阿尔法一代：真实的画面（英）

A look at tomorrow’s consumersGen Alpha:the real pictureIn this reportIntroductionDiscover our dataKey insightsGen Alpha after lockdownHow are kids feeling in post-lockdown settings? How much time are they spending online? Have their attitudes toward technology shifted?TV & audio entertainmentWhich forms of entertainment have become more important to Gen Alpha since the pan-demic? What types of content appeal to them?Protecting kids onlineHow important is privacy and parental controls to kids’ parents? What types of software do they depend on the most?Social media and commerceWhich social media platforms are growing fastest? How do teens’ social media behaviors differ from that of other generations?Gaming and the metaverse futureHow important is gaming to kids? Which genres are most characteristic of Gen Alpha? Are they a key audience for those building the metaverse?AppendixNotes on methodology0405070921313751 6365Methodology & definitions Figures in this report are primar-ily drawn from GWI Kids, our online research among 19,240 internet users aged 8-15. The 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 USA. 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 nottherefore 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 navigate 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 platformSneak preview of our new 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 6KeyinsightsGen A are embracing the “real” worldThis time last year, talking to friends online on weekends was more common than seeing them in person. Today, the reverse is true; plus, our data hints at screen fatigue, with fewer teens favor-ing subjects like computers/IT since 2021. Instead, there’s a bigger empha-sis on real-world activities like gym class/sports, which has wider impli-cations for the kinds of entertainment kids are s