Australian Gen Alpha’s (4 - 18) use of social media has declined an average of 8% over the past 12 months and they are instead turning to gaming platforms to socialise, according to TotallyAwesome’s annual Youth-First Digital Insights research
The report notes 50% of teens now game so they can play with their friends and 46% game because it makes them feel more connected with their friends.
The report also found that ANZ-based members of Gen Z are most likely to act after seeing a sponsored ad in a gaming environment, with 54% either looking it up online, talking with friends about it or buying whatever was advertised, the report found.
Alice Almeida, regional head of data, research and insights at TotallyAwesome, said the research indicates if brands want to secure long-term loyalty with the next generation of customers they must be brave.
“If you want to capture the hearts and minds of youth and build meaningful and long-lasting relationships – you need to get into gaming. It’s their now and their future," she said.
“Our hope is that marketers and media agencies will use the rich insights and learnings from this research to connect with youth in a safe, relevant, and effective way."
This is the eighth year that TotallyAwesome has conducted its Youth-first Digital Insights research in 14 markets across APAC. The research, conducted through PureProfile panels, engaged with 9,000 Gen Z and Gen Alpha and over 5,000 of their parents across APAC, with more than 1,200 of those based in ANZ.
The results will be presented in full at a live and free webinar on Thursday 24th August at 2pm AEST.
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