86% Indian parents say Gen Alpha kids influence family purchases: Study

Children in India are no longer just passive viewers of advertising. They are increasingly shaping what families buy, watch and even where they travel, according to a new study released by Hypercollective, a division of Nihilent.

The report, “Decoding Gen Alpha ’26,” surveyed more than 1,000 parents across major Indian cities to understand how children aged 4 to 15 interact with technology, media and brands. The findings highlight how this youngest cohort, often referred to as Gen Alpha, is emerging as a powerful influence in household decision-making.

Gen Alpha refers to the demographic cohort born between 2010 and 2024. These individuals were born entirely in the 21st century and are the first to have technology like iPads, AI, and social media integrated into their lives from infancy.

The report found that 86% of parents involve their children in family shopping decisions, suggesting that kids today act as informal advisors on everything from entertainment choices to consumer products. This growing influence is being shaped largely by digital media exposure and platform-driven discovery.

“Gen Alpha is the newest consumer on the block. These young minds are open, receptive, precious, and impressionable. We need to be mindful and responsible about how we reach out to them,” said Pops K.V. Sridhar, Global Chief Creative Officer at Nihilent Ltd..

Digital-first but not screen-obsessed

While Gen Alpha is growing up in a digital ecosystem, the study suggests that children’s routines remain relatively balanced. Around 70% of parents said their children still prioritise outdoor games and physical activities, reflecting what the report describes as a “phygital balance” between physical play and digital engagement.

Access to technology is already widespread. The study found that 83.3% of children use digital devices, with smartphones emerging as the dominant screen for 75.7% of kids, followed by computers or laptops (45.1%) and smart TVs (44.4%). Tablets account for 19.3% of usage, while gaming consoles remain niche at 6.7%.

However, screen time appears relatively moderated. Nearly 73.6% of children spend less than two hours daily on screens, while only a small fraction exceed four hours, suggesting that many households continue to regulate digital exposure.

Online engagement is also not purely entertainment-driven. The report found that 68.5% of children use the internet for school-related activities, followed by online gaming (52.9%) and social media interactions (36.3%).

Parents also see educational benefits in online exposure, noting improvements in children’s creativity, vocabulary and technology skills. This challenges the narrative that screen time is purely harmful.

Video content shaping brand discovery

In terms of content consumption, children gravitate strongly toward video formats. Cartoons and anime remain the most watched category (55.8%), followed by entertainment videos (50.1%) and educational videos (40.7%). Short-form video content is also gaining traction, watched by 36.2% of children, alongside music and dance videos (35.3%).

Digital video platforms, particularly YouTube, have emerged as a key gateway to content discovery. According to the study, 42.8% of children regularly use YouTube or similar online platforms, making them a major driver of brand awareness and product discovery among young audiences.

This shift signals a broader transformation in media consumption patterns, as children increasingly engage with creators, short-form videos and interactive content rather than traditional television advertising.

Industry observers say the trend is also fuelling the rise of child-focused influencer ecosystems, where digital creators and kid-friendly personalities shape product preferences and brand recall among younger viewers.

Brands navigating a delicate balance

For marketers, the emergence of Gen Alpha as a decision influencer presents both opportunity and responsibility.

“What stood out most was the balance. Parents are neither rejecting technology nor surrendering to it. They are actively negotiating its role alongside their children. That tension between digital adoption and traditional values is where the real strategic insights for brands lie,” said Sruthy Sara Mathew, Head of Strategy and Planning at Nihilent Ltd. and lead author of the report.

The study also highlights that family engagement remains strong despite rising digital exposure. Around 34.6% of families spend leisure time together, while 32.7% watch content collectively, reinforcing the idea that media consumption among children is often a shared household experience.

As children increasingly shape household preferences, from snacks and gadgets to travel and entertainment, brands are likely to invest more heavily in youth-centric digital engagement, interactive content and creator-led partnerships.

The report suggests that Gen Alpha is not just the audience of tomorrow but an active consumer influence today, signalling a shift that marketers, advertisers and content platforms can no longer ignore.