How have the interests, social media habits, and e-commerce habits of 12-15-year-olds evolved over the past few years?
To find out, researchers at GWI conducted a survey in 2025 among thousands of members of Gen Alpha in 18 markets around the world and compared the results with a similar survey conducted in 2021 (see the full report and methodology here).
Respondents age 12-15 express more interest now in technology, fashion, beauty/makeup, and podcasts than those age 12-15 did in 2021, and less interest in computers, the environment, and the news.
Compared with 2021, respondents are more likely to now say that they use social media to watch/follow sports, find things to buy, see what's trending, get style inspiration, avoid missing out, and look at memes.
They're less likely to say they use social media to meet new people, share information about causes they care about, read the news, and post their opinions.
Some 21% of respondents age 12-15 say they've bought something online in the past week, compared with 15% who said the same in 2021.
About the research: The report was based on data from a survey conducted in 2025 among thousands of members of Gen Alpha in 18 markets around the world.
