whatsapp and news apps on the ascendant among digitally … · 2017. 7. 7. · free internet...

Credit Suisse Youth Barometer Switzerland

Reduced concerns about employment,

increasing concern about relationship with

EU and between the generations

Fifth Credit Suisse Youth Barometer

on behalf of the Credit Suisse Bulletin 2014

Project team

Lukas Golder Political and Media Scientist

Claude Longchamp Political Scientist, Lecturer at the Universities of Bern, Zurich and St. Gallen

Cindy Beer Sociologist

Martina Imfeld Political Scientist

Stephan Tschöpe Political Scientist

Meike Müller Sociologist

Philippe Rochat Political Scientist

Carole Gauch Political and Media Scientist

Cloé Jans Political Scientist

Johanna Schwab Secretariat and Administration

WhatsApp and news apps

on the ascendant among

digitally-aware youth

2

Contents

1 SUMMARY OF KEY POINTS ...................................................................... 3

2 INTRODUCTION ........................................................................................ 12

2.1 Task and methodology ........................................................................ 12

2.2 The respondents ................................................................................. 12

2.3 The data base ...................................................................................... 13

3 FINDINGS ................................................................................................... 15

3.1 Relationship between Switzerland and the EU .................................. 15

3.1.1 Interim assessment ................................................................ 17

3.2 Relationship to Switzerland ................................................................ 17


3.3 Digital identity ..................................................................................... 19

3.3.1 Interim summary .................................................................... 23

3.4 Communication and media use .......................................................... 23


3.5 Future – profession – education ......................................................... 26


3.6 Profiles and values .............................................................................. 32


4 SUMMARY ................................................................................................. 41

5 APPENDIX .................................................................................................. 43

5.1 gfs.bern-Team ..................................................................................... 43

Bern, 15 August 2014

Copyright by gfs.bern

For publication

3

1 Summary of key points

Objective and methods

The Credit Suisse Youth Barometer aims to give an insight into the lifestyle and

views of 16 to 25 year-old residents of Switzerland. For the first time in 2014,

the survey included question on digital identity and the relationship between

Switzerland and the EU. Because of the high online affinity of the young peo-

ple, the survey was carried out online, the participants being recruited in differ-

ent ways. The online questionnaires themselves were carried out between

April and June 2014. The basic data consists of survey responses from 1003

Swiss residents aged between 16 and 25 from all three linguistic regions. The

evaluations are based on a weighted data set which optimizes the sample

structure in terms of gender, education and language region.

Relationship between Switzerland and the EU

Compared to the previous year, awareness of the problems relating to the EU,

the bilateral agreements and European integration issues have increased mas-

sively. This is probably linked to the widespread discussion on the effects of

the referendum on mass immigration. For the first time, there are now a not

insignificant number of young people demanding a solution to this problem as a

priority in Switzerland.

Fig. 1

44 45 44

50 49

3736

3437

41

119 11

10

26

22 22

30 30

26

4239

32 32

24

2934

29

27

23

2223

1715

2322

19

21

1821

15

20 19

1721

Aug.-Oct. 2010 May 2011 March/April 2012April/May 2013 April-June 2014

foreigners, integration offoreigners, freedom of movement

to other countries

old age pensions / retirementprovisions

EU / bilateral contracts /European integration

refugees / asylum seekers

unemployment / unemploymentamong young people

protecting the environment /global warming / environmental

disasters

racism / xenophobia

schools and the education system

wages

Trend Five Most Important Problems (1/4)

"In the list below you'll see several topics which have been discussed and written about a great deal recently.

Read through the entire list and choose five points which you personally feel are Switzerland’s greatest

problems."

in % inhabitants between 16 and 25 years

gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)

Despite differing perceptions of the problem, there is little difference in terms

of the feeling of belonging to the European community. One third of young

people in Switzerland still feel they belong to at least a certain extent. 60 per-

cent are clearly in favour of the continuation of the bilateral agreements. How-

ever, 17 percent would terminate the agreements.

4

Fig. 2

51

10

5

3

31

9

7

5

19

30

continue withthe bilateralagreements

cancel thebilateral

agreements

join the EU

join the EEA

don't know / noanswer

future relationship CH-EU, 1. priority


Future Relationship Switzerland and EU"What should the future relationship between Switzerland and the EU look like in your opinion? Should

Switzerland cancel the bilateral agreements, should it continue with them, should it join the EEA or should it

become an EU member. What is your first priority?"


gfs.bern, youth barometer, April-June 2014 (N = 1003)

Digital identity

The digital identity of young Swiss people was investigated as a special topic in

2014. It becomes clear that the internet plays an extremely important role in

the life of these young people. 21 percent indicate that they feel at least some

sense of belonging to an online community. Compared to other communities,

however, this plays a less important role. But the internet is ever-present and

young people are very much aware what dangers are lurking in the digital

world. This explains why the statements on protecting digital identity all meet

with high levels of approval.

5

Fig. 3

35

42

46

43

53

66

33

37

34

38

32

28

16

5

6

4

5

2

11

12

10

12

8

3

5

4

4

3

2

1

international laws on use and monitoring

more control over the publication of picturesor photos

prosecution of attacks on digital identity

protection from internet advertising

better protection of personal data and photos

protection against criminal attacks on digitaldata

agree very much relatively agree don't know/no answer rather don't agree don't agree at all

Demands of Politics in Conjunction with the Internet (1/2)"The following are various possible demands of politics in conjunction with the internet. For each demand,

please tell us whether you agree very much or are relatively or completely not in agreement. "



protection against criminal attacks on digital data "I want to be protected against criminal attacks on my digital data."

better protection of personal data and photos "My personal data and photos should be better protected on the internet."

protection from internet advertising "I want to be protected from internet advertising."

prosecution of attacks on digital identity " Attacks on my digital identity should be punishable by law in the same way as the

theft of my identity card."

more control over the publication of pictures or photos "I would like more control over the publication of pictures or photos I

am on but which I did not upload."

international laws on use and monitoring "The NSA scandal shows that there is a need for international laws on the use and

monitoring of the internet."

The benefits of using the internet only come in second place. Only a majority

would prefer to see the internet as a lawless space. It is also a minority who

would no longer use certain services and providers as a result of the events

relating to the NSA scandal and the resulting increased awareness of the dan-

gers lurking on the web.

Fig. 4

11

14

22

29

30

21

23

32

32

36

11

11

13

6

6

30

29

22

24

23

27

23

11

9

5

consciously avoid using services andproviders

internet = lawless area

have a say via internet

free internet everywhere

permission of free copying and downloading






permission of free copying and downloading "Free copying and downloading of music and films from the internet should be

essentially permitted"

free internet everywhere "The government should make the internet available free everywhere."

have a say via internet "I would like to have a say via the internet on, for example, political decisions being made near where I

live."

internet = lawless area "The internet should be free from government regulation, it should be a lawless area."

consciously avoid using services and providers "Since I found out that some internet providers and apps are working directly

in conjunction with the US authorities, I have consciously avoided using specific services and providers."

6

Communication and media use

Smartphones and the related WhatsApp and news apps are once again in the

ascendant. In terms of how they find out about everyday events, a 55 percent

majority of young people already use news apps.

Fig. 5

7574

77

7376

22

29

40

47

55

7071

63

59

5451

57 59

5552

49

52 53

49

52

3532

37 37 37

30

35

2928

23

14 12 13

15 18

2323 24

22

1614

1216

1411

97 6 6 6

Aug.-Oct. 2010 May 2011 March/April2012

April/May 2013 April-June 2014

free newspapers like "20 Minuten","Blick am Abend"

News apps on Smartphone(iPhone/iPad/Android/Blackberry)

TV

news pages / newspaper pages

radio

Facebook

purchased newspapers

social networks (other than Twitter)

weekly magazines

blogs and mail services

other sources

Trend Filter Tool for Information about Daily Events

Switzerland"How do you keep informed about daily events?"

in % inhabitants between 16 and 25 years,

who inform themselves at least infrequently

gfs.bern, youth barometer, April-June 2014 (n = approx. 990)

80 percent of young people currently use WhatsApp to communicate with their

friends. Texting is still on the decline and is only quoted by 28 percent as the

most important or second most important means of contact.

7

Facebook is stagnating and is considered less in than just a year ago. Daily us-

age has also declined constantly over the last few years. Smartphones are cur-

rently used by 94 percent of young people. They have become massively more

widespread over the years.

