A nuanced mix of analog and digital - Credit Suisse€¦ · Project team Lukas Golder Political and Media Scientist ... Sabrina Schüpbach Social Scientist A nuanced mix of analog

Credit Suisse Youth Barometer Switzerland

Digital natives: cautious digitalization of

further spheres of life

Sixth Credit Suisse youth barometer

on behalf of the Credit Suisse Bulletin 2015

Project team

Lukas Golder Political and Media Scientist

Claude Longchamp Political Scientist,

Lecturer at the Universities of Bern, Zurich and St. Gallen

Cloé Jans Political Scientist

Martina Mousson Political Scientist

Stephan Tschöpe Political Scientist

Meike Müller Sociologist and Media Scientist

Philippe Rochat Political Scientist

Marcel Hagemann Social Scientist

Aaron Venetz Political Scientist

Johanna Schwab Secretariat and Administration

Sabrina Schüpbach Social Scientist

A nuanced mix of analog

and digital

2

Contents

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

2 INTRODUCTION ........................................................................................ 13

2.1 Task and methodology ........................................................................ 13

2.2 "Young people" and generation concepts (Generation Y, millennials) 13

2.3 The database ....................................................................................... 15

2.4 Findings to date .................................................................................. 16

3 FINDINGS ................................................................................................... 18

3.1 Digitalization in all spheres of life ........................................................ 18

3.1.1 Interim assessment ................................................................ 26

3.2 Digital communication, interaction and media .................................... 27


3.3 Education – job – economy – finance ................................................. 37


3.4 Politics, concerns and relations with the EU ...................................... 46


3.5 Ideas of life and values ....................................................................... 58


4 SUMMARY ................................................................................................. 66

5 APPENDIX .................................................................................................. 69

5.1 gfs.bern Team ..................................................................................... 69

Bern, 7 July 2015

Copyright by gfs.bern

For publication

3

1 Summary of key points

Objective and method

The Credit Suisse youth barometer aims to provide a broad insight into the

lifestyle and views of 16 to 25-year-olds in Switzerland. For 2015 in particular,

the survey included questions on digitalization. Because of the high online affin-

ity of young people, the survey was conducted online, the participants being

recruited in different ways. The online questionnaires themselves were com-

pleted between April and June 2014. The database consists of survey respons-

es from 1003 residents of Switzerland aged between 16 and 25 from all three

regions of the country. The evaluations are based on a weighted data set which

optimizes the sample structure in terms of gender, education and language

region.

Digitalization

As (to some extent) young adults, digital natives1 are experiencing the digitaliza-

tion of new spheres of life. They differ in their views of the advantages and

disadvantages of digitalization: 79 percent of young people in Switzerland tend

to see digitalization as an advantage for them personally, while 17 percent feel

the personal advantages are outweighed by the disadvantages. They are even

more reticent in this regard for society: 66 percent see advantages, while 28

percent see the disadvantages of digitalization on society.

Fig. 1

1 We define digital natives or Generation Y as people born between 1977 and 1999. This is the first

group of people to have grown up with the opportunities offered by the personal computer.

22 20

57

46

4

6

15

24

2 4

for you personally for society

a big disadvantage

fairly disadvantageous

don't know/no comments

fairly advantageous

a big advantage

"The impact of digitalization on people’s lives is growing: electronically networked data is playing an

increasingly important role in all activities. For you personally, is this...?"


increasingly important role in all activities. For society, is this…?"

International Comparison Impact of Digitalization Personally

and on Society

in % inhabitants between 16 and 25 years

gfs.bern, youth barometer, April-June 2015 (N = 1009)

4

With regard to the personal use of further digitalization options, product com-

parisons, job searches and payment transactions have proved themselves as

areas in which the online solution is preferred by most people. Especially in the

case of product comparisons, large majorities of people seem to appreciate the

direct benefits of using this option. Even in the case of payment transactions,

24 percent of young people in Switzerland continue to prefer an offline solution.

The advance of digitalization varies widely from one area to another.

Fig. 2

Where trust plays a role or first has to develop, digital natives also much prefer

analog interaction as a rule. While a lot of time is spent online and life without

the internet is now hard to imagine, it is clear that leisure time, job, partnership

and friendship are heavily focused on the offline experience. Even new online

offers such as elections/voting or fitness consultations are no more attractive

than an offline solution for broad sections of the population.

4

7

5

5

4

6

11

18

23

28

10

11

15

16

17

17

32

33

44

46

19

20

30

39

22

25

33

19

26

14

24

23

28

21

16

18

14

10

2

4

26

30

20

13

21

17

7

14

2

5

17

9

2

6

20

17

3

6

3

3

insurance advice

voting

purchasing clothes

working on projects in ateam

purchasing cars

dealing with theauthorities

learning complicatedinstructions or subjects

making payments onthe move

looking for a job

comparing products

completely online mostly online both online and offline equally

mostly offline offline as much as possible don't know/no comments

Lifestyle Online vs. Offline (1/2)

"Now think about your personal lifestyle. There are more and more online services for sharing ideas and getting

things done. How much do you rely on an online service for the following activities and for which activities do

you prefer offline solutions?"



5

Fig. 3

Differences between digital natives and digital immigrants2 can be clearly seen

in their use of communication tools and social networks. Except with regard to

YouNow, young people give a very clear response as to whether something in

this field is either "in" or "out". The smartphone comes top, while handwritten

letters and landline phones come bottom. The zeitgeist of young people is

shaped by these tools.

2 We define digital immigrants or Generation X as people born in 1960-1976. A characteristic of the

post baby boom generation is that they were to first to grow up without any direct context of war.

They only experienced the possibilities of computers during adolescence.

3

3

2

3

2

2

4

4

3

4

3

7

9

9

10

11

9

10

11

10

8

13

16

20

13

33

25

27

21

24

28

29

22

27

24

20

25

29

20

28

57

30

34

38

31

14

33

30

38

30

1

18

17

3

20

20

4

7

4

purchasing food/drink

financial advice

life advice

pursuing my hobbies

fitness coaching

getting involved inpolitics/society

earning money/working

maintaining friendships

flirting/dating

relaxing in my spare time









6

Fig. 4

Young people in Switzerland are very accomplished in the use of the interactive

Web 2.0 and they adapt new trends quickly and almost without any reserva-

tions. Most top rankings of the more than 100 trends are headed by communi-

cation tools. Smartphones, WhatsApp and YouTube occupy three of the top

four rankings of the trends experienced out of more than 100 elements that we

presented to young people for an assessment of their lifestyle. The triumphal

march of the smartphone and WhatsApp continues apace.

1

16

26

24

43

4

9

11

27

56

71

39

60

33

62

67

40

91

94

95

14

7

7

16

2

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44

58

46

18

3

36

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43

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17

44

3

3

3

64

6

3

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13

5

14

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11

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1

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35

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3

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1

7

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15

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12

4

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3

2

1

20

45

38

27

18

40

31

24

12

11

2

15

9

11

9

9

10

11

YouNow

handwritten letters

landline telephone

being offline for a day

text messages

smartwatches

Tinder/dating apps

Twitter

Spotify

watch television and use smartphone/tablet at the same…

email

downloading films

Facebook

Netflix/other TV streaming services

watching television

downloading music

Instagram

Youtube

Whatsapp

smartphone such as iPhone/Android/Blackberry

in and used in and not used don't know/no comments used but out out and not used

Trends All Areas of Life: Communication

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

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



7

Fig. 5

Young people differ much less in the case of Web 2.0 than with the options

offered by Web 3.03. The radical changes taking place in interactive media from

one year to the next are impressive. Besides the changes around smartphones,

which have already been substantial over the last five years and have brought

about a collapse in the use of SMS, this will also bring about further major

changes in the short term such as the gradual decline in e-mails, the develop-

ment Facebook from a trendy interactive medium into an information medium

and also the gradual decline of television as an information channel or the de-

crease in the use of paid daily newspapers.

Future – job – education – finance

In the transitional phase between education and job, young people in Switzer-

land present a very heterogeneous picture. But in their assessment of educa-

tion they are generally very positive. The large number of options helps to en-

sure that there is a way for most people to pursue their goals. A good educa-

tion is a characteristic feature of Generation Y and awareness of the im-

portance and high priority of education is very pronounced in Switzerland.

3 Web 2.0 connects people through social networks. With Web 3.0, data and computer systems

are interconnected and capable of learning themselves. The systems are suited to more complex

solutions in other spheres of life and thus become more independent, as in the example of the self-

driving car.

68

71

73

74

79

88

91

91

94

95

airplanes

email

being yourself and not pretending to besomeone else

going to the movies

getting to know new people

going on holidays to foreign countries

YouTube

meeting friends

WhatsApp

smartphone such asiPhone/Android/Blackberry

in and used

Top-Ten: Trends All Areas of Life: In and Used Switzerland"We have put together a list of very different things in life. Please judge whether these things are 'in' or 'out' in




8

Fig. 6

But those young people who pursue very clear ideas in life fit much less with

the cliché of Generation Y. In contrast to the commonly held view that Genera-

tion Y people find it impossible to choose between all the opportunities availa-

ble to them, they mostly pursue a very clear strategy in the way they cope with

the many options. Young people strive to achieve a systematic combination of

a fulfilled professional life with a fulfilled private life in the sense of work-life

balance.

Fig. 7

8385 87 87

85 85

7577 77

73

79 77

60 60

6563 64

63

39 40

3338

33

23 2321

19 17 19

Aug.-Oct. 2010 May 2011 March/April2012

April/May 2013 April-June2014

April-June2015

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 behaviour. 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 those whom extremely & very important)

gfs.bern, youth barometer, April-June 2015 (N = approx. 1000)

Statements Plans for the Future (Selection)

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

future?"



3

7

8

15

16

23

17

27

19

28

34

43

43

44

57

50

12

2

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6

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36

29

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27

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7

10

6

4

3

economy: feeling of being needed

goals unimportant, enjoy life

economic situation is too uncertainfor detailed plans

assume responsibility

certain about my professional goals

clear idea of life

adapt goals to the situation

goals in line with deep convictions

completely agree tend to agree don't know/no comments don’t tend to agree don't agree at all

goals in line with deep convictions "My goals are in line with my deep convictions."

adapt goals to the situation "I try to define my goals as broadly as possible and adapt to the situation."

clear idea of life "I have a clear idea of what I want my life to be and go for my goals even when faced with obstacles."

certain about my professional goals "I am absolutely certain about my professional goals."

assume responsibility "I want to assume responsibility for society and the environment."

economic situation is too uncertain for detailed plans "Today's economic situation is too uncertain to commit one's life to

detailed plans."

goals unimportant, enjoy life "Goals are unimportant, I want to enjoy each moment as it comes."

economy: feeling of being needed "The economic system gives me the feeling of being needed."

9

In this context, it is a pity that industry is unable to show sufficiently that it is

dependent on these young people. That prospects in this regard have not im-

proved in recent times is shown, for example, in the slightly higher proportion

that young people seek to save to more difficult times.

Politics

The relationship of young people in Switzerland to politics is a distant one, but

is comparatively uncritical. Young people as a rule are satisfied with the sys-

tem, see good personal prospects and identify with Switzerland. One reason is

likely to be the minimal problems with unemployment, because these are seen

as less of a problem in recent times. This facilitates an integration of young

people in the economy, which also makes for a more harmonious societal and

political integration.

The comparatively minor willingness to become politically engaged has less to

do with interest in politics than with a certain disillusionment after their initial

experiences with their own engagement as citizens, as shown by specific stud-

ies on this subject4.

