Manila, Oct. 29 -- The Philippines is expected to have the highest proportion of Gen Alpha among major Asian markets, BMI, a unit of Fitch Solutions, said in a report.

In a report released Wednesday, BMI said Generation Alpha (Gen Alpha) refers to the population's demographic born between 2010 to 2024.

"As of 2026, the entire generation has been born, with ages ranging from 1 to 16 years old, pointing to how the generation is becoming an increasingly important part of the consumer market," the report said.

"The generation is associated with tech savviness, often considered 'digital natives' due to the fact that they were born in a highly digitalised world and therefore exposed to technology at an early age."

According to BMI, the prop...