Informed youth - also thanks to Facebook

The legend of uninformed or ill-informed young people therefore does not hold true. Or at least not so generally. The Credit Suisse Youth Barometer, which was surveyed for the first time (see box), also reveals what interests young people most. Among the mentions in the "Interesting current affairs" chart, regional news, which is already in third place, stands out in particular. It is even just ahead of sport and almost on a par with music. However, less than half of young people are interested in politics. On the other hand, 17% of Facebook members among those surveyed are followers of a political Facebook group. When it comes to the economy, there are two ways of looking at it: Only just four out of ten are interested in this topic. Or: At least as many people are interested in it as in celebrity news or information on events, parties and going out.

Free media are the kings of information

The good position of regional topicality should actually put the traditional, paid daily newspaper in a good starting position. However, this is not the case. Only 30 percent of young people aged between 16 and 25 obtain their information from paid daily newspapers (see chart "Information media for current affairs"). However, a good half use newspaper news sites for this purpose. Whether they would do the same if this information were no longer free remains to be seen, as the unbeatable information kings are the free media. Apart from the fees (which are paid by parents in the case of younger people), the media ranked first to fifth are all free. The strong position of Facebook, which is apparently a medium for information about current affairs for a good third, is remarkable. However, if we focus on the most important source of information, Facebook loses much of its importance. It is then only mentioned by five percent. In addition, two percent named other social networks as their most important source of information. In contrast, nothing changes in the first four ranks. Free daily newspapers are named as the most important source of information by just under a quarter. This is followed by TV with 21%, news sites/newspaper sites with 18% and radio with 11%.

Respondents were quite critical of Facebook. Almost three quarters are of the opinion that it is superficial. The use of Facebook must also be described as rather superficial. Almost two thirds state that they also use other media such as TV, the internet or video games at the same time. If this is linked to the information media for daily events, a preference for superficial information is evident. This is also a characteristic of free daily newspapers and electronic media (with the exception of certain SRG offerings). As many as 87% are aware that their data can fall into the wrong hands on Facebook. However, this does not deter them from joining. This is because no less than 85% of all residents aged 16 to 25 are members of Facebook. However, 76% of them think that it does matter how much of their private data is visible on Facebook. However, only 13% have experienced problems such as bullying or annoying chat-up lines.

The study also confirms the strong mobility power of Facebook. 56% say that they have already gone to events or parties because of Facebook. However, when it comes to buying products, the picture is completely different. Only 7% agree with the statement "I have already bought products because of Facebook". The Facebook community is divided on the importance of its digital social world. While 47% are of the opinion that Facebook is changing the world, 41% believe that Facebook is a trend that will pass.

Maintaining private contacts, especially by cell phone

Nevertheless, Facebook plays a particularly important role in personal communication. For around a third of Facebook members, it is the most important means of communication with friends and colleagues. In terms of all 16 to 25-year-olds, this figure is only 11%. However, cell phones are far more important (see chart "Most important media for maintaining private contacts"). It is the most important means of communication for 39% and the second most important for a further 37%. And for 34 percent, text messages sent via cell phone are the most important and for a further 25 percent the second most important. By contrast, landline telephones, e-mail and chat/messenger services only play the main role for 4% each.

The survey also asked about the duration of media use - but focused on online, video and games. The chart "Media use per day" shows that 80% of young people in Switzerland spend at least one hour a day on the internet. In total, 96% spend time online every day. Over 80% also watch TV on their own TV set every day, watch moving images on their computer or use Facebook (as seen above, sometimes at the same time). Gaming, blogs, chats or dating platforms, on the other hand, are part of the daily media repertoire for less than half.
Ueli Custer

In a nutshell
The Youth Barometer survey was conducted by gfs Bern. The Youth Barometer is intended to provide an insight into the lifestyles and views of 16 to 25-year-olds in Switzerland. Lifestyles, aspirations, trends, occupation and living together and, in depth, communication behavior are part of the detailed questions. Due to the high online affinity of young people, the survey was conducted online after prior telephone contact. The online survey took place between August and October 2010. The analysis included 1011 respondents between the ages of 16 and 25 from all three parts of the country. The results were weighted according to gender, education and language region. Details can be found at www.credit-suisse.com/jugendbarometer.