In the present survey, however, the societal perspectives are viewed some-

what more critically. The discussion around the minimum exchange rate to the

euro is likely to have brought about a certain insecurity here. Young people are

also more concerned about problems with foreigners and migration also in the

context of asylum seekers. Racism and xenophobia are also among the biggest

problems for many people. Substantially more young people in Switzerland are

concerned with the number of asylum seekers and the refugee drama in the

Mediterranean. Here is a widespread view among young people that the rela-

tionship between them and young foreigners is stained, although most of them

have foreigners in their own circle of friends.

4 Study by gfs.bern (2014) on easyvote campaign planning. Available on the internet

[http://www.gfsbern.ch/de-ch/Detail/mobilisierung-jugendlicher-fuer-wahlen-die-kampagnenplanung-

fuer-easyvote], media release of the federal Commission for Childhood and Youth Issues

(EKKJ/CFEJ) dated 22.06.2015. Available on the internet

[http://www.ekkj.admin.ch/c_data/d_15_MM_Umfrage.pdf].

10

Fig. 8

The persistently high level of concern for problems in the field of old-age pen-

sions is noteworthy. When respondents are specifically asked about the aging

of society, this is actually seen as an even greater problem than the growing

number of foreigners.

The relationship with the EU is also seen as one of the more important prob-

lems by young people in Switzerland. Although the problems are not seen to

have increased, opinions on the future of this relationship have developed. But

the findings remain the same as in 2014: Continuation of the Bilateral Agree-

ments has priority for a clear majority. Joining the EU would be an option for

only a small minority, as would withdrawal from the Bilateral Agreements. Join-

ing the EEA would, if anything, be a second-priority option.

Cyber criminality and internet espionage are among the more important prob-

lems for young people. The view of problems and risks of digital identity are

likely to differ from those held by older citizens in view of greater awareness

and greater day-to-day relevance among younger people.

Values and orientation

Many changes in personal life occur between the ages of 16 and 25. In parallel

with the personal development, technical developments are progressing apace,

and Switzerland faces major political and economic challenges. Basic orienta-

tion and values remain markedly stable in view of these changes. Perhaps pre-

cisely because people want to remain flexible to these changes, they attach

particular importance to stability and thus traditional civic values in all sections

of society, from left to right, for their own idea of what life is all about.

4445 44 50 49

51

42

36 34 37 4143

22 22

3030

26

38

2934

29 27

23

25

11

9 1110

26

2322

23

17 15

2322

13

27

24 22

19

1515 18

20

17

15 15

4239

32 32

24

151414

Aug.-Oct.2010

May 2011 March/April2012

April/May2013

April-June2014

April-June2015

freedom of movement to/fromother countries immigrants/

immigration**old age pensions/retirementprovisions

refugees/asylum issues

protecting the environment/globalwarming/environmental disasters

EU/BilateralAgreements/European

Integrationracism/xenophobia

energy issues/nuclear energy/security of supply

safeguarding the social welfaresystem/Social Security

unemployment**

data protection online/cyber espionage

Euro crisis/Euro exchange rate

Trend Five Most Important Problems Top Eleven Switzerland"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."


gfs.bern, youth barometer, April-June 2015 (N = approx. 1000),

*up to 2014: Foreign nationals, integration of foreign nationals/ free movement of people

**up to 2014: unemployment/unemployment among youth

11

Fig. 9

To what extent this civic mainstream of young people guided by their own per-

sonal happiness is really something new can only be answered indirectly for

Switzerland. Such values have long played a key role, as also shown in a youth

study conducted by Shell since 1953.

In many respects, the wish for stability among young people in Switzerland is

discernible. They feel a good education, which is given a high priority, makes

them fit for the changes. This also includes a good balance between job and

free time and not a one-sided career focus or one-sided materialism, but rather

an interesting job that also provides a sense of self-fulfilment. With all these

values, particular consideration should also be given to the environment, the

weaker members of society and the generations to come. It is not a potpourri

of values that serve as a guide for young people. They are conspicuously con-

stant in their efforts to identify new syntheses of values in order to find stability

for themselves in rapidly changing times and to select the most balanced pos-

sible option for themselves and society in what has become a multi-option so-

ciety.

Conclusion

The findings of the 2015 youth barometer are summarized for Switzerland as

follows:

Finding 1: Nuanced approach to coping with digitalization

The nuanced and cautious approach to digitalization reflects a digitally aware

young generation that is happy to do without online solutions and to put their

trust in human interaction.

9195 94

9294 92

8989

8990 89

8789 89

85

88 8887 88 85

8987

8185

8081

8481

7980 81

7679 77

70

77

79

75

77 76

Aug.-Oct.2010


April/May2013

April-June2014

April-June2015

having friends I can count on

honesty

leading a good familylife/relationship

loyalty

enjoying life to the full

being respected as a person

living and acting responsibly

Trend Ideas of Life: Values/Religion Switzerland (1/3)



in % inhabitants between 16 and 25 years (sum of those for whom extremely & very important)


12

Finding 2: Web 2.0 embodies the zeitgeist, and young people live it

The zeitgeist of young people is shaped by digital communication and interac-

tion in the sense of Web 2.0, where they make active and enterprising use of

new tools.

Finding 3: Individualism and goal orientation at work

The Swiss education system allows many options from which most young

people fashion a suitable mix with a clear individual strategy. Education, an

interesting job and also work-life balance have very high priority for them.

Finding 4: Benign distance from politics

Young people are satisfied thanks most recently to improved job prospects, but

they also keep their distance from Switzerland’s political system. Political en-

gagement is not one of the priorities especially for young people of voting age.

Finding 5: Problems with euro exchange rate and immigration

In terms of the economy concerns surrounding the euro exchange rate have

increased, and in terms of society concerns surrounding immigration and the

asylum system have muddied the picture. Young people feel the relationship

with foreigners is more strained and concerns surrounding racism have in-

creased.

Finding 6: Civically sustainable balance in the multi-option society

Mainstream youth strives primarily both for stability in private life, with a bal-

ance between work and private life, and also for sustainability.

We propose the following hypotheses for discussion:

Hypothesis 1: With Web 3.0, digital natives will become digital immi-

grants

Digitalization shows the zeitgeist of Generation Y people and the relaxed and

accomplished way they cope with the potential of Web 2.0 as an interactive

tool strengthens them. But so-called digital natives will react to Web 3.0 in a

distanced way that is similar to the reaction of digital immigrants to Web 2.0.

Hypothesis 2: Economic integration reduces political engagement

After their compulsory schooling, young people have to take personal responsi-

bility for their economic integration early on. The minimal willingness to then

become politically engaged as well is due amongst other things to the high

economic integrative strength of Switzerland.

Hypothesis 3: Private foundations in life as a stabilizing factor

While young Swiss people have experienced material happiness in the parental

generation, rapid societal and economic changes have created many problems

in the family. The focus of young people on values is a desire for more stable

private foundations in life so that they can cope better with the changes.

13

2 Introduction

2.1 Task and methodology

The sixth Credit Suisse Youth Barometer aims to give an insight into the life-

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

cific areas are of most interest:

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

are their concerns?

How do young people live together and what do they do in their free

time? How do they get on with different groups? How do they feel about

foreigners, equality and older people?

What is the zeitgeist of young people in different spheres 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?

Associated areas of interest are education, work, career and finances:

How happy are young people with their work and how do they handle

their money. What would young people do with an unexpected gift of

money?

This year young Swiss people were also asked in particular about how

they cope with the digitalization of different spheres of life.

These questions will be asked every year to give a picture of developments

over time. This should be important above all in the assessment of trends,

where a certain dynamic can be expected. Such trend statements were possi-

ble for the first time for 2012, as trends can only be reliably interpreted from at

least three measurement points. The six measurement points now available

thus provide an opportunity for reliable conclusions on 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.

For a condensed evaluation and analysis we have structured the report accord-

ing to the following sections and areas:

Digitalization (special topic 2015)

Digital communication, interaction and media

Career, economy and finances

Politics, concerns and relations with the EU

Ideas of life and values

2.2 "Young people" and generation con-

cepts (Generation Y, millennials)

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

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

14

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

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

the aim of the study to focus on the period after compulsory schooling and on

education and career choice – which also explains why the lower age limit for

the survey was 16 years

In this report, we therefore use the term "young people" to describe 16 to 25-

year-olds living in Switzerland, the USA, Brazil and Singapore.

Generation concepts are a subject of some dispute in sociology, but they are

very common in everyday media use. In many cases, however, there is no clear

distinction in so-called cohort and lifecycle effects.

Lifecycle effects are typical as a life phase for all young people, regardless of

the year in which they were born, whereas cohort effects form groups of peo-

ple born in the same year that that are independent of age. Only when cohorts

of people born in the same year show systematic differences from other co-

horts is it possible to speak of a generation. The waves of the CS Youth Ba-

rometer to date do not allow such a statement and can be seen as a contribu-

tion to the discussion on present generation concepts.

We use different generation concepts depending on the situation. Essential

parameters of the concepts most used are the question of meaning (Genera-

tion X, Y and Z) and the approach to digitalization (digital natives and digital im-

migrants). For the sake of simplicity we use the same age cohorts in this study

as a working definition.

Generation X includes people born between 1960 and 1976. This is the first

generation that grew up after the Second World War. In Germany it is also

sometimes called the couldn’t/care-less generation or Generation Golf. Their

rejection of consumerism and the classical career focus on security is charac-

teristic of this generation. They have to learn to cope with an economic step

backwards compare with their parent’s generation. They are also the so-called

digital immigrants, because they have often come into contact with personal

computers and the potential of digitalization from a very early age

The generation of millenials or digital natives (born from 1977 to 1999) is also

known as Generation Y5 with reference to Generation X. The Y stands for

"why?" and the search for meaning that characterizes this generation. They

became familiar with the opportunities of the first-generation web (networked

computers and the internet) early on and soon came into contact with Web 2.0,

where computers were linked with social networks, as with Facebook and

Twitter. To date, only members of this generation have been interviewed in the

CS Youth Barometer.

The next generation is sometimes already referred to as Generation Z and in-

cludes people born after 2000. They have not featured in the CS Youth Barom-

eter so far. Generation Z have probably been shaped more heavily since birth

by the opportunities of the internet and Web 2.0 and also by smartphones, and

thus feel a greater urge than Generation Y to present themselves to the outside

world.

Over the last few years, the web has developed further in the direction of Web

3.06. Here, computers instead of humans are connected to form self-learning

networks that only interact with humans in specific ways and otherwise can act

autonomously. This will bring with it digitalization of further spheres of life. An

example of Web 3.0 is the self-driving car. None of the generations discussed

here have so far come into intensive contact with such opportunities.

5 Minimal definition as cohorts of people born in certain years: Generation X those born in 1965-

1976, Generation Y 1977-1999, Generation Z: 2000-…For the discussion of this topic see the ex-

planations this report and the Wikipedia entries in English and German. 6 cf. e.g. http://www.nzz.ch/finanzen/der-computer-als-intelligente-maschine-1.18363342

15

2.3 The database

In view of the high affinity that young people have with the internet, we opted

for an online questionnaire. 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 target group but it was also difficult to convince them to participate. The

incentives 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 agreed to take part again in

2015. 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 2015. 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, 2013 and 2014.

The online questionnaires themselves were carried out between April and June

2015. The basic data covers 1003 respondents of between 16 and 25 living in

all three regions of Switzerland.

