By 2030, Generation Alpha will become a customer in their own right, making purchases with their own money and interacting with companies and organizations running their own program
An intimate understanding of how the Alpha Generation relates to the people and devices they use, along with the new technological and social expectations of future users, was the aim of market research carried out by Infobipamong European children between the ages of 6 and 11, which, among other findings, revealed that this generation may even feel more comfortable interacting with technology than with people.
The “Alpha Generation” is that which consists of children born in 2010, the same year the iPad was released, leading them to experience a unified environment of instant and on-demand technology. With all information and entertainment at your fingertips with a click, your way of communicating and experiencing is radically different from previous generations.
According to the report, in this age group, more than three-quarters (77%) have access to a tablet and more than half (59%) to a smartphone. In fact, 60% of those who already have a tablet used it for the first time when they were 5 years old, while 38% of those who own a mobile phone used it at that age. This early access to technology affects the way they communicate. They interact with their immediate environment and family through digital channels and most cope with messaging without problems. By the age of 11, 73% of the Alpha generation already use WhatsApp from their mobile phone or tablet.
“In 2030, many members of Generation Alpha will be adults and enter the corporate world. As customers, they will have high expectations for a seamless experience and instant gratification.” says Alvaro Ansaldo, manager of Infobip Iberia. “For example, if the authentication process is not simple and intuitive, this generation will most likely abandon it and choose brands that offer a better experience. Companies need to optimize time through solutions with the necessary flexibility to deliver results to customers quickly and in a personalized way“, Explain.
Another great significance of Generation Alpha’s technological environment is that they are used to using smart devices as a source of knowledge. About 39% use them for their homework, while 30% check their smartphone before asking their parents or teachers.
Meet the customer of 2030
According to the study, personalization will also play a significant role. Generation Alpha will expect to be treated as individuals with their own interests and values. Communications will need to be relevant, drawn from insights about the type of information they want to receive and the events that trigger contextual experiences in the customer journey.
Experiences driven by insights
Providing seamless, intelligent customer journeys without data is impossible. Not only that, but data must be properly integrated into this journey, connected and accessible across all verticals and technologies. This is especially important in case of a negative experience: there is nothing more frustrating than having a problem with a brand and the company continuing to send you information about other products and promotions as if nothing had happened. “This generation will have zero tolerance for this type of communication,” affirms Alvaro Ansaldo.
Friction, the great enemy of comfort
The study also confirmed that customers in 2030 will want their entire brand experience to be the same regardless of the communication channel. Currently, Generation Alpha now uses more chat channels than WhatsApp to communicate.
Finally, most members of this generation will have no reservations about AI chatbots. On the contrary, they will appreciate the personalization, consistency and proactivity that characterize them.
“Perhaps the prospect of a new type of customer and a smarter world may seem daunting to many companies. But the important thing is that they don’t get discouraged and start making decisions about it from now on,” adds Infobip’s Alvaro Ansaldo.