Children are becoming more trusting of what they see online, but sometimes lack the understanding to decide whether it is true or impartial.
Ofcom's Children and Parents: Media and Attitudes report, published today, reveals that children aged 8-15 are spending more than twice as much time online as they did a decade ago, reaching over 15 hours each week in 2015.
But even for children who have grown up with the internet - so-called digital natives - there's room to improve their digital know-how and understanding.
For example, children do not always question what they find online. One in five online 12-15s (19%) believe information returned by a search engine such as Google or Bing must be true, yet only a third of 12-15s (31%) are able to identify paid-for adverts in these results.
Nearly one in ten (8%) of all children aged 8-15 who go online believe information from social media websites or apps is “all true” - doubling from 4% in 2014.
Children are increasingly turning to YouTube for “true and accurate” information about what's going on in the world. The video sharing site is the preferred choice for this kind of information among nearly one in ten (8%) online children, up from just 3% in 2014.
But only half of 12-15s (52%) who watch YouTube are aware that advertising is the main source of funding on the site, and less than half (47%) are aware that 'vloggers' (video bloggers) can be paid to endorse products or services.
James Thickett, Ofcom's Director of Research, said: "The internet allows children to learn, discover different points of view and stay connected with friends and family. But these digital natives still need help to develop the know-how they need to navigate the online world."