Tendencias de Consumo y nuevos canales para el marketing en menores y adolescentes. La generación Alpha en España y su consumo tecnológico 1

In order to understand in depth the complex phenomenon of child consumption, we must address the characteristics of children as prescribers of consumption and as consumers themselves, the social and cultural reality in which they grow up and the technological and media environment in which they unfold. Through an eminently quantitative research methodology, it has been possible to determine which technological brands generate greater spontaneous memory, which has allowed us to draw a map of the categories of products or services known and spontaneously remembered by minors in the Alpha generation. Special attention is paid to the knowledge and use of social networks and YouTube channels among the public object of analysis as they are the means in which the main and most effective marketing and advertising strategies are developed, directed at minors. Keywords: Consumer trends; Alpha generation; marketing; technological consumption; advertising. 1.Introducción Aunque el público infantil ha sido foco del mundo del marketing, no ha sido hasta hace poco cuando ha empezado a tener un protagonismo cada vez mayor debido al enorme peso que tienen los menores en la prescripción de compra familiar.