Gen Alpha Trends
Trends is used by global entertainment brands, toy companies, game studios, and platforms who need to understand Gen Alpha audiences. Since 2014, we've tracked how young people use devices, play games, watch video, engage with social media, buy products, and influence household spending across the UK, US, Germany, Brazil, Japan, South Korea, and India.
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families surveyed
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datapoints
Four studies. Every angle covered.
Generations Z and Alpha don't behave like previous cohorts, and they don't sit still. Trends goes beyond “kids use YouTube” to give you the nuance your brand decisions actually need.
Devices and Share of Time
Which devices and screens kids access, own, and love, and exactly how they split their time across them. Measures children’s use of AI tools and attitudes towards AI.
Games and Roblox
The games kids play, the genres they prefer, the platforms they engage with. Trends provides the most detailed independent Roblox audience data available, from weekly active players by age to avatar preferences.
TV, Video and Social Media
Platform by platform: YouTube, TikTok, Snapchat, Instagram. What kids watch, how they discover it, and the features they actually use. Parent controls and trust in platforms.
Retail, Toys and Parents
Who controls the purchase? From favourite toys and reading habits to spend levels and retailer trust, this study unpacks the parent-child dynamic behind buying decisions.
How we make sure the data is right
Trends surveys 17,000 families across 7 markets. 40,000+ datapoints tracked across devices, gaming, video, social media, toys, retail, and parental attitudes. 4 specialised surveys every year, running continuously since 2014.
Children aged 1–18 are recruited via panel with parental consent. Interlocking quotas on age and gender ensure data is representative in each market. A maximum survey length of 10 minutes ensures accuracy, with question wording designed for children aged 8+ to answer themselves.
Each wave includes hot topic questions informed by current subscribers, covering emerging areas like AI attitudes, social media platform trust, and the perceived benefits of different gaming platforms.
Recruit
Panel recruitment with parental consent
Survey
10 min max, child-friendly wording
Validate
Interlocking quotas on age and gender
Publish
Quarterly waves across 7 markets
7 markets
Access the data your way
Dashboard
Self-serve access to the full Trends dataset. Filter by country, age range, and time period. Export charts and tables for internal reports and stakeholder decks. Updated quarterly with every new wave.
Custom Reports
The Dubit team creates bespoke reports to guide Gen Alpha strategy for your organisation. A polished deliverable, ready to share with stakeholders. Can be combined with a subscription or bought standalone.
Voices from the data
Each wave includes six hot topic questions that go deeper on the moments that matter. Early identification of changing and emergent Gen Alpha trends and preferences. Here's a taste of what Trends sounds like.
“I like to dress my character cute but sporty. I like skirts with letterman jackets.”
Girl, aged 11, Games & Roblox wave
“AI is technology tools programmed to help you perform daily tasks. Such as schoolwork, learning about a subject. I use them mainly on my cell phone.”
Boy, aged 15, Devices & Share of Time wave
“I feel that the world will have less creative outlets and will be more technology dependent. I’m worried about this causing kids to be less capable of using their imagination.”
Parent of boy, aged 7, Retail, Toys & Parents wave
Choose how to access Trends
Full subscription for ongoing data, or standalone reports for specific questions.
Subscription
Full access to the Trends Dashboard, AI Data Analyst, and quarterly reports.
- Access to all data from your chosen surveys and waves
- Ask questions across the full dataset with the AI Data Analyst
- Export data for internal reports and stakeholder queries
- Dubit report and readout included per survey
- Input into hot topic questions to understand Gen Alpha at greater depth
- Volume discounts for subscription to multiple surveys or markets
Custom Reports
Bespoke reports to guide Gen Alpha strategy for your organisation. A polished deliverable, ready to share with stakeholders. Can be combined with a subscription or bought standalone.
Questions we've helped answer:
- Which formats, platforms, themes, genres and IP most effectively engage and entertain 7–9 year olds?
- How should we evolve our offering across gaming and social play to remain competitive and grow share?
- What is the lifecycle of platform and device adoption for Gen Alpha, and where are the key inflection points for brand entry?
Stop guessing what Gen Alpha want. Start knowing.
Try the AI Data Analyst on a live slice of our dataset, download a report teaser, or talk to our team about a subscription.