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
Queue psychology. Scientists' discovery used in Call Centers
Andrzej Sowula
The discovery first described by psychologists in the second half of 2024 concerns the so-called "relative progress effect". When customers observe fast service at the beginning of their wait, they tolerate slower service much better later in the waiting period.
#POMAGAM2026 Can a New Year's resolution go viral?
wspieramy
Is a million good deeds a lot? Ten-year-old Emilka wants to find out. She just announced the I Resolve to Help campaign on the internet and urges everyone to make a unique New Year's resolution. That we help each other more often in 2026.
Dance in the media mirror. Between culture, business and viral fame
KFi
Over 78,000 media pieces, 1.6 billion potential views, and 197,500 social media mentions-dance in Poland is no longer niche. With a combined media value exceeding PLN 800 million, it now outperforms MMA, handball, and hockey.
See articles on a similar topic:
SEO and AI in Polish e-commerce 2025. Harbingers analysts’ report
Krzysztof Fiedorek
Although 44.56% of e-commerce traffic comes from organic results, over half of online stores are not seeing growth. The biggest surprise? A staggering 9.5 million monthly visits lost due to dead content. On top of that, 38% of companies still don’t appear in AI-generated answers - a new and growing source of visibility.
Artificial Intelligence and Marketing. Industry Expectations and Concerns
KrzysztoF
Marketers using generative artificial intelligence see its potential but also perceive risks. The Generative AI Snapshot Series survey conducted by Salesforce and YouGov shows that the industry expects significant changes - and soon.
Short Social Video. IAB Poland Report on Short Videos in Social Media
Krzysztof Fiedorek
According to the IAB Poland report from May 2024, short video clips are becoming increasingly popular in Poland. In 2023, 61% of internet users in Poland watched the format known as short social video, and 23% of them created such videos themselves. Polish internet users spend an average of 43 minutes a day watching them.
Trends and threats in online advertising. Media Quality Report 2025
Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.
