A recent study conducted by the Department of Social Sciences and Philosophy at the University of Jyväskylä delves into the subject of adolescents’ understanding of being commercially profiled on the internet, as well as their viewpoints on targeted online advertisements. The research project, which resulted in a publication in the Journal of Children and Media, utilized eight focus group discussions involving 38 participants. These discussions took place between December 2020 and May 2021, with adolescents aged 13 to 16 years from various schools in Finland’s capital region.
The primary objective of the study was to gain insights into how young individuals perceive commercial profiling that occurs through digital platforms, along with their thoughts and experiences concerning targeted advertisements encountered online. By employing an interactive and participatory approach, researchers aimed to tap into the perspectives of these adolescents and examine their level of awareness regarding this prevalent practice.
Throughout the course of the focus group discussions, participants engaged in open dialogues, sharing their observations, opinions, and personal encounters related to commercial profiling and targeted ads. The data obtained from these exchanges were meticulously analyzed, allowing the researchers to identify key themes and patterns emerging from the conversations.
One notable finding from the study suggests that the majority of the adolescent participants demonstrated a keen understanding of being commercially profiled online. They displayed familiarity with how their personal information, behaviors, and preferences are systematically collected and utilized for ad targeting purposes on digital platforms. Furthermore, many expressed feelings of discomfort and intrusion due to the personalized nature of the advertisements they encountered during their online activities.
Interestingly, the research shed light on the participants’ critical thinking skills when it comes to discerning between genuine content and sponsored advertisements. Adolescents acknowledged the persuasive techniques employed by advertisers and expressed skepticism towards the authenticity and credibility of targeted ads. This insight suggests that young individuals are becoming increasingly discerning consumers in the digital age, challenging traditional notions of advertising effectiveness.
Moreover, the study revealed that adolescents’ responses to targeted advertisements were influenced by various factors, such as their prior knowledge of commercial profiling, personal values, and the perceived relevance or intrusiveness of the ads. Some participants expressed a sense of empowerment by actively managing their online privacy settings or employing ad-blocking tools to mitigate the impact of targeted advertising.
In conclusion, the research conducted by the University of Jyväskylä’s Department of Social Sciences and Philosophy offers valuable insights into adolescents’ awareness of commercial profiling and their perspectives on targeted online advertisements. The study’s findings highlight young individuals’ understanding of how their personal information is utilized for ad targeting purposes, as well as their critical thinking abilities in evaluating targeted ads. These findings provide a deeper understanding of the evolving dynamics between advertisers and young consumers in the digital era, emphasizing the need for ethical considerations and effective privacy management strategies.