16

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 6th year - 2015

Country Switzerland Switzerland Switzerland Switzerland Switzerland Country

Period 30 August - 31

October 2010

16 March - 4

May 2011

5 March - 17

April 2012

3 April - 6 May

2013

23 April - 20

June 2014

29 April - 2 June

2015

Interview lan-

guages

German,

French, Italian

German,

French, Italian

German,

French, Italian

German,

French, Italian

German,

French, Italian

German,

French, Italian

Selection

method

Layered random

selection based

on various pro-

cedures, partial-

ly as (external)

panel

Layered random

selection based

on various pro-

cedures, partial-

ly as (internal)

panel

Layered random

selection based

on various pro-

cedures, partial-

ly as (internal)

panel

Layered random

selection based

on various pro-

cedures, partial-

ly as (internal)

panel

Layered random

selection based

on various pro-

cedures, partial-

ly as (internal)

panel

Layered random

selection based

on various pro-

cedures, partial-

ly as (internal)

panel

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

Overall popula-

tion

Inhabitants of

Switzerland

aged between

16 and 25

Inhabitants of

Switzerland

aged between

16 and 25

Inhabitants of

Switzerland

aged between

16 and 25

Inhabitants of

Switzerland

aged between

16 and 25

Inhabitants of

Switzerland

aged between

16 and 25

Inhabitants of

Switzerland

aged between

16 and 25

Data sources Online panel

(external): n =

370, CATI /

snowball meth-

od: n = 641

Panel: n = 364,

CATI / snowball

method / on-

street recruit-

ment:

n = 648

Panel: n = 570,

CATI / snowball

method / on-

street recruit-

ment:

n = 430

Panel: n = 590,

CATI / snowball

method / on-

street recruit-

ment:

n = 435

Panel: n = 572,

CATI / snowball

method / on-

street recruit-

ment:

n = 431

Panel: n = 633,

CATI / snowball

method / on-

street recruit-

ment:

n = 376

Sample N = 1011 N = 1012 N = 1000 N = 1025 N = 1003 N = 1009

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

3.2 percentage

points at 50/50

Average dura-

tion (content

questions)

35 minutes 38 minutes 36 minutes 36 minutes 39 minutes 39 minutes

Weighting Gender, educa-

tion, language

region (as per

census 2000)

Gender, educa-

tion, language

region (as per

census 2000)

Gender, educa-

tion, language

region (as per

census 2000)

Gender, educa-

tion, language

region (as per

census 2000)

Gender, educa-

tion, language

region (as per

census 2000)

Gender, educa-

tion, language

region (as per

census 2000)

Incentives a cinema ticket,

prize draw for

three iPads

a cinema ticket,

prize draw for

three iPads

a cinema ticket,

prize draw for

an iPad

a cinema ticket,

prize draw for

an iPad

a cinema ticket,

prize draw for

an iPad

a cinema ticket,

prize draw for

an iPad

Client Credit Suisse Credit Suisse Credit Suisse Credit Suisse Credit Suisse Credit Suisse

© gfs.bern, Credit Suisse youth barometer, April-June 2015

2.4 Findings to date

Since 2010, young Swiss people have basically and constantly shown a pro-

nounced orientation towards family and friends and also towards a balance

between free time and work. But at the heart of their values, the orientation

towards material and post-materialistic values also played a major role, although

clear differences emerged here between social environments. In left-leaning

young people post-materialism was stronger, and in right-leaning young people

materialism and slight conservatism combined to form a centre-right main-

stream.

Trends and thus also the zeitgeist were heavily influenced by means of com-

munication and remained in constant flux. Smartphones and WhatsApp in-

creased further in 2014, while the role of Facebook declined further. News

apps was also on the rise. A radical change emerged in the use of media. A

formative influence was a high degree of digital awareness, which was associ-

ated with specific demands upon politicians for the protection of digital identity.

17

Trust and political awareness were shaped by relations with other countries,

with foreigners and in 2014, after the vote on the mass immigration initiative,

also relations with the EU in particular. Political influence is barely discernible:

The willingness to become politically engaged for reform is weak and politics is

often seen as out.

The economic integration of young Swiss people, however, has been extreme-

ly successful. They see good prospects for themselves and in this respect are

guided by clear objectives in line with their values.

18

3 Findings

3.1 Digitalization in all spheres of life

Young people in Switzerland also have a life untouched by digitalization. The

last five years have seen the proportion of those who feel very much or to

some extent part of a club increase from 52 to 60 percent. This is remarkable

insofar as various clubs and youth organizations are considered passé for many

young people.

Even higher proportions have a constant sense of being part of a family or a

group of friends or humanity. There has been a slight fall in the proportion of

those who feel a part of Swiss society, although this still accounts for 64 per-

cent of young people.

Far fewer, namely 23 percent of young people, feel very much or to some ex-

tent part of an online community. This is less again than those who feel part of

European society or of a religious community, but for a new form of belonging

it is still a remarkable proportion.

Fig. 10

The internet has a firm, if not actually irreplaceable value in life for young peo-

ple. One-third consider the internet to be indispensable, while for 56 percent it

is important, and only for 8 percent does it play an occasional role. For none of

the respondents does it play an insignificant role or even no role at all.

94 93 93 9494

96 95 95 9594

78 7574

77 79

73 7372

73 73

71 6766 66 64

5255

5256

60

3739

33 3438

23 23 21

28 27

21 23


April/May2013

April-June2014

April-June2015

your family

your circle of friends

humanity

Swiss society

your partnership/marriage/relationship

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

European community

a religious 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)


19

Fig. 11

Young people differ, however, when it comes to advantages and disadvantages

of digitalization: 79 percent of young people in Switzerland tend to see personal

advantages in digitalization while for 17 percent the disadvantages outweigh

the benefits. They are even more cautious in this respect for society: 66 per-

cent see advantages in digitalization for society, while 28 percent see disad-

vantages.

Fig. 12

33 34

55 56

9 81

2 2

April-June 2014 April-June 2015

don't know/nocomments

the internet plays anunimportant ornegative role

the internet only playsa role occasionally

the internet plays animportant role

I would not want tohave to cope withoutthe internet

Trend Importance of Internet in Everyday Life Switzerland

"How important is the internet to your everyday life?"



22 20

57

46

4

6

15

24

2 4

for you personally for society

a big disadvantage



fairly advantageous

a big advantage





International Comparison Impact of Digitalization Personally

and on Society



20

The youngest respondents in this youth study are conspicuously reticent. If the

generations are broken down simply by year of birth, then it is perhaps precise-

ly these young people who are the first representatives of Generation Z. Only 8

percent of these young people see great advantages for society.

Fig. 13

This generation is somewhat more optimistic for itself, but no more than the 18

to 21-year-olds. Nevertheless, the younger age groups overall are somewhat

more sanguine than the oldest in the CS youth barometer.

Fig. 14

8

23 21

54

4543

7

48

2624 23

5 4 5

16 to 17 years 18 to 21 years 22 to 25 years

a big disadvantage



fairly advantageous

a big advantage


gfs.bern, youth barometer, April-June 2015 (N = 1009), statistically significant

Impact of Digitalization Society by Age



1621 24

6461

49

15

8

1912

16

1 3

16 to 17 years 18 to 21 years 22 to 25 years

a big disadvantage



fairly advantageous

a big advantage



Impact of Digitalization Personally by Age



21

The greatest advantages are seen by young people who have a strong econom-

ic orientation themselves and are thus heavily guided by economic objectives.

Fig. 15

Young women see somewhat greater personal disadvantages in digitalization,

but are no more sceptical than young men as regards the impact on society.

Fig. 16

The differentiation of young people in Switzerland is even more marked when it

comes to specifically weighing online versus offline activities. In only three

areas is there a majority preference for online solutions: In the case of product

comparisons, job searches and payment transactions there is at least a slender

majority that prefers an online solution.

But in the case of payment transactions as many as 19 percent consider online

and offline solutions to be equivalent, while 24 percent prefer to handle their

payments offline. Two typical examples of a situational weighing of online ver-

sus offline are instruction or learning and project work in the team. When it

comes to instruction or learning, one-third of respondents consider both chan-

49

22 2214

46

58 58

56

3 4

9

5

16 1319

1 3 2

very strong fairly strong fairly weak very weak

a big disadvantage



fairly advantageous

a big advantage



Impact of Digitalization Personally by Economic Orientation"The impact of digitalization on people’s lives is growing: electronically networked data is playing an


2618

55

58

5

4

1218

2 2

man woman

a big disadvantage



fairly advantageous

a big advantage



Impact of Digitalization Personally by Gender



21 19

45 47

6 6

24 23

4 5

man woman

a big disadvantage



fairly advantageous

a big advantage


gfs.bern, youth barometer, April-June 2015 (N = 1009), not statistically significant

Impact of Digitalization on Society by Gender



22

nels to be equivalent, while 43 percent prefer an online learning solution. In the

case of project work in the team, as many as 39 percent consider both options

to be equivalent, 21 percent prefer online project work, and 34 percent prefer

more classical project work without the internet.

If the proportions of those who consider internet solutions to be at least equiva-

lent are added together, online solutions still have majority potential in the set-

tling of business with the authorities and in the purchase of a car.

More controversial is the purchase of clothes, because very many young peo-

ple have already formed an opinion here. Only 20 percent currently prefer pure-

ly online solutions, 30 percent consider both options to be equivalent, while 48

percent prefer to buy clothes offline.

Fig. 17

In the case of other activities, the potential - including the proportions of people

who consider online and offline to be equivalent - is not big enough for online

majorities.

This applies, for example, to elections/voting: 53 percent prefer an offline solu-

tion when participating in politics. When it is a question generally of political or

social engagement, then only 13 percent prefer purely online solutions. When it

comes to engagement, however, the high proportion who cannot assess this or

who consider both options to be equivalent has to be taken into account.

Fourteen percent prefer insurance consultations online, while only 10 percent

prefer to seek financial advice online. Financial advice is thus just ahead of food

as the area where young people spontaneously see little point in online solu-

tions.

Generally, offline solutions are evidently preferred in areas where personal in-

teraction is important. Outside project work (in fixed team structures) the phys-

ical encounter is evidently still essential for very broad sections of young peo-

ple. This applies to flirting, cultivating friendships and also for earning mon-

ey/work or organization of leisure time and - besides insurance and finance -

also for fitness or life coaching.

4

7

5

5

4

6

11

18

23

28

10

11

15

16

17

17

32

33

44

46

19

20

30

39

22

25

33

19

26

14

24

23

28

21

16

18

14

10

2

4

26

30

20

13

21

17

7

14

2

5

17

9

2

6

20

17

3

6

3

3

insurance advice

voting

purchasing clothes

working on projects in ateam

purchasing cars

dealing with theauthorities

learning complicatedinstructions or subjects

making payments onthe move

looking for a job

comparing products









23

Fig. 18

On the basis of the highly situational decision as to which option – offline or

online – is preferred, a cluster with similar attitudes is discernible. Thirty-one

percent are actually "digitals", who generally prefer a digital option. An opposite

group of "analogs" still accounts for 23 percent of respondents and is according-

ly not much more uncommonly represented among young residents in Switzer-

land. But almost half can be described as people with a nuanced view who

decide depending on the situation.

Fig. 19

3

3

2

3

2

2

4

4

3

4

3

7

9

9

10

11

9

10

11

10

8

13

16

20

13

33

25

27

21

24

28

29

22

27

24

20

25

29

20

28

57

30

34

38

31

14

33

30

38

30

1

18

17

3

20

20

4

7

4

purchasing food/drink

financial advice

life advice

pursuing my hobbies

fitness coaching

getting involved inpolitics/society

earning money/working

maintaining friendships

flirting/dating

relaxing in my spare time









digitals31

nuanced46

analogs23

Cluster Digitalization of Personally Lifestyle



24

In the case of analogs, digital solutions will still be considered for product com-

parisons or job searches, but this will no longer be an option when it comes to

payment transactions and learning, where only very small proportions will even

think of the online option. At least 20 percent of digitals are open to all offerings

except food purchases. One-third of them also tend towards online solutions in

their leisure time and in friendships as well as for purchasing clothes or dealing

with the authorities. They can certainly imagine life coaching and flirting online.

