Gen Alpha or Zalpha (the term used to refer to those born between Gen Z and millennials) has had a profound influence across industries including technology, marketing, and education. Influenced by their digital environments and possessing specific preferences marketers should keep in mind when targeting this audience segment.
Social media
Social Media Generation Alphas – those born between 2010 and 2016–are commonly referred to as digital natives, having grown up with almost constant access to technology as part of everyday life.
Razorfish refers to these “tech ninjas” because of their skill at quickly switching devices – be it tablets for learning new skills, smartphones for entertainment and social media usage, or smart speakers to interact with virtual assistants.
Engaging consumers online can be challenging for brands. But digital offers brands many opportunities too – like working with YouTube influencers to produce videos featuring gameplay and product demonstrations; such videos will feel genuine and authentic to viewers and can lead to long-term relationships that could eventually result in additional purchases down the road.
Entertainment
Entertainment can be defined as any activity which engages and retains someone for an extended period. Over the millennia, this activity has taken many forms including storytelling, music, dance and various types of performances.
Razorfish research indicates that Gen Z and Alpha audiences prefer entertainment experiences which foster creativity by customizing or personalizing content to their specific preferences, as well as gaming for relaxation purposes.
Gen Z and Alpha consumers are having a profound effect on businesses across industries due to their early and extensive exposure to digital technology. Marketers must gain an in-depth knowledge of these consumers’ individual values and preferences in order to effectively engage them and market to them effectively.
Education
Generation Alphas were practically raised using smartphones and tablets, lending themselves the name “digital natives.” Experiencing technology early makes using touchscreens, apps, and digital content intuitive and natural for them.
Parents knowledgeable about technology often serve as leaders within their family when making technological decisions, and are frequently sought for advice or recommendations regarding new gadgets, toys, games or apps.
Razorfish’s 2022 report discovered that 92% of Gen Alphas believe it is important to remain authentic and true to themselves, thus encouraging businesses to think differently and identify growth opportunities.
Health
Screens permeate Gen Alpha lives – be it at school, dinner with parents, watching television at home or while shopping – shaping their preferences and opinions significantly.
Gen Alphas have proven adept at using multiple devices simultaneously – tablets for education, smartphones for entertainment, and smart speakers as virtual companions. Their adept use of various technologies positions them well when brands provide multichannel experiences that bridge digital spaces with physical spaces seamlessly.
Millennials represent an ideal target market for companies, as they provide them with an incredible opportunity to build brand loyalty by providing engaging content, personalized experiences, and products that resonate with them. Furthermore, their ability to manage stressors helps ensure they remain healthy.
Technology
Generation Z and Alpha were raised with constant access to technology, which has tremendously affected their social interactions, purchasing decisions, and development. People belonging to these generations tend to favor apps featuring game-like elements like rewards, challenges and progress tracking in order to make educational content more entertaining and engaging for themselves and others.
Razorfish has identified these digital natives, or “digital ninjas,” as adept users who take full advantage of tablets for educational gaming, streaming platforms to communicate with family, and smart speakers as navigational aids in everyday life. As Razorfish notes, these young digital natives possess special skill sets compared to older generations that allow them to manage multiple devices at the same time.
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