Gen Alpha: the real picture A look at tomorrow’s consumers04 Introduction 05 07 09 Discover our data Key insights Gen Alpha after lockdown How are kids feeling in post-lockdown settings? How much time are they spending online? Have their attitudes toward technology shifted? In this report Which forms of entertainment have become more important to Gen Alpha since the pan- demic? What types of content appeal to them? 21 31 37 51 TV & audio entertainment Methodology & definitions Protecting kids online How important is privacy and parental controls to kids’ parents? What types of software do they depend on the most? Figures in this report are primar- ily drawn from GWI Kids, our online research among 19,240 internet users aged 8-15. The survey is fielded in the following 16 markets: Australia, Brazil, Canada, China, France, Germany, Italy, Malaysia, Mexico, Poland, South Africa, Spain, Sweden, Turkey, UK, and the USA. Please note that China and Sweden were added in Q1 2022, and are therefore excluded from all over time comparisons. which represents internet users aged 16-64 in 48 markets. Though, we do refer back to our Core resear