At least a quarter or slightly fewer young people with a nuanced view are open

to online solutions for dealing with the authorities, voting in elections and refer-

endums or buying a car. And 17 percent of this group are open to project work

in the team and buying clothes online.

Fig. 20

Those who can basically imagine using digital options for a wide variety of activ-

ities in life also take a stronger view of the advantages in digitalization. By con-

trast, a (slender) majority of analogs do not see the advantages.

75

7258 58

36

28

34 35

22

3236

2934

2925 25

3531

26

15

77 76

64

48

25

2417 17

229

47

3

8 9 9

2

5 41

47

44

13

16

35

97 5

1 25

6

2 4 43

1 0 0

co

mp

ari

ng

pro

du

cts

loo

kin

g f

or

a jo

b

ma

kin

g p

aym

en

ts o

nth

e m

ove

lea

rnin

g c

om

plic

ate

din

str

uctio

ns o

r su

bje

cts

de

alin

g w

ith

th

ea

uth

ori

tie

s

pu

rch

asin

g c

ars

work

ing

on

pro

jects

in

ate

am

pu

rch

asin

g c

loth

es

vo

tin

g

insu

rance

ad

vic

e

rela

xin

g in

my s

pa

retim

e

flir

tin

g/d

atin

g

ma

inta

inin

g f

rie

nd

sh

ips

ea

rnin

g m

on

ey/w

ork

ing

ge

ttin

g in

vo

lve

d in

po

litic

s/s

ocie

ty

fitn

ess c

oach

ing

pu

rsu

ing

my h

ob

bie

s

life a

dvic

e

fin

an

cia

l a

dvic

e

pu

rch

asin

g f

oo

d/d

rin

k

digitals

nuanced

analogs

Lifestyle Online vs. Offline Cluster Digitalization of

Personally Lifestyle

in % inhabitants between 16 and 25 years (completely/mostly online)

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




25

Fig. 21

The importance attached to protection of privacy and the individual’s personal

data also fits with a digitally aware youth. Young people feel the responsibility

lies primarily with themselves, followed by schools/educational institutions and

increasingly also the state and politicians. The 2014 CS youth barometer

showed that the political demands for protection in the internet are very con-

crete and clearly have majority appeal among young people. But most young

people feel that internet and IT providers as well as companies and the world of

federations and associations also have an important role to play.

2518 17

49

50

32

37

32

21 2210

2 37

digitals nuanced analogs

a big disadvantage



fairly advantageous

a big advantage



Impact of Digitalization Society Cluster Digitalization of

Personally Lifestyle"The impact of digitalization on people’s lives is growing: electronically networked data is playing an


26

Fig. 22

3.1.1 Interim assessment

As (in some cases) young adults, digital natives are experiencing the digitaliza-

tion of new spheres of life. In this respect they take a cautious and nuanced

view when this digitalization extends beyond product comparisons, job search-

es or payment transactions. Even in the case of payment transactions, 24 per-

cent of young Swiss people continue to prefer an offline solution.

In these new areas, digital natives appear similar to digital immigrants with their

conscious reticence when it comes to handling new information technologies.

Digital immigrants comprise people from the generation born in or after 1976.

As soon as trust plays a role or first has to develop, digital natives also usually

much prefer analog/offline interaction. While a lot of time is spent online and it

is hardly possible for them to imagine life without the internet, they evidently

depend heavily on the offline experience especially for leisure-time activities,

job, partnership and friendship. Also new offerings, such as elections/voting in

referendums or fitness coaching are not more attractive than offline solutions

for broad sections of the population. Only about one-third of young people are

in fact digitally oriented and can imagine digital solutions for many spheres of

life.

In selected areas, the offline/online decision probably depends very heavily on

the circumstances and will be made against the background of initial personal

experience. This is especially true of project work in the team, for social or po-

litical engagement or for specific forms of instruction or learning. In these are-

as, pragmatism rules: personal experiences with such interactive activities evi-

dently show that offline and online may be often seen as equivalent, depending

on the project and interest, but mutually dependent: Online creates efficiency,

while offline establishes trust.

84

87

74

77

72

76

64

70

61

68

62 64

54 53

4649


each individual

schools and other educationalestablishments

government/politics

business

internet providers

providers of computers, tablets andsmartphones

associations, interest groups, NGOs

people like Julian Assange or EdwardSnowden

Importance Players in Protecting Individuals and Personal

Data Switzerland"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?"

in % inhabitants between 16 and 25 years (sum of those for whom very/relatively important)


27

3.2 Digital communication, interaction and

media

Unlike many other trend areas, the "in or out" decisions of young people are

very polarized and tendentious in the case of communication tools. In view of

the great significance of these elements in the definition of trends and the high

innovation density in the case of smartwatches, for example, we added some

tools for this part of the survey in 2015.

Almost all young people consider the smartphone, WhatsApp and YouTube to

be in vogue, and broad sections of young people also use them. These three

tools and communication media are at present absolute must-have elements

for young people and hence are also actually mainstream. Views are more nu-

anced in the case of Instagram: at 44 percent a very high proportion consider

Instagram to be in, but do not use it themselves. But if the 40 percent who do

use it are added on, then 84 percent also consider Instagram to be trendy, mak-

ing it the fourth most important trend of all communication forms. This is fol-

lowed by downloading music and television. Likewise 43 percent do not (yet)

use Netflix/TV streaming, but for 76 percent it is considered in. In this regard,

then, Netflix/TV streaming is already at the level of Facebook! Facebook is now

regarded as out by 24 percent.

Email is still regarded as in by broad sections of the population, but for 24 per-

cent it is out. Many also find it trendy to watch television and use the

smartphone or tablet at the same time. Spotify is described as in by relevant

proportions of the population, but is only used by a few. This incongruity is

even greater for Twitter, where views are even more heavily polarized: At 26

percent even more young people consider Twitter to be out than they do Face-

book – and this at much lower rates of use. Views of the recently much dis-

cussed Tinder as a dating app are highly polarized: 34 percent consider it out

and 53 percent in; 12 percent report being users of such a platform. Just nine

of one hundred young people use Tinder and find it trendy.

Smartwatches are considered out for many, and only very few people own one.

Most consider SMS to be out today. With 45 percent who consider SMS to be

still in, the messaging service is one of the least trendy communication tools. It

seems to be even less in to be offline, to use landline phones, to write letters

by hand or to use YouNow - 64 percent of 16 to 25-year-olds do not know

YouNow, but this live streaming service is aimed at an even younger target

group.

28

Fig. 23

The top-ten ranking from a total of exactly one hundred elements from all

spheres of life in which we asked young people to give an assessment of

trends shows how much the trends are determined by communication. Com-

munication tools determine three of the top four trends that young people con-

sider in and also use themselves. Email is still ranked in 9th place. The rankings

are headed by smartphones and WhatsApp. The biggest trends that do not

have to do with digital communication are meeting friends and taking holidays

abroad. The leisure activities "meeting new people" and "going to the cinema"

also feature high on the list of trends that are actually lived.

1

16

26

24

43

4

9

11

27

56

71

39

60

33

62

67

40

91

94

95

14

7

7

16

2

42

44

58

46

18

3

36

16

43

14

17

44

3

3

3

64

6

3

10

2

13

13

5

14

8

2

7

11

3

3

4

2

1

1

26

26

23

35

1

3

2

1

7

22

3

15

2

12

4

2

3

2

1

20

45

38

27

18

40

31

24

12

11

2

15

9

11

9

9

10

11

YouNow

handwritten letters

landline telephone


text messages

smartwatches

Tinder/dating apps

Twitter

Spotify

watch television and use smartphone/tablet at the same…

email

downloading films

Facebook

Netflix/other TV streaming services

watching television

downloading music

Instagram

Youtube

Whatsapp

smartphone such as iPhone/Android/Blackberry

in and used in and not used don't know/no comments used but out out and not used

Trends All Areas of Life: Communication





29

Fig. 24

If the proportions of young people who consider the various elements trendy

regardless of their use are added together, then the smartphone remains the

frontrunner. WhatsApp follows in third position and YouTube in fifth position.

Unlike the elements that are also used, music festivals and fitness training also

make it into the top ten. In other words, music festivals and fitness training are

seen by many as trendy, even though they do not attend either festivals or

fitness centres.

Fig. 25

68

71

73

74

79

88

91

91

94

95

airplanes

email

being yourself and not pretending to besomeone else

going to the movies

getting to know new people

going on holidays to foreign countries

YouTube

meeting friends

WhatsApp


in and used

Top-Ten: Trends All Areas of Life: In and Used Switzerland"We have put together a list of very different things in life. Please judge whether these things are 'in' or 'out' in




86

86

87

90

91

94

95

97

97

98

watching TV series

going to the movies

fitness/working out

music festivals/live concerts

getting to know newpeople

YouTube

going on holidays toforeign countries

WhatsApp

meeting friends


in and used/in and notused

Top-Ten: Trends All Areas of Life: In and Used/In and Not

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




30

Conversely, communication tools feature even more in the top ten list of ele-

ments that people use themselves but consider no longer to be in. The top five

of the somewhat outdated but practical things is related entirely to communica-

tion: SMS, handwritten letters, landline phones, being offline and email. Anoth-

er such element in the shape of Facebook is ranked eighth in the top ten: in

other words, many Facebook users consider Facebook to be out.

Fig. 26

The only top ten list in which communication tools do not occupy the leading

positions is the list of those things that that young people consider out and also

do not use themselves. This applies most of all to performance-enhancing sub-

stances or drugs. Smoking also ranks in eighth place. This is followed by a con-

spicuous number of activities or groups that can be associated with civil society

or Switzerland’s "militia" system: devotion to religion, membership of a political

party or participation in political demonstrations, or membership of the military

or a youth organization: All elements are widely regarded as out, and young

people are not interested in actively participating in them. Off-road vehicles and

handwritten letters round off this top ten list of things that have fallen out of

fashion.

15

15

15

16

22

22

23

26

26

35

public transport (train,bus)

dedicating yourself toreligion

Facebook

supporting Swisstraditions

going on holiday in yourown country

email


landline telephone

handwritten letters

text messages

used but out

Top-Ten: Trends All Areas of Life: Used but Out"We have put together a list of very different things in life. Please judge whether these things are 'in' or 'out' in




31

Fig. 27

Not only the present lists of trends, but also the dynamics of the trends are

largely determined by communication. And two trends in particular stand out

here: The rise of smartphones in the space of four years and the decline of

SMS in the space of the last three years. A clear decline has also been seen

recently in the case of email and Facebook. Facebook has been on a slow

downward trajectory for four years and is ever less widely considered to be in

keeping with the times. Television remains relatively stable in the upper rank-

ings.

42

45

46

48

49

50

52

55

55

59

youth organizations (e.g. Scouts)

handwritten letters

smoking

military

4x4 vehicles, SUV

taking part in politicaldemonstrations

political parties

dedicating yourself to religion

taking drugs

consuming performance-enhancingsubstances (e.g. Ritalin)

out and not used

Top-Ten: Trends All Areas of Life: Out and Not Used"We have put together a list of very different things in life. Please judge whether these things are 'in' or 'out' in




32

Fig. 28

The rise of WhatsApp is closely linked with the trend towards smartphones and

away from SMS. For 84 percent of young people, WhatsApp is now the most

important or second most channel for contacting friends. The mobile phone

follows well behind at 51 percent. Other contact options, however, play hardly

any role.

