WTC-2019年α世代消费者报告（英文）30页_5mb

Generation Alpha: Preparing for the Future Consumer

Core Content Summary

Generation Alpha (aged 6-16) represents the next wave of consumers who are growing up in a digitally connected world. They are characterized by strong values, a desire to make their own purchasing decisions, and an increasing focus on sustainability and ethical behavior. While they are digital natives, they still value time with family and friends and enjoy outdoor activities, indicating a balanced approach to their lifestyle and shopping habits.

Main Findings

1. Who are Generation Alpha?

• Characteristics: Alphas are values-driven, care about sustainability, and are interested in making a positive impact through their future careers.
• Age Segments:
  • Mini-Alphas (6-9 years): Most concerned with environmental impact and have strong views on sustainability.
  • Midi-Alphas (9-12 years): More influenced by social media and prefer shopping through websites and apps.
  • Maxi-Alphas (13-16 years): More likely to use Amazon and are influenced by influencers and social media.

2. Shopping Influences

• Influencers:
  • Over 55% of children want to buy something if their favorite influencer is using, wearing, or consuming it.
  • 14% of children would like influencers to have their own retail outlets.
  • Influencers are now the second most influential factor after video, with family members coming in third.
• Social Media:
  • 57% of Alphas are influenced by social media ads.
  • Midi-Alphas are most influenced by social media (59%).
  • Maxi-Alphas are three times more likely (32%) than Mini-Alphas (9%) to be influenced by social media posts.
• Video:
  • 25% of children cite online video as their biggest influence.
  • Boys are more influenced by online videos (29%) than girls (20%).

3. Amazon's Endurance

• Awareness & Preference:
  • 72% of children like Amazon as a company.
  • 90% of Maxi-Alphas have heard of Amazon, with 74% of Mini-Alphas also aware.
  • Amazon Prime is known by 70% of children, with 63% understanding its purpose.
• Usage:
  • 26% of children shop online via Amazon.
  • Mini-Alphas are the least likely to use Amazon (22%), while Midi-Alphas (30%) and Maxi-Alphas (28%) are more likely.
• Amazon's Appeal:
  • Alphas value shopping convenience and quick delivery.
  • Amazon is seen as a value-adding platform, with 23% of children wanting to buy everything from one place.

4. Retail Technology

• Physical vs Digital:
  • 29% of children and their parents still buy most of their goods from a supermarket.
  • 75% of Alphas like the experience of visiting a physical store.
  • 47% enjoy shopping on the high street, while 38% prefer online shopping.
• Voice Assistants:
  • 51% of Alphas like talking to Alexa.
  • 41% intend to shop through Alexa when they are older.
  • 22% have used Alexa or a voice assistant to purchase online.
• Future Shopping Trends:
  • 15% of Mini-Alphas want to shop with their minds in the future.
  • 25% of Maxi-Alphas prefer in-store shopping.
  • 22% of children believe they could visit favorite shops using virtual reality without leaving home.

5. Ethical & Sustainable Shopping

• Ethical Focus:
  • 66% of Alphas want to buy from companies that are doing good in the world.
  • 63% of Mini-Alphas and 67% of Midi-Alphas want to buy only from ethical brands.
• Sustainability:
  • 63% of Alphas want to work in a career that helps save the planet.
  • 67% of Mini-Alphas and 66% of US children are most interested in this type of work.

Key Recommendations

What You Need to Know

• Generation Alpha is a thoughtful and values-driven generation.
• They are not solely digital, but omnichannel in their approach.
• Sustainability and ethics are core to their purchasing decisions.

What You Need to Do

• Omnichannel Strategy: Ensure consistency across digital and physical channels.
• Influencer Partnerships: Develop a strategy that includes trusted and responsible influencers.
• Social Commerce: Invest in social commerce to align with their consumption journey.
• Value-Added Services: Offer convenience, speed, and ethical value to compete with Amazon.
• Innovative Technology: Explore voice assistants, programmatic commerce, and virtual reality to meet future expectations.
• Brand Storytelling: Tell a compelling story that reflects the values of Generation Alpha.
• Adapt to Their Needs: Be ready to offer one-stop shopping, sustainable products, and ethical business practices.

Conclusion

Generation Alpha is shaping the future of retail with their values, preferences, and technological adoption. Retailers must adopt a long-term vision, invest in omnichannel experiences, and align with ethical and sustainable practices to remain relevant. Amazon has already established a strong presence with its convenience, speed, and variety, but brands must not overlook the ethical appeal of this generation. By understanding and adapting to their needs, retailers can prepare for a future where digital and physical experiences are intertwined.