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1、A look at tomorrows 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 f

2、orms 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

3、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 method

4、ology0405070921313751 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, Pol

5、and, 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 interne

6、t 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, its important to remember that internet penetration rates vary signifi-cantly between the different countr

7、ies 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 h

8、yper-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 g

9、raphs 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 pers

10、on. Today, the reverse is true; plus, our data hints at screen fatigue, with fewer teens favor-ing subjects like computers/IT since 2021. Instead, theres a bigger empha-sis on real-world activities like gym class/sports, which has wider impli-cations for the kinds of entertainment kids are seeking.A

11、udio and cinema are more appealing than everGen Alpha are coming off the smaller screens. They are increasingly embrac-ing screen-free activities like podcasts or bigger screens like movie theaters. Podcasts specifically have thrived during the pandemic while engagement with the news has faded, sugg

12、esting a bigger cultural shift toward audio con-tent could be on the horizon. Parental supervision is less common while device portfolios growKids are less likely to be supervised than last year on all devices they use apart from tablets and laptops. Parental super-vision and control alone arent eno

13、ugh to keep kids safe online. Third-party solu-tions are presented with an opportunity to step up in this underserved market to teach and encourage kids to think critically about their digital wellbeing.Kids are big fans of world-building gamesTikToks rapid growth continuesTikToks now the app teens

14、are most likely to name as their favorite plat-form and its overtaken WhatsApp, Instagram, and Facebook since 2021 in order to get there. Its raw, messy, low-effort aesthetic has made laid-back humor a must-have among Gen Alpha, who will likely place more importance on the creative and audio aspects

15、 of campaigns in the future.Compared to adults, creation games like Roblox and Minecraft are higher on Gen Alphas leaderboard. Unsurprisingly, opportunities for adven-ture and building are the main qualities they look for. Kids clearly relish what these platforms bring to the table: the chance to th

16、ink critically, learn new skills, and collaborate. This flings open another door for brands to spark com-munity-based conversation. 8 801Gen Alpha after lockdownHow Gen A is doing post-pandemicLockdowns were hard on us all, but Gen Alpha has had two formative years stolen from them. Since 2021, kids

17、 have grown less worried about not seeing loved ones, falling behind at school, and the future in general. Theyre showing signs of resilience, but we cant expect them to return to where they were before Covid; their current feelings will surely shape their attitudes as they grow up. Our research sho

18、ws that adults have become more wellness-oriented over time, and those ideas appear to have trickled down to kids, with 1 in 3 teens describing themselves as health-con-scious. This rises to half in countries like Mexico and Spain, which actually trumps the adult figure in these mar-kets. This is pa

19、rtly down to more health resources being created with kids in mind, but fears of contagion will also have a lasting impact.Although concerns about falling sick are declining among adults, for Gen Alpha, the opposite is true: theres been a 10% rise in those worried about get-ting ill since 2021. Fami

20、ly illness is also the number one concern in 12 out of 16 markets. Tools that suggest preventative measures teens can take to safeguard their health will put more at ease. And on the emotional side of things, initiatives that encourage them to open up stand to do a lot of good, given 39% of 12-15s s

21、ay talking about their feelings is important to them. The BBCs news bulletins are a good model to follow; they let kids know its ok to be rattled by current media coverage and help them interpret distressing or “fake” news. Similarly, support groups backed by Johnson & Johnson are teaching them good

22、 ways to manage their emotions. I worry about my family getting illI worry about getting illI worry about missing outI worry about not seeing family enoughI worry about falling behind at schoolI worry about the futureI worry about not seeing friends enough48612232372950Kids in 14 markets% change bet

23、ween Q1 2021 & Q1 2022-15%0%+15% in 14 markets who say the pandemic has made them worry about the following (sorted by % change)1GWI Kids Q1 2022 & Q1 202215,418 (Q1 2021) & 16,125 (Q1 2022) kids aged 8-15The future is generally looking a little brighter 10 10Gen Alpha after lockdownGetting back to

24、the real worldDespite their health concerns, Gen Alpha have been quick to embrace their post-Covid freedom and the opportunities to socialize in person. This time last year, pretty much all hobbies and extracurric-ular activities were shifted to the digital realm, which meant talking to friends onli

25、ne (43%) during the weekend was much more popular than actually seeing them (38%). Fast-forward to today and we start to notice a shift; Gen Alpha, and espe-cially younger kids, are now more likely to say they see their friends (43%) than talk to them online on the weekend (39%). This change in onli

26、ne behavior is evident in their device usage too. Despite gadget portfolios growing, parents are actually less likely than a year ago to describe their kids device usage as heavy (-14% for 8-11s and -7% for 12-15s). A lot of this can be attributed to the end of online education for many 13-15 year o

27、lds are now 12% less likely to do their homework online than last year and 17% less likely to use Zoom, for example. Teens are much less likely to watch educational videos as well (-22% year-on-year). But our data also hints at a broader cultural shift following screen fatigue from the past couple o

28、f years. The extent of dig-ital exposure appears to have put kids off tech somewhat.% in 14 markets who say they usually do the following after school/on the weekends2GWI Kids Q1 2021 & Q1 2022 15,418 (Q1 2021) & 16,125 (Q1 2022) kids aged 8-15More real life experiences, less time onlineSee friendsT

