Media use and attitudes report

This report examines children's media literacy. It provides detailed evidence on media use, attitudes and understanding among children and young people aged 5-15, as well as detailed information about the media access and use of young children aged 3-4. Researchers found that only a third of young people aged 12 to 15 knew which search results on Google were ads, while this figure was even lower — less than one in five — for children aged 8 to 11. Other tests showed that 19% of 12- to 15-year-olds  believed that if a search engine listed particular information then it must be true, while  46% of children could say for sure that Google itself was funded by ads.
Children and parents: Media use and attitudes report. (2015). London:  Ofcom. 
http://stakeholders.ofcom.org.uk/market-data-research/other/research-publications/childrens/children-parents-nov-15/