The Kidtech leader, SuperAwesome, studies the new habits of Generation Z and Generation Alpha in France and compares them to global trends.
Leading Expert for Analyzing Generation Alpha Audiences (people born from 2010) and Generation Z (people born between 1996 and 2010), SuperAwesome unveils its latest Retail study, Gaming & The Next Generation. The report looks at the influence of young audiences and their new digital habits. The results highlight the importance of video games, true epicenter of young people’s interactions and purchasing decisions (Generation Alpha children and Generation Z adolescents), and make it possible to analyze the influence of these age groups on purchasing behavior within the extended family unit.
The link between retail and video games is strengthening
In France, 66% of young people play video games and three quarters (75 %) say they watch content related to video games. Shopping in video games is a growing trend for young French people, to a lesser extent than in the United Kingdom and the United States, but still significant since 20% of young French people say they prefer items available in video games to physical items (compared to 35% in the United States). Kids and Teens Tend to Want Video Game Items in Real Life. More than a third of French children and adolescents say they like to buy the same items as their avatar in video games, and 51% of young people say that seeing a brand while playing would encourage them to buy it in real life or go to that brand's store.
Purchasing power : parents keep a cool head
Globally, in all countries, younger generations have a surprising influence on family purchasing behavior. In France, SuperAwesome observed a more nuanced scenario when it comes to who has the final say in purchasing decisions within families. Young French people seem to be less consulted about family purchases than their American and British counterparts. Young French people have the least influence on purchases compared to those in other countries such as Germany, the United Kingdom or the United States : 25% of young French people say that their parents make the final purchasing decision, while 83% of young Americans say they have sole or joint decision-making power with their parents when it comes to purchasing.
Less influence on parents
55% of French parents say that their children influence what they buy (which is significantly less than in the United States and United Kingdom : the percentage rises to 74% in these countries) and 27% say they influence the moment of purchase. Children also influence parents when it comes to how much money to spend, and even how to pay, but again in smaller proportions than in the United States and the United Kingdom. The study reveals that younger generations today operate in a much more heterogeneous media environment than previous generations., with multiple sources of influence. Video games are gradually becoming a multifunctional space for interacting with friends, relax, play and discover and interact with brands. SuperAwesome data demonstrates that these trends emerge at different rates across markets and with varying impact on the dynamics of family purchasing decisions..