29、alk to friends onlineAfter schoolOn the weekends2009201028304238Q1 2021Q12022-9%+4%2009201038434339Q1 2021Q12022-8%+13% 12Gen Alpha after lockdownThe shifts in teens interests and favorite subjects at school say a lot here. Theres a decreasing enthusi-asm for computers/coding across the board and a

30、bigger emphasis on physical or real-world activities. For example, when it comes to their favorite subjects, 12-15s have replaced IT & computing with gym class/sports. Similarly, computers have gone down from 5th to 8th place in their list of interests, with things like holidays/vacations and animal

31、s/pets more appealing now. As were going to explore later in the report, this will have wider implications on the kinds of entertainment theyre seeking.Ranking of 12-15 year olds favorite subjects at school and their interests3GWI Kids Q1 2021 & Q1 2022 7,745 (Q1 2021) & 8,496 (Q1 2022) kids aged 12

32、-15MathFilms/moviesFilms/moviesSubjects Q1 2021Q1 2022Interests IT & ComputingGym class/sportsArtMusic1234512345MathIT & ComputingGym class/sportsArtHistoryMusicGamesAnimals/petsComputersMusicAnimals/petsGamesHolidays/vacations 14Gen Alpha after lockdownGen Alpha: digital vs physical balance% who sa

33、y they usually do the following after school/on the weekendGWI Kids Q1 202219,240 kids aged 8-154 16See friendsTalk to friends online2220232917633022134334315930282937373831172026241935182230263632AustraliaBrazilCanadaChinaFranceGermanyItalyMalaysiaMexicoPolandSouth AfricaSpainSwedenTurkeyUKUSA44403

34、63335664723214754486940444237374133201927222133222732273338AustraliaBrazilCanadaChinaFranceGermanyItalyMalaysiaMexicoPolandSouth AfricaSpainSwedenTurkeyUKUSA8-11sAfter school On the weekend 2925322528554226194627354940373551565043434047403748414058405349AustraliaBrazilCanadaChinaFranceGermanyItalyMa

35、laysiaMexicoPolandSouth AfricaSpainSwedenTurkeyUKUSA4644413243636127265651605948514553544936444241393644474554435149AustraliaBrazilCanadaChinaFranceGermanyItalyMalaysiaMexicoPolandSouth AfricaSpainSwedenTurkeyUKUSA12-15sAfter school On the weekend Gen Alpha after lockdownGen Alphas are what research

36、ers call “upagers” theyre more socially aware at a young age and become consumers more quickly. There are a number of reasons for this. According to the US Census, Gen Alpha will be the most diverse gen-eration in history, and this reality is shaping kids expectations. If the success of Disneys Enca

37、nto wasnt enough, our data shows that fair rep-resentation is already on their minds. Helping people and everyone being treated the same are top of teens priority list, and a third already pay attention to diversity in media. Past research has also shown that kids are likely to look elsewhere for en

38、tertain-ment when they dont see themselves being reflected. So, the importance of DEI for businesses is only set to grow. Growing up with a social conscience% of 12-15s who say the following are important to themGWI Kids Q1 202210,174 kids aged 12-155 18Helping peopleEveryone being treated the sameB

39、eing treated my ageSharing my views/opinionsCaring for the planetMy family background/cultureSeeing all types of people in ads/shows/moviesRecycling4646454338333328Gen Alphas arent kidding about equalityGen Alpha after lockdownThe same is true of sustainability. Gen Alphas are maturing in a time of

40、climate emergency, and their attitudes echo this: 46% of teens are either interested in the environment or climate change.But we cant just call them “eco warri-ors” and be done with it. Among younger groups in particular, the narrative is changing from one of personal respon-sibility to one of top-l

41、evel action. Its likely many Gen Alphas will expect big organizations to do the heavy-lifting on sustainability, and will show loyalty toward those who do. Teens currently rate caring for the planet higher than recycling, which is a sign theyre already making distinc-tions between individual behavio

42、r and large-scale goals. The number inter-ested in vegetarian/vegan food has also dropped by 16% since 2021, which could be linked to the above. This ongoing shift is going to push the spotlight onto big organizations, and various brands are busy preparing for it. Mattel has raised the bar by introd

43、uc-ing a certified carbon neutral toy range, and were likely to see many more firsts in the years ahead. 20Alphas are maturing in a time of climate emergency, and their attitudes echo thisGen Alpha after lockdown02TV & audio entertainmentComing off the(small) screenTwo forms of entertainment stand o

44、ut in becoming more important to kids since the pandemic cinema and podcasts. Its hardly a coinci-dence both of these activities dont involve staring at mobile phones. A shift away from the smaller screens is evident whether thats through screen-free activities like podcasts or via bigger screens li

45、ke movie theaters.A quarter of teens say cinemas are their favorite way to watch movies an increase of 30% in a single year. Clearly the big screen is something Gen Alpha genuinely missed, and their interest was quickly reignited once lockdowns ended. Today, its almost a third of 8-11s who visit the

46、 cinema monthly, and a further 3 in 10 do so every 2-3 months. Teens enthusiasm for cinemas also stems from the fact that theyre quite impatient with movie releases. Nearly 50% of those watching TV say they like to watch movies as soon as they come out, up from 42% in Q1 2021. For Gen Alpha, cinemas

