Razorfish & GWI：2024年全球阿尔法世代（Alpha世代）洞察报告（英文版）（26页）.pdf

1、June 2024Generation AlphaxUnpacking the most diverse and globally interconnected generation2The importance of AlphasAlphas,born between 2010 and present day,hold tremendous significance for our future.This cohort represents a new era of technological immersion and global interconnectedness.Growing u

2、p in a digital age,Generation Alpha is exposed to an unprecedented amount of information,fostering a unique set of skills and perspectives.Gen Alpha will be the largest and most diverse generation1to date,with a projected population of 2.2 billion by the end of 20251.Gen Alphas are also expected to

3、have the greatest spending power inhistory1.Sources:Razorfish x GWI Primary Research,2023;1McCrindle,20203MethodologyRazorfish partnered with research company GWI to create a global survey and conduct quantitative interviews exploring Alphas attitude toward hobbies,learning,brands,and trustworthines

4、s.The sample included 3,474 Alpha respondents and their parents,based in nine markets across the globe.To make comparisons between this generation and older ones,we incorporated secondary research to enhance our analysis.Quantitative(n=3,474)Children between 9 and 13 years old Alphas parents between

5、 22 and 61 years old United States United Kingdom France Brazil Argentina Malaysia United Arab Emirates Saudi Arabia AustraliaOur goalIn our first study of Alphas,we discovered that 92%of them value learning.In this study,we focused on understanding what fuels Alphas desire to learn and how they pur

6、sue their passions and interests.GWI DatabaseMarketsSource:Razorfish x GWI Primary Research,20234Three shifts make this generation different.Over the last decade,parenting styles shifted to rewarding efforts over outcomes.Developmental cultureTechnology has enabled Alphas to broaden their set of int