MAM
Gen Alpha kids prioritise close bonds with parents over peers: Kantar Kidscan report India 2024
Mumbai: Post-pandemic, Gen Alpha’s engagement with digital media has surged, significantly influencing family choices in food, entertainment, IT products, durable goods, and FMCG.
To explore this generation’s impact, Kantar has launched the 2024 Kidscan India report, providing insights into the lives of nearly 2,500 children aged 5-14 and their parents across 14 Indian cities from NCCS A, B, and C households. The report examines Gen Alpha’s interactions with brands in food, beverages, technology, and media, with a focus on television and digital platforms, and delves into their preferences, ambitions, and lifestyle influences.
Kantar director, specialist businesses, insights, South Asia, Puneet Avasthi said: “Gen Alpha is reshaping the family dynamic in ways we haven’t seen before. Their influence is far-reaching, from tech and entertainment choices to key household purchases. The 2024 Kidscan Report captures these shifts, providing brands with invaluable insights into the preferences and digital behaviours of this new generation. For brands, understanding Gen Alpha is not just an opportunity but an imperative to stay relevant in a rapidly evolving landscape.”
Key highlights of the report:
1. Gen Alpha kids today enjoy enormous freedom and discretion in their career choices – 55 per cent of parents are allowing full discretion to their kids over their career choices.
2. Children are wielding growing influence over family purchase decisions across various product categories- 1.46X increase in incidence of parents taking into considerations their kid’s choice or opinion when purchasing a Smart TV as compared to 2022.
3. Gen Alpha is increasingly gravitating towards digital media, with online video consumption sharply rising – Kids now spend 60 per cent more time watching online videos than they did in 2022.
4. Gen Alpha is increasingly driven to a more digital recreational experience. 69 per cent of kids find video games more enjoyable than outdoor play.
5. Gen Alpha kids increasingly value close, friendly bonds with their parents over traditional peer relationships – 57 per cent more kids now choose to confide their secrets in their mothers over friends
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
â—Ź Easier comparison of policy features
â—Ź Direct access to premium details
â—Ź The ability to review inclusions and exclusions at your own pace
â—Ź Fewer chances of making a rushed decision
â—Ź More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
â—Ź The scope of cover
â—Ź Waiting period terms
â—Ź Exclusions
â—Ź Room eligibility conditions
â—Ź Sub-limits, if any
â—Ź Claim-related terms
â—Ź Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
â—Ź Who can be covered under the plan
â—Ź How the sum insured works for the family
â—Ź Whether day care procedures are included
â—Ź How pre-existing illness rules are explained
â—Ź Whether add-ons are optional or built in
â—Ź How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
â—Ź Treatment-specific limits
â—Ź Room rent restrictions
â—Ź Co-payment clauses
â—Ź Disease-wise waiting periods
â—Ź Claim deductions linked to the hospital category
â—Ź Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