47、 are both an escape from the smaller screen, but also a way to avoid spoilers and ensure theyre the first to jump on a potential trend.The aftermath of screen fatigue may well be one of the biggest lasting impacts of the pandemic on Gen Alpha 22On the other hand, pod-casts are the medium Gen Alpha r

48、eally grew fond of during the pan-demic, perhaps as a consequence of the screen fatigue they expe-rienced following online education. The fact that podcasts thrive while interest and engage-ment with the news fade suggests there could be a bigger long-term cultural shift in favor of audio content. G

49、en Alpha will likely develop a higher awareness of the effects devices can have on their wellbeing, poten-tially paving the way for a more audio-centered online future. Staying informed by listening to podcasts instead of reading the news could be one of the biggest differentia-tors between Gen Alph

50、a and older generations. As the top trending podcasts genre (+10% year-on-year), inter-views are likely to strike the biggest chord going forward. If they havent done so already, media publishers should start investing in podcasts not only because teens are increasingly gravi-tating toward them, but

51、 also because of their low barrier to entry.Need a complete lowdown on the entertainment industry? Get it all in our entertainment report.say cinema is their favorite way to watch movies.listen to podcasts.are interested in the news online.are interested in news200920102009201020092010

52、20252118242024192316% change+30+11-6-17+12Q1 2021Q12022Q1 2021Q12022Q1 2021Q12022% of 12-15s across 14 markets who.GWI Kids Q1 2021 & Q1 20227,745 (Q1 2021) & 8,496 (Q1 2022) kids aged 12-156 24Cinema and podcasts growing at news expenseTV & audio entertainmentThe rise of feel-good contentWatching T

53、V/movies is also among the top sources of entertainment for Gen Alpha. Its their most popular activity on the weekends (59% say this), and second-most popular after school (50%). Even post-pandemic, films/movies remain teens big-gest interest (69%), while 8-11s rank it just behind animals/pets (70%)

54、. Its no wonder streaming plat-forms like Disney+ have exploded in the past year, with Gen Alpha 13% more likely to use it compared to 2021. On top of this, half of 12-15s also say they watch a lot of different types of TV shows/movies, suggesting they could influence the number of subscriptions the

55、ir household pays for. To help guide streamers and movie franchises to create content that lands, its important to understand the genres Gen Alpha are getting more into. Shows accompanied by music are increasingly more appeal-ing to them. Younger kids are more likely than last year to watch shows th

56、ey can dance or sing to, while music is the fastest grow-ing TV genre among teens. We cant overlook a sce-nario where social media platforms Gen Alpha grav-itate toward, like TikTok for example, might be putting their stamp on the types of content kids expect from more traditional channels.Today, ki

57、ds use an average of 4.2 streaming services (including YouTube) 26TV & audio entertainment% change sinceQ1 2021% change sinceQ1 2021I can dance toAre about cookingI can sing toMy siblings watchAre about sportAre sad or serious33263227305MusicCartoonsScience/natureDramaNews/current affairsSoap operas

58、/telenovelas506042322322643864-10-11-16-6-8-13% of 8-11s* in 14 markets who say they watch TV shows that.(sorted by % change)% of 12-15s* who watch the following TV shows (sorted by % change)GWI Kids Q1 2021 & Q1 2022*Based on kids who watch TV15,237 (Q1 2021) & 15,925 (Q1 2022) kids that watch TV a

59、ged 8-15Trending TV genresAt the same time, content that is sad or serious like drama or soap opera genres have seen dramatic decreases over the past year. Its no wonder that, after two emotionally challenging years, Gen Alpha expect positive vibes from the content they watch.Cartoons are one to kee

60、p an eye on. They have not only increased in popularity among teens in the past year but are also now their second-most watched genre just behind comedy (62% vs 60%). As one of the few genres that managed to stay afloat during the pandemic due to animators being able to keep producing from home, car

61、-toons continue to attract Gen Alphas attention. In fact, cartoons are currently the most popu-lar genre among teens in Brazil (72%), Malaysia (68%), and South Africa (74%), suggesting the full potential is still untapped.7 28TV & audio entertainmentTop streaming services by market% of 8-15s who wat

62、ch clips, programs, or movies on the following servicesGWI Kids Q1 202219,007 kids who watch TV aged 8-158 30AustraliaNetflixYouTubeDisney+787746FranceYouTubeNetflixDisney+746729BrazilYouTubeNetflixDisney+878245GermanyYouTubeNetflixAmazon Prime785949CanadaYouTubeNetflixDisney+767551ItalyYouTubeNetfl

63、ixAmazon Prime745858ChinaTencent VideoiQiyiYouku726648MalaysiaYouTubeNetflixCartoon Net.855652MexicoNetflixYouTubeDisney+878158SwedenYouTubeNetflixSVT Play918154PolandYouTubeNetflixCartoon Net.866526TurkeyYouTubeNetflixCartoon Net.846256South Africa YouTubeNetflixCartoon Net.766962UKNetflixYouTubeDi

64、sney+797452SpainYouTubeNetflixAmazon Prime747058USANetflixYouTubeDisney+737261TV & audio entertainmentProtecting kids online03More time online means less supervisionElectronic devices and online spaces were instrumental in keeping kids connected, occupied, and enter-tained during lockdowns over the

