VML’s Trailblazers of Tomorrow Report

Digital natives are not digitally exclusive, as Gen Alphas enjoy the in-store shopping experience just as much as online

US. 27th February 2024: Assumptions about Generation Alpha (6-16 year-olds) may need to be upended as research finds these digital natives are far from digitally exclusive, with the vast majority enjoying shopping in-store (78%) almost as much as the online experience (80%), highlighting the importance of offering a unified omni-channel experience.
This challenges the notion that brands need to engage younger generations differently, with Generation Alpha enjoying physical shopping the most across any age group surveyed for VML’s ‘Trailblazers of Tomorrow’ report.

The research found that in the next decade, no clear channel will dominate, with consumers across all age groups saying they want to shop everywhere, meaning an omni-channel approach will continue to be key. Generation Alpha expects their biggest spend (10%) will be in a supermarket, followed by Amazon (8%) and in a shop (7%).
“There is no one-size-fits-all approach for Generation Alpha. Often the tendency is to think of this age group as an entirely screen-bound demographic. But in many ways, as with their enjoyment of in-store shopping, they are quite traditional,” says Debbie Ellison, Global Chief Digital Officer, Commerce at VML. “To that end, an omni-channel strategy that effectively marries brick and mortar outlets and in-store experiences with online and emerging channels will be essential if brands hope to meet these customers where they are.”

Generation Alpha is, however, at the forefront of the social commerce evolution, with 75% discovering new brands or products on social media, and 57% making purchases through these platforms. Two social platforms stand out in popularity, YouTube is the king of social media, used by 69% of all respondents and 76% of Generation Alpha. Facebook lands in second place, (65%) of respondents, and (58%) of Generation Alpha, although it is heavily weighted to the over 45s (80%).

Perhaps this is unsurprising given that respondents spend on average 2.97 hours on social media each day. However, with 49% of all shoppers wishing it was simpler to shop through social channels, rising to 65% of Generation Alpha, there is still work to be done to meet consumer demands.

As social shopping becomes more popular the role and effectiveness of influencers will increasingly come into focus. Over a third (35%) of consumers have found a new product or brand through an influencer, a figure which leaps to 50% among Generation Alpha. With the majority (54%) feeling influencers give better product insights than brands and marketplaces, and 67% believing influencer promotions are more genuine than traditional advertising, brands and influencers will need to reconcile how they partner effectively with one another as more launch their own- possibly competitive – businesses. With passionate audiences and extensive reach, brands led by influencers could well pose a threat to traditional retailers who do not factor them into their omni-channel mixes.

To download the report, visit https://www.vml.com/insight/trailblazers-of-tomorrow