Pew Survey: Almost Half Don't Know Ads Power Free Social Media
Oct. 09, 2019
Respondents 'struggle' with some questions
Social media sites under fire from Washington for targeted advertising data collection apparently need to do a better job or letting Web users know how important those ads are to the free Web content they have come to treat as something of a digital birthright.
According to a new Pew Research survey, only 59% of respondents knew that advertising was the biggest source or revenue for most social media platforms, rather than, say, exclusive licensing deals.
Clearly by Pew's measure they struggled.
Some eight out of 10 respondents got only 60% or fewer of the questions right, a failing grade--or at least a D-minus-minus--in most schools. In fact, the 59% that did know ads fueled web content was among the top percentage-getters, with only three questions answered correctly by even half the respondents (63% knew that cookies are text files that allow web sites to track user's visits and a whopping 67% knew that phishing scams can happen across multiple platforms.
And at least one of the questions might have appeared to need more nuanced, "explain your answer" answers than "yes" or "no."
"Net Neutrality describes principle that internet service providers should treat all traffic on their networks equally," was the question, with 45% saying that was correct. Some would, and have, argued that net neutrality means not discriminating against content for anti-competitive or political reasons and does not mean, say, treating cat videos the same as 911 calls.
So, it might not be a case of knowing or not knowing, but interpreting the question differently, with even the politics of the respondent coming into play.
There was also a question asking respondents to identify a picture of Twitter CEO Jack Dorsey, which is arguably more about cultural literacy por news consumption than digital knowledge per se.
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