65、past couple of years. Platforms like Roblox and Discord, for example, managed to shrink the physical distance between kids and provide escapism in the virtual world, while empowering parents to use the suite of parental control set-tings. As a result though, mobile phones have now replaced TVs as 8-

66、11s most used devices (33% vs 30%). Inevitably, as device portfolios grow and more kids have access to smaller screens, parental supervision becomes less common. Our data shows kids are less likely to be supervised than last year on all devices apart from tablets and lap-tops. But games consoles are

67、 the devices where kids from both age groups are least supervised 68% of 8-11s and 76% of 12-15s use games consoles without supervision. There could be a gap in the availability and/or awareness of safety software solutions for these devices. 32Protecting kids onlineWe can see a similar story when i

68、t comes to how much decision-making power kids have over what apps they can download. Put simply, the more time they spend online, the more auton-omy they have over what, or how much, content theyre exposed to. Over half of 12-15 year olds who decide for them-selves what apps they can download are c

69、lassified as heavy online users by their parents, compared to 22% who are light users.The bottom line is parental supervision and control alone isnt enough to keep kids safe online, especially when most online spaces are designed with adults and not kids in mind. The responsibility shouldnt lie on p

70、arents alone; software companies have a role to play as well. Third-party solutions are presented with an opportunity to step up in this under-served market to teach and encourage kids to think critically about their digital wellbeing. Interland, a game created by Google, can serve as an inspira-tio

71、n. Its an online adventure aiming to educate kids about digital safety by presenting them with four challenging games each focusing on a different online safety pillar. Designing gamified and educational experiences with todays youth in mind should be a priority in a world where 41% of 8-11 year old

72、s say they use a phone, tablet, computer, or games con-sole every day.% in 14 markets whose parents say their kids use the following devices unsupervised*GWI Kids Q1 2021 & Q1 2022*Figures are based on users of these devices15,418 (Q1 2021) & 16,125 (Q1 2022) kids aged 8-15Parental supervision decre

73、ases as device portfolios growGames console/deviceSmart speakerSmart TVTabletMobile phoneLaptop/computer8-11s12-15s20092010655754575450+4+9+120+4-7686260575646736964627265767369637363Q1 2021Q1 2022% change20092010Q1 2021Q1 2022% change+5+6+7+2+2-29 34The opportunity in parental controls softwareWhen

74、 it comes to privacy measures, paren-tal approaches differ widely depending on how old the child is. Parents of 8-11 year olds are much more likely to be hands-on and use parental control solutions (51% vs 39% for teens), or monitor any websites or apps their kids use (43% vs 33%), compared to teens

75、. Filtering potentially damaging content is also something parents have been more focused on in the past year. Theyve been restricting and adding pin numbers for certain content more (+5% and +9%, respectively), suggest-ing a potential opportunity for new software solutions to enter this space. In f

76、act, the parental controls market is projected to reach $2,454 million by 2029 a 123% growth on 2022s figure. Some mar-kets might be more receptive than others to these types of software. For example, among 8-11s, parental controls are most important in Canada (60%), Italy (48%), South Africa (71%),

77、 Turkey (59%), the UK (69%), and the US (60%); while speaking about privacy tops the charts in Australia (72%), Mexico (66%), Poland (65%), and Sweden (74%). Among 12-15s, speaking about privacy takes the lead in all markets but China and Malaysia, suggesting online courses and books might be better

78、-placed for teens. In China, solu-tions can focus on time limits more, while in Malaysia monitoring software is likely to be better received by parents.But even with parental controls in place, its still questionable how much effect these tools have when it comes to kids actual frequency of going on

79、line or their social media usage. Compared to the average teen, those whose parents set time limits are only slightly less likely to say they go online every day (51% vs 47%). Similarly, theyre pretty much as likely to have at least 3 social media accounts (85% vs 84%). Teens whose websites or apps

80、are monitored are also just as likely as the average to say they talk to people they dont know in real life (26% vs 25%). Theres clearly a need for Big Tech, social media companies, and ultimately legislation to ensure that kids are always safeguarded online. 36% of kids in 16 markets whose parents

81、say they do the following to protect their childs privacy onlineGWI Kids Q1 202219,240 kids aged 8-15They set time limits8-11s12-15s4553They set up parental controlsThey restrict certain contentThey speak to me about privacyThey monitor any websites or apps usedThey set up pin numbers for certain co

82、ntentThey access my accountsThey turn off location settings3939473326272051484543343022Parental control solutions are especially popular for younger kids10Protecting kids online 3804Social media and commerce% of 13-15 year olds in 14 markets who say theyve used the following in the last weekMore mic

83、ro-communities, less video chatGWI Kids Q1 2021 & Q1 20225,784 (Q1 2021) & 6,365 (Q1 2022) kids aged 13-15 % change since Q1 2021-2Instagram -1Snapchat +12FaceTime*select markets only+18TikTok -12Twitter+21Discord-6Facebook*-17Zoom-26Skype -8Facebook Messenger +8Pinterest* +17Reddit -11WhatsApp* +5i

