Trending News

Advertising in Mobile Apps for Young Children -- Study Raises Concerns About Frequency and Content

Advertising in Mobile Apps for Young Children -- Study Raises Concerns About Frequency and Content

Staff Reporter

Nearly all smartphone and tablet apps targeted at toddlers and preschoolers have commercial content, often using "manipulative and disruptive" advertising methods, reports a study in the Journal of Developmental & Behavioral Pediatrics, the official journal of the Society for Developmental and Behavioral Pediatrics. The journal is published in the Lippincott portfolio by Wolters Kluwer.

"We found, particularly among free apps, a high prevalence of advertising using distracting features, potentially manipulative approaches, and content that did not appear to be age appropriate," according to the new research by Jenny Radesky, MD, of University of Michigan Medical School and colleagues.

Six Common Types of Advertising in Apps for Young Children

The exploratory study analyzed the rates and content of advertising in popular apps for children aged one to five years. A recent study reported that young children use mobile devices an average of one hour per day. In contrast to television advertising, there are no regulations concerning in-app advertising to children.

The researchers first performed a mobile device tracking study of 39 apps played by young children in order to develop a reliable coding scheme. Using this scheme, they then evaluated the prevalence, design, and content of advertising in the 96 most commonly installed free and paid apps marketed to children aged 5 years and younger.

Overall 95 percent of apps had at least one type of advertising, including 100 percent of free apps. Dr. Radesky and colleagues focus on six categories of ads, in order of frequency:

  • Commercial characters, such as characters from cartoon and toy franchises. Often these characters "not only were the object of gameplay, but also had interactions with the user that could be characterized as social pressure or validation," the researchers write.
  • Full-app teasers, including prompts to upgrade to the full version of the app, which was often promoted as being "ad-free." In some cases, children could see but not unlock additional levels or game items without upgrading.
  • Ad videos interrupting play, including "pop-ups" that couldn't be closed until after the player had viewed the entire ad. "In some apps...pop-up videos took up roughly as much time as gameplay," the researchers note. Some pop-ups prompted children to watch an ad in exchange for items to make gameplay faster or easier.
  • In-app purchases. Many apps allowed children to buy premium game items or additional gameplay time. Sometimes these purchases were specifically encouraged by commercial characters. This practice, called "host selling," is banned in children's television advertising.
  • Prompts to share information, including rating the game at app stores or on social media. A few apps even requested data on a child's location - a potential violation of the children's online privacy laws.
  • Distracting and deceptive ads, including some ads that were clearly inappropriate for children. Some apps contained ads "camouflaged" in game items, which would play an ad video when clicked.

While previous studies have examined the quality of educational and literacy apps for children, the new study is the first to look at the advertising children are exposed to when playing with mobile and interactive media. The authors discuss the implications for advertising regulation, parent media choices, and the educational value of apps for young children. They note that the American Academy of Pediatrics recommends elimination of advertising in apps marketed to children 5 and under.

"These results have implications for advertising regulation, parent media choices, and apps' educational value," Dr. Radesky and colleagues conclude. They suggest that designers and app stores could take steps to develop and promote higher-quality apps for children.

© Copyright 2020 Mobile & Apps, All rights reserved. Do not reproduce without permission.

more stories from Trending News

  • Trending News

    The Slip and Fall Law

    The onus lies on you to prove to the insurance company that the property's hazardous situations caused your fall and injuries.

  • How To

    Tax Tips for Small Businesses

    Tax is an uncomfortable subject for some people. It's complicated but compulsory. Small business owners may feel overwhelmed by the regulations

  • Trending News

    4 SEO Problems That a New Website Won't Fix

    Are you considering blowing up your website and building it from scratch? Are you unhappy with how your current site is performing or ranking?

  • Culture

    The Best Projects for Your Raspberry Pi

    If you haven't heard of the Raspberry Pi, this device represents one of the best and most handy innovations of the previous decade. If you haven't heard of the Raspberry Pi, this device represents one of the best and most handy innovations of the previous decade.

  • Trending News

    Five Tips for Building a Website When You Don't Have a Lot of Time

    There was once a time when websites were just for businesses and bloggers. That's not the case anymore. Today, everyone should have a website. Even if you aren't starting a small business and don't want to spend every spare minute writing articles for your blog, having a website is like having a digital business card. It's a great way to showcase your professional portfolio for anyone and everyone who might be interested in hiring you.

  • Trending News

    5 Things You Should Know About Investment Intelligence

    Investors know that investing money is always a big decision. With that being said, on the one hand, there are risks involved, and, on the other, there are also opportunities for great returns. This causes investors to be very strategic about their decision-making process.

  • Trending News

    Tips for Using Google Ads in 2020

    Google Ads is a tremendously powerful advertising platform. You can target specific types of people, searching for specific things at specific times of the day, in specific locations!

  • Trending News

    How to Use Digital Strategy to Promote Your Online Business

    Your business's digital strategy must be revisited regularly and adjusted to your company’s needs. In the ever-changing world of online business, you need to make sure that your venture stays relevant and that you're always one step ahead of your competitors.

    To have the biggest impact, build a strong website and concentrate on SEO, which you can boost through a blog. Focus on email marketing campaigns, press releases, and competitions to raise awareness. If you aren’t sure where to start, outsource to a consultant.

Back
Real Time Analytics