Advertising in Young Children's Apps: A Content Analysis
Advertising in Young Children's Apps: A Content Analysis
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DOI：
10.1097/dbp.0000000000000622
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发表时间：
2019-01-01
影响因子：
2.4
通讯作者：
Radesky, Jenny
中科院分区：
文献类型：
--
作者：
Meyer, Marisa;Adkins, Victoria;Radesky, Jenny
目的：幼儿平均每天使用移动设备1小时，但没有研究调查儿童应用中广告的流行程度。本研究的目的是描述流行的儿童应用程序的广告内容。方法：为了创建一个编码方案，我们下载并播放了39个由12个月至5岁儿童玩的应用程序，作为移动传感应用程序的试点研究；2名研究人员玩了每个应用程序，详细记录了广告的设计，并迭代地完善了代码本（interrater reliability 0.96）。然后将代码应用于b谷歌Play应用商店5及以下类别中96个下载量最高的免费和付费应用。结果：在被审查的135个应用程序中，129个（95%）至少包含一种类型的广告。其中包括使用商业字符（42%）；全应用预告片（46%）；广告视频打断游戏（例如，弹出窗口[35%]或解锁游戏道具[16%]）；应用内部购买（30%）；提示给应用评分（28%）或在社交媒体上分享（14%）；分散注意力的广告，如横过屏幕的横幅广告（17%），带有“$”等误导性符号的隐藏广告或伪装成游戏道具的广告（7%）。广告在免费应用中更为普遍（100% vs 88%的付费应用），但在标有“教育”的应用和其他类别的应用中出现的比例相似。结论：在这项探索性研究中，我们发现通过操纵和破坏性方法进行移动广告的比例很高。这些结果对广告监管、家长媒体选择和应用程序的教育价值都有影响。
Objective: Young children use mobile devices on average 1 hour/day, but no studies have examined the prevalence of advertising in children's apps. The objective of this study was to describe the advertising content of popular children's apps. Methods: To create a coding scheme, we downloaded and played 39 apps played by children aged 12 months to 5 years in a pilot study of a mobile sensing app; 2 researchers played each app, took detailed notes on the design of advertisements, and iteratively refined the codebook (interrater reliability 0.96). Codes were then applied to the 96 most downloaded free and paid apps in the 5 And Under category on the Google Play app store. Results: Of the 135 apps reviewed, 129 (95%) contained at least 1 type of advertising. These included use of commercial characters (42%); full-app teasers (46%); advertising videos interrupting play (e. g., pop-ups [35%] or to unlock play items [16%]); in-app purchases (30%); prompts to rate the app (28%) or share on social media (14%); distracting ads such as banners across the screen (17%) or hidden ads with misleading symbols such as "$" or camouflaged as gameplay items (7%). Advertising was significantly more prevalent in free apps (100% vs 88% of paid apps), but occurred at similar rates in apps labeled as "educational" versus other categories. Conclusion: In this exploratory study, we found high rates of mobile advertising through manipulative and disruptive methods. These results have implications for advertising regulation, parent media choices, and apps' educational value.