Fig. 29

47

53

77

86

94 95

88 8884

8379

71

6765

70 68

7267

80

7676 71

6462

77

81 8174

65

60

53 55 56

92 9287

71

55

43

41 39

42 42 43

39

42 40

34

28

2226

18 19 18

1316 16

Aug.-Oct.2010


April/May2013

April-June2014

April-June2015

smartphone such as

iPhone or Android

email

downloading music

watching television

Facebook

watch television and use

smartphone/tablet at the

same timetext messages

downloading films

landline telephone

handwritten letters

Trends All Areas of Life: Communication Switzerland



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


66

8084

6467

67

52

43

51

71

75 73

40

282426 26

23

16 16 1612

9

11 74

66310

10

76 2 2

Aug.-Oct.2010


April/May2013

April-June2014

April-June2015

WhatsApp

mobile telephone – voice calls

text messages

Facebook

email

iO/Viber*

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. 1 signifies the most important media for contacting people, 8 is the least

important in the list."

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

contacting people (1) and (2) )


*up to 2014: Threema/iO/other free-SMS-Apps

33

Digital options are absolutely key for the use of media. Hours are spent on the

internet every day. WhatsApp or other chat options are the most commonly

used medium. The third most important medium is television via a conventional

TV set. The classic goggle box is thus still somewhat more important than

YouTube or online TV offerings, although on average these take up a similar

amount of time in the day for private purposes as TV does. Facebook remains

an important channel with which many young people spend some time. Face-

book comes well ahead of games, Instagram and Twitter. Snapchat and Tinder

are only relevant for a few. YouNow has so far gained no relevance for young

people aged between 16 and 25.

Fig. 30

The use of media is becoming more mobile and more common. Today 41 per-

cent of young people use media several times a day to get information. In 2010

it was only 29 percent. By contrast, the proportion of people who use media at

least once a day for information has declined slightly. While the proportion who

use media at least once a day for information was still 77 percent in 2011, it is

now 70 percent.

1

2

3

4

4

11

20

1

3

4

5

7

12

12

19

1

1

5

2

7

13

18

23

26

34

41

2

9

29

9

29

35

51

56

36

40

18

95

89

65

87

58

44

22

9

22

3

1

2

1

1

1

2

2

1

1

1

YouNow

Tinder or other datingplatforms and apps

Snapchat

Twitter

Instagram

games

Facebook

YouTube, other onlineTV services (e.g. Netflix)

watching television on aTV set

WhatsApp or other chats

Internet in general/totaltime

more than 3 hours 2 to 3 hours 1 to 2 hours less than 1 hour not at all don't know/no comments

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

Please only list the approximate times in minutes per day for which you are active – (reading, viewing or writing

entries yourself)"



34

Fig. 31

When it comes to daily events, the weather (65 percent) and regional

news/regional day’s events (60 percent) have always attracted the greatest

interest from young people, who get information in this way at least on rare

occasions. Behind these events is a midfield made up of politics, music, econ-

omy, sport and culture. But only a minority is interested in all of these ele-

ments. About one-third are interested in events, travel information and new

products. And in last place, ever fewer - 28 percent - are interested in human

stories. About a quarter each are interested in fashion or computers/games.

2934 36 37 36

41

42

43 40 36 3429

16

14 14 1718 16

53 3 3 5 6

5 4 4 4 5 62 1 1 1 1 11 1 2 2 1 1

Aug.-Oct.2010


April/May2013

April-June2014

April-June2015


never

seldom

once a week

several times aweek

daily

several times daily

Trend Information about Daily Events Switzerland

"How often do you use the media to inform yourself about daily events?"



35

Fig. 32

The major relevance of free newspapers for informing young people is also

confirmed in Switzerland with this sixth edition of the study. While the rele-

vance of television as an information medium has declined enormously in this

time, free newspapers retain their lead as relevant sources of information for

73 percent of young people, who get information in this way at least on rare

occasions. Television started at a comparable level in 2010 on 70 percent and

stands today at 54 percent. News sites stagnated for several years and were

relevant for more than half of young consumers of news. This proportion has

now leaped to 61 percent. While Facebook is losing users, however, its role as

a news channel has increased sharply – Facebook are much more important

than other social networks or blogs or mail services, which have hardly any

relevance. By contrast, news apps on smartphones are stagnating after a mas-

sive increase between 2010 and 2014. In 2015, they stand at 52 percent (pre-

vious year: 55 percent).

Paid daily newspapers are becoming steadily less important as a source of in-

formation for young people. Around the year 2010, about a third of young peo-

ple still obtained their information through daily newspapers, but now it is less

than a fifth for the first time.

6161

64 64 61 65

54 57

59 58 59 60

43 4744

45

4745

56

4648

46

3844

3939 40 39

3943

52

48 50 46

4343

33

3941

4140

4240

3836

39 3335

343529

3329 31

31

3936

3735 33

282629

2123 25 22

24

Aug.-Oct. 2010 May 2011 March/April

2012

April/May 2013 April-June

2014

April-June

2015

weather

regional news

politics

music

business

sports

culture

events, parties, going out

travel information

new products/brands

people/VIPs

fashion/clothes/accessories/

styling

computer, games

Trend Filter Information about Daily Events Switzerland"What interests you about daily events?"

in % inhabitants between 16 and 25 years (who inform themselves at least very occasionally)

gfs.bern, youth barometer, April-June 2015 (n = approx. 990)

36

Fig. 33


The way in which communication tools and social networks are used shows

very clearly what makes digital natives tick and where they differ from digital

immigrants.

The radical changes from one year to the next are impressive. Broad sections

of young people react very quickly to such changes. Besides the changes that

have become clear in the last five years with regard to smartphones, which

facilitated the mobile use of the internet and, in conjunction with this, heralded

the rise of WhatsApp and the slow decline of SMS, this also applies in the

short term to other changes, some of which have only just begun. This is illus-

trated by four current examples:

Email, which has increasingly fallen out of fashion.

The change from Facebook as a trendy contact medium to a major news

channel.

The establishment of YouTube as an absolute trend medium.

The slow decline of television as an information channel.

In this change phase, free newspapers have also held up surprisingly well as a

Swiss peculiarity that is by far the most important youth medium compared

with TV.

Digital native are very well versed up to the level of Web 2.0, which distin-

guishes them from digital immigrants. They react quickly and intuitively to radi-

cal changes in the internet as a communication and social interaction medium.

They are comparatively cautious and reticent only with the further development

of the internets in other spheres of life in the direction of Web 3.0.

7574

77

7376

73

51

5759

55

52

61

7071 63

59

5454

49

5253

49 52

53

22

29

40 47

55

52

35 3237 37 37

48

30

35

29 28

2319

23 23 24 22

16 1714 12 13

15 18

1314 12

16

14 11

89

7 6 6 6 7

Aug.-Oct.2010


April/May2013

April-June2014

April-June2015

free newspapers such as 20minutes, Blick am Abend

internet: newspages/newspaper pages

TV

radio

news apps on Smartphone(iPhone/iPad/Android/

Blackberry)*Facebook

purchased newspapers

weekly magazines

social networks (other thanFacebook)**

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

very occasionally)

gfs.bern, youth barometer, April-June 2015 (n = approx. 990),

*up to 2014: news apps on smartphone (iPhone/iPad/Android), **up to 2014: internet:social networks

37

3.3 Education – job – economy – finance

In Switzerland, young people have a wide variety of avenues open to choose

from between education and working life. Quite a few combine the two with

an apprenticeship. Young people in Switzerland who are at least partly in edu-

cation are satisfied to a very high degree and are convinced that their education

will get them closer to achieving their career objectives. There is a widespread,

but declining view that sees education only as an interim step. To a high degree

it is also partly about self-fulfilment and realizing personal dreams. It is often

said of Generation Y that they have no goals. This is very clearly debunked

when it comes to integration in the economy.

Fig. 34

Young people on the whole are slightly more critical, but still positive in their

assessment of education or job, depending on the situation. The result is much

lower (40.6) when it comes to the degree of uncertainty about their own situa-

tion. Although this is a transitional phase for most young people, the prospects

appear to be relatively clear for many.

The mean value is slightly higher when it comes to the statement "I can’t han-

dle the world of work". A slightly increasing minority is evidently very critical of

this world.

78.6

74.575.7

74.0

68.0 67.1 68.064.0

66.864.5 64.5 63.0

64.161.9 62.8 62.6

March/April 2012 April/May 2013 April-June 2014 April-June 2015

education brings mecloser to professionalgoals

education is an interimstep

education helps to fulfilmyself

education corresponds todreams

Trend Statements Education Switzerland

"How well do the following statements apply to you? Respond by entering a number from 0 to 100%."

in mean values for inhabitants between 15 and 25 years (still studying)


38

Fig. 35

16 to 25-year-olds who are also in employment also gave an assessment of the

job situation. The current (trainee) position is very widely seen as a transitional

position, but with regard to the situation concerned it is also for many exactly

what they were looking for ("Job matches dreams"). It is also widely seen as a

part of personal fulfilment.

Fig. 36

55.8

59.2 59.357.2

40.942.9

41.1 40.6

11.813.8 13.1

14.8


current situation satisfiesall my wishes today

professional futureuncertain

career landscape leavesme cold

Trend Statements Profession and Education Switzerland


in mean values for inhabitants between 16 and 25 years


52.8

54.258.6 58.8

51.650.7

51.851.2

56.2

51.251.8

51.0


position only temporary

position corresponds todreams

position helps me fulfilmyself

Trend Statements Profession Switzerland


in mean values for inhabitants between 16 and 25 years (working)


39

Seventy-seven percent of young people state that their future plans are based

on deeply held convictions. But many of them also formulate these plans as

flexibly as possible so that they can adjust to quickly changing requirements.

This is in keeping with assumptions on the characteristics of Generation Y, who

crisis-tested and therefore want to be reactive. The proportion of people who

state that they have a clear idea of life and also aim to realize their idea against

all opposition shows a downward trend. In 2010, three-quarters agreed with

this statement, whereas now this proportion is two-thirds.

Fig. 37

More than half state that they are completely sure of their career objectives.

About one-third of young people are decidedly uncertain with regard to career

objectives. Jobs with responsibility do not enjoy very widespread priority; here,

too, the proportion of those planning to seek a job with responsibility has now

fallen to 58 percent; 42 percent name the uncertain economic situation as the

reason why it is not possible to make firm plans in life. Rather than pursuing

objectives, 35 percent simply want to enjoy life. But 63 percent more or less

firmly reject this idea. A problem in career orientation is the perception of many

young people that business does not convey the sense of being dependent on

them. Only a (constant) 22 percent see any such need on the part of business.

Having an interesting job is a very or extremely important part of life for 85

percent of young people, and 77 percent would like a good education and fur-

ther training. Life is more about personal fulfilment than about a diligent

achievement of objectives. Public recognition only plays a role for a small mi-

nority. Only a third see career as a priority in life, and the trend is downwards.

Statements Plans for the Future (Selection)

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

future?"



3

7

8

15

16

23

17

27

19

28

34

43

43

44

57

50

12

2

11

6

2

4

3

6

39

40

36

29

29

23

19

14

27

23

11

7

10

6

4

3

economy: feeling of being needed

goals unimportant, enjoy life

economic situation is too uncertainfor detailed plans

assume responsibility

certain about my professional goals

clear idea of life

adapt goals to the situation

goals in line with deep convictions

completely agree tend to agree don't know/no comments don’t tend to agree don't agree at all

goals in line with deep convictions "My goals are in line with my deep convictions."

adapt goals to the situation "I try to define my goals as broadly as possible and adapt to the situation."

clear idea of life "I have a clear idea of what I want my life to be and go for my goals even when faced with obstacles."

certain about my professional goals "I am absolutely certain about my professional goals."

assume responsibility "I want to assume responsibility for society and the environment."

economic situation is too uncertain for detailed plans "Today's economic situation is too uncertain to commit one's life to

detailed plans."

goals unimportant, enjoy life "Goals are unimportant, I want to enjoy each moment as it comes."

economy: feeling of being needed "The economic system gives me the feeling of being needed."

