Now in its 9th year, TotallyAwesome’s Youth Digital Insights (YDI) is the most in-depth annual research on Gen Alpha (4 to 14 years old) and Gen Z (15 to 28 years old) in Asia-Pacific.
With over 7,700 youth and 2,500 parents interviewed across 7 key markets in Asia-Pacific this year, we are your guide to understanding this valuable audience.
Covering 9 core topics from media consumption to purchasing habits and tackling three new market-first topics: cost of living impacts, artificial intelligence and retail media, this research delves into the habits, attitudes, ideas and aspirations of Gen Alpha and Gen Z in Asia-Pacific.
Insights that
matter:
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Meet them where they are: Extensive insights into where, when and how brands can reach Gen Alpha and Gen Z in Asia-Pacific – their values, concerns, media consumption, content preferences, expectations for brands & more
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Futureproof your brand: Understanding the "world of firsts" for Gen Alpha and Gen Z in Asia-Pacific and why brands need to use these critical entry points to establish long-term brand loyalty
- Getting into their Shopper’s mind: Newer channels like YouTube, influencers and gaming are imperative in shaping Gen Alpha and Gen Z’s shopper mindset. Find out how the consumer journey is evolving and how brands can turn them into their consumers
