Overview
This March, Ayzenberg and Soulmates.ai collaborated with eMarketer to release our Gen Alpha Report, documenting how the largest generation in human history acts as consumers, digital citizens, and AI adopters. We collected this data through COPPA compliant methods, querying 111 households with extensive 352 question surveys, for nearly 40,000 individual responses. The result is a colorful picture of the generation and their habits.
But, we weren’t satisfied with simply collecting this data. Instead, we went further, using the data to build a cohort of Brand Soulmates that are able to provide insights far beyond the report’s specifics.
What follows are snapshots of the reports findings, for the rest of the data, download the report. To go deeper with the research, reach out about demoing the Brand Soulmates.
Some Key Takeaways from the Report
- Influencers are the way to Gen Alpha’s hearts — and their parents' wallets.
- Gen Alpha is the first “AI-Native” generation, and the data supports just how widespread their adoption is.
- Online shopping beats out brick and mortar for Gen Alpha, but Brick and mortar isn’t dead yet.
Gen Alpha and Social Media
The report documented a generation of social media lovers. Gen Alpha’s average age to begin using social media is noted at 10 years of age, and are cited as having an average of 3-5 hours of daily social media usage.
That usage frequently corresponded to consuming influencer content, with 85% of Gen Alpha having positive feelings about influencers, and only 2% having negative. Top influencers cited include MrBeast, Dream, and Dude Perfect.
Gen Alpha and AI
Gen Alpha represents the first “AI Native” generation, growing up with the technology. 92% of them report having used AI tools, and a full 70% index as being excited about AI. Only 3% of the generation index as having “Low” interest in AI.
Read together, the results are clear. For Gen Alpha, AI is a powerful tool that will open their future, not limit it.
Gen Alpha as Consumers
The report found 38% of Gen Alpha prefer trying new brands to old favorites, pointing to a generation for whom better offerings can lead to abandonment of old familiars.
Mostly they prefer shopping online to in store, with 45% of the generation preferring online, compared to 28% in store, and 27% both. The generation doesn’t sound the death knell to brick and mortar stores, but it won’t be reinvigorating them either.
Gen Alpha as Brand Soulmates
As part of their surveys, each participant in our Gen Alpha Cohort completed comprehensive psychometric profiling with a HEXACO-60 test.
Using this HEXACO data and the results from the rest of the exhaustive survey, soulmates.ai created 1:1 Brand Soulmates at an average 93% fidelity for each of the Gen Alpha participants. These Brand Soulmates are able to provide insights beyond what is reported in the data-in large part due to their HEXACO backing.
Psychometrics explain the why behind a person’s thoughts and feelings. The data behind Brand Soulmates allow us to extrapolate that “why” into new research fields that were not directly covered when fielding.
Download the Report, Request a Demo
We’ve only scratched the surface of the Gen Alpha Report in this article.
Download the full report here.
FAQ
Have you published the raw response data?
No, raw response data for this cohort is not publicly available. To get the most in depth insights, download the report or ask questions to the Brand Soulmates.
How is this data COPPA Compliant?
This Gen Alpha data was fielded through the parents, with each parent answering on behalf of their child.
How do you ensure the Insights from your Brand Soulmates are genuine?
Our Brand Soulmates are validated to high fidelity scores using holdout based questions. What this really means is each Brand Soulmate upon creation, is asked a number of questions regarding stimuli it has not seen yet. The answers to these questions are then compared to answers to the same questions from the person each Brand Soulmate is based on. The fidelity score represents how many of those questions were a match- and we average at 93%.
Does HEXACO backing really matter?
Yes! HEXACO explains the why behind survey answers. For marketers, it explains why a certain concept will perform better than others. HEXACO specifically is used as the framework here because it is the industry’s most authoritative psychometric model. More detailed than the Big Five OCEAN model, and incredibly stable.