Book Release: Generation ZAlpha

According to a survey conducted by parental-control software maker Qustodio across more than 400,000 families and schools globally, children and youths aged 4 to 18 spent an average of 112 minutes per day on TikTok worldwide in 2023. This marked an increase of 107 minutes compared to the previous year. While YouTube remains the largest streaming app globally for this age group, children spent 60% more time on TikTok last year, highlighting the evolving media preferences of Generation Z & Alpha.

The research also reveals that nearly 20% of children worldwide tried OpenAI's ChatGPT, making it the 18th most visited site for children in 2023. These insights demonstrate that the digital habits of children, both younger and older, are rapidly evolving and increasingly embracing emerging technologies. Additionally, the study found that children spent 27% more time watching streaming services than the previous year. Despite some services experiencing price increases, YouTube remained the most used service, with YouTube Kids reaching a record time of 96 minutes per day globally. Netflix remained the second most popular streaming platform, while TikTok was the most used social app, followed by Facebook. 

Meet Micro-Generation ZAlpha

These insights emphasize the rapidly evolving media preferences of young people, an area in which Trendwolves has been conducting research since 2019. Generation ZAlpha, as introduced by Maarten Leyts in his new work, focuses on the micro-generation of children born between 2008 and 2013, situated between the youngest Generation Z, the digital natives, and the oldest Generation Alpha, children who grew up with the iPad. 

The impressions of the pandemic strongly influence how Generation ZAlpha views the future and what expectations they have regarding learning, shopping, and leisure. ZAlphas are virtual natives, youngsters who embraced technology during the pandemic as a facilitator for their productivity and creativity. They grow up with Anime and K-Pop, Metaverses, XR, QR, holograms, virtual people, AI, and stay informed and entertained through Kidfluencers and Kidpreneurs on YouTube, TikTok, Snapchat, and Instagram. The early exposure to digital and virtual worlds – as the figures show – has not only impacted Generation ZAlpha itself but also the role of parents, bringing new challenges in terms of privacy and technology-based parenting.

Global research from 2021 already indicated that media use among children and youths worldwide continues to increase. According to a report from Common Sense Media at that time, 98% of children under 8 years old use mobile devices, while 65% of children between 8 and 12 years old have a smartphone. The report also shows that children spend an average of over 2 hours daily using screens for entertainment.

Maarten Leyts' new book provides a wealth of information for anyone seeking to better understand, reach, and engage with Gen Z, ZAlpha, and Alpha. They form a substantial and globally the most well-educated generation ever, being co-creative, global, inclusive, climate-activist, and technologically procreative. "Generation ZAlpha, connecting with the next microgeneration" offers significant insights for brands, businesses, retailers, and educational institutions looking to understand the continually changing youth culture and evolving media preferences.

Curious for more? Reserve your copy now and delve into the fascinating world of
Generation ZAlpha.


"There's an expression, 'Blame it on the youth.' But Maarten presents everything decision-makers need to understand to engage the next generation effectively and empathetically. Otherwise, you can't blame it on them..." - Brian Solis, Futurist and
Best-Selling Author


"As a parent of GenZAlpha kids myself and a professional partially active in the Gaming business, I’m fully aware of the rise of this generation, these Digital Ninja's. Maarten’s book is a highly recommended read to really understand the most tech-connected generation ever. A generation which is establishing a brand preference extremely fast."
- Evert Van Camp, Director BeNeLux, Samsung

                                     What is the value of generational thinking in marketing?
                                Why is the micro-generation ZAlpha set to shake up our society?
                             How to understand, engage and reach Gen Z, ZAlpha and Alpha?
                                                                  Dive into the blog!