Fig. 6

47

53

77

86

94

8888

8483 79

67

65

7068

7277

8181

74

65

80

76 7671

64

53 55

9292

87

71

55

41 3942 42 4342 40

34

28

22

18 19 18

1316



Smartphone like iPhone orAndroid

e-mail

downloading music

Facebook

watching television

watch television and unsesmartphone / iPad at the sametime*SMS

downloading films

landline telephone

handwritten letters

Trends All Areas of Life: Communication Switzerland

"We have put together a list of very different things in life. Please judge whether these things are ‘in’ or ‘out’ in

your personal circles and also what your own opinion of them is."

in % inhabitants between 16 and 25 years, in & I do it / want to myself


*polled since 2013

Future – profession – education

Once again, Swiss young people are placing a little more emphasis on their

careers. But it is still important to have a good work/life balance and an exciting

job which helps individual self-development. The job has to be fun, or a change

of career should be on the cards. For the first time, a 47 percent minority is of

the view that having a job at all is something to be happy about.

The most striking differences to the previous year can be seen in what young

people want in terms of employment. In particular, the desire for a position at a

large multinational company abroad has increased to 54 percent, but the desire

to work for a large Swiss company which is active on an international basis is

even more widespread (73 %).

8

Fig. 7

6864

736974

72

6871 68

6565

61

45

53 5657

58

5658 57

52 52 5355 56

49

43

54

42

47 48

52 51

33

44 4341

37 4142


April/May 2013 April-June2014

in Switzerland at a large multinationalcompany

at a company in my home state

at a company near to where I live

at a regionally active small or medium-sizecompany

with the government or a local authority

at a family business

with a large company operating only inSwitzerland

overseas at a large multinational company

with a state-related company (SBB, Postetc.)

at an export oriented small or medium-sizecompany

with an NGO

Trend Request Where to Be Employed Switzerland

"Tell me where you would like to be employed."


sum of really like/ like to be employed


What is striking is that despite decreasing levels of agreement with the status

that having a job at all is something to be happy about, agreement with the

statement that young people are disadvantaged in the workplace is on the in-

crease. Overall, concerns about unemployment have diminished and the long-

term trend clearly suggests that poor marks at school are associated less and

less with poor career prospects.

The question as to whether digital networking and being active on social media

can lead to better job prospects was asked for the first time this year. 37 per-

cent of young people in Switzerland would agree.

9

Fig. 8

43 44 45 40

47

55

48 49 4343

41

37 39

4241

37

41 4441 38

3737

39 4237 37

40

37

34 35 343328

2424

29

Aug.-Oct. 2010 May 2011 March/April 2012 April/May 2013 April-June 2014

disadvantage, if you areyoung

poor grades in school =poor work prospects

leisure is more important

no job = your own fault

professional online network= better job prospects

basic school education ispreparing well for profession

university degree is the bestbasis for a career

earn as much money aspossible

Trend statements about work, education and training

Switzerland (2/2)"To what extent do you agree with the following statements about work, education and training?"

in % inhabitants between 16 and 25 years, completely agree/ tend to agree


Profiles and values

Young people in Switzerland value family and friends and have altruistic lean-

ings. Here, and for other views, it is primarily a question of political leanings.

Young people who describe themselves as left-wing are more altruistic, more

religious and more post-materialistic while those who would consider them-

selves as right wing are more materialistic and somewhat conservative. Alt-

hough it should be noted that they barely exhibit conservative views, Swiss

young people describe themselves as modern and global thinkers who are also

considerate.

10

Fig. 9

0.80.8

0.2

2.4

1.2

-0.1

0.9

-0.1

1.2

0.6

0.2

2.5

1.1

-0.7

1.8

0.6

1.3

0.8

-0.1

2.50.7

-1.31.7

0.2

-3

0

3Postmaterialism

Risk

Hedonism

Family/Friends

Materialism

Conservatism

Altruism

Religiousness

right

centre

left

Values Switzerland 2014 According to Classification Left-Right

Aggregation of different questions concerning values, to indices with -3 as minimum and +3 as maximum.

© gfs.bern, youth barometer, April-June 2014 (N = 1003)

Values can also be clearly differentiated on a gender basis. In particular, women

are more post-materialistic, more religious, more altruistic and less hedonistic

in their views than men, who place a little more importance on family and

friends, are slightly more likely to take risks and also slightly more conservative

at the same time.

Fig. 10

0.9

0.8

0.3

2.3

1

-0.6

1.2

0

1.3

0.7

-0.2

2.6

1

-0.7

1.6

0.4

-3

0

3Postmaterialism

Risk

Hedonism

Family/Friends

Materialism

Conservatism

Altruism

Religiousness

male

female

Values Switzerland 2014 According to GenderAggregation of different questions concerning values, to indices with -3 as minimum and +3 as maximum.


11

Hypotheses

Finding 1

For young people in Switzerland, the internet plays an extremely important role.

However, they are aware of the risks it poses and want to be protected against

them. At the same time, they are not afraid of publishing personal information

on internet platforms.

Finding 2

Current problems are still dominated by issues relating to foreigners, their inte-

gration and the free movement of people. Increasingly, young people are con-

cerned about pensions, with perception of unemployment as a problem de-

creasing. Awareness of problems relating to the relationship with the EU have

increased by a long way, probably because it is a current issue.

Finding 3

Switzerland's relationship with the EU is perceived as more of a problem than it

was just a year ago. However, for the majority of young people, it is clear that

the bilateral agreements need to be continued. In general, the perception of

Switzerland abroad is thought to have worsened slightly. However, this does

not change the young peoples' positive view of Switzerland.

Finding 4

Swiss young people are currently more interested in a job with a large multina-

tional company, whether in Switzerland or abroad. However, they do feel their

youth is a disadvantage when it comes to job-hunting.

We put forward the following hypotheses for discussion:

Hypothesis 1

The awareness and more critical views of young people on the web are in con-

trast to their behaviour, which is dynamic and usage-oriented. So views and

behaviour do not need to agree, but can certainly influence one another.

Hypothesis 2

The relationship to other countries and currently specifically the relationship to

the EU have a clear impact on trust and political awareness. In economic terms,

young people in Switzerland are not averse to seeking their fortunes abroad.

But they do think the Swiss employment market offers good prospects.

Hypothesis 3

Trends are strongly determined by communication media and are changing.

Smartphones and WhatsApp are becoming more popular while the role of Fa-

cebook is diminishing further. News apps are also on the up. Times are chang-

ing in terms of media use.

Hypothesis 4

The mainstream of young Swiss remains strongly orientated towards family

and friends. At the core of their value system however, the orientation towards

material and post-material values plays an important role, with clear differences

emerging between milieus. Left-wingers attach more importance to post-

materialism; right-wingers combine materialism with a slight degree of con-

servatism.

12

2 Introduction

2.1 Task and methodology

The fifth Credit Suisse Youth Barometer aims to give an insight into the lifestyle

and views of 16 to 25-year olds living in Switzerland. The following specific

areas are of most interest:

What sort of life do the young people want and what are their hopes?

What are their concerns?

How do young people live together, what do they do when they go out?

How do they get on with different groups? How do they feel about for-

eigners, equality and older people?

What is the spirit of the young people in different walks of life? What is

'in' and what is 'out'? How active are the young people of today?

How do young people find out about things and what channels do they

use for inter-personnel communication? What media do young people

use and what content are they interested in?

Other interesting areas are education, work, profession and finances:

How happy are the young people with their work and how do they han-

dle their money? What would young people do with an unexpected influx

of money?

This year, the young people of Switzerland were specifically asked about

their digital behaviour.

In the future, these questions will be asked every year to give a picture of de-

velopments over time. This should be above all important in terms of percep-

tion of trends, where a certain level of dynamics can be expected. Such trend

observations were possible in 2012 for the first time as we had three meas-

urement points. The five measurement points now available thus allow a relia-

ble interpretation of trends,

The questionnaire was developed based on research by gfs.bern, with some

input from the 15th Shell Youth Study. In 2010, multiple expert interviews and,

finally, several interviews with young people from different educational back-

grounds and different regions of Switzerland were added. The questionnaire

was a result of these discussions, the customer's requirements and input from

comparable studies of young people.

2.2 The respondents

Various social science definitions can be applied to young people. Generally,

those of between 13 and 21 are defined as young. We have aimed the ques-

tionnaire at people who are three to four years older. This can be explained

both by the fact that the average education is taking an increasingly long time

and also by the aim of the study to focus on the period after mandatory school-

ing and on education and career choice. This is another reason why we asked

young people of 16 and older.

In the following, we will therefore be using the term "young people" to describe

16 to 25 year-olds living in Switzerland.

13

2.3 The data base

We opted for an online questionnaire because young people have a high affinity

with the internet. Due to the experiences of the previous year, some of the

respondents were recruited early on by telephone on a random selection basis.

However, as was the case last year, it was not only difficult to contact the tar-

get group but it was also difficult to convince them to participate. The incen-

tives used (cinema voucher plus participation in a draw for an iPad) were a big

help to motivate the young people to take part. At the same time, some of

those taking part in the study the previous year agree to taking part again in

2014. These people formed a panel which was incorporated into the analyses

as part of the random sample. Due to a combination of telephone recruiting and

recruiting on the street, the snowball process and the panel it was possible to

recruit the number of respondents aimed at for 2014. This combined recruiting

procedure has proved its worth and the incentives offered were appreciated by

the respondents.

