Young generation people are more comfortable with the technology like smartphones than the older generations, as they spent lots of time on their smartphones. But a new study shows that though teen spends more time on internet, they don’t understand the nuances of the web. Teens failed to differentiate between actual results and Google ads.
According to the study of Ofcom, the communication regulations commission of UK, only one third of teen aged between 12 and 15 can tell the difference between the real results and advertisements just below them. This result get even lower for children aged 8 to 11, as only 16 percent of them can really tell the difference between the actual results and ads.
The teens aged between 12 and 15 participating in the study were asked to identify relevant, popular or just ads results shown by search engine. Though the advertisements links of Google results were labeled with the word “ad”, the 31 percent of participant failed to recognize these results as advertisements. Here, 19 percent of participants believe that the highlighted results were very accurate.
James Thickett, the director of research at Ofcom said to The Financial Times, “The internet allows children to learn, discover different points of view and stay connected with friends and family, but these digital natives still need help to develop the know-how they need to navigate the online world.”
This study also shows that now teens prefer watching YouTube than the traditional television. The confusion between the teens is quite evident, as they still have to learn a lot about internet and other things in their life. Google may face some regulatory examination for this approach.