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:
Dietary Supplements. How Products Masquerading as Medications are Sold
Ewa Zygadło-Kozaczuk
Colorful packaging entices us with miraculous health benefits, and we buy them, hoping for a fit body, good sleep, great mood, and excellent sex. But do we know what lies behind that magical pill, capsule, or syrup? Are we aware that these advertised products are merely masquerading as medications?
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.
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.
Poles do not forgive brands' mistakes. Armatis Customer Experience Index
Krzysztof Fiedorek
As many as 57.2% of Poles are willing to abandon a brand after one bad customer service experience. This result is similar to what was noted in the United States. Every third Polish customer prefers phone contact with a consultant, though over 13 percent now prefer chat.
