to this generation? What are their concerns for the environment and society? Staying entertainedWhich forms of entertainment have become more important to Gen Alpha since the pan-demic? What types of content will appeal to them the most?Social media sentimentsWhich social media platforms are growing fast-est? How do teens’ social media behaviors differ from that of other generations?Protection and privacyHow important is privacy and parental controls to kids’ parents? Has supervision changed in the last year?Gaming and the digital experienceWhat do Gen A want from gaming? How important is gaming to kids? Are they a key audience for those building the metaverse?AppendixNotes on methodology06081016283438 4850Figures in this report are drawn from the US market in GWI Kids, our online research among 2,006 US internet users aged 8-15. The GWI Kids survey is fielded in the following 16 markets: Australia, Brazil, Canada, China, France, Germany, Italy, Malaysia, Mexico, Poland, South Africa, Spain, Sweden, Turkey, UK, and the US. Global figures in this report are from our online research among 19,240 internet users aged 8-15. Please note that China and Sweden were added in Q1 2022, and are therefore excluded from all over time comparisons. GWI Kids represents kids aged 8-15 who use the internet. It does not there-fore overlap with GWI Core, which represents internet users aged 16-64 in 48 markets. Though, we do refer back to our Core research for context throughout this report. Because children who do not use the internet are not represented in GWI Kids, it’s important to remember that internet penetration rates vary signifi-cantly between the different countries included in the study (from highs of around 90% to lows of around 60%). Because of this, the demographic composition of the online popula-tion may look very different from one market to the next. Click the dots to navigateMethodology & definitionsIn this report 4Each chart from our ongo-ing global research in this report contains a hyper-link that will bring you straight to the relevant question on our Platform, where you can investigate all data by demographics, over time, and among your own audiences.Discover the data on our platformInformation about the source and base SourceBaseEach of the graphs is numbered More information can be found in the Appendixsection at the end of this reportJust click this iconto explore the dataon the platform 6 6KeyinsightsKids feel confident about the classroomGen Alpha are optimistic about what the future holds. Concerns about not seeing friends enough and falling behind in school have all decreased since last year, with the biggest change being fewer worries about their educa-tion. Gen Alpha have big ambitions, and want to do well in their studies both now and in the futu