Swipe or Subscribe: Do Young People Really Prefer an Ad-free Instagram?

Carolina Sáez-Linero; Isabel Rodríguez-de-Dios; Mònika Jiménez-Morales

doi:10.62008/ixc/15/01Pasaro

Autores/as

Carolina Sáez-Linero Universidad Pompeu Fabra https://orcid.org/0000-0002-5116-3606
Isabel Rodríguez-de-Dios Universidad de Salamanca https://orcid.org/0000-0003-2460-7889
Mònika Jiménez-Morales Universitat Pompeu Fabra https://orcid.org/0000-0002-4977-0722

DOI:

https://doi.org/10.62008/ixc/15/01Pasaro

Palabras clave:

jóvenes, publicidad, personalizacion, privacidad, Instagram

Resumen

En 2023, los usuarios europeos de Instagram tuvieron que decidir entre suscribirse para evitar anuncios o permitir el uso de sus datos para recibir publicidad. Este estudio examina cómo la Generación Z se enfrenta a la publicidad personalizada y cuales son sus preocupaciones respecto a la privacidad de sus datos en el contexto del nuevo modelo de suscripción de Instagram. Para ello se llevó a cabo una encuesta en línea a 479 jóvenes de 14 a 24 años que reveló que solo el 12,5% estaría dispuesto a pagar una suscripción. A pesar de considerar que la publicidad es abrumadora, que les supone una distracción y que perciben un riesgo considerable para la protección de datos en el uso de redes sociales ni la saturación publicitaria ni las preocupaciones de privacidad parecen influir en su disposición a pagar. Estos hallazgos refuerzan la teoría de la paradoja de la privacidad y destacan la necesidad de nuevos enfoques para abordar las inquietudes sobre privacidad de los más jóvenes.

Métricas

Cargando métricas ...

Biografía del autor/a

Isabel Rodríguez-de-Dios, Universidad de Salamanca

persuasion.

Citas

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