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An Automated Method for Assessing Visual Acuity in Infants and Toddlers Using an Eye-Tracking System

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Young children's ability to recognize advertisements in web page designs.

Moondore Ali¹, Mark Blades, Caroline Oates

¹University of Sheffield, Sheffield, UK.

The British Journal of Developmental Psychology

|December 9, 2009

Summary

Children aged 6-12 years struggle to identify online advertisements, with older children better at recognizing them, especially when price information is present. This highlights challenges in children's understanding of digital marketing messages.

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Area of Science:

Media Psychology
Developmental Psychology
Marketing and Advertising

Background:

Children's ability to distinguish television advertisements from programming emerges around age five.
Research on children's advertising recognition has primarily focused on television, neglecting other significant media like the internet.
The internet is a crucial channel for marketing to children, necessitating research into their comprehension of online advertisements.

Purpose of the Study:

To investigate children's ability to identify advertisements on web pages.
To compare children's recognition of online advertisements with their recognition of television advertisements.
To examine the influence of price information on children's identification of web page advertisements.

Main Methods:

Two experiments were conducted involving 401 children aged 6, 8, 10, and 12 years from the UK and Indonesia.
Children were shown printed versions of invented web pages containing advertisements.
Participants were asked to identify which elements they perceived as advertisements, with some ads including price information.

Main Results:

Recognition of advertisements increased with age: 6-year-olds identified 25%, 8-year-olds 50%, and 10- and 12-year-olds approximately 75%.
Only older children (10 and 12 years) were significantly more likely to identify an advertisement when it included price information.
Children demonstrated poorer recognition of web page advertisements compared to television advertisements.

Conclusions:

Children's ability to discern online advertisements develops significantly throughout childhood.
The presence of price information aids older children in identifying advertisements, suggesting a developing critical evaluation skill.
Findings have implications for understanding children's cognitive development regarding advertising and inform theories on media literacy.