84、Message-14Microsoft Teams11Seeing the world through TikTokTo many people, TikTok represents the future of social media and entertain-ment. Its popularity isnt set to level off anytime soon, as it keeps seeing explo-sive engagement figures year-on-year (+18%). Its now the app 13-15s are most likely t

85、o name as their favorite platform (1 in 5 do) and its overtaken WhatsApp, Instagram, and Facebook since 2021 in order to get there. TikToks aesthetic is raw, messy, and low-effort; and its influencing kids content expectations. Compared to other teen social media users, TikTokers are more likely to

86、use plat-forms to find funny posts, and to say that social media makes them feel good about themselves. While glam-our still has its place, laid-back humor is stealing the show among Gen Alpha. This generation will likely place more importance on the creative and audio aspects of campaigns seeing as

87、 TikTok users over-index for using social media to do things like learn new dances, hear new music, and get style inspiration.Tight-knit communities are also chang-ing ideas and preferences. Discord and Reddit are two of the three fast-est-growing platforms among teens right now, and can both be des

88、cribed as “digital campfires” spaces where people with shared interests gather.If Gen Alpha is anything to go by, com-munity-led content will be on brands minds a lot more in the future. Discord users are much more likely to use plat-forms to follow/talk to people like them, so delivering customized

89、 content should always be the focal point when using these “campgrounds”. Brands already linked to specific fandoms are an excellent fit, but all those taking part will need to go the extra mile to ensure communication feels personal, that any potential spam is reviewed, and that theyre quick to set

90、 the tone of the server.Social media and commerce 40Social media and commerce41% of Discord users feel they can say what they really think on social mediaSatisfying kids content cravingsAcademic research shows kids start relating to and even preferring brands to others as early as three. So, getting

91、 company values across now will lay the groundwork for lifelong bonds. Though, brands cant look at Gen Alpha through a standard consumer lens.Just like adults, teens most common reason for logging onto social networks is talking to loved ones, but their content preferences stand out in a number of w

92、ays. Adults second and third top rea-sons for using social media are filling up spare time and finding news stories. Among teens, finding funny posts, look-ing at memes, and hearing new music all rank above filling up spare time, and place miles ahead of reading the news. Its likely that tomorrows c

93、onsumers will see social media less as a place for getting their daily updates, and more as a space for self-expression and humor. Ultimately, Gen Alphas ideal online culture is unique, and brands will need to make content tweaks to earn their loyalty and make it stick. Alongside memes, seeing whats

94、 trending and talking about TV are also high on teens list, which highlights the value of referring to pop culture. This varies a little by platform. For example, seeing whats trending is on par with look-ing at memes among Twitter users, and sharing information on causes they care about is more imp

95、ortant to Redditors. But funny and relatable content will resonate across the social media spectrum.Stay in the know about social. Heres your ultimate guide to 2022 trendsSocial media and commerce 42% of 12-15 year old social media users who say the following are the main reasons they use platforms

96、GWI Kids Q1 20229908 social media users aged 12-15Finding funny postsLooking at memesTo hear new musicSeeing whats trending/being talked aboutTalking/finding out about TV shows or moviesFollowing/talking to people like meFollowing celebrities/influencersSeeing posts from my favorite brandsWatching l

97、ive streamsReading the newsFinding things I want to buySharing information on causes I care aboutReading reviewsGetting style inspiration4943403834322928282323222120What kids ideal online culture looks like12Social media and commerce 44Changes in the social spaceSocial media continues to flourish, e

98、ven now most Covid restrictions have been lifted. This time last year, using social media was Gen Alphas fifth most popu-lar thing to do after school, and fourth on the weekend; its now moved up a spot on both leaderboards. Plus, theres been a 38% rise in kids saying they spend the most time on soci

99、al media after school, and a 43% increase on the weekend. Usage isnt the only thing thats shifted over time, though; the mood has also changed slightly. With a lot of sad updates in the press, many adults are turning off the news. In a similar vein, reading the news, sharing information about import

100、ant causes, and posting opinions on social media are all down among kids. Unlike their parents, kids have a very diverse stream of potential news channels, which could drive them to want to keep some news-free. Todays kids are also growing up in a world where move-ments and legislation around body e

101、diting on social media are widespread, and many are taught ways to deal with the pressure to look a certain way from a young age. Weve observed more demand for a laid-back vibe on social media among adults, but Gen Alphas likely to be even more committed to keeping this environment open, authentic,

102、and care-free. Various companies are on the ball and have already revised their influencer mar-keting policies in order to future-proof their brand. And theyre right to do so, as teens attitudes continue to change over time. Their passion for fashion and pho-tography has dipped, and weve seen a clea

103、r drop in the number of teenage boys saying they care about what people think of their profiles (-9%). By the same token, fewer social media users post everything they do or feel like they can say what they really think on feeds, which explains why more are leaning on platforms that host micro-commu

104、nities.Social media and commerce 46Im interested in fashion-15%0%Im interested in photography I can say what I really think on social mediaSocial media reflects other peoples real lifeI post everything I do3827351912% change since Q1 2021Top increasesTop decreasesReading the news-11Looking at memes+

105、6To avoid missing out +6Seeing whats trending+5Finding funny posts+5Learning new dances+5Posting my opinions-10Reading reviews-7Meeting new people-7Sharing information on causes I care about-7% of 12-15 year old social media users in 14 markets who agree with the followingBased on the % change, sinc