Sample distortions caused by the combination of different recruiting methods

used were corrected by means of weighting factors. The evaluations are thus

based on a weighted file with optimization of the structure of the random sam-

ple with regard to gender, education and language region. The study is compa-

rable with the first four surveys in 2010, 2011, 2012 and 2013.

The online questionnaires themselves were carried out between April and June

2014. The basic data covers 1003 respondents of between 16 and 25 living in

all three regions of Switzerland.

14

Table 1

Short technical report of all survey years of the youth barometer Survey year 1st year - 2010 2nd year - 2011 3rd year - 2012 4th year - 2013 5th year - 2014

Country Switzerland Switzerland Switzerland Switzerland Switzerland

Period 30 August-31 Octo-

ber 2010

16 March-4 May

2011

5 March-17 April

2012

3 April-6 May 2013 23 April-20 June

2014

Interview

languages

German, French,

Italian

German, French,

Italian

German, French,

Italian

German, French,

Italian

German, French,

Italian

Selection

method

Layered random

selection based on

various procedures,

partially as (exter-

nal) panel

Layered random

selection based on

various procedures,

partially as (internal)

panel

Layered random

selection based on

various procedures,


panel

Layered random

selection based on

various procedures,


panel

Layered random

selection based on

various procedures,


panel

Survey type Online survey Online survey Online survey Online survey Online survey

Overall popu-

lation

Inhabitants of Swit-

zerland aged be-

tween 16 and 25


zerland aged be-

tween 16 and 25


zerland aged be-

tween 16 and 25


zerland aged be-

tween 16 and 25


zerland aged be-

tween 16 and 25

Data sources Online panel (exter-

nal): n = 370, CATI /

snowball method: n

= 641

Panel: n = 364,

CATI / snowball

method / on-street

recruitment:

n = 648

Panel: n = 570,

CATI / snowball

method / on-street

recruitment:

n = 430

Panel: n = 590,

CATI / snowball

method / on-street

recruitment:

n = 435

Panel: n = 572,

CATI / snowball

method / on-street

recruitment:

n = 431

Sample N = 1011 N = 1012 N = 1000 N = 1025 N = 1003

Theoretical

sample error

3.1 percentage

points at 50/50

3.1 percentage

points at 50/50

3.2 percentage

points at 50/50

3.1 percentage

points at 50/50

3.2 percentage

points at 50/50

Average dura-

tion (content

questions)

35 minutes 38 minutes 36 minutes 36 minutes 39 minutes

Weighting Gender, education,

language region (as

per census 2000)

Gender, education,

language region (as

per census 2000)

Gender, education,

language region (as

per census 2000)

Gender, education,

language region (as

per census 2000)

Gender, education,

language region (as

per census 2000)

Incentives a cinema ticket,

prize draw for three

iPads

a cinema ticket,


iPads

a cinema ticket,


iPads

a cinema ticket,


iPads

a cinema ticket,


iPads

Client Credit Suisse Credit Suisse Credit Suisse Credit Suisse Credit Suisse

© gfs.bern, Credit Suisse Youth Barometer, April-June 2014

15

3 Findings

3.1 Relationship between Switzerland and

the EU

For young people in Switzerland, the biggest concerns are still problems with

foreigners, their integration and free movement of people. However, aware-

ness of the problem has not increased further, it has remained stable or de-

creased slightly within the random sample error. However, awareness of pen-

sions as a problem has increased further. The strongest growth is seen for the

view that the EU, the bilateral agreements and European integration issues are

among the most important problems for Switzerland, with racism and hostility

towards foreigners also frequently cited as problems. This is against the back-

drop of the extensive coverage of mass immigration issues at the time of the

survey. It is also worth a comparison with the Credit Suisse Concern Barometer

for 2013, where 13 percent of people entitled to vote indicated that EU issues

were among the most important problems for Switzerland.

For young people, asylum issues and refugee problems are currently as serious

as the relationship with the EU, but the trend is downward. Problem awareness

of unemployment and specifically youth unemployment has decreased further.

Issues relating to environmental protection and climate change are less central

than they were a year ago. The issues of school, education and wages are

viewed as a little more problematic than the previous year.

Fig. 11

44 45 44

50 49

3736

3437

41

119 11

10

26

22 22

30 30

26

4239

32 32

24

2934

29

27

23

2223

1715

2322

19

21

1821

15

20 19

1721

Aug.-Oct. 2010 May 2011 March/April 2012April/May 2013 April-June 2014

foreigners, integration offoreigners, freedom of movement

to other countries

old age pensions / retirementprovisions

EU / bilateral contracts /European integration


unemployment / unemploymentamong young people

protecting the environment /global warming / environmental

disasters

racism / xenophobia


wages

Trend Five Most Important Problems (1/4)

"In the list below you'll see several topics which have been discussed and written about a great deal recently.

Read through the entire list and choose five points which you personally feel are Switzerland’s greatest

problems."



The view that the problems relating to issues with foreigners, such as their

integration and free movement of people, must be resolved as a priority re-

mains stable. When asked specifically about the increasing numbers of for-

eigners in Switzerland, it is currently seen as less of a problem than just a year

ago. If we look at the EU problem in more detail, it becomes clear that young

16

people in Switzerland feel it is more important that this problem is addressed

now than in previous years. 7 percent believe it should be resolved as a top

priority. 8 percent feel that the priority should be doing something about racism

and hostility towards foreigners.

Fig. 12

14 11 11 12 13

7 9 812 11

5 5 53

81 2 1

7

1211

8 8

714 12

10 9

73

5

8 9

533

3 2

42

98

6

4

4

56

43

36

28 3137 29

92

6


dont't know / no comments

other

safeguard the AHV+IV / social safety

energy issues



unemployment / unemployment amongyoung people

protecting the environment / globalwarming / environmental disasters

EU / bilateral contracts / Europeanintegration

racism / xenophobia

old age pensions / retirement provisions

foreigners, integration of foreigners,freedom of movement to other countries

Trend Problems to be solved first Switzerland

"And in your opinion, which of these five most important problems should be solved first?"



14 1612 12

20

2627

28 29

26

2525

26 26 20

2119

19 17 17

7 89 9 11

7 5 6 7 6


don't know / nocomments

an advantage / anopportunity

a very big problem

a big problem

a small problem

no problem

Trend Problem Immigrants Switzerland

"In the foreseeable future there will be increasing numbers of immigrants in America. Do you find this to be…"



Despite the increased problem awareness relating to the EU and the bilateral

agreements, the feeling of belonging to the European Community has re-

mained stable or has even increased slightly within the random sample error.

73 percent of Swiss society feel that they belong.

Fig. 13

96 95 95 95

94 93 93 94

78 75 7477

73 73 72 73

71 67 66 66

5255

5256

3739

33 34

23 23 21

28

21

May 2011 March/April 2012 April/May 2013 April-June 2014

your circle of friends

your family

humanity

Swiss society

your partnership / marriage /relationship

a club (e.g. sports club orcultural society)

European community

a religions community

an online community

Trend Feeling of belonging to Social Unit Switzerland

"To which of the social units in this list do you feel you belong? For each of the social units listed, please list

whether you feel you really belong, belong a little, do not really belong or do not belong at all."

in % inhabitants between 16 and 25 years, really belong and belong a little


How should the relationship between Switzerland and the EU look in the fu-

ture? 51 percent think it is a priority that the bilateral agreements are continued.

9 percent cite this as the second priority. However, 10 and 7 percent respec-

tively would terminate the agreements. 5 percent cite the first priority as enter-

ing the EU, another 5 percent feel this is the second priority. Entering the EEA

is cited by 19 percent as a popular second priority option.

17

Fig. 14

51

10

5

3

31

9

7

5

19

30

continue withthe bilateralagreements

cancel thebilateral

agreements

join the EU

join the EEA

don't know / noanswer



Future Relationship Switzerland and EU"What should the future relationship between Switzerland and the EU look like in your opinion? Should

Switzerland cancel the bilateral agreements, should it continue with them, should it join the EEA or should it

become an EU member. What is your first priority?"



3.1.1 Interim assessment

In the young people's perception, Switzerland's relationship with the EU has

suffered, while their problem awareness relating to the issue has increased

strongly since the previous year. However, this barely affects the sense of be-

longing to the European community, which around a third of young people feel.

The majority still believe the continuation of the bilateral agreements should be

a priority. For the first time, a not insignificant number of Swiss young people

believe that the problem with the EU and the bilateral agreements should be

resolved as a priority.

3.2 Relationship to Switzerland

When considering the relationship between Switzerland and the EU, it is inter-

esting to also consider how the young people believe Switzerland is perceived

abroad. Negative voices have gained ground at the expense of the positive

ones. Today, 16 percent believe that Switzerland has a relatively poor image

abroad. But this has little impact on the pride the young people feel about Swit-

zerland, even though 4 percent now claim they are not proud at all.

