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Gaming is the new social for Gen Alpha according to research from TotallyAwesome

18 August, 2023 | 

Originally published: B&T, 18 August 2023

According to TotallyAwesome’s annual Youth-First Digital Insights research released today, Gen Alpha’s use of social media has declined an average of 8 per cent over the past 12 months and they are instead turning to gaming platforms to socialise. The report notes 50 per cent of teens now game so they can play with their friends and 46 per cent game because it makes them feel more connected with their friends.

TotallyAwesome’s annual Youth-First Digital Insights study also reveals the impact gaming has on Gen Z and Gen Alpha’s mental health and their engagement in their community, showcasing the significant opportunity for brands and marketers to engage with this often-elusive audience.

This is the eighth year that TotallyAwesome has conducted its Youth-first Digital Insights research in 14 markets across APAC, providing a deep understanding of the attitudes and behaviours of youth across Asia Pacific. The research, conducted through Pureprofile panels, engaged with 9,000 Gen Z and Gen Alpha and over 5,000 of their parents across APAC, with more than 1,200 of those based in ANZ.

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