普华永道（PwC）：2026年Alpha世代调查报告：最年轻的首席影响官（英文版）（20页）.pdf

1、Generation Alpha Survey 2026The youngest chief influence officersMarch 202601 Introduction 0202 Bornwiththebuybuttonattheirfingertips0303 Fromfeedtocart:Howscrollingshapeswhat GenAlphawants0504 Followingthemoney:WhatGenAlphabuys andhowtheypayforit0705 Theindependencegap:Whatkidsmaybe orderingwhenpar

2、entsarentlooking1006 Pint-sizednegotiators:HowGenAlphaclosesthedeal1207 Fromgamerstoglowgetters:GenAlphasemerging consumerbehavior1408 Whatthismeansforbusinessleaders1709 WhyGenAlphaexpectsadifferentshoppingexperience18Table of contents1PwC|Generation Alpha Survey 202689%of13-to14-year-oldshavetheir

3、ownsmartphone57%ofsecond-andthird-graderssaysocialmediamakesthem want to buy things86%ofkidssaytheyearn their own money38%of13-to14-year-oldsuseAItoolsfor fun97%of7-to14-year-oldssaythey decide what to buy independentlyatleastsomeofthetime.1IntroductionGeneration Alpha can swipe before they can writ

4、e and negotiate before they can drive.Meet the most digitally native,entrepreneurial,and commercially confident kids in historyKidstodayarespeakingupforthemselves,andparentsarelistening.A7-year-oldknowsexactlywhichbrandofyogurtgoesintothegrocerycart.An11-year-oldaddslipglosstohermomsonlineorder.A13-

5、year-oldusesadeliveryapptogetdinner,chargedtoacardthattechnicallyisnthis.Andmomanddad?Theyremostlyfinewithit.WelcometotheworldofGenerationAlpha,where70%of7-to14-year-oldsowntheirowntablet,72%usesmartphonesregularly,and97%saytheymakepurchasingdecisionsindependentlyatleastsomeofthetime.Withanaverageof

6、3.6hoursofrecreationalscreentimedailymorethandoublethetimespentplayingoutdoorsorreadingthesekidsarentjustconsumingcontent.Theyrealsousingwhattheylearnonlinetochangehowtheirfamiliesspendmoney.AccordingtoPwCsnewsurveyofmorethan1,000children,ages714,and1,000parents,kidsinthisgenerationhavebecomesomeoft