Online and offline behavior of 15 to 30-year-olds examined on a representative basis
With its «get unplugged» campaign, Nescafé Switzerland is raising awareness of authentic moments in everyday life. Isopublic provides an overview of the representative study on the online and offline behavior of young people.
With the campaign launch in mid-October, Nescafé commissioned the market research institute Isopublic to conduct a representative survey to analyze the online and offline behaviour of people aged 15 to 30 living in Switzerland. Around 500 online interviews were conducted between October 20, 2011 and November 3, 2011. More than 50 percent of those surveyed stated that they spend one to three hours a day online outside of work and school hours, with 23 percent even spending three to five hours online. During this time, most of them write emails (92%), do research (75%), use social media channels (75%) or write text messages (62%). There is a striking difference between men and women, particularly when it comes to reading news and watching videos. These services are used much more often by men than by women. Women, on the other hand, text more often and are on the phone more regularly.
Around a fifth of respondents deliberately spend days or hours without the internet. People who deliberately abstain from online moments do so mainly for dinner with their partner (78%) or on vacation (62%). Overall, around 80 percent of survey participants can imagine being offline for a week. In offline moments, participants prefer to meet up with friends (77%), spend time with their partner or family (69%), go to the cinema or out (63%), do sport (57%) or be outdoors in nature (54%). The 25 to 30-year-olds in particular value nature as a way to switch off in peace.
A clear decision against constant availability was made when asked which item they would take with them to a desert island: 85% would take a friend, 10% a book and just 5% a smartphone. A quarter of respondents do not find constant availability important, just under half find it stressful to always be reachable and have the feeling of having undisturbed time in unplugged moments. However, around a fifth feel cut off from their surroundings when they are offline. However, half of the respondents deny that they feel nervous when they are offline. On the contrary, they would like to spend even more time unplugged and only 10 percent want to spend more time online.
