Generation Alpha is the most plugged-in generation of children yet, and they are developing strong brand awareness by age 9.
37% of Gen Alpha parents said their kids' favorite restaurant was McDonald's, handily besting second-place Chick-fil-A's 6%.
Fifty-four percent of Gen Alpha kids own tablets – and they watch a lot of streaming video content, mostly on YouTube, Disney+, and Netflix, the survey found.
Still, digital influence is a distant follower to the top driver of Gen Alpha brand and product selection: seeing stuff on store shelves.
"When seeking to connect with Gen Alpha, brands can look to established leaders like McDonald's and Disney," the Morning Consult researchers conclude.