Stat: Generation Alpha are proficient with voice assistants

Voice assistants are gaining traction with Generation Alpha. Young consumers in the UK and US show an openness towards voice assistants, according to Wunderman Thompson. Usage is already relatively high among children between the ages of six and 16, with nearly 22% having used Amazon Alexa or another voice assistant.

In future, 41% intend to use the technology to make purchases, presenting retailers, marketplaces and brands with an opportunity to think about how this generation will shop as they get older. In terms of age groups, interactions with such devices is most pronounced among six- to nine-year-olds (47%), followed by 10 to 12-year-olds (43%) and 13 to 16-year-olds (32%).

In our Subconscious Commerce macrotrend, we explore how Internet of Things technology is creating immersive touchpoints for consumers, who are deferring choice in favour of convenience.