“El mundo está apurado" : comportamiento de los usuarios de plataformas mediáticas ante interfaces de consentimiento (Paraná, Argentina, 2024)
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Facultad de Ciencia Política y Relaciones Internacionales
Resumen
Esta investigación aporta elementos para la comprensión del comportamiento de
los usuarios frente a interfaces de consentimiento de cookies y de Términos y
Condiciones (TyC) en plataformas mediáticas, a partir del análisis de creencias, niveles
de competencia digital y condiciones de usabilidad.
Se trata de un estudio exploratorio de enfoque cualitativo que incorpora
herramientas cuantitativas. A partir de 28 entrevistas semiestructuradas y de un
instrumento digital creado ad hoc para observar el comportamiento de los participantes,
se sistematizó información que permitió triangular datos y enriquecer el análisis del
objeto de estudio.
Entre los principales hallazgos se observa que el 86 % de los participantes
aceptó cookies en la instancia observacional, mientras que sólo una cuarta parte afirmó
hacerlo en el comportamiento declarado; el 18 % dijo rechazarlas, el 43 % manifestó un
comportamiento variable y el 14 % no recuerda haber visto el banner. El 68 % fue
clasificado con baja competencia digital, aunque dentro de este grupo se identificó un
subgrupo con mayor conocimiento sobre TyC que sobre cookies. Además, más de la
mitad de los usuarios acepta cookies y TyC sin leer.
La investigación permitió identificar siete perfiles de usuario en función de su
comportamiento frente al banner de cookies, agrupados en tres categorías: vulnerables
(64%), adaptados (25%) y analistas (11%). Las creencias dominantes, un bajo nivel de
conocimiento y los hábitos automatizados, junto con la experiencia de uso condicionada
por patrones oscuros, contribuyen a aceptar sin lectura previa.
Este estudio constituye un aporte relevante en el ámbito local y regional, al
abordar una temática poco explorada desde una perspectiva principalmente cualitativa.
Aporta herramientas metodológicas y conceptuales para futuras investigaciones, y
resulta útil tanto para los debates sobre regulación de la privacidad digital como para el
diseño de estrategias educativas que fortalezcan las competencias digitales de los
usuarios. Estas contribuciones adquieren especial relevancia ante escenarios
emergentes, como la inteligencia artificial y el big data, que plantean nuevos desafíos
en torno al consentimiento, la transparencia y la protección de los datos personales.
This research contributes to understanding user behavior in relation to consent interfaces for cookies and Terms and Conditions (T&C) on media platforms, based on the analysis of beliefs, levels of digital competence, and interface usability conditions. It is an exploratory study with a qualitative approach that also incorporates quantitative tools. Based on 28 semi-structured interviews and a specifically designed digital instrument to observe participants’ behavior, the information was systematized in such a way that enabled data triangulation and enriched the analysis of the object of study. Among the main findings, 86% of participants accepted cookies in the observational instance, whereas only one quarter reported doing so when asked directly; 18% stated that they rejected them, 43% displayed variable behavior, and 14% did not recall seeing the banner. Additionally, 68% were classified as having low digital competence, although within this group a subgroup demonstrated greater knowledge about T&C than about cookies. Furthermore, more than half of users accept both cookies and T&C without reading them. The study identified seven user profiles based on their behavior toward cookie banners, grouped into three categories: vulnerable (64%), adapted (25%), and analysts (11%). Dominant beliefs, low levels of knowledge, and automated habits, along with user experiences shaped by dark patterns, contribute to acceptance without prior reading. This study represents a relevant contribution at the local and regional levels, addressing a largely unexplored topic from a predominantly qualitative perspective. It provides methodological and conceptual tools for future research and proves useful for both debates on digital privacy regulation and the design of educational strategies aimed at strengthening users’ digital competences.
This research contributes to understanding user behavior in relation to consent interfaces for cookies and Terms and Conditions (T&C) on media platforms, based on the analysis of beliefs, levels of digital competence, and interface usability conditions. It is an exploratory study with a qualitative approach that also incorporates quantitative tools. Based on 28 semi-structured interviews and a specifically designed digital instrument to observe participants’ behavior, the information was systematized in such a way that enabled data triangulation and enriched the analysis of the object of study. Among the main findings, 86% of participants accepted cookies in the observational instance, whereas only one quarter reported doing so when asked directly; 18% stated that they rejected them, 43% displayed variable behavior, and 14% did not recall seeing the banner. Additionally, 68% were classified as having low digital competence, although within this group a subgroup demonstrated greater knowledge about T&C than about cookies. Furthermore, more than half of users accept both cookies and T&C without reading them. The study identified seven user profiles based on their behavior toward cookie banners, grouped into three categories: vulnerable (64%), adapted (25%), and analysts (11%). Dominant beliefs, low levels of knowledge, and automated habits, along with user experiences shaped by dark patterns, contribute to acceptance without prior reading. This study represents a relevant contribution at the local and regional levels, addressing a largely unexplored topic from a predominantly qualitative perspective. It provides methodological and conceptual tools for future research and proves useful for both debates on digital privacy regulation and the design of educational strategies aimed at strengthening users’ digital competences.
