po polsku
illustration: Bing AIData published in Nature Humanities and Social Sciences Communications, collected by Spanish researchers: Erika Fernández-Gómez, Paula Neira Placer, and Beatriz Feijoo Fernández, show that the average age of children`s first contact with a mobile phone in Spain is about 11 years.
Children`s ability to identify advertising content
The study involved 35 children aged 10-14. The results reveal that while most of them can identify advertisements marked with the hashtag #ad, they still struggle to recognize subtler forms of promotion. The influence of social media figures makes children see them more as friends than as brand collaborators.
Children aged 10–14 were able to recognize, on average, 3.25 promotional elements out of five presented in the study. Detailed findings highlight variations depending on age and advertising awareness levels.
| Age group | Average number of recognized ads (out of 5) |
|---|---|
| 10-11 years | 2.1 |
| 12-14 years | 3.9 |
When ads were labeled #ad, recognition rates increased, especially in older age groups.
Reactions to influencer advertising content
According to Erika Fernández-Gómez, Paula Neira Placer, and Beatriz Feijoo Fernández, despite recognizing the commercial nature of many posts, children usually take a neutral or positive stance towards ads, particularly when promoted by their favorite influencers. Only about 40% of respondents felt that ads shared by influencers were unethical or misleading, indicating a relatively low level of criticism toward such content.
The study emphasizes the need for media education on advertising recognition in schools and homes. The findings suggest that younger audiences may need more support to understand the intentions and techniques used by marketers on social platforms.
***
The study was conducted by Erika Fernández-Gómez (Universidad Internacional de la Rioja UNIR, Logroño), Paula Neira Placer (Xunta de Galicia, Santiago de Compostela), and Beatriz Feijoo Fernández (Universidad Villanueva, Madrid).
The results were published in November 2024 in Nature Humanities and Social Sciences Communications under the CC BY-NC-ND 4.0 license. They can be accessed at
https://doi.org/10.1057/s41599-024-04003-3
COMMERCIAL BREAK
New articles in section Marketing and PR
Marketing technologies in Poland. The state of MarTech report
KFi
Nearly half of marketers in Poland can`t clearly say whether their marketing technologies deliver a real return. Only 5% believe the results are "well above expectations", while 32% simply say: "hard to tell".
7 facts about media relations. How to work with journalists
Bartłomiej Dwornik
In media relations, every mistake costs you attention. Every cliché wastes inbox space. Even a good and interesting topic might not be enough to break through. The way you present it also matters. Maybe even more than the content itself.
Rising Google Ads click costs. How to keep campaigns profitable?
Patrycja Kranc
In 2024 the average cost per click (CPC) rose in 86% of industries. In e-commerce and real estate, increases reached dozens of percent. Optimisation is becoming crucial, not only for campaigns but for the entire customer acquisition process.
See articles on a similar topic:
Online advertising 2024/2025 report by IAB Poland
KFi
Online ads now consume 57% of all budgets. Companies spent 1.62 billion PLN on video formats alone. After leaner years, the numbers are rising sharply. Digital advertising grew by 20% in a year. Traditional formats are slowly fading.
What to do when your child lies? Advice from a pedagogue
patronat Reporterzy.info
Does your little one invent outrageous stories, and you’re unsure how to react? Does your child tell friends that you’ve traveled the world and that your dog speaks with a human voice? A pedagogue explains how to handle such situations and avoid them in the future. The weekly Reporterzy.info is the media patron of the series.
Outdoor advertising in Poland. OOH market by the numbers
KFi
In 2024, the outdoor advertising market in Poland reached a record PLN 806 million, with its digital segment growing by 32%. Notably, growth was faster outside the largest cities. Advertising on buses and trams also proved more effective than many online campaigns.
The future of search is now. How AI is reshaping brand visibility
KFi
AI Search and Share of Voice are no longer optional marketing metrics. They’re essential. Yet only 7% of Polish companies use AI. In the new search landscape, that’s nowhere near enough. Fall behind now, and your brand could simply... vanish from the internet.