106、e Q1 2021, in teen social media users saying the following are why they use platformsGWI Kids Q1 2021 & Q1 20227,522 (Q1 2021) & 8,257 (Q1 2022) social media users in 14 markets aged 12-15The vibe has changed on social mediaThe art of not taking things too seriously13Social media and commerce 48What

107、 brands can learn from kidfluencersVarious kidfluencers have relatively big and devoted fanbases, and its easy to see why. Teens are more likely to say they use social media to follow influencers than brands, which bucks the general trend and highlights the value of brand-creator partnerships. Compa

108、red to adults in these markets, teens are also more likely to watch vlogs/influ-encer videos weekly (35% vs 25%), as well as comedy/meme videos (48% vs 32%), and livestreams (38% vs 31%).The DIY nature of sites like YouTube and TikTok win many over, as they allow everyone to take part in the creator

109、 economy. A study by UK regulator Ofcom found that a number of kids preferred YouTube to apps like Netflix simply because theyre “made by normal people”, which offers a lesson to brands and influencers; kids are keen to see down-to-earth moments, alongside pre-planned ones.Compared to other social m

110、edia users, teens who watch unboxing videos are 31% more likely to believe other peoples posts reflect their real lives, a sign that being an open book tends to improve viewer-influencer relation-ships. Famous kidfluencers like Anastasia Radzinskaya and Ryan Kaji support this idea. Ryans well-known

111、unboxing video, which sees him open a giant egg with car toys inside, currently has over a billion views; and its low production value is arguably what makes it so good. As Ryans mom points out: “We dont really do multiple takes“, “what I get from him, thats what Im going to use.”Brands need to show

112、 they engage with and are run by “normal people” in order to speak to Gen Alpha. There are so many ways they can do this; they can send their products to relevant reviewers, share videos of employees having fun, or highlight great material thats already out there. Many have also latched onto current

113、 trends by creating or partici-pating in challenges, which is a smart move as over a fifth of teens watch this kind of content weekly.% of 12-15 year old social media users who say theyve watched the following online in the last weekGWI Kids Q1 20229,908 social media users aged 12-15GamingvideosCome

114、dy/meme/viralvideoLive videostreamVlog/influencervideoChallengevideosUnboxing/productreviewvideoMake-upvideo51%49%38%36%22%18%15%How word-of-mouth happens on social media14Social media and commerceMoney is tight right now, with a lot of us budgeting more due to inflation. And its not just changes in

115、 adults spending habits that are likely to rub off on kids; many par-ents are using new finance tools to teach them about money. Around a third of teens have a bank account they can access. This peaks in Sweden (74%), and drops to 9% in Italy. Theres huge market variation, but overall, the number wh

116、o fall into this category has increased by 7% since 2021.Bank cards that double up as financial education apps are very popular. Go Henry, for example, aims to inspire a life-time of financial wellbeing by giving kids the chance to earn, save, spend, and invest under their parents watchful eye. Repo

117、rts also suggest kids are managing pretty well. In 2021, Gen Alphas with access to fin-tech company Greenlights app handled an average of $204 that year, and collectively saved more than $225 million.Younger generations are already rejigging financial markets. In the US, theyre not only more likely

118、to seek advice before making decisions about money, but also to say they plan on buying stocks/shares or invest-ing in crypto. And, with such early introductions to fintech tools, Gen Alpha are on course to disrupt these markets further. Trend in actionHow Gen Alpha are with money 50Social media and

119、 commerce05Gaming and the future of the metaverseA look at Gen Alphas gaming portfolioKids might be embracing the return of in-person activities, but they continue to spend much more time in the vir-tual world than most of us did at their age. And gaming is a dominant part of their digital lives. Ou

120、tside China, over 1 in 4 kids say playing video games is what they spend the most time doing on weekends, which ranks ahead of watch-ing TV/movies (18%), using social media (14%), and talking to friends online (6%). And regardless of the day of the week, youre more likely to find kids playing video

121、games than seeing friends.Compared to last year, the number of teen gamers playing daily (-5%) has fallen a little; the same is true of watch-ing esports (-6%). But these drops are unlikely to weaken the industry, given how wide its reach is: outside China, the majority of 12-15s are gamers (81%), a

122、nd this group tends to play at least most days (70% do). And kids dont just stand out because of their high levels of engagement; their behaviors hint at continued change for the industry. Among adults, smart-phones and PCs/laptops rank ahead of consoles by some distance. Among teens, the gap is muc

123、h smaller, and PCs fall behind consoles. Many Gen Alphas dont have access to a smartphone, which is largely why 8-11s device of choice is consoles for the time being. Though, theres a chance some of these behaviors will last and reshape the gaming landscape. In fact, the number of kids playing on co

124、nsoles (+9%) has gone up since 2021, while the percent-age using desktops has shrunk (-10%). Some markets stray from these wider trends a little. For example, Chinas teens have the lowest monthly engagement figures (54%), as its government limits young gamers to 60 minutes per day. Also, emerging ma

125、rkets like China and Malaysia mostly game via smartphone, and under-index a lot for using consoles. But on the whole, with more kids being interested in gaming (58%) than TV shows (55%) or sport (46%), its clearly a very culturally important outlet for Gen Alpha one thatll be a crucial channel for b

