75.7% of Gen Alpha kids who are tech device users use smartphones as their primary device, as per a recent study by .hypercollective. Titled ‘Decoding Gen Alpha: Insights on India’s next consumer influencers’, the study surveyed over 1,000 parents across major Indian cities for a deep dive into how children aged 4-15 interact with technology, consume media, and influence household purchases.

Key highlights from the report:

• While screens are central, 70% of parents report their children still prioritise outdoor games and physical activity
• Children have evolved from passive consumers to ‘in-house brand consultants’, with 86% of parents involving them in family shopping decisions across categories
• Digital content, specifically YouTube Ads, has surpassed television commercials and peer recommendations as the primary source of brand discovery
• Contrary to ‘screen time’ fears, a large majority of parents believe online content has improved their child’s creativity, vocabulary, and tech skills

KV Sridhar (Pops), global chief creative officer, Nihilent, said, “Gen Alpha is the newest consumer on the block. These young minds are open, receptive, precious, and impressionable. We need to be mindful and responsible about how we reach out to them.”

Sruthy Sara Mathew, head - strategy and planning, Nihilent, said, “What stood out most was the balance. Parents are neither rejecting technology nor surrendering to it; they are actively negotiating its role alongside their children. That tension between digital adoption and traditional values is where the real strategic insights for brands lie.”