40

Fig. 38

Generally, young Swiss people are seeking to pursue their own dreams and to

maintain a balance between leisure time and work. It is the balance between a

material and an intangible self-fulfilment that is the main focus of economic and

career orientation for most young people.

This goes with other objectives that are very important for between 70 and 77

percent of young people: own house and family with children, but also sustain-

ability in the sense of an intact environment for the generations to follow and

getting to know different countries and cultures. A professional career is an

objective for 57 percent, even if this more rarely has priority in life, as also

shown earlier in ideas as to what life is all about.

8385 87 87

85 85

7577 77

73

79 77

60 60

6563 64

63

39 40

3338

33

23 2321

19 17 19



April-June2015

having an exciting job

getting a goodeducation and/orfurther training

achieving set goalswith hard work


public recognition

Trend Ideas of Life: Economy/Job Switzerland



in % inhabitants between 16 and 25 years (sum of those whom extremely & very important)


41

Fig. 39

Other education options are rated highly according to personal objectives. Only

for 41 percent is it important not to go through life according to a fixed plan. In

most cases, priority is not on the fight for a better world, on several different

jobs or on rising to VIP circles.

Fig. 40

87 8589 86

86 8284 84

7973

79 77

72 7171

74

7367

71 71

6766

70

7074 73

74

6970

63 66 63

55

51 54

5760

5456

56


pursue my own dreams

maintain a balance between

leisure and work

own house/own apartment

leave an intact environment to

future generations

family and kids

become familiar with many

countries and cultures

try out and discover many different

things

develop my own talents

professional career

general vocational education

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."

in % inhabitants between 16 and 25 years (sum of those with definite/likely goal)


6157

5454

59

5452

51

4643 48 47

4642

41

45

4341

42 42

57 5657

41

48

37

41

3838

32

38 36

29

28

31 30

18 1917 18

129

7 7


training to become a specialist

have a secure social position

have a lot of money

improve the world/fight for social

justice

professional experience abroad

avoid living life according to a fixed

plan*

general academic education

(Bachelor's)

higher academic education (Master's/

doctorate/post-doctoral lecturing

qualification)achieve greater prosperity than my

parents

have multiple professions in different

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."

in % inhabitants between 16 and 25 years (sum of those with

definite/likely goal)


*up to 2014: Avoid living life according to a fixed plan

42

The ratings for these statements are usually constant. One exception is the

perception of discrimination because of age. The proportion of those who feel

discriminated against in work because of their age has risen steadily from 63

percent to 73 percent today.

Fig. 41

Since media and communication set the trends, it is not surprising that young

people in Switzerland would most like to work in the media. Tourism or teach-

ing and the education system are other attractive sectors. Much less attractive

are not only the construction sector, but also banks, the pharmaceutical indus-

try and insurance. The watch industry with its very good reputation in the Swiss

population is also not very attractive as an industry.

88 91 9191 91 89

89 90 90 88 89 88

82 8586 82 81 82

7776 78 75 76 80

6368

6669 69

73

5963

57

63 59 60

49 5251

55 5357

57 5351

5047

49

Aug.-Oct.2010


April/May2013

April-June2014

April-June2015

don't enjoy work = changeyour job

professionally successful

learning whole life long

apprenticeship opensdoors for further education

disadvantage if you are old

disadvantage if you have aforeign-sounding name

disadvantage if you arefemale

grateful for job


Trend Statements about Work, Education and Training

Switzerland (1/2)"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)

43

Fig. 42

Fig. 43

A good boss, generosity and tolerance are considered very important for most

people when it comes to the desired qualities of the employer. A modern out-

look, further training opportunities and a good reputation are also important.

While sponsorship is only important for a minority, environmental protection is

ranked very much higher – albeit to a declining degree. Aspects that have be-

54

5454

5655

5455

5353

5555

53

43

3837

42

43

44

42

424540

45

41

40 3838 40

36 3635 37


media

tourism/travel

teaching and education

commerce

health

show business/culture

luxury goods

telecommunications/electronics

Trend Requested Industry to be Employed Switzerland (1/2)

"Tell us in which industry you would like to be employed."

in % inhabitants between 16 and 25 years (sum of those who would very much like to be employed there/

would prefer to be employed there)


29 29

32

34

2427

29

3137 37 34

3035

32

37

3030

27

28 2928

21

27 2825

28

30

26


food/consumer goods

watches

fashion/textile

banking

pharmaceuticals

insurance

construction

Trend Requested Industry to be Employed Switzerland (2/2)

"Tell us in which industry you would like to be employed."

in % inhabitants between 16 and 25 years (sum of those who would very much like to be employed there/

would prefer to be employed there)


44

come more important over a short period are home office and no fixed pres-

ence times.

Fig. 44

A gift of 10'000 francs would still be used by about a quarter of young Swiss

people primarily for savings. Slightly fewer than in the last few years would

spend it on holidays. But this remains the first luxury that young people would

treat themselves to. There has been a slight increase in the tendency to save

for a rainy day, which can be seen as a sign of slight clouding over of economic

prospects. By contrast, expenditure would tend to be slightly less for donations

or for clothes, jewellery, shoes or cosmetics.

9798 98 98 98

979498 97 95 96 97

87 8889 88 88 88

85

88 90 88 91 86

83

86 84 85 84 8480

8481

72

78 7873 76 76

71 7272

7073 74 72 75

71

63

59

646866 66

62

62

59

48 48 50

4447 49

37 3539

37 36

45

Aug.-Oct.2010


April/May2013

April-June2014

April-June2015

good boss

generous and tolerant towards

employees

modern and creative

offers further training opportunities and

placements abroad

modern workplace

good reputation in the market

environmentally friendly

option of part-time work

women can have a good career

flexible hours

actively involved in social/charitable

projects

supports cultural and sporting activities

as a sponsor

possible to work from home*

Trend Important Factors Employer Switzerland

"How important are the following factors in an employer?"

in % inhabitants between 16 and 25 years (sum of those for whom very/fairly important)


*up to 2014: work from home possible

45

Fig. 45

There are marked differences between the genders. The inclination to save is

slightly less in women, especially when times are hard. On the other hand, they

would spend more on holidays, family or fashion articles and slightly more on

donations. Men would spend more on cars and sports.

Fig. 46

2'642

2'4902'536 2'532 2'566

1'4391'540

1'492 1'4481'400

8391'065 1'081

1'021

1'163

642

587 619675

778

859

816 792822

778712

709 739797

740678

620 585 512554682

662 699648

521

355392 347

388 367

234

259 322 277331

343313

350

324 313

355339

222

323

289

202199 210 206 172

May 2011 March/April 2012 April/May 2013 April-June 2014 April-June 2015

pay it into my savingsaccount

go on holiday

save it for a rainy day

save up for my family

save up to buy a house

spend it on my family

buy a car

buy clothes/shoes/jewellery

donate it

sports/buy sportsequipment

buy presents

invest in shares/funds

spend it oncosmetics/hair/

pampering

Trend Mean Values Assignment of CHF 10'000 Switzerland

"You were given a gift of CHF 10'000, what would you do with the money?"



2576

1308

1203

838

780

662

616

475

391

376

323

296

105

2556

1017

1601

717

775

445

867

185

654

201

304

439

240

pay it into my savings account*

save it for a rainy day*

go on holiday*

save up for my family*

save up to buy a house*

buy a car*

spend it on my family*

sports/buy sports equipment *

buy clothes/shoes/jewellery*

invest in shares/funds*

buy presents

donate it*

spend it on cosmetics/hair/pampering*

man

woman

gfs.bern, youth barometer, April-June 2015 (Männer n = 377, Frauen n = 632), * statistically significant

Mean Values Assignment of CHF 10'000 by Gender

"You were given a gift of CHF 10'000, what would you do with the money?"


46


In the transition phase between education and work, young people in Switzer-

land present a very heterogeneous picture. But the assessment of education is

generally very positive. The diversity of options helps to ensure that there is a

way for most people to pursue their personal objectives. Good education is a

characteristic feature of Generation Y, and awareness of the importance and

priority of education is very pronounced in Switzerland.

But what fits much less with the cliché of Generation Y is the number of young

people who pursue very clear ideas in life. Unlike the commonly held view that

Generation Y is unable to choose between all the options available to them,

they pursue a very clear strategy in dealing with the many opportunities. Young

people strive for a systematic combination of a fulfilled working life with a ful-

filled private life in the sense of work/life balance and also think in particular of

the environment and sustainability. There is little sign of uncertainty. Genera-

tion Y has rather learned to cope with technical and economic changes and to

be flexible in adapting their own ideas to circumstances and opportunities. In

this sense, young people are making inroads into or example, the somewhat

higher proportion that young people want to save for a rainy day shows that

prospects in this respect have not improved in recent times. However, they still

like to spend money on holidays. Men and women differ more with regard to

consumer wishes than they do when it comes to attitudes and values.

3.4 Politics, concerns and relations with the

EU

Political elements do not enjoy the highest priority in the values of young peo-

ple aged between 16 and 25. A certain priority is still attached at most to envi-

ronmental protection. More than half also value interesting discussions. Less

than half find it meaningful to fight the shortcomings in the world, to be a good

resident of Switzerland or to help disadvantaged people. For only 12 percent

does political engagement in the narrow sense have priority in their idea of

what life is all about.

47

Fig. 47

Just 2 percent find political parties in vogue and are also active themselves.

NGOs and associations reach far more young people.

Fig. 48

The low level of political engagement is also discernible from other questions in

the CS youth barometer. An index value on this basis shows a more or less

53

58 5956

57 58

43

49

44

4953 53

47

47

4445

44

3942 42

37

4340

39 3937

39 38

13

14

1114

12

Aug.-Oct.2010


April/May2013

April-June2014

April-June2015

conserving/protecting theenvironment

having interesting discussions

fighting grievances andinjustice around the world

being a good citizen/residentof Switzerland

helping disadvantagedpeople/work for charity

being committed politically

Trend Ideas of Life: Politics 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?"



36

40 41 40 38 39

812 11

9

12 13

1612 16 17

1312

910 11

8 106 6 7

106 7

3 1 1 1 2 25 3 5 3 5 2



April-June2015

sports clubs

youth organizations(e.g. Scouts)

cultural clubs (e.g.theatre groups, band)

NGOs (e.g. WWF,AmnestyInternational)

military

gay community (gayand lesbian)

political parties

Trends Activities/Attitudes: Groups Switzerland



in % inhabitants between 16 and 25 years, in & am a member myself


48

unchanged picture with political engagement assessed as very strong or quite

strong in about a quarter of young people.

Fig. 49

In particular, direct political engagement as an aspiration varies considerably

according to the age of the respondents. Before the age of majority or before

the attainment of citizens’ rights, the proportion of young people who consider

political engagement unimportant is less than half as high as it is in young peo-

ple over the age of 18, of whom a significantly lower proportion considers such

engagement very or extremely important. This may be put down to economic

integration or also to their first sobering experiences with voting rights.

7 7 5 6 4

20 2220 19 20

2529

28 28 28

4842

47 47 48


very weak

fairly weak

fairly strong

very strong

Trend Full Index Political Commitment SwitzerlandIndex constructed from items concerning politically relevant questions.*

being committed politically / ju3w: ideas determining life

interest in news about politics / ju30: Interest daily events

taking part in political demonstrations / ju52af: activities/lifestyle

political parties / ju52bd: activities/lifestyle

sympathy for a party given/ ju42: party preference

political orientation given / ju45: classification left-/right


gfs.bern, youth barometer, April-June 2015 (N = approx. 1000)*Details on the construction are provided in the methodological section of the final report.

