The Impact of Mobile Phone Ownership on Exposure and Attitude Toward Advertising Among Children
DOI:
https://doi.org/10.62161/revvisual.v16.5232Keywords:
Advertising, Mobile phone, Children, Ownership, Exposure, AttitudeAbstract
This study examines the impact of mobile phone ownership on the exposure and attitude towards advertising that children receive through this device. This is a variable that has been little addressed, although it is relevant for the personalisation of mobile advertisements. A total of 1070 online surveys were conducted among children between 10- and 14-years old living in Spain. The results indicated that mobile ownership introduces significant differences in exposure to advertising on Instagram, Spotify, TikTok and Twitch. With regard to attitude, no statistically significant differences were observed between owners and non-owners. In both cases, the preferred predisposition was to ignore advertising messages.
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