Generation Alpha will adopt smartphones even earlier than Gen Z. And while 71% of parents with children under 12 are concerned about their kids spending too much time in front of screens, per a March 2020 Pew Research Center survey, smartphone penetration is not slowing down. Looking ahead: By 2026, 99.6% of Gen Zers will be regular internet users.

Advertising to minors will be prohibited, limiting the ability to reach audiences within Generation Alpha and portions of Gen Z. Platforms such as YouTube and TikTok will be expected to publicize more palatable terms and conditions for a younger audience.

Everyone’s concerned about children’s privacy and safety on social media: As more consumers demand that social platforms be scrutinized, a case against TikTok’s handling of children's private data proceeds.

Roderick Morris co-founded Lovevery to provide parents with a subscription-based model of toys that evolve with children as they develop. He spoke with Insider Intelligence about expanding the subscription business internationally, providing parents with proper data to make purchasing decisions for their children, and more.

Move over, millennials: The new kids in town, Gen Z, have claimed the crown as most sought-after demographic for brands. With their deep digital nativity and social influence, this generation is making its mark on society and brand strategy.

On today's episode, we discuss the fallout from Netflix's Q4 earnings and what the immediate future looks like for the streaming giant. We then talk about what to expect from NBC's overlapping broadcasts of this year's Super Bowl LVI and Beijing Winter Olympics, along with what to make of streaming players focusing their attention on kids' shows. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Paul Verna.

Kids ages 0 to 9 (or Gen Alpha) and seniors ages 77 and older (or the Golden Generation) make up a far smaller proportion of the UK population than the other cohorts. In addition, they are arguably less relevant to marketers than the generations we do cover. Their spending power is limited (nonexistent, in some cases), and many third-party sources exclude them from their data sets, too.

Canada’s Generation Z—the kids and young adults in the country born between 1997 and 2012—is a lucrative demographic for brands, especially as it ages into higher levels of income.

TikTok use is being driven by younger adults: Almost half of the app's US users will be between 18 and 34 this year, a figure that decreases as the user segment gets younger and older. For instance, just 1.8% of TikTok's users will be 65 and older in 2022.

Read the latest stories on social media regulations from Insider Intelligence.

For the first time, we broke out Disney+ and Netflix viewers by age. It’s widely understood Disney programs are usually aimed at youth. Our forecasts give some clarity on how much Disney+ skews toward young people compared with other streaming services.

Digital goods will go mainstream: According to Cassandra Napoli, senior strategist at forecaster WGSN Insight, getting familiar with the metaverse economy could become mandatory for brands that want to connect with Generation Alpha—those born from 2010 to 2024—which will be the first generation to have no memory of a life prior to digital goods and may prefer them to physical ones.

As the first true generation of digital natives, Gen Z has had round-the-clock access to on-demand information, streaming entertainment, and instantaneous communication since birth. This report examines trends in Gen Z’s technology and media use.

Gen Z in the US already has estimated spending power of nearly $150 billion, and this cohort represents a growing opportunity for retailers and brands. Here’s a snapshot of recent Gen Z shopping and buying data to help guide you.

Generation Z represents more than 20% of the US population and has a collective buying power of $143 million. This report presents a demographic and psychographic overview of Gen Z and offers insights into what makes them tick.

The global pandemic has had a profound impact on Generation Z’s well-being and is setting the stage for how they interact with and navigate the healthcare system.

Though half of Gen Z hasn’t yet reached adulthood, it’s well on its way to becoming a financial juggernaut. Here’s an overview of this generation’s unique financial attitudes and behaviors.

On today's episode, we discuss how travel is changing, how the overall Olympic ratings shook out, why your inbox is now a shopping mall, how brands are already marketing to Generation Alpha, Facebook's Ray-Ban smart glasses, how the office came to be, the limitless power of hugs, and more. Tune in to the discussion with eMarketer principal analysts at Insider Intelligence Jillian Ryan, Nicole Perrin, and Paul Verna.