Born between 2010 and 2025, the first members of Generation Alpha will turn 16 in 2026. To better understand these consumers of tomorrow, online survey company Attest conducted a study focused on their behavior and habits.
The study was conducted in early July 2025 among a national sample of 1,000 parents of 15- to 16-year-olds in the United States.
Digital whizz kids
Nearly half of teenagers already use artificial intelligence as a search engine (46%) or for their homework (44%). Beyond simply browsing, 39% are trying their hand at creating images, videos, or websites.
92% of them own a smartphone, 74% a game console, and 70% a smart TV.
More than half of teens (55%) spend more than three hours a day on social media, mainly TikTok, YouTube, and Snapchat.
Young consumers
More than one in two teenagers has more than $100 per month at their disposal, sometimes earned through a part-time job, and a quarter have more than $300. This financial independence translates into active consumption, particularly in the areas of food, digital technology, and personal care.
The study highlights that “skincare and cosmetics are also popular: 18% buy from this category every week, 30% several times a month, and 25% once a month.” These purchases, “small but regular, help to assert teens’ independence and shape their autonomous identity through their brand choices. Gen Alpha’s financial autonomy already makes them …
