Gen Alpha parents letting children shop online independently in the U.S. 2024

Published by
Koen van Gelder,
Dec 13, 2024

Nearly 80 percent of American parents of Gen Alpha children did not allow their children to shop online independently in 2024. Engaging in e-commerce unsupervised was only allowed for a small minority of children born from 2010. 

Share of Generation Alpha parents letting their children shop online independently in the U.S. in 2024

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Release date

July 2024

Region

North America, United States

Survey time period

March 2024

Number of respondents

2,076 respondents

Special properties

Surveyed respondents were parents of children that belong to Generation Alpha*

Supplementary notes

The survey question was phrased as follows: "How often do your [age] year-old shop online for items independently?"

*Generation Alpha includes people born between 2010 and 2025. 

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