126、rand engagement going forward.% of gamers (outside China) who say they play every day/most days% of gamers in each group (outside China) who say they play on the following devicesGaming frequencyKids device preferencesGWI Kids Q1 202214,080 gamers outside China aged 8-1571 | 708-11s12-15s55 | 55Game

127、sconsole36 | 20Tablet50 | 60Mobilephone30 | 37Laptop/computer15 52Gaming and the future of the metaverseTo many kids, gaming is about creatingKids franchise favorites mirror what they want from games; they also contrast with other generations. Adults prefer shooter and action adventure games, with C

128、all of Duty and FIFA leading the pack. Their main reasons for gaming are ulti-mately to have fun, to pass the time, and to relax.Meanwhile, kids are coming of age at a time when games like Roblox and Minecraft are well-estab-lished platforms, rather than disruptors. These games not only top Gen Alph

129、as leaderboard, theyre grow-ing more popular over time. Roblox has made the big-gest jump, moving from 5th to 2nd place in the rankings since 2021. These games share some similarities; they both let players build worlds and go on adventures with others, and theyve helped frame what kids want from ga

130、ming experiences.Opportunities for adventure and building/creating are the main qualities young players look for. Demand for the latter has also climbed by 7% since 2021, and weve seen an equal rise in the number of teens play-ing simulation games (e.g. real-life, building) within this timeframe. Ki

131、ds clearly relish what these plat-forms bring to the table: the chance to think criti-cally, learn new skills, and collaborate with others.For brands, Gen Alphas appetite for world-build-ing games has flung open another door for commu-nity-based conversation. Compared to other 12-15s, Minecraft user

132、s are more likely to describe themselves as creative (+20%), social (+11%), and to say they use online social spaces to inter-act with brands (+27%). So, its not just about meeting kids where they are and sparking conversation; these spaces allow brands to speak to a smaller, more engaged crowd and

133、feed their appe-tite for self-development. UEFA, for example, has picked Roblox as the spot for its educational series. Alongside skills challenges, it aims to teach kids about soccer and shine a light on womens tournaments; and this example is probably just the tip of the iceberg.Get to know Gen Z

134、too. Heres your global guide 54Gaming and the future of the metaverse 56% of gamers in 14 markets who have played these games/played them in the last month*select markets only% of players who want video games to include the followingThe trendiest of gaming titlesThe more creativity, the betterGWI Ki

135、ds Q1 2021 & Q1 202213,114 (Q1 2021) & 13,282 (Q1 2022) gamers aged 8-15% change since Q1 20215843424037343328+5+28+33+13-1+2+3-13AdventureBuilding/creatingPuzzles/quizzesTeamworkRacingFightingStories tofollowEvents Ican join inthe game493833323231292616Gaming and the future of the metaverseGaming a

136、nd the future of the metaverseGames are already social hubs for next-gen consumersVirtual social spaces arent anything new think Second Life or World of Warcraft. But the metaverse has been described by Mark Zuckerburg as the “next evolution of social connec-tion”, a concept that has Gen Alphas name

137、 written all over it.Todays kids are a focal audience for brands eyeing up opportunities in the metaverse, partly because theyre already enthusias-tic about in-game socials. Playing with friends is more common than play-ing alone, especially among 12-15s. More importantly, its the general prefer-enc

138、e among kids, with under a fifth saying theyd rather play alone than with others. With Roblox having been described as the “most social ecosys-tem on the planet”, Gen Alphas experience with creation systems has not only sparked their imagi-nation, but also prompted them to crave social inter-action

139、while playing: 48% of teen players want games to include either teamwork or events, rising to 56% among Minecraft users.“While business leaders are speculating about the metaverse, our kids are already living in itTINA MULQUEENCEO OF KINDRED MARKETING COMPANY 58Gaming and the future of the metaverse

140、As weve mentioned, kids have grown tired of the pressure to look perfect online. Lockdowns drove them to stare at their reflections more, causing what some call “Zoom face”. Avatars offer a way around this: allowing kids to express their identity online, without being made to feel self-conscious. Ou

141、r recent Zeitgeist study shows that 82% of adult gamers would rather be themselves than a persona when spending time online, whereas kids seem to be more enthusiastic about the latter: 29% say they like playing games as someone else, rising to a third among Roblox users.Like players, brands will nee

142、d to carefully map out their avatar, and prioritize customization settings when building a metaverse, as these characters underpin the social experi-ence. Vans Roblox offering shows how brands might design these spaces; it offers a huge skate park where users can mingle, take on challenges together,

143、 and fashion their own gear/skateboard. Ultimately, brands will need to have kids online needs in mind when they contribute to these virtual worlds, as they keep pace with and inspire the evolution of tomorrows metaverse. 60% of gamers in each age group who agree with the following% of gamers in eac

144、h age group who usually play video games with the followingGWI Kids Q1 202215,240 gamers aged 8-1548 | 578-11s12-15sI talk to my friends online whilst we play19 | 19I prefer to play by myself than with friends52 | 60My friends (online)47 | 42A family member45 | 51Myself36 | 36My friends (at one of o

