October 30, 2018 - 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:
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.
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Click here to read "Advertising in Young Children's Apps: A Content Analysis"
DOI: 10.1097/DBP.0000000000000622
About the Journal of Developmental & Behavioral Pediatrics Written for physicians, clinicians, psychologists and researchers, each bimonthly issue of the Journal of Developmental & Behavioral Pediatrics ( http://www.jrnldbp.com ) is devoted entirely to the developmental and psychosocial aspects of pediatric health care. Each issue brims with original articles, case reports, challenging cases and reviews--the latest work of many of today's best known leaders in related fields--that help professionals across disciplines stay current with the latest information in the field. Relevant areas covered include learning disorders, developmental disabilities, and emotional, behavioral, and psychosomatic problems. Journal of Developmental & Behavioral Pediatrics is the official journal of the Society for Developmental and Behavioral Pediatrics .
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Journal of Developmental & Behavioral Pediatrics