49

Fig. 50

But the interest in politics does not decrease. The example of an interest in

politics as a part of everyday life shows no significant differences.

Fig. 51

Somewhat more widespread according to the index is the social engagement

of young people. A third are socially engaged.

1612

63

60

9

3

12

25

16/17 years old 18 years and older

not important/notimportant at all


of medium importance

extremely/very important

Trend Ideas of Life — Being Committed Politically by Age


"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?"


4844

5256

16/17 years old 18 years and older

not named

named

Filter Information about Daily Events Switzerland — Politics

by Age

gfs.bern, youth barometer, April-June 2015 (n = 998), not statistically significant

"What interests you about the daily events?"

in % inhabitants between 16 and 25 years (who inform themselves at least very occasionally)

50

Fig. 52

One reason for the low level of willingness to become politically engaged in

Switzerland is likely to be the high degree of contentment. However, 28 per-

cent still see the future of society as bleak. Pessimism has thus increased

somewhat over the previous year and stands at its highest level since 2010. In

particular, economic forecasts in Switzerland have become more negative since

the minimum euro exchange rate was abandoned. This probably also clouds

the view of young people with regard to the future of society. In terms of their

own personal future, optimism is clearly predominant. Yet here, too, the pro-

portion of those who take a bleak view of their own future has increased to 6

percent. But almost two-thirds of young people in Switzerland are optimistic.

Fig. 53

The two main problems in Switzerland remain unchanged in the view of young

people: questions concerning foreigners and immigration and also social securi-

ty and old-age pensions. Compared with the previous year, refugee and asylum

problems have shown a sharp increase in importance with 38 percent now

6 7 6 8 7

28 27 27 24 26

42 4438 41 39

24 2229 27 28


very weak

fairly weak

fairly strong

very strong

Trend Full Index Social Commitment SwitzerlandIndex constructed from items concerning socially relevant questions.*

living and acting responsibly / ju3k: ideas determining life

helping disadvantaged people/work for charity / ju3x: ideas determining life

fighting grievances and injustice around the world / ju3ad: ideas determining life

actively involved in social/charitable projects / ju12g: factors employer

actively supporting equality between men and women / ju52ae: activities/lifestyle

being involved with a charitable organization / ju52ag: activities/lifestyle

membership NGO / ju52bc: activities/lifestyle

I donate part of my money to a charitable cause / ju49g: financial statements


gfs.bern, youth barometer, April-June 2015 (N = approx. 1000) *Details on the construction are provided in the methodological section of the final report.

2521 20

25 2228

46

45 4644 52

48

2631 31

2923

23

3 3 3 2 3 1


April/May 2013 April-June 2014 April-June 2015


fairly optimistic

mixed - it varies

rather bleak

Trend Opinion Future of Society Switzerland

"And what about the future of our society? Overall, is it…"



4 3 4 3 3 6

33 32 29 31 31 28

62 64 66 65 65 64

1 1 1 1 1 2



April-June 2015


fairly optimistic

mixed - it varies

rather bleak

Trend Comparison Opinion Own Future Switzerland

"In your opinion, what is the outlook for your own future? At the present time, do you see the future …"



51

regarding this as one of the five most pressing problems. The refugee drama in

the Mediterranean and the marked increase in the number of asylum seekers

are evidently having an impact on the assessment of the most important prob-

lems.

Problem number four is environmental protection, which constantly ranks

among the most pressing problems. This is followed by relations with the EU,

which are seen as less important than in the previous year. Significantly, racism

and xenophobia are seen as the sixth most important problem. The complex of

problems as seen by young people in Switzerland is thus very heavily influ-

enced by their view of relations with foreigners or by migration issues.

In the last few years, unemployment has become slightly less important – if the

12 percent rate of mentions for youth unemployment is added on, a total of 27

percent mentioned wither unemployment or youth unemployment.

Since the 2011 survey shortly after the nuclear plant disaster of Fukushima,

energy issues have been seen as steadily less important – they are now men-

tioned by 15 percent of young people. Among the more important problems,

data protection in the internet and cyber espionage and the euro exchange rate

are mentioned for the first time. At 14 percent, however, the euro exchange

rate is not seen by young Swiss people as the most important problem by far.

Fig. 54

More young people than in the previous year think that problems concerning

foreigners, such as their integration and freedom of movement, are the most

pressing problems to be resolved. These are now followed by problems with

the asylum system. Other problems that have absolute priority for at least one

of twenty young people are environmental protection, racism and relations with

the EU. The euro crisis also concerns a relevant proportion of young people.

4445 44 50 49

51

42

36 34 37 4143

22 22

3030

26

38

2934

29 27

23

25

11

9 1110

26

2322

23

17 15

2322

13

27

24 22

19

1515 18

20

17

15 15

4239

32 32

24

151414

Aug.-Oct.2010


April/May2013

April-June2014

April-June2015

freedom of movement to/fromother countries immigrants/

immigration**old age pensions/retirementprovisions


protecting the environment/globalwarming/environmental disasters

EU/BilateralAgreements/European

Integrationracism/xenophobia

energy issues/nuclear energy/security of supply

safeguarding the social welfaresystem/Social Security

unemployment**

data protection online/cyber espionage

Euro crisis/Euro exchange rate

Trend Five Most Important Problems Top Eleven Switzerland"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."



*up to 2014: Foreign nationals, integration of foreign nationals/ free movement of people

**up to 2014: unemployment/unemployment among youth

52

Fig. 55

Against the background of these problems, there is a slight increase in the view

that Switzerland is in need of a fundamental reform; 39 percent completely or

partly share this view.

Fig. 56

14 11 11 12 13 16

35 8 9 5

127 9

812

11

912 11 8

87

75 5 5

3 8

6

1 2 1

75

4

2 2 1 1

3

14 1210 9

7

3

29

8 6

4

3

32

34 4040 31

28

92 3

7 4

Aug.-Oct.2010


April/May2013

April-June2014

April-June2015


other

energy issues/nuclear energy/securityof supply

unemployment***

extremism/terrorism

unemployment among youth**

EU/Bilateral Agreements/EuropeanIntegration

racism/xenophobia

protecting the environment/ globalwarming/ environmental disasters

old age pensions/ retirementprovisions


freedom of movement to/ fromother countries immigrants/

immigration*

Trend Problems to be Solved First Switzerland"And in your opinion, which of these five most important problems should be solved first?"



*up to 2014: foreign nationals, integration of foreign nationals/free movement of people

**new since 2015, ***up to 2014: unemployment/unemployment among youth

8 9 94 6 5

39 3830

30 2734

3126

2728 27

25

1823

27 32 3229

4 4 7 6 8 7



don’t agree at all

don’t really agree


tend to agree

agree entirely

Trend Need for Reform Switzerland

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

Switzerland needs fundamental reform."



53

In line with the perceived problems of Switzerland, there has also been an in-

crease in the view that the growing number of foreigners poses a big or very

big problem: 44 percent see it as a big or very big problem; 27 percent believe

it is a minor problem; and 24 percent see the growing number of foreigners as

an opportunity or no problem at all.

Fig. 57

Eighty-four percent of young people have foreigners in their own circle of

friends. Nevertheless, the atmosphere between young foreigners and young

Swiss people is seen by many as fundamentally strained; 45 percent feel rela-

tions with foreigners are fairly strained however, this is much less than in 2010;

23 percent feel relations are harmonious and 26 percent take a neutral view.

14 1612 12

2013

2627

28 29

26

27

2525

26 26 20 28

2119

19 17 1716

7 8 9 9 11 11

7 5 6 7 6 5




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 Switzerland. Do you find this to

be…"



54

Fig. 58

But not everything in the complex of problems is shaped by the situation with

foreigners. The widespread perception of problems in the field of pensions and

social security has to be seen against the background of the increase in the

people of retirement age. On the specific question about this issue, a greater

proportion of young people see it as a problem than see the increase in for-

eigners as a problem.

Fig. 59

11 13 15 1624 23

63 62 58 5544 45

20 18 21 23 26 26

6 7 6 6 6 6




neutral

fairly tense

fairly amicable

Trend Relationship between Swiss Youth and Immigrants

Switzerland"How would you describe the present relationship between young people and young immigrants? Is it…"*



*up to 2014: "How would you describe the present relationship between Swiss Youths and immigrants? Is it…"

6 5 5 4 2 3

17 16 14 1512

14

42 45 47 4549

52

23 23 24 26 2620

4 5 4 2 3 3

8 6 6 8 8 8



April-June 2015


an advantage/opportunity

a very big problem

a big problem

a small problem

not a problem

Trend Problem Old-Age Pensioniers 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:"



55

But only 30 percent of respondents perceive the relationship between young

people and old people today as strained.

Fig. 60

Also with regard to what in some cases are growing or new problems in Swit-

zerland, young people still identify very strongly with their own homeland; 80

percent are very or quite proud of Switzerland. Slightly more even see the im-

age of Switzerland abroad as quite good or very good.

Fig. 61

Although relations with the EU have not acquired higher priority as a problem,

opinion us still being formed as regards further developments. But 27 percent

of respondents still feel that continuation of relations with the EU is not a priori-

ty. Continuation of the Bilateral Agreements has gained somewhat in im-

portance compared with other alternatives: 55 percent feel that continuation of

the agreements has top priority. Termination of the agreements is the first op-

tion for 9 percent. Joining the EU has top priority for 5 percent, while joining

has top priority the EEA for 4 percent.

14 14 17 14 1722

4032

3231

3430

40

4745 50

44 41

6 7 6 5 5 7




neutral

fairly tense

fairly amicable

Trend Present Relationship Youth – Old People Switzerland

"How would you describe the present relationship between young people and old people? Is it…"



28 27 2824 26 27

48 5053 59 54 53

11 96

78 8

9 11 108

8 7

4 3 3 2 4 5



not at all proud

not really proud


fairly proud

very proud

Trend Pride in Switzerland

"How proud of Switzerland are you?"



2520

27 26 24 26

57 65

6561

5556

64

2

3

53

10 105

915 13

2 1 1 1 1 2



very negative

fairly negative


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?



56

Fig. 62

If the first and second priority are added together, the Bilateral Agreements are

clearly ahead. This is followed by EEA membership, because many people give

it second priority. First or second priority is given to termination of the agree-

ments by 21 percent and joining the EU by 13 percent.

Fig. 63

10 9

51 55

3455

3127



join the EU

join the EEA

continue with thebilateralagreements

cancel the bilateralagreements

Trend Future Relationship Switzerland and EU, 1st Priority

"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?"



55

9

5

4

27

9

12

8

35

36

continue withthe bilateralagreements

cancel thebilateral

agreements

join the EU

join the EEA


future relationshipCH-EU, 1stpriority

future relationshipCH-EU, 2ndpriority

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?"



57


The relationship of young people in Switzerland to politics is distanced, but

comparatively uncritical. Young people as a rule are satisfied with the system,

see good personal prospects and identify with Switzerland. This is probably due

in part the few difficulties with unemployment, because this is most recently

mentioned as less of a problem, thus facilitating economic integration of young

people, which also allows more harmonious social and political integration.

In the present survey, however, social perspectives are viewed somewhat

more critically. The discussion around the minimum euro exchange rate has

probably brought with it a certain insecurity here. Young people are particularly

more concerned about the problems with foreigners and migration, as well as

the asylum system. Racism and xenophobia are also among the most pressing

problems for many people. Considerably more young people in Switzerland are

worried about the number of asylum seekers and the refugee drama in the

Mediterranean. The relationship of young Swiss people and young foreigners

are widely perceived by young people as strained, although most of them have

foreigners in their own circle of friends.

