Alpha generation Study: Kids watch vertical videos more often than other formats
94% of Alpha generation kids (7-13 y. o.) have smartphones. At the same time a kid gets the first gadget at the age of 7 y. o. That was identified via Yappy and MAGRAM MR joint study.
Children most often use gadgets for games (83%) or communication (75%), less often for listening music (63%) and watching movies (61%). And social media is only the sixth most popular reason to use a gadget.The most popular content type of content that kids watch on social networks is a short video (84%). The second position is occupied by movies, cartoons and soap operas — they are watched by 55% of kids, who have access to social networks. Number three is long videos — 32% prefer this type of content.
Kids watch short vertical videos 6 days a week for 1.5-2 hours per day on average. In general children indicate a longer viewing time comparing to what their parents believe. And girls spend 10-20 minutes more on such content comparing to boys on a daily basis.
40% of the respondents use short videos for searching the information about hobbies and activities. Short vertical videos are still used less frequently for homework, but every fifth child surveyed does it (19% of kids). It is interesting, that vertical videos change the consumption method of such content as music, i.e. among the respondents the most typical type of music listening is musical vertical videos (54%).
According to the study, 65% of the respondents aged 10-13 y. o. are subscribed to some channel or blogger (this figure is higher among girls: 70% vs. 59%). At the same time children demonstrate a positive attitude towards blogging. They believe, that bloggers can earn much money, this profession is creative and will help to demonstrate talents. But their parents twice as often as the children mention that bloggers are not interesting to Generation Alpha — 41% vs. 19%.
The research covered over 1.2 thousand children 10–13 y. o., as well as parents of children 7–13 y. o., and was conducted in Russian cities with a population over 1 mln people.