阿尔法一代调查2026：最年轻的首席影响官
The youngest chiefinfluence officers March 2026 Table of contents 01Introduction0202Bornwiththebuybuttonattheirfingertips0303Fromfeedtocart:HowscrollingshapeswhatGenAlphawants0504Followingthemoney:WhatGenAlphabuysandhowtheypayforit0705Theindependencegap:Whatkidsmaybeorderingwhenparentsaren’tlooking1006Pint-sizednegotiators:HowGenAlphaclosesthedeal1207Fromgamerstoglowgetters:GenAlpha’semergingconsumerbehavior1408Whatthismeansforbusinessleaders1709WhyGenAlphaexpectsadifferentshoppingexperience18 Introduction 01 Generation Alpha can swipe before they can write andnegotiate before they can drive. Meet the most digitallynative, entrepreneurial, and commercially confident kidsin history Kidstodayarespeakingupforthemselves,andparentsarelistening.A7-year-oldknowsexactlywhichbrandofyogurtgoesintothegrocerycart.An11-year-oldaddslipglosstohermom’sonlineorder.A13-year-oldusesadeliveryapptogetdinner,chargedtoacardthattechnicallyisn’this.Andmomanddad?They’remostlyfinewithit. 97%of7-to14-year-oldssaythey decide what to buyindependentlyatleastsomeofthetime. WelcometotheworldofGenerationAlpha,where70%of7-to14-year-oldsowntheirowntablet,72%usesmartphonesregularly,and97%saytheymakepurchasingdecisionsindependentlyatleastsomeofthetime.Withanaverageof3.6hoursofrecreationalscreentimedaily—morethandoublethetimespentplayingoutdoorsorreading—thesekidsaren’tjustconsumingcontent.They’realsousingwhattheylearnonlinetochangehowtheirfamiliesspendmoney.AccordingtoPwC’snewsurveyofmorethan1,000children,ages7–14,and1,000parents,kidsinthisgenerationhavebecomesomeofthemostinfluentialconsumersintheirhouseholds. 89%of13-to14-year-oldshavetheirownsmartphone 86%ofkidssaytheyearn their ownmoney 57%ofsecond-andthird-graderssaysocialmediamakesthem want to buythings 38%of13-to14-year-oldsuseAItoolsfor fun Born with the buy button attheir fingertips 02 Thisgenerationspenttheirearliestyearsduringthepandemic—goingtoschoolonscreensandspendingmoretimewithfamilythanfriends.Duringthattime,techdevicesbecameasortofcrisis-managementtoolformanyparents.Accessstartedearly,evenfortoddlers,andadoptionstuckasthosesamekidsbecametweens.Among7-to9-year-oldstoday,46%alreadyowntheirownsmartphone;by13–14,it’s89%.Tabletownershipstartsat71%andthenflattens,likelyasteensmigratetophones.Addinshareddevices,andnearlyeverymiddleschoolerhasaccesstocommerce. MostkidsinGenAlphadon’tthinkabouttechnologyanymorethantheythinkaboutrunningwater—it’sjustthere.Fifty-eightpercenttaporswipe,50%type,and48%usevoicecommands.Theytoggleseamlesslybetweenmodalities,swipingthroughsocialfeeds,voice-typinghomework,andaskingdevicestotelljokes.Amongyoungteens(ages13–14),38%saytheyuseAItoolsforfun—aratethatrivalsadoptionacrossmanycorporate workforces. “On average,7- to 14-year-olds spend 3.6hours daily onscreens for fun. From feed to cart: How scrollingshapes what Gen Alpha wants 03 Whenaskedwhatmakesthemwanttobuysomething,61%ofGenAlpharespondentspointtosocialmedia—afigurethat’slargerthanpeerinfluence(56%)andsignificantlyoutpacestraditionalchannelslikeTVadvertising(48%)orin-storebrowsing(53%).Evenamongtheyoungestchildrensurveyed,7-to9-year-olds,57%saysocialmediainfluenceswhattheybuy.Forcontext,thesearesecond-andthird-gradersscrollingpastproductplacementsinbetweengamingtutorialsandslimevideos. Sixty-eightpercentofGenAlpharespondentsalsosaytheyuseYouTuberegularly,followedbygamingplatforms(54%)andstreamingservices(49%).TikTok’sinfluencerisessharplywithage:Just21%ofkids7–9saytheyuseTikTokregularly,butthatnumberrisesto46%amongyoungteens(13–14yearsold).Thisdatasuggeststhat,overtime,socialmediaandgamingplatformsbecomekids’primarydiscoveryengines,theplaceswherebrandpreferencesandpurchaseintentbegin. Whatmakeskidsstopusingtheirdevices?Theyciteboredomastheirprimaryreasonforabandoninganapp(52%),followedbyexcessiveads(47%)andslowloadtimes(36%).Just36%sayhittingscreentimelimitsoradultinterventionisthereasontheyputdownthescreens.Brandsthatfailtodeliverfrictionless,entertaining,relevantexperienceswilllosethem—notbecauseaparentintervened,butbecauseGenAlphachosetoleave. Following the money: What Gen Alphabuys and how they pay for it 04 MostkidsinGenAlpha(72%)saytheybuyfoodanddrinks,followedbytoys(57%)andclothing(55%).Digitalspendingisalsosignificant,withgamingrepresentingamajorshareofGenAlpha’sbudget:53%purchasedigitalappsorone-timedownloads,34%buysubscriptionsorpasses,and42%makein-gamepurchases.Forretailers,gamingcompanies,andconsumerpackagedgoodsbrands,theimplicationsareimmediate:Thisgenerationknowswhatproducts(andbrands)theylike,yearsbeforetheyevenhavetheirownsignificantincomeorcredit. Paymentmethodsremainsurprisinglytraditional.Cashisstillaround,evenforagenerationthatlivesonline.Butwedoseeshiftingbehaviorovertime,likelyasparentsfeelthatkidsgainmaturitywithage.Forinstance,kids’useofdigitalpaymentsorwalletsrises,with23%of13-to14-year-oldsusingthemcomparedto12%of7-to9-year-olds. Onaverage,however,thedatafor7-to14-year-oldsshowsthat: •60%ofkidssayanadultpaysforthemwhentheybuysomething•49%saythey
