The Alpha Generation: the ‘influencers’ in the purchase decision of millennial parents

The focus of attention of brands that has focused so much on millennials is beginning to leave behind the adult generations to focus on attending to the behavior of other types of targets, such as children of these, born digital and with great power to influence their parents when acquiring a new electronic devicey con gran poder de influencia sobre sus padres a la hora de adquirir un nuevo dispositivo electrónico.


Technological transformations, the rise of the media and the change of mentality and behavior on the part of consumers have led brands to change their vision of the market and put the consumer at the center of any strategy. Therefore, in recent years the different social profiles have been studied in depth to achieve a correct impact to the target audience. In this sense, the millennial target has been one of the most persecuted by all kinds of brands for being considered, according to experts, "the last link in the western social evolution". But they are losing focus with the emergence of new generations that are digital natives and who They change the rules of the game again towards a much more tech and social approach. If millennials were of great interest to brands for having experienced the mutation from analog to digital, the children of them are loaded with a technological revolution. “They are the first children of the millennials, that target that has received so much attention in recent times. If the youth of the digital transformation supposed a revolution, let's imagine what the Alphas can mean ”, referenced Ana Núñez, research supervisor at The Walt Disney Company Iberia on Aedemo TV 2019.

That's right, the children of millennials already have the attention of brands where to focus their products. And that It is due, in part, to having a significant impact on the purchase of products purchased by their parents.

The Alpha Generation groups those individuals born from the second decade of the 21st century, that is, around 2010 onwards. However, some studies place the beginning in 2014 and others around 2006, so it can be concluded that they are children between 6 and 13 years old.

This generation, also known as Gen Z or Technological Generation, consisted of 3 million people in 2018 and is linked with values ​​of high mobility and low valuation of privacy, in addition to change is a common element in your day to day. These are some of the characteristics that the specialist David Berkowitz, head of marketing at Storyhunter, where he adds that, in addition, the group is consolidate by hating sharing, playing without rules, breaking free from limits, avoiding religion, reinventing wearables love touch and live in the moment.

For them, the evolution of technology and the emergence of new platforms such as OTTs and streaming they assume "lifelong things", so they do not have to make an effort to adapt to the environment. Pablo Alonso, technical director general at the Association for Media Research (AIMC), He raised his voice at the 35th AEDEMO TV seminar: “The Alpha generation is not just another target. You have to do a effort to understand the change in mentality that they are going to bring about being born in the middle of the technological era ”. AND referred to how newborns know better how to handle a touch screen than to turn the pages of a magazine.


Alpha Internet and applications

Enlarging a woman's face in a fashion magazine with your fingers is possible in digital, but not in printed, And this is something that the digitally born gets out of hand. According to an elaborate study by AIMC, children do not know what the internet is and they confuse it with Google; 'Online' for them is synonymous from games; and ‘Wifi’ supposes a god who is always present and makes everything go well.

In the same sense, this generation knows what applications are, what they are for, how to download and what is your logo; as well as they know television channels and payment platforms, their advantages and disadvantages.

As for what they doubt and get a fifty-fifty right, there is television, which for them is the device that is in the room and serves to view content, but they do not know beyond as to its operation and companies; They do not know what instant messaging is but they know how to use WhatsApp (WhatsApp); So What They do not know what social networks are but they know Instagram, Facebook and Musically, among others.

Regarding advertising, they have a great tendency to relate it to spots only televisions and they perfectly remember what is advertised in each one of them. This does not mean that they accept it, then It supposes a "roll cut" due to the density of the same and the long-lasting cuts, for it that conclude in eliminating them when they are more than 2 or 3 in a row.

Screen consumption

We spend 11 hours a day looking at screens, which is almost half of our time. The plus children, surrounded by devices even when doing educational tasks, spend more than 5 hours front to some daily average screen.

Some electronic devices such as tablets are the new life facilitators for children. schoolboys, where the management of the study and duties are carried out through the internet. However, the time pass in front of a screen at leisure is higher than this, 75% compared to 66% when mixing with educational tasks. By sex, children spend two more minutes on average consuming digital screens that the girls, and they tend to consume more than four devices a day on average, although this factor also depends on sex and age of individuals. As Luis Miguel Benitez showed in the presentation ‘The Generation Alpha and his VOD consumption ’this year on Aedemo TV, 50% of this generation consume audiovisual content at through YouTube, while 39% do so on Netflix and 28% on HBO.

But measuring media coverage in content consumption is currently complicated by lack completely defined egalitarian parameters, as well as fully defined and grouped channels. While 91% of them usually consume television, 0.6% do not consume it at any time and destines your viewing to do so on other channels. The percentage that is misplaced (8'7%) is related with a use channel sharing with social networks and other online formats.