18

Fig. 15

2520

27 26 24

57 65

6561

55

64

2

3

5

10 105

915

2 1 1 1 1


very negative

fairly negative

dont't know / nocomments

fairly positive

very positive

Trend Perception of Switzerland Abroad

"In your opinion, how is Switzerland perceived abroad or what is its image abroad? Is it very positive, fairly

positive, fairly negative or very negative?



28 27 2824 26

48 5053 59 54

11 96

78

9 11 108

8

4 3 3 2 4


not at all proud

not really proud


fairly proud

very proud

Trend Pride on Switzerland

"How proud of Switzerland are you?"



The view that the Swiss government often fails has gained slight strength over

the years, but when asked about reforms to the political system, the trend is

still towards "no reform".

Fig. 16

36 3430

23 26

39 41 48

5151

1 12

22

24 2420

24 21



never

occasionally

often

Trend Failure of Government

"Do you feel that the politics of the government and administration fail when it comes to important issues? Is

this often, occasionally or never the case?"



8 9 94 6

39 3830

30 27

3126

2728 27

1823

27 32 32

4 4 7 6 8


don't agree at all

don't really agree


tend to agree

agree entirely

Trend Opinion Need for Reforms

"We gathered a view of Switzerland and its politics here – to what extent do you agree: the political system in

Switzerland needs fundamental reforms."



As we have seen for the most important problems in Switzerland, in some

cases the urgency of problems has increased for young people in Switzerland,

especially when it comes to pensions. Along the same lines, the demographic

change towards the ageing of society is seen as more of a problem than it was

just one year ago. Currently, there are just 2 percent who do not believe demo-

graphic change is a problem at all. The Credit Suisse Concern Barometer makes

an interesting comparison. The previous year, 29 percent of the electorate be-

lieved that pensions were the most important problem for Switzerland. Among

young people, this figure is currently 41 percent, up from the previous year's 37

percent, who believe that pensions are one of the most important problems for

Switzerland.

19

Fig. 17

6 5 5 4 2

17 16 14 1512

42 45 47 4549

23 23 24 26 26

4 5 4 2 3

8 6 6 8 8



an advantage / anopportunity

a very big problem

a big problem

a small problem

no problem

Trend Problem old People in Pension Age Switzerland

"In the foreseeable future there will be an increasing number of old age pensioners and less and less young

people in Switzerland. Do you think this is: …"




The 16 - 25 year-olds are still proud of Switzerland and do not necessarily want

reform of the political system, even though they believe the government fails

slightly more often than in the previous year. The relationship between the

generations, and more specifically pensions, is, however, gradually becoming

more of a problem for young people.

3.3 Digital identity

For the majority of Swiss young people, the internet plays an important role,

with one third stating they could not live without it. The question as to whether

the young people felt a sense of belonging to online communities as well as

other communities was asked for the first time this year. 21 percent felt at

least some sense of belonging.

20

Fig. 18

I would not want to have to cope without

the internet 33

the internet plays an important role

55

don't know / no comments

2

the internet only plays a role occasionally

9

the internet plays an unimportant or negative role

1

Importance of Internet in Everyday Life"How important is the internet to your everyday life?"



The influence of different socio-demographic factors on this feeling of belong-

ing can be measured using the profile tree analysis. The most important factor

is region. German speakers are most likely to feel they belong to an online

community. In German-speaking Switzerland, whether someone is in a rela-

tionship is a particularly strong determining factor. Those who don’t have a

partner (and therefore were not asked for their partner's profession) are most

likely to feel they belong to an online community, but they are in a minority.

Fig. 19

FCH/ICH (n=236)

14%

language


1 /

no comments (n= 108)

14%

number of people who contribute to the household income

more than 1 (n= 128)

14%

Answertree Feeling of belonging to Online-Community



28%

no, part time /

don't know(n= 62)

10%

occupation partner

yes (n= 228)

12%

right to vote

no (n= 55)

22%

DCH (n=767)

21%

total (N=1003)

21%

yes, full time /

no (n= 283)

14%


3 and less (n= 316)

27%

more than 3 /


28%

21

Among young people in Switzerland, online communities are therefore not very

central, although the internet itself plays a very important role. But how do

Swiss young people perceive the internet? In 2013, cyber-bullying was listed in

the catalogue of problems for Switzerland for the first time, when 14 percent

believed that online bullying was among the most important problems in Swit-

zerland. This time, only 9 percent shared the same view. General online securi-

ty, the abuse of digital data and internet espionage are perceived as more im-

portant, with a figure of 13 percent. The young people were able to assess

statements relating to internet security. In particular, they want to be protected

against criminal attacks on their digital data. In general, personal data and pho-

tos should be better protected on the internet, and 81 percent find advertising

annoying. 80 percent are in favour of criminal prosecution of any attacks on

digital identity. 75 percent of the young people would like better controls over

the publication of images in which they feature but did not upload themselves.

68 percent are still shocked by the NSA scandal.

Fig. 20

35

42

46

43

53

66

33

37

34

38

32

28

16

5

6

4

5

2

11

12

10

12

8

3

5

4

4

3

2

1

international laws on use and monitoring

more control over the publication of picturesor photos

prosecution of attacks on digital identity

protection from internet advertising

better protection of personal data and photos

protection against criminal attacks on digitaldata






protection against criminal attacks on digital data "I want to be protected against criminal attacks on my digital data."

better protection of personal data and photos "My personal data and photos should be better protected on the internet."

protection from internet advertising "I want to be protected from internet advertising."

prosecution of attacks on digital identity " Attacks on my digital identity should be punishable by law in the same way as the

theft of my identity card."

more control over the publication of pictures or photos "I would like more control over the publication of pictures or photos I

am on but which I did not upload."

international laws on use and monitoring "The NSA scandal shows that there is a need for international laws on the use and

monitoring of the internet."

The first priority is clearly protection and security on the internet, with personal

desires relating to their own use of the internet coming in second. A 66 percent

majority are in favour of the principle of free copying and downloading of music

and films from the internet. 61 percent would like the internet to be available

free everywhere. 54 percent would like to be involved in decision-making pro-

cesses online for example in political matters. Only a 37 percent minority be-

lieve the internet should be a lawless space and just one third of young people

are no longer using specific services and providers based on the knowledge

that some internet providers and apps cooperate directly with US authorities.

22

Fig. 21

11

14

22

29

30

21

23

32

32

36

11

11

13

6

6

30

29

22

24

23

27

23

11

9

5

consciously avoid using services andproviders

internet = lawless area

have a say via internet

free internet everywhere

permission of free copying and downloading






permission of free copying and downloading "Free copying and downloading of music and films from the internet should be

essentially permitted"

free internet everywhere"The government should make the internet available free everywhere."

have a say via internet "I would like to have a say via the internet on, for example, political decisions being made near where I

live."

internet = lawless area"The internet should be free from government regulation, it should be a lawless area."

consciously avoid using services and providers"Since I found out that some internet providers and apps are working directly

in conjunction with the US authorities, I have consciously avoided using specific services and providers."

In terms of the protection of data and the individual, there is a clear view that

everyone is responsible for themselves. Schools and other educational facilities

play a secondary but still essential role, with the majority of young people also

ascribing some responsibility to the government, business, internet and hard-

ware providers, associations, interest groups and NGOs. 46 percent still believe

people like Julien Assange and Edward Snowden are at least relatively im-

portant.

Fig. 22

21

14

29

25

22

36

36

64

25

40

33

37

42

36

39

20

28

17

13

12

13

11

10

10

19

24

18

19

21

14

13

4

7

5

7

7

2

3

2

2

people like Julien Assange orEdward Snowden

associations, interest groups,NGOs

internet providers

providers of computers,tablets and smartphones

business

government / politics

schools and other educationalestablishments

each individual

very important relatively important don't know / no comments relatively unimportant not important at all

Importance Players in Protecting Individuals and Personal

Data"The way information is handled in the digital world can represent a safety risk for some individuals.

What importance would you ascribe to the following players when it comes to protecting individuals and their

personal data?"



23

Asked directly about what information they provide for an internet profile such

as Facebook, age is most often quoted, closely followed by 80 percent quoting

forename and surname and 79 percent uploading photos. The majority also

mention a school or employer. Only 7 percent list a telephone number.

How important it is for the young people to have an interesting online profile

was investigated for the first time this year. Only 4 percent consider this very

or extremely important.

Fig. 23

6

7

15

31

43

46

49

53

79

80

82

don't know / no comments

telephone number

home town / address

party photos and videos

relationship status

hobbies, interests,preferences

holiday photos and videos

school or employer

photos / videos of me

correct forenames andsurnames

date of birth / Age

Profile-Information Switzerland"Which of the following pieces of information have you provided for at least one internet profile, for example

Facebook?"


in % inhabitants between 16 and 25 years, multiple answers possible

3.3.1 Interim summary

The internet plays a central role for young people in Switzerland. The NSA affair

may have played a role in making young people more aware about the risks of

the internet. The protection of their data is also a concern. However, the risks

evidently do not put them off continuing to publish personal information or pho-

tos on the internet. So there is a divergence between behaviour and views.