145、ur houses) Many Gen Alphas like the social side of gamingGaming with friends is super common17Gaming and the future of the metaverseWant more answers?Our GWI Kids data set offers unique insight into the mindsets of tomorrows consumer. Find out what they really want from brands, and see the world thr

146、ough their eyes. Learn moreAppendix1234567891011Has the coronavirus/COVID-19 pandemic made you worry about any of these things? What do you usually do after school? What do you usually do on weekends? (Saturday/Sunday) What is your favorite sub-ject at school? (12-15 Only) Which of these are you int

147、er-ested in? (12-15 Only)What do you usually do after school? What do you usually do on weekends? (Saturday/Sunday)Which of these things are important to you?What is your favorite way to watch movies? (Cinema/Movie theater) Which of these do you listen to? (Podcasts) Which of these are you intereste

148、d in? (News, Podcasts) In the last week (last 7 days), which of the following have you done online? (Read the news)I like to watch TV shows that. / I like to watch TV shows that are about. What sorts of TV shows do you watch?Do you watch clips, pro-grams or movies using any of these?Asked to Parents

149、/Guardians. Which of the following device(s) can the child taking this survey use unsupervised?Asked to Parents/Guardians. Which of the following do you do to protect your childs privacy online?Which of these have you used in the last week? 1314151617What are your main reasons for using social media

150、?Which do you agree with about social media? Which of these are you interested in? What are your main rea-sons for using social media?Which of these have you used in the last week? (Last 7 days)In the last week (last 7 days), which of these have you watched online?I play video games. (8-11 Only) / H

151、ow often do you play video games? (12-15 Only) I play video games on a. (8-11 Only) / What have you played video games on in the last month? (12-15 Only)Have you ever played these games? (8-11 Only) / Have you played any of the games listed below in the last month? (Last 30 days) (12-15 Only) When I

152、 play video games, I like them to have. (8-11 Only) / What do you like your games to include? (12-15 Only)Which of these do you agree with about video games? When I play video games I am normally playing against. (8-11 Only) / Who do you usually play video games with? (12-15 Only)12 64Australia1,010

153、Brazil2,094Canada997China2,112France1,005Germany1,000Italy1,000Malaysia1,000Mexico1,007Poland1,000South Africa1,000Spain1,002Sweden1,003Turkey1,004UK1,000USA2,006Introduction GWI Kids explores the atti-tudes and behaviors of internet users aged 8-15 across 16 markets globally. This is done by interv

154、iewing both children and their parents/guardians, providing a complete picture of a childs actions and opin-ions as well as the context in which they live.Our research GWI Kids has been metic-ulously designed so that all questions are mobile friendly, and easy to under-stand. This means that there a

155、re no grids or long lists, which could easily lead to respondents getting confused or fatigued. The survey can be taken on the device the respondent feels most comfortable using, PC/Desktop, Laptop, Mobile or Tablet. The majority of questions are asked to all children, but some are asked differently

156、 to 8-11 years olds and 12-15 year olds respec-tively. The questions asked to younger respondents tend to be simpler and contain fewer options. Additionally, age appropri-ate options are provided for each age group. We have a number of checks in place to ensure that the ques-tions are being answered

157、 by the child in question, rather than by a parent/guardian on their behalf. We also employ routing to ensure that respondents are not asked questions which would be irrelevant to them. For example, if someone says they do not use any social networks, then they are not asked follow-up questions abou

158、t this behavior.Our quotas To ensure that the GWI Kids sample is representative of the children aged 8-15 who use the internet, we set quotas on age and gender. These quotas are interlock-ing, meaning they are broken down into subgroups such as “Males 8-11”.Notes on methodologySample size by marketT

159、his report draws insights from GWIs Q1 2022 wave of research across 16 coun-tries, with a global sample of 19,240 respondents. 66Internet penetration estimates among 8-15s 2021GWI Kids represents chil-dren aged 8-15 who use the internet. It does not there-fore overlap with GWI Core, which represents

160、 internet users aged 16-64. Because children who do not use the internet are not represented in GWI Kids, its important to remember that internet penetration rates vary significantly between the different countries included in the study (from highs of around 90% to lows of around 60%). Because of th

161、is, the demographic composition of the online population may look very different from one market to the next. Where a market has a high internet penetration rate, its online population will be relatively similar to its total population. However, in markets with a lower inter-net penetration, those w

162、ho do use the internet tend to be more urban and afflu-ent than those who do not. This will be reflected in the GWI Kids sample; as such, the results shown in our platform will represent the mindsets, and contexts, of children who have access to the internet.Internet penetration rates (GWIs Forecast

163、s for 2020 based on 2018 ITU data)Australia98Brazil86Canada99France97Germany99Italy87Malaysia97Mexico77Poland98South Africa73Spain98Turkey77UK97USA98The table is derived from data sourced from national censuses and international organizations, forecasted and adapted by GWI to fit the relevant age gr

164、oup. 68CHASE BUCKLEVP, TRENDSVIKTORIYA TRIFONOVATRENDS MANAGERSHAUNA MORAN SENIOR TRENDS ANALYSTMeet the authors48 countries2B consumers4k brands150k profiling points+Reach new heights with GWIWere home to the largest survey on the digital consumer. Find everything you could possibly want to know about your audience, in one super-simple platform.Book a demo GWI 2021


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