The news: The oldest members of Gen Alpha are highly connected to technology and wield $28 billion in spending power, per Numerator.

Half of US 15- and 16-year-olds own multiple devices, giving them access to the internet wherever they are, according to 1,000 Gen Alpha parents surveyed by Attest.

• The vast majority (92%) have a smartphone.
• Nearly three-quarters (74%) have a gaming console, and 70% have a connected TV (CTV).
• 67% have a PC or laptop, and 52% have a tablet.

That digital connection leads Gen Alpha teens to spend more than three hours a day on a variety of online activities:

• 55% scroll apps on their smartphones.
• 43% play games.
• 41% watch TV.
• 34% listen to music or podcasts.

The opportunity: Gen Alpha teens’ constant online presence presents numerous channels for advertisers to reach a generation with spending power and minimal financial responsibilities.

In fact, 48% of teens have over $1,000 in savings from part-time jobs and allowances. That’s a significant uptick in savings from when millennials were that age—only 31% had over $1,000 saved, per Ipsos.

What’s next for brands: Gen Alpha is socially conscious and influenced by social media. For them, authenticity is key.

To reach the next generation of shoppers, marketers should be just as internet-savvy as they are and focus on digital content.

• Build creator and influencer partnerships outside of the mainstream to promote authenticity and align with Gen Alpha’s views. Short-form vertical videos and relatable content would work best.
• Gen Alpha is the first generation to be raised on genAI, and more than half (54%) use it as a search engine. Ensure content is easily consumable by generative search engines to appear in results.
• Gaming ads should be contextually driven and not interfere with gameplay. Partnerships with gaming platforms and subtle in-game placements may raise brand awareness and recall in an entertaining environment.

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