Kids are more likely than adults to have access to most common consumer devices

Key stat: Adults worldwide have access to smartphones at a higher rate (98%) than children do (90%), per December 2023 data from Razorfish and GWI. But for laptops, gaming consoles, tablets, and smartwatches, children are more likely to have access to the devices than adults.

Beyond the chart:

• 65% of parents of Gen Alpha think tech positively impacts their child, according to data from Razorfish.
• 86% of US Gen Alphas would like their favorite brands to teach them something about their interests, per Razorfish.
• If brands want to reach kids online they should create positive, educational content.

Use this chart:

• Highlight where marketers can reach children and their parents.
• Showcase the opportunity for gaming and educational apps and content.
• Consider device-specific ad strategies.

More like this:

• 5 key stats on Gen Alpha: Brand impressions, learning opportunities, and online attitudes
• Teens ramp up spending on beauty, pull back on shoes, apparel
• Where and how Gen Alpha consumes content: From YouTube to Netflix to Roblox
• Kids and AI: From usage to education and risks

Methodology: Data is from the June 2024 Razorfish report titled "Gen Alpha: Unpacking the Most Diverse and Globally Interconnected Generation" conducted by GWI. 3,474 children ages 9-13 and their parents ages 22-61 in 9 countries worldwide were surveyed online during November-December 2023. The countries surveyed were Argentina, Australia, Brazil, France, Malaysia, Saudi Arabia, United Arab Emirates, the UK, and the US.