Actitud del menor ante la publicidad que recibe a través de los dispositivos móviles

Abstract

This research starts from the consideration of the children as an active user of mobile devices, as well as their profile of consumer and receptor of advertising messages, with the ability of acquisition and consumption of products. The marketing strategies are conscious of the children influence power in the home purchase decisions, hence it would be interesting knowing which type of advertising messages they receive through these screens in which brands include ads to guarantee reaching this audience profile. The importance of this research roots in the purpose of stablishing a strong starting point that makes possible future studies focused in the childcare, the supervision of content and the parental and social mediation. The results offer data on the attitude that children (ten to fourteen years) keep in front of the advertising messages they receive through their mobile devices, measured in terms of detection, level of attention, confidence and interactivity, statistics extracted from a survey supplied in 500 homes of the Metropolitan Region of Santiago of Chile. Among the main conclusions, it is important to highlight that minors trust more in the advertising launched by channels they most used in their mobile devices (Youtube, WhatsApp, on-line games), platforms in which entertainment and advertising appears increasingly mixed.