Nils Holmberg
Senior lecturer
Children’s Exposure to and Perceptions of Online Advertising
Author
Summary, in English
Abstract in Undetermined
The popularity of the Internet and marketers' increased investments in Internet advertising have raised some questions concerning a marketer's power to influence children and young people's consumption through new media technology. This article, based on a recent explorative study of 15-year-old Swedish teenagers, aims to discuss their exposure-potential, actual, and perceived-to online advertising. Eye movements of these teenagers were measured while surfing the Internet for 15 minutes. The results suggest that teenagers are exposed to 10% of all the potential advertisements, but they are mainly unaware of this actual exposure. Food advertisements had the highest impact in this study. Our research also indicates substantial gender differences in actual exposure to advertising. Boys are exposed between 30% and 60% more to advertisements in some categories (gambling, ad links, lifestyle, and recreation) than girls.
The popularity of the Internet and marketers' increased investments in Internet advertising have raised some questions concerning a marketer's power to influence children and young people's consumption through new media technology. This article, based on a recent explorative study of 15-year-old Swedish teenagers, aims to discuss their exposure-potential, actual, and perceived-to online advertising. Eye movements of these teenagers were measured while surfing the Internet for 15 minutes. The results suggest that teenagers are exposed to 10% of all the potential advertisements, but they are mainly unaware of this actual exposure. Food advertisements had the highest impact in this study. Our research also indicates substantial gender differences in actual exposure to advertising. Boys are exposed between 30% and 60% more to advertisements in some categories (gambling, ad links, lifestyle, and recreation) than girls.
Department/s
- Media and Communication Studies
- Lund University Humanities Lab
- Cognitive Science
Publishing year
2011
Language
English
Pages
21-50
Publication/Series
International Journal of Communication
Volume
5
Links
Document type
Journal article
Publisher
USC Annenberg Press
Topic
- Human Aspects of ICT
Status
Published
ISBN/ISSN/Other
- ISSN: 1932-8036