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The study highlighted several key trends related to Generation Alpha , ( children aged eight to 15 ) in the UAE , offering a snapshot of how technology and social platforms are influencing purchasing decisions locally .

The findings reveal that while 54 % of Millennials shop on direct-to-consumer websites , Gen Z turns to social media , with 51 % of them preferring to shop via social media platforms , underlining the growing preference for social commerce .

Furthermore , the study also indicates that Generation Alpha in the UAE is leading the way in e-gaming services , compared to the UK , China and the US , spending 47 % of their allowance on games , while children in other countries spend 28 %.

The study also marks an upswing in consumer spending intentions for high-end and big-ticket items ; the study revealed a 46 % increase in luxury goods purchases , a 30 % increase in whitegoods purchases and a 25 % increase in planned flight purchases , signalling a rebound in travel and tourism spending .

Apart from being the beneficiaries of their parents ’ spending , children in the UAE are also spending independently in the digital economy , as 75 % of eightyear-olds and 92 % of 15-year-olds make payments themselves , rather than via a grown up .

The study further reveals the growing trend among Generation Alpha in the UAE over the age of 13 to use ‘ buy now , pay later ’ ( BNPL ) as a payment method , with 11 % of them showing preference for this option .

Globally , the study finds that Generation Alpha is driving over a quarter , 27 %, of their household ’ s monthly spend globally , rising to nearly a third of monthly spend for digital purchases , as 29 % of Millennial parents take responsibility for purchasing digital products each month for their children . This comes as digital products and services make up over a fifth , 21 %, of the average global household spend .

Generation Alpha ’ s purchase influence is greatest in online educational resources , which nearly half , 47 %, of parents purchasing this for their children , followed by entertainment streaming , purchased by 30 % of parents globally .

Social commerce is considered a key shopping channel for Generation Alpha in all countries covered in the study . Children around the world use social media as the go-to source for finding out about deals on products , with very little regional variation in preference , US : 57 %, China : 56 %, UK : 48 %, UAE , 41 %. Further , social commerce is the most common shopping channel , globally , for Gen Zs in all countries , with only just over one-third ( 35 %) of Gen Zs regularly shopping in physical stores .

There ’ s also a growing trend of children over 13 using Buy Now , Pay Later ( BNPL ) as a payment method in the US ( 7 %), UAE ( 11 %) and China ( 19 %). This figure is less than 1 % in the UK , however . �

60 Intelligent SME . tech