While behaviour is dynamic, usage-oriented and open, views are becoming

more critical and therefore also more political.

3.4 Communication and media use

As this year again shows, the use of communication media is constantly chang-

ing. Compared to the previous year, text messaging (SMS) has become con-

siderably less relevant, while WhatsApp, with 88 percent of the young people

interviewed saying it is their most important or second most important contact

medium, has become significantly more relevant. Mobile telephones are still in

second place, but, like texting, have become less important. Facebook is stag-

nating.

24

Fig. 24

66

80

6467 67

52

43

7175

73

40

2826 26

23

16 16

610

8

14

3

5

12

911

7

4

33

10 10

76

2



WhatsApp*

mobile telephone – voice calls

SMS

Facebook

Threema / iO / other free-SMS-Apps**

Chats/messenger services(without Facebook)

e-mail

Google+*

landline telephone

Trend Ways to Contact Friends Switzerland

"What ways do you use to contact your friends? Please list the types of media used for keeping in touch with

your friends in the order of importance."

in % inhabitants between 16 and 25 years, most important media for

contacting people (1) and (2)


*polled since 2013, ** polled since 2014

If we look at the general trends in communication we see that smartphones

such as iPhones and Android are becoming more and more relevant. 94 per-

cent describe these as "in" and also use them themselves. This also explains

the increased use of WhatsApp. At the same time, text messaging (SMS) is

becoming less important, as already clearly indicated in the question on contact

media. In 2003, the young people were asked for the first time whether they

use multiple media at the same time, and there has been a slight increase in

those who do since the previous year. The Facebook trend is dwindling. Today,

65 percent describe Facebook as "in" and use it themselves. Watching televi-

sion has also decreased in popularity over the years. However, 85 percent of

young people in Switzerland describe current television series as "in", irrespec-

tive of whether they watch them or not. It is possible that they are watched

less via a television but watched online instead, for example. This is suggested

by the fact that daily consumption of television and computers is getting closer,

with computers increasingly used to watch films, etc. and television watching

on the decline.

Fig. 25

47

53

77

86

94

8888

8483 79

67

65

7068

7277

8181

74

65

80

76 7671

64

53 55

9292

87

71

55

41 3942 42 4342 40

34

28

22

18 19 18

1316



Smartphone like iPhone orAndroid

e-mail

downloading music

Facebook

watching television

watch television and unsesmartphone / iPad at the sametime*SMS

downloading films

landline telephone

handwritten letters

Trends All Areas of Life: Communication Switzerland

"We have put together a list of very different things in life. Please judge whether these things are ‘in’ or ‘out’ in

your personal circles and also what your own opinion of them is."

in % inhabitants between 16 and 25 years, in & I do it / want to myself


*polled since 2013

79 7875

79 80

1512 11

42

5155 56

52

4644

37 3740 42 43

40

3734

32

25

1916 16 17 16



internet in general / total time

blogs, chats, dating-platforms,WhatsApp*, iO/ Threema**

watching television on a TV set

Youtube, watching TV / films onthe computer

Facebook

games

Trend Media Use Switzerland

"On an average day, how long do you use the following media for personal use?"

in % inhabitants between 16 and 25 years, at least 1-2 hours


25

But back to smartphones, these are also becoming increasingly important in

terms of finding out about the news. Currently 55 percent say they read the

latest news via news apps, putting them in second position behind free news-

papers.

Fig. 26

7574

77

7376

22

29

40

47

55

7071

63

59

5451

57 59

5552

49

52 53

49

52

3532

37 37 37

30

35

2928

23

14 12 13

15 18

2323 24

22

1614

1216

1411

97 6 6 6



free newspapers like "20 Minuten","Blick am Abend"

News apps on Smartphone(iPhone/iPad/Android/Blackberry)

TV

news pages / newspaper pages

radio

Facebook

purchased newspapers

social networks (other than Twitter)

weekly magazines

blogs and mail services

other sources

Trend Filter Tool for Information about Daily Events

Switzerland"How do you keep informed about daily events?"


who inform themselves at least infrequently

gfs.bern, youth barometer, April-June 2014 (n = approx. 990)


Smartphones, WhatsApp and news apps are still in the ascendant, while Face-

book is stagnating or losing relevance in many areas. However, there are no

changes in terms of membership. Young people still have profiles, but use

them less and see the platform as less in fashion. In general, the trend in terms

of communications continues to be towards "mobile".

26

3.5 Future – profession – education

Mobility is also playing an increasingly important role when it comes to profes-

sional futures. Increasingly, young people express a desire to work at a large

multinational which is active in Switzerland. For the first time, a majority would

also like to work for a large multinational abroad.

Fig. 27

6864

736974

72

6871 68

6565

61

45

53 5657

58

5658 57

52 52 5355 56

49

43

54

42

47 48

52 51

33

44 4341

37 4142



in Switzerland at a large multinationalcompany

at a company in my home state

at a company near to where I live

at a regionally active small or medium-sizecompany

with the government or a local authority

at a family business

with a large company operating only inSwitzerland

overseas at a large multinational company

with a state-related company (SBB, Postetc.)

at an export oriented small or medium-sizecompany

with an NGO

Trend Request Where to Be Employed Switzerland

"Tell me where you would like to be employed."


sum of really like/ like to be employed


27

Young Swiss people still strive above all to pursue their dreams and maintain a

healthy work/life balance. The desire to own their own house or apartment has

increased again. Wanting to try out and explore many different new things re-

mains a consistent important aim for young people. The goal of having a family

and children has increased slightly compared to the previous year, with 71 cur-

rently stating it as at least a possible objective. It is equally important to the

young people that they leave a healthy environment behind for the next genera-

tion. 70 percent also want to get to know many different countries and cul-

tures. The desire for specific professional training has declined again.

Fig. 28

8785 89

86 8284

7973

7974 73

747271 7173 67

71

67

667070

6366

57

56 5761

57 54

March/April 2012 April/May 2013 April-June 2014

pursue my own dreams

maintain a balance betweenleisure and work

own house / own apartment

try out and discover manydifferent things

leave an intact environment tofuture generations

family and kids

become familiar with manycountries and cultures

develop my own talents

avoid living life according to afixed plan

training to become specialist

Trend Life Goals Switzerland (1/2)

"When you think of your life goals, which one of the following you definitely want, which ones you definitely

want to avoid, and which ones you expect to decide spontaneously depending on the turns your life takes?"


sum of definite & likely goal


With regard to the world of work, a career remains a possible to absolute aim

for 54 percent. In the previous year 51 percent held this view. The proportion

who want to have a fixed place in society as at least a possible objective is

decreasing, but still represents a majority. However, money plays a more im-

portant role than it did just a year ago. Basic academic education and higher-

level academic education have both increased in importance. The desire to

make the world a better place and fight for social justice has barely changed.

The desire for a greater level of prosperity than their parents had has increased

within the random sample error, while the desire to have several different jobs

or to be a VIP has decreased slightly.

28

Fig. 29

5551

5459

5452

46 43

48

4341

42

48

3741

46 4241

3832

38

2928

31

18 1917

129

7


professional career

have secure social position

have a lot of money

professional experienceabroad

general academic education

improve the world / fight forsocial justice

higher academic education

achieve greater prosperitythan my parents

multiple professions indifferent fields

rise into the ranks of the VIPs

Trend Life Goals Switzerland (2/2)

"When you think of your life goals, which one of the following you definitely want, which ones you definitely

want to avoid, and which ones you expect to decide spontaneously depending on the turns your life takes?"


sum of definite & likely goal


If we consider views on life relating to the statements on careers or educa-

tion, it is still evident that young people want an interesting job above all

else. Gaining a good education and continuous professional development is

even more important than it was the previous year. The desire to have a ca-

reer has also increased.

Fig. 30

8385

87 8785

7577 77

73

79

60 60

6563 64

39 40

33

38

23 2321

1917

Aug.-Okt. 2010 Mai 2011 März/April 2012 April/Mai 2013 April-Juni 2014

having an exciting job

getting a goodeducation and / orfurther training

achieving set goalswith hard work

having a good career

public recognition

Trend Ideas of Life: Economy/Job Switzerland"Each individual person has certain ideas that determine their life and behavior. When you think about what you

strive for in your life, how important are the following things for you personally?"

in % inhabitants between 16 and 25 years, sum of extremely & very important


29

Young people were also asked to give their opinion on specific statements

relating directly to education and careers. Enjoying their job still comes in top

position. 91 percent believe that those who do not enjoy their jobs should

switch jobs. 89 percent completely or somewhat agree that professional suc-

cess is important, 81 percent feel the same about life-long continuous profes-

sional development. In general, views on the statement have remained more or

less constant. The view that having a foreign-sounding name puts you at a dis-

advantage when looking for a job in Switzerland has decreased relatively

strongly, with only a 47 minority who agree at least somewhat with the state-

ment that you should be happy to have a job at all.

Fig. 31

88

9191 91 9189 9090 88 89

8285

86

82 81

7776 78 75 76

6368 66

69 69

5963

57

6359

49 5251

5553

57 5351

50

47


don't enjoy work = changeyour job

professionally successful

learning whole life long

apprenticeship opens doorsfor further education

disadvantage, if you are old

disadvantage, if you have aforeign-sounding name

disadvantage, if you arefemale

grateful for job





The view that young people could be disadvantaged when looking for jobs has

increased dramatically, but is still only held by a minority. Overall, concerns

about unemployment have diminished and the long-term trend clearly suggests

that poor marks at school are associated less and less with poor career pro-

spects.

30

Fig. 32

43 44 45 40

47

55

48 49 4343

41

37 39

4241

37

41 4441 38

3737

39 4237 37

40

37

34 35 343328

2424

29


disadvantage, if you areyoung

poor grades in school =poor work prospects

leisure is more important

no job = your own fault

professional online network= better job prospects

basic school education ispreparing well for profession

university degree is the bestbasis for a career

earn as much money aspossible





If we look at the plans for the future of the 16 to 25-year old Swiss, it becomes

clear that plans relating to job and education are slightly firmer than they were

only a year ago. But the levels of confidence of 2012 have still not been

achieved. Accordingly, the percentage of those who state they have a clear

picture of what they want in life has increased. All in all, the young Swiss do

not seem to necessarily strive for “higher things”. 78 percent still state that

they would be happy if they manage to have as good a life as their parents.

Fig. 33

84

78 79

7377

7877 78

7776

76 7675

70 72

6463

63

67

61 626357 5959

53 55


lot of ideas / try out variousthings

happy, when able to lead asgood a life as my parents

goals in line with deepconvictions

adapt goals to the situation

clear idea of life

adjusted plans several times

assume responsibility

certain about education andspecialization

certain about professionalgoals

Trend Statements Plans for the Future Switzerland (1/2)

"When you think of your life's plans, how strongly do the following statements influence your plans for the

future?"

in % inhabitants between 16 and 25 years, sum of completely & tend to agree


31

Uncertainty has decreased slightly in line with the slight increase in confidence

relating to education and careers. The uncertain economic situation is blamed

slightly less than the previous year for the lack of concrete plans. It can be as-

sumed that the stable situation in Switzerland as regards the economy and the

unemployment figures and also the knowledge that their parents, and increas-

ingly the government, can provide a safety net mean that young Swiss people

can focus more on self-realisation. But goals are still important. There are just

30 percent who believe they are not important and you should just enjoy life

instead.

Fig. 34

51 5153

34 39 38

45

39 3833

39

36

31

33

303229 30

23

26 2724

2022

März/April 2012 April/Mai 2013 April-Juni 2014

can fall back on my parents

uncertain about professionalgoals

economic situation toouncertain for detailed plans

uncertain about education andspecialization

goals unimportant, enjoy life

society: feeling of beingneeded

can fall back on publicadministration agencies

economy: feeling of beingneeded

Trend Statements Plans for the Future Switzerland (2/2)

"When you think of your life's plans, how strongly do the following statements influence your plans for the

future?"

in % inhabitants between 16 and 25 years, sum of completely & tend to agree



Once again, Swiss young people are placing more emphasis on mobility and

their careers. There is no real trend to suggest that these are becoming less

important over the years. But careers do not come at any price, for young peo-

ple, careers are about self-development, work should be exciting and varied

and plans for the future as flexible as possible. Personal commitment at work

should not be rewarded through monetary incentives alone, but also in the

form of interesting work. But more and more young people believe that their

youth is not necessarily in their favour when it comes to job-hunting.

32

3.6 Profiles and values

But who are these young people and what makes them tick? What are

their values? As in the previous year, they perceive themselves to be con-

siderate, modern, willing to change and global thinkers. They describe

themselves as egalitarian, brave, optimistic and tolerant of failure, and tend

to prioritise nature over technology more than the other way around. If we

look at the three axes “willing to take risks – reliable”, “hungry for success

– avoid failure”, and “direct – diplomatic”, we see that the 16 to 25-year

olds living in Switzerland do not present any clear profile. According to this,

Swiss young people cannot be described as particularly willing to take

risks, hungry for success or direct.

As well as their personal perception, the young people were asked the

same questions in relation to Swiss society. The young people describe

Switzerland as a diplomatic and solid country. It is more likely to judge

failure than tolerate it and puts technology in front of nature. Overall, it

becomes clear that, apart from when relating to the desire for success and

association with city or rural living, perceptions of oneself and perceptions

of society are often somewhat skewed.

Fig. 35

0

1

2

3

4

5

6

my country (ofnationality)

myself

Evaluation Characteristics Switzerland


The most important perceptions of life among young Swiss people are slightly

less strongly shaped by family and friends. Friends – the peer group – are still

most important, followed by values such as honesty and loyalty. 88 percent

also believe that a good family life or a good relationship is at least somewhat

important. It is also less important to young people to have an exciting career

than it was last year. But 85 percent are still in favour of the idea. However, the

idea of wanting to enjoy life to the full has increased. Once again, the young

people consider it more important to be respected as a person, get a good ed-

ucation and continuous professional development and live and act responsibly.

Tolerance is also becoming more relevant.

33

Fig. 36

9195 94 92 94

89 89 89 90

87 88 85

8987 89 89

858883

85 87

87

8581

8580

8184

7980 81 76

79

7577

77 73

79

70

7779 75

77

7371 70

73


having friends I can count on

honesty

loyalty

leading a good family life /relationship

having an exciting job

enjoying life to the full

being respected as a person

getting a good education and/ or further training

living and acting responsibly

tolerance

Trend Ideas of Life Switzerland (1/3)

"Each individual person has certain ideas that determine their life and behavior. When you think about what you

strive for in your life, how important are the following things for you personally?"

in % inhabitants between 16 and 25 years, sum of extremely & very important


In 2013 for the first time, the statements on their views on life and new ques-

tions concerning values were taken together in order to portray a value system

for young Swiss people. How do young Swiss people feel about materialism,

post-materialism, altruism, religion, hedonism, risk-taking, family/friends and

conservatism? The average values of the indices range from a maximum of +3

to a minimum of -3. The following table shows the questions that make up the

indices.

Table 2

Value system – Index Basis Materialism lots of money, views on

life

have a career, views

on life

achieve goals with hard

work, views on life

Post-

materialism

protect the environment,

views on life

imagination / creativi-

ty, views on life

put nature ahead of technol-

ogy vs. technology before

nature, personal

Altruism help disadvantaged peo-

ple / charity work, views

on life

tolerance, views on

life

fight abuse / injustices in the

world, views on life

Religiousness live according to religious

/ spiritual values, views on

life

Hedonism look good, views on life be desired, views on

life

sexual experiences, views on

life

sporting suc-

cess, views on

life

selfish vs.

caring, per-

sonal

Risk willing to take risks vs.

reliable, personal

hungry for success

vs. avoid failure,

personal

exciting job, views on life

Family /

friends

good family life / relation-

ship, views on life

reliable friends, views

on life

honesty, views on life loyalty, views

on life

Conservatism nationally vs. globally

oriented, personal

conservative vs.

modern, personal

rural life vs. urban life, per-

sonal

© gfs.bern, Youth Barometer, April-June 2014 N CH = 1003

Young Swiss people of between 16 and 25 years old still place most emphasis

on family and friends, with the value slightly up on last year. In second place

34

are altruistic values with an average score of 1.4. The values here have not

changed compared to the previous year, nor have they with respect to post-

materialism, risk and hedonism. Religion has increased slightly, with conserva-

tive values slightly down.

Fig. 37

1.1

0.7

0.0

2.4

1.0

-0.5

1.4

0.1

1.1

0.7

0.0

2.5

1.0

-0.6

1.4

0.2

-3

0

3Postmaterialism

Risk

Hedonism

Family/Friends

Materialism

Conservatism

Altruism

Religiousness

April/May 2013

April-June 2014

Trend Values SwitzerlandAggregation of different questions concerning values, to indices with -3 as minimum and +3 as maximum.


Example: The scale of values ranges from -3 to +3. The minus range defines which values people are not very oriented towards. Here for example

“Conservatism”. The positive range reflects the values which people are oriented towards. An average value of 0 to 1 shows a rather weak to

average orientation, whereas an average value of 1 to 2 indicates average orientation. The indices are a summary of different value questions which

are listed in Table 2.

Some leanings are segmented based on political views. In 2014, left-wingers

are slightly more post-materialistic than those on the right, with the difference

slightly more marked than in 2013. As in the previous year, those on the right

wing are more materialistically oriented than left wingers. Both values have

accentuated slightly among those who would describe themselves as in the

middle. Conservative views have declined, especially among those describing

themselves as left-wingers but also among those who see themselves as mid-

dle-of-the-road, politically speaking. This is where hedonistic views have also

decreased most.

35

Fig. 38

0.80.8

0.2

2.4

1.2

-0.1

0.9

-0.1

1.2

0.6

0.2

2.5

1.1

-0.7

1.8

0.6

1.3

0.8

-0.1

2.50.7

-1.31.7

0.2

-3

0

3Postmaterialism

Risk

Hedonism

Family/Friends

Materialism

Conservatism

Altruism

Religiousness

right

centre

left

Values Switzerland 2014 According to Classification Left-Right

Aggregation of different questions concerning values, to indices with -3 as minimum and +3 as maximum.


There are also interesting differences in values based on living situations. For

example, young people living alone appear less altruistic, less conservative,

less post-materialistic and more willing to take risks than those who live with

their parents, with a partner, their own family or in shared accommodation.

Fig. 39

1.1

0.8

0.1

2.51.0

-0.6

1.5

0.2

0.9 1.0

0.1

2.51.1

-1.1

1.0

0.2

1.0

0.7

0.0

2.6

1.1

-0.3

1.3

-0.2

1.1

0.6

-0.1

2.20.8

-0.9

1.4

0.5

-3

0

3Postmaterialism

Risk

Hedonism

Family/Friends

Materialism

Conservatism

Altruism

Religiousness

with parents

alone

with partner / family

in shared apartment

Values Switzerland 2014 According to Housing SituationAggregation of different questions concerning values, to indices with -3 as minimum and +3 as maximum.


There are also differences between the different sexes when it comes to val-

ues. Men are less post-materialistic, slightly more conservative, more hedonis-

tic and slightly more likely to take risks than women, who place more emphasis

on family and friends and are more altruistic and more religious.

36

Fig. 40

0.9

0.8

0.3

2.3

1

-0.6

1.2

0

1.3

0.7

-0.2

2.6

1

-0.7

1.6

0.4

-3

0

3Postmaterialism

Risk

Hedonism

Family/Friends

Materialism

Conservatism

Altruism

Religiousness

male

female

Values Switzerland 2014 According to GenderAggregation of different questions concerning values, to indices with -3 as minimum and +3 as maximum.


The individual values can also be differentiated based on other socio-

demographic characteristics. We use the answer tree method for this. This

method differentiates a starting population into content-relevant population

components, with both the significance of the difference observed and the

significance in terms of explaining the dependent variable providing criteria for

assignment. The method is visualised based on a tree, with the biggest

branches attributed the most weight in terms of explanation and further

branches refining this explanation.

Based on the answer tree, it becomes clear that materialism is primarily de-

fined along party lines. Young people who affiliate themselves with the Greens,

the CVP and the Green Liberals are least materialistic. However, among these,

those in a stable relationship prove to be even less materialistic. However,

FDP.The Liberals and SVP sympathisers with an income of up to CHF 5000 are

the most materialistic.

37

Fig. 41

SP / none


0.9

GPS / CVP / GLP (n=150)

0.5

party attachement

mean inhabitants between 16 and

25 years

with parents

(n= 466)

0.9

living situation

in shared apartment

/ alone / no comments

(n= 135)

0.8

Answertree Values Switzerland: Materialism

no / don't know /

no comments

(n= 79)

0.7

yes (n= 71)

0.4

permanent relationship

more than

9000 CHF(n= 90)

1.4

household income

to 5000 CHF

(n= 43)

1.5

FDP / SVP

(n= 198)

1.4

total (N=1003)

1.0


with partner / family /

don't know (n= 54)

1.1

between 5000

and 9000 CHF

(n= 65) 1.3

number of books

only a few /

medium amount

(n= 222)

1.0

lots (n = 244)

0.8

Orientation towards post-materialistic values is most easily differentiated along

political lines. Young people who would consider themselves left-wing are the

most post-materialistic.

Fig. 42

left

(0-3) (n=306)

1.4

centre (4,5) (n=416)

1.2

classification left-right

Answertree Values Switzerland: Postmaterialism

tertiary education

(n= 115)

0.8

professional honor

(n= 78)

1.1

right (6,7) (n=193)

0.9

total (N=1003)

1.1


completely right (8-10)

(n=88)

0.7

level of educationnumber of books

only a few

(n= 38)

0.8

medium amout /

lots (n = 378)

1.2


2 and less

(n= 270)

1.2

3

(n= 61)

1.4

more than 4 (n= 47)

1.1


25 years

Conservative views can also be defined based on the political scale. Young

people who would consider themselves relatively left wing are less conserva-

38

tive than those who see themselves on the right wing. The most conservative

are those who are relatively right wing and have completed vocational training.

Fig. 43

left (0-3)

(n= 306)

-1.3


Answertree Values Switzerland: Conservatism

right (7-10) (n=191)

-0.1

total (N=1003)

-0.6

centre (5,6) (n=413)

-0.6


centre left (4)

(n= 93)

-1.0

level of education

tertiary education

(n= 124)

-0.3

professional

honor

(n= 67)

0.3


left / centre /

right (0-7) (n= 77)

-0.3

completely right

(8-10) (n= 47)

-0.3

party attachement

GPS/SP/FDP (n= 95)

-1.0

CVP / none

/ SVP (n= 95)

-0.2

GLP / no comments

(n= 223)

-0.6

visit a house of prayer

special occasions / at

least once a month.

(n=153)

-0.7

never / at least once

a week / several times

a year (n=70)

-0.2

household income

to 5000 CHF

(n= 65)

-1.6

between 5000 and

9000 CHF

(n= 144)

-1.2

more than 9000 CHF

(n= 97)

-1.3


25 years

Political positioning along the left to right scale also has the greatest impact on

altruistic values. Young people who see themselves on the far left are particu-

larly altruistic. Gender, party affiliation, length of time spent in Switzerland and

age all also have an effect.

Fig. 44

completely left (0,1)

(n=78)

2.2

centre (5)

(n=100)

1.6


Answertree Values Switzerland: Altruism

right (7-10) (n=191)

0.8

total (N=1003)

1.4

left (2-4)

(n=544)

1.6

FDP /

GLP / SVP (n= 96)

1.3

GPS / SP / CVP /

none (n=448)

1.6

party attachement


centre right (6)

(n=90)

1.2

gender

male (n=134)

1.4

female (n=314)

1.7

since when in CH

after 1991

(n=40)

1.8

1991 and before

(n=60)

1.4

gender

male (n=101)

0.6

female (n=90)

1.1

age

between 16 and

20 years

(n= 37)

1.0

21 and older

(n= 64)

0.4


25 years

39

Hedonistic views can most easily be differentiated by gender. Men are clearly

more hedonistic than women. Men of between 16 and 19 who go to church a

few times a year or never are the most hedonistic.

Fig. 45

male (n=382)

0.2

gender

Answertree Values Switzerland: Hedonism

female (n= 621)

-0.2

total (N=1003)

0.0


visit a house of prayer

special occasions

(n=159)

0.3

never / several times

a year / no

comments (n=188)

0.4

at least once a week /

month (n=35)

-0.5


left / centre (0-6)

(n=119)

0.1

right (7-10)

(n=40)

0.6

age

between 16 and

18 years (n= 40)

0.8

19 and older

(n= 148)

0.3


left (0-4)

(n=421)

-0.2

right / centre (5-10)

(n=200)

-0.1

meaning of Left - Right

yes / don't know

(n= 372)

-0.2

no

(n= 49)

-0.1

since when in CH

1990 and before

(n=104)

-0.2

after 1990

(n=96)

0.1


25 years

The willingness to take risks differs according to region. Young people from

German-speaking Switzerland are more willing to take risks than their Italian

and French-speaking contemporaries. German-speaking Swiss people who

were born in Switzerland are most willing to take risks.

Fig. 46

DCH (n=767)

0.8

language

Answertree Values Switzerland: Risk

FCH/ICH (n= 236)

0.5

total (N=1003)

0.7

lots (n= 168)

0.5

only a few / medium

amount (n= 68)

0.4

number of books

yes (n= 701)

0.9

no (n= 66)

0.6

born in CH

to 15000 CHF (n= 629)

0.8

household income

more than 150000 CHF

(n= 72)

1.1


level of education

completed initial training /

going to school (n = 82)

0.4

in initial training

(n = 86)

0.6


25 years

40

The most important point of orientation for 16 to 25-year olds living in Switzer-

land is family and friends. How much they are orientated towards family and

friends primarily depends on their gender. Men are slightly less focused on

them than women, especially men who sympathise with FDP.The Liberals, the

CVP, the SVP or no party. Religiousness is most clearly defined based on fre-

quency of going to church. A secondary distinction can be drawn based on

regions, with the German-speaking young people less religious than their

French and Italian-speaking counterparts.