But a noteworthy finding is also the persistently high concern for problems of

old-age pensions. When respondents are specifically asked about the aging of

society, they see this as even more of a problem than the growing number of

foreigners.

The relationship with the EU is likewise viewed by young people in Switzerland

to be among the more important problems. Although there has not been an

increase in this view of the problem, opinion has developed further as regards

the future of this relationship. But the result remains the same: Continuation of

the Bilateral Agreements has priority for a clear majority. Joining the EU is only

considered an option for a small minority, as is termination of the Bilateral

Agreements. If anything, joining the EEA is the preferred (second priority) op-

tion.

Young people also see cyber criminality and internet espionage among the

more pressing problems. The view of problems and risks with digital identity

probably differs from that of older fellow citizens. The youth barometer in 2014

further showed that this awareness is linked with very clear demands of politi-

cians. The referendum of various young parties against the revision of the Fed-

eral Act on Surveillance of Post and Telecommunications (SPTA), which was

announced on 17 June 2015 after the final vote in Parliament, is understanda-

ble in this sense.

58

3.5 Ideas of life and values

With respect to values, young people are quite stable when the values are

compared over the years. A marked change in values within a very short

period would also be a surprise and would have to be associated with ma-

jor radical changes in society.

Young people increasingly see themselves as caring and modern. But they

are slightly more rural than urban. They are somewhat more reliable than

venturesome and gutsy rather than circumspect. They think rather more

optimistically than rationally. They see Switzerland as more reliable, diplo-

matic and nationally minded as a country than they see themselves but

also more urban. However the country is also seen to condemn failures

more instead of tolerating them.

Fig. 64

The most important aspects of life for young Swiss people in the field of values

/ religion are friends, honesty, a good family life and loyalty. These values are

seen by almost all young people as very or extremely important. Four of five

young people want to enjoy life to the full. Slightly fewer, but still by large ma-

jorities, want to be respected as a person and to live and act responsibly. If

these top priorities show any fluctuations or changes at all, then they are only

very slight.

0

1

2

3

4

5

6

evaluationsociety/country

self-evaluation

Evaluation Characteristics Switzerland

© gfs.bern, youth barometer, April-June 2015 (N = 1009)

59

Fig. 65

A healthy life is important for about three-quarters of young people. A slight

increase in priority can be assumed here in the context of the frequently in-

voked wellness trend. Tolerance and self-reliance remain constant in their rank-

ing as very or extremely important for more than 70 percent. Seeing a lot of the

world and being independent of other people is important for a majority. Only

for 48 percent is the development of imagination and creativity of key im-

portance. Fewer still want to focus their attention on helping disadvantaged

people or do charitable work.

Fig. 66

9195 94

9294 92

8989

8990 89

8789 89

85

88 8887 88 85

8987

8185

8081

8481

7980 81

7679 77

70

77

79

75

77 76

Aug.-Oct.2010


April/May2013

April-June2014

April-June2015

having friends I can count on

honesty

leading a good familylife/relationship

loyalty

enjoying life to the full

being respected as a person

living and acting responsibly






70

73 7273

74

73 71

7073

7373

68

7173

72

58

59

57 61 63 6358

61

58 62 59 57

49 49 51 50 4948

39 3937 39 38

Aug.-Oct.2010


April/May2013

April-June2014

April-June2015

living healthily

tolerance

being my own boss/beingindependent*

seeing as much of theworld as possible

being independent of otherpeople

developing my imaginationand creativity

helping disadvantagedpeople/work for charity


*until 2014: being my own boss





60

Less important still are sexual experiences and being different or not standing

out in a crowd. Like careers, living life according to religious and spiritual values

is less important than in the previous year. Even fewer want lots of money,

sporting success or an interesting personal internet profile.

Fig. 67

In 2013, statements on ideas of life and new questions on values were com-

bined for the first time in order to draw up a landscape of values held by young

Swiss people. Where do young Swiss people stand on materialism, post-

materialism, altruism, religious beliefs, hedonism, risk, family/friends and con-

servatism? The maximum and minimum possible mean values of the indices

are +3 and -3. The questions that formed the basis of the various indices are

shown in the following table:

3638

37 37 363639

40

33

38

33

20

2731

28

2929

4141 38

35

292826

23

19

232322

21 2019 22

23

4 2

Aug.-Oct.2010


April/May2013

April-June2014

April-June2015

gaining sexual experiences


being able to live accordingto my religious and spiritualvalues

not getting lost in thecrowd/being different

having lots of money

celebrating sporting success


*until 2014: having an interesting personal online profile





61

Table 2

Landscape of values – basis of indices Materialism Lots of money, concept of

life

Having a career, con-

cept of life

Achieving goals through

hard work, concept of life

Post-

materialism

Protection of environ-

ment, concept of life

Imagination / creativi-

ty concept of life

Putting nature before tech-

nology vs technology before

nature, personal

Altruism Helping disadvantaged

people / charity work,

concept of life

Tolerance, concept of

life

Fighting wrongs / injustice in

the world, concept of life

Religious

beliefs

Living according to reli-

gious / spiritual values,

concept of life

Hedonism Looking good, concept of

life

Being desired, con-

cept of life

Sexual experiences, concept

of life

Sporting suc-

cess, concept

of life

Egoistic vs

caring, per-

sonal

Risk Venturesome vs reliable,

personal

Hungry for success vs

avoiding failure, per-

sonal

Exciting job, concept of life

Family /

friends

Good family life / partner-

ship, concept of life

Reliable friends, con-

cept of life

Honesty, concept of life Loyalty, con-

cept of life

Conservatism Nationally minded vs

globally minded, personal

Conservative vs mod-

ern, personal

Rural life vs urban life, per-

sonal

© gfs.bern, youth barometer, April-June 2015 N CH = 1009

Young Swiss people between the ages of 16 and 25 attach most value to fami-

ly and friends. On several points, they place strong emphasis on the im-

portance on environmental protection. Despite a declining importance in the

development of their own imagination and creativity, post-materialism in Swit-

zerland is therefore highly valued by young people. Also relatively marked is the

importance attached to altruism, which scores ahead of materialism.

There is less focus on risk or hedonism. Despite the high degree of importance

attached to families and friends combined with traditional ideas, young people

tend to be more modern than conservative in orientation. The index value

stands at 0.4 in in the direction of modern.

Fig. 68

religiousness0.1

altruism1.4

conservatism-0.4

materialism1.0

family/friends2.4

hedonism0.1

risk0.7

postmaterialism1.1

-3.0 0.0 3.0

Values Switzerland 2015


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

62

Only very minor changes are apparent compared with the previous year. Young

people are slightly more conservative and less religious. Family and friends still

dominate, but last year’s increase in their importance has not been repeated.

Fig. 69

Legend: the scale for the landscape of values ranges from -3 to +3. The minus scores indicate those values that tend to be less important – in this

case, for example, "conservatism". The positive scores indicate the value orientations of young people. A mean value of 0 to 1 indicates a rather

weak to modest orientation, while a mean value of 1 to 2 indicates a moderate orientation. The indices are an aggregation of various questions on

values, as listed in Table 2.

Certain orientations are segmented here according to political leaning. Howev-

er, the values by which young people are guided are not as clearly determined

by left / right leaning views as they have been in previous years. Only right-

leaning young people in Switzerland are slightly conservative and have also

become more conservative than in the previous year. Centrists and left-leaners

are more modern in orientation than in the previous year. Left-leaners are highly

post-materialistic and altruistic in orientation.

Only for centrists does religion still play an important role only. For those on the

left, religious orientation is in decline.

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

1.1

0.7

0.1

2.4

1.0

-0.4

1.4

0.1

-3

0

3postmaterialism

risk

hedonism

family/friends

materialism

conservatism

altruism

religiousness

April/May 2013

April-June 2014

April-June 2015

Trend Values Switzerland Aggregation of different questions concerning values, where -3 is the minimum score and +3 the maximum

63

Fig. 70

The values held by young people can also be differentiated according to gen-

der. Men are clearly less post-materialistic and less altruistic, but more hedonis-

tic. There are no differences between the genders when it comes to conserva-

tism and materialism.

Fig. 71

The individual values held by young people can be further differentiated accord-

ing to sociodemographic characteristics. For this we use the Answer Tree ap-

proach. This method differentiates a starting population to form relevant sub-

populations, where both the significance of the observed difference and also its

contribution to an explanation of the dependent variable represents a defining

criterion. Its visualization resembles a tree, where the primary branches have

the most explanatory power and other branches serve to refine this explanatory

power.

0.9

0.7

0.3

2.4

1.1

0.2

1.0

-0.1

1.30.9

0.2

2.61.3

-0.5

1.6

0.6

1.2

0.7

-0.2

2.40.7

-1.01.7

0.0

-3

0

3Postmaterialismus

risk

hedonism

family/friends

materialism

conservatism

altruism

religiousness

right

center

left

Values Switzerland 2015 by Left-Right classification Aggregation of different questions concerning values, where -3 is the minimum score and +3 the maximum

0.9

0.7

0.3

2.4

1.0

-0.4

1.2

-0.1

1.2

0.7

-0.2

2.50.9

-0.4

1.6

0.3

-3

0

3postmaterialism

risk

hedonism

family/friends

materialism

conservatism

altruism

religiousness

male

female

Values Switzerland 2015 by GenderAggregation of different questions concerning values, where -3 is the minimum score and +3 the maximum

64

Typically, the values held by young people in Switzerland can still be relatively

clearly differentiated according to the political environment. This is surprising in

that politics does not play a key part in the young people’s self-assessment of

their lifestyle. It therefore has to be assumed that any such political influence

tends to be subconscious.

This influence is most clearly reflected in conservatism. Relatively clear con-

servative leanings are assumed to occur mostly in young people who position

themselves on the right and at the same time are regular churchgoers. The

least conservative in orientation by contrast are the men and women who posi-

tion themselves on the left.

Fig. 72


Many changes in personal life occur between the ages of 16 and 25. In parallel

with personal development, technical developments are continuing apace, and

Switzerland faces major political and economic challenges. The basic leanings

and values of young people remain strikingly stable in view of these changes.

Perhaps precisely because there is a wish to remain flexible in face of these

changes, the main priority for personal views of life is on stability and thus tra-

ditional bourgeois values in all social settings from left to right. The question of

to what extent this bourgeois mainstream of young people who are guided by

close personal happiness is something really new can only be indirectly an-

swered for Switzerland. These values have long played a key role, also in the

Shell youth survey, which has been conducted since 1953.

The wish for stability among young people in Switzerland is discernible in many

respects. A good education, which enjoys high priority, gets you fit for changes.

High priority is also given to a good balance between job and leisure time and

not to a one-sided focus on career or one-sided materialism, but rather to an

interesting job that also offers personal fulfilment. With all these values, par-

ticular also has to be paid to the environment, to the weaker in society and to

the generations to come. It is not a potpourri of values by which young people

completely left (0,1)

(n = 74)

1.9

centre right (6)

(n = 94)

1.1

classification left-right

mean inhabitants between 16 and 25

years

AnswerTree Value Landscape Switzerland: Altruism

right (8-10)

(n = 103)

0.6

total (N = 1009)

1.4

left (2-5)

(n = 421)

1.6

only a few,

medium amount

(n = 180) 1.5

lots

(n = 241)

1.8

number of books


right (7)/no

meaning (n = 317)

1.4

living situation

with my parents/with my

own family/in shared

apartment/don't know

(n = 258)

1.5

alone/with my

partner/no

comments (n = 59)

1.1

household income

to 9000 CHF

(n = 65)

0.8

more than

9000 CHF

(n = 38)

0.4

65

are guided. They are conspicuously consistent in seeking to find a new synthe-

sis of values in order