The country’s teenagers i.e. Gen Alpha are now becoming decision-making forces and not just spenders. According to Rukum Capital’s ‘Gen Alpha Decoded’ report, 70% of teenagers in the country are looking for ways to earn money, while 31% children save a major part of their pocket money. Whereas 25% take advice from parents before spending. The biggest change is visible in the decisions. 66% of children influence the household’s everyday spending and purchases. 50% of children demand their own brand. Digital Access – Dominance of YouTube, more than half of the children have access to social media and 73% have access to phones 73%-Smartphones 82%-Youtube 61%-Youtube -Kids 60%-Laptop 51%-Social Media 50%-OTT – 66% Children influence the decisions of food, clothes and entertainment. – Gen Alpha – children born after 2010, a quarter of the country’s population. 42% children change brands when a new feature is introduced. Today’s children are aware of the products available in the market. Their choice no longer depends on attraction alone. They take into account the features and usefulness of the product. 34% of children are influenced by the usefulness of a product and 34% by its educational value. 42% children are ready to leave old brands and adopt alternatives when new features are introduced. 21% Gen Alpha kids like to listen to Bollywood music while 16% like to listen to trending songs. Music Choice – 21% of Gen Alpha kids like to listen to Bollywood music, while 16% like to listen to trending songs on social media. Hobby of dance – 26% children prefer Bollywood style in dance. On the other hand, 16 percent children are attracted towards Indian classical dance. Influence in EduTech – 40% of Gen Alpha children influence their parents’ decisions in choosing online studies and edutech apps. Family support – 13% children seek strategic support from other family members (like grandparents) to get their demands met Survey – More than 2,000 included children, parents.
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Zen Alpha; 31% are saving, 70% are looking for income: Indian teenagers are now not only consumers but also active in financial decisions and brand selection.