For the first time since spiritual views were investigated, 50 percent of Swiss

young people indicated that they believe there is a God. 61 percent believe in a

higher force.

Fig. 47

58 58 5861

4346 46

50

3133

34

32

28

3126 28

30

3431

28

May 2011 March/April 2012 April/May 2013 April-June 2014

there is a higher force

there is a God

all religionscommunities believein one and the sameGod

I do not know what tobelieve

I do not believe thereis a God or a higherforce

Trend Statements spiritual views Switzerland

"Please indicate which statements best correspond to your spiritual views. Please state whether you agree with

each of the statements or not."

in % inhabitants between 16 and 25 years, agree/agree slightly



Overall, Swiss young people are optimistic, modern and global thinkers. Family

and friends are particularly important to them. The second most important driv-

ing force for young people in Switzerland is altruism. In this respect, as well as

in their orientation towards conservatism, materialism and post-materialism, a

distinction can be made between young people who are more on the left of the

political spectrum and those who are positioned more on the right. Those on

the left of the political spectrum are less conservative, more altruistic and more

post-materialistic. By comparison, right-wingers are more materialistic. The

value systems can thus be best differentiated according to political milieu. But

living situations, gender and other socio-demographic characteristics do also

have an impact.

41

4 Summary

The internet plays an extremely important role for young people. It is used far

more than any other media. But young people are not naive in their use of the

internet, they are well aware of the dangers lurking within. They therefore de-

mand better protection of their data, as they do have an interest in publishing

personal data on specific internet platforms. Young people are very concerned

that this data be protected so that they themselves can decide how it is used.

As one of these platforms, Facebook still has many members among the young

people, but daily use is still in decline and it is perceived less and less as fash-

ionable. Smartphones and the associated WhatsApp, along with news apps,

are becoming more central in order to communicate with friends and find out

the news. This shift towards mobility is also apparent in the working world,

although in a slightly different context. Swiss young people are more than ever

interested in working for a big multinational company, whether it is in Switzer-

land or abroad. But they feel their youth disadvantages them in the employ-

ment market. In general, however, fears about unemployment have declined.

While one third cited unemployment as one of the most important problems for

Switzerland a year ago, the figure is now down to one in four young people in

Switzerland. Young people do indeed see new opportunities in the employment

market as a result of new offers. However, concerns about pensions, the EU

and the bilateral agreements have increased compared to the previous year.

This is clearly linked to the widely discussed effects of the mass immigration

initiative, which has now been approved. When asked directly about the rela-

tionship between Switzerland and the EU, young people in Switzerland are in

favour of the continuation of the bilateral agreements. In general, it is clear that

the feeling of belonging to the European community has not changed as a re-

sult of the problem becoming more apparent. However, young people still feel

they really belong among their own friends and family, who are most important

to them. As a result, this year again, they place most importance on friends that

they can rely on. After honesty and loyalty, a good family life or a good relation-

ship are also very important points. This fits in with the image of Generation Y1,

who want self-development and demand more time with friends and family. It

does not mean that the young people of Switzerland are conservative. They are

more characterised by a modern, open approach to the world. The young peo-

ple would describe themselves as considerate, which is why altruism is close

behind friends and family in their value systems. The leaning towards post-

materialistic or materialistic values is a little less marked. In general, differences

in values can most clearly be differentiated based on political views, but also

based on other socio-demographic characteristics, such as gender.

1 Basic definition of the cohorts in terms of years of birth as follows: Generation X – 1965-1976,

Generation Y 1977-1999, Generation Z 2000- … For a discussion on content, compare the explana-

tions in this report and Wikipedia in German and English.

42

Finding 1

For young people in Switzerland, the internet plays an extremely important role.

However, they are aware of the risks it poses and want to be protected against

them. At the same time, they are not afraid of publishing personal evaluation on

internet platforms.

Finding 2

Current problems are still dominated by issues relating to foreigners, their inte-

gration and the free movement of people. Increasingly, young people are con-

cerned about pensions, with perception of unemployment as a problem de-

creasing. Awareness of problems relating to the relationship with the EU have

increased by a long way, probably because it is a current issue.

Finding 3

Switzerland's relationship with the EU is perceived as more of a problem than it

was just a year ago. However, for the majority of young people, it is clear that

the bilateral agreements need to be continued. In general, the perception of

Switzerland abroad is thought to have worsened slightly. However, this does

not change the young peoples' positive view of Switzerland.

Finding 4

Swiss young people are currently more interested in a job with a large multina-

tional company, whether in Switzerland or abroad. However, they do feel their

youth is a disadvantage when it comes to job-hunting.

Hypothesis 1

The awareness and more critical views of young people on the web are in con-

trast to their behaviour, which is dynamic and usage-oriented. So views and

behaviour do not need to agree, but can certainly influence one another.

Hypothesis 2

The relationship to other countries and currently specifically the relationship to

the EU have a clear impact on trust and political awareness. In economic terms,

young people in Switzerland are not averse to seeking their fortunes abroad.

But they do think the Swiss employment market offers good prospects.

Hypothesis 3

Trends are strongly determined by communication media and are changing.

Smartphones and WhatsApp are becoming more popular while the role of Fa-

cebook is diminishing further. News apps are also on the up. Times are chang-

ing in terms of media use.

Hypothesis 4

The mainstream of young Swiss remains strongly orientated towards family

and friends. At the core of their value system however, the orientation towards

material and post-material values plays an important role, with clear differences

emerging between milieus. Left-wingers attach more importance to post-

materialism; right-wingers combine materialism with a slight degree of con-

servatism.

43

5 Appendix

5.1 gfs.bern-Team

LUKAS GOLDER

Senior Project Manager, Member of the Management, Political and Media -

Scientist, MAS FH in Communication Management

Specialist areas:

Integrated communication and campaign analyses, image and reputation anal-

yses, media analyses / media effect analyses, youth-related matters and social

change, voting, elections, modernization of the state, health reforms.

Publications in anthologies, specialist journals, the daily press and on the Inter-

net.

CLAUDE LONGCHAMP

President of the Supervisory Board and Chairman of the Management Board of

gfs.bern, Supervisory Board of gfs-bd, Political Scientist and Historian, Lecturer

at the Universities of Zürich and St Gallen and the Zürich Winterthur University,

MAZ Lucerne and at the VMI of the university of Fribourg.

Specialist areas:

Votes, elections, parties, political culture, political communication, lobbying,

public opinion, racism, health and financial policy.

Numerous publications in book form, in anthologies, scientific journals.

CINDY BEER

Project Manager, Sociologist

Specialist areas:

e-government and e-health, health policy, communication controlling, image

and reputation analysis, qualitative methods, youth research and changing soci-

ety.

MARTINA IMFELD

Project Manager, Political Scientist

Specialist areas:

Analysis of political subjects and issues, national votes and elections (SRG

trend, VOX analyses, election barometer), image and reputation analyses, inte-

grated communication analysis, media content analysis, qualitative methods,

society issues (youth research, racism, families, middle class).

STEPHAN TSCHÖPE

Head of Operations and Maintenance, Political Scientist

Specialist areas:

Coordination services, complex statistical data analyses, EDP and questionnaire

programming, projections, analyses of parties and structures with aggregated

data, integrated communications analyses, visualisation.

44

MEIKE MÜLLER

Project Assistant, Sociologist and Media Scientist

Specialist areas:

Data analyses, programming, integrated communications analyses, qualitative

data analyses, coordination services, media analyses, research, visualisations.

PHILIPPE ROCHAT

Project Assistant, Political Scientist

Specialist areas:

Data analyses and databases, programming, integrated communications anal-

yses, media analyses, research, visualisations, projections.

CAROLE GAUCH

Junior Project Manager, Media and Political Scientist

Specialist areas:

Subject and issue monitoring, referendums and votes, opinion forming on for-

eign policy issues, media content analysis, qualitative methods, field research.

CLOÉ JANS

Trainee, Political Scientist

Specialist areas:

Research, speaker support, teaching assistance, data analysis, programming,

media analysis, visualisations.

Johanna Lea Schwab

Secretary and Administration, EFZ Business

Specialist areas:

Desktop publishing, visualisation, project administration, presentation admin-

istration.

Das Forschungsinstitut gfs.bern ist Mitglied des Verbands

Schweizer Markt- und Sozialforschung und garantiert, dass

keine Interviews mit offenen oder verdeckten Werbe-, Verkaufs-

oder Bestellabsichten durchgeführt werden.

Mehr Infos unter www.schweizermarktforschung.ch

gfs.bern

Hirschengraben 5

Postfach 6323

CH – 3001 Bern

Tel: +41 31 311 08 06

Fax: +41 31 311 08 19

[email protected]

www.gfsbern.ch

whatsapp and news apps on the ascendant among digitally … · 2017. 7. 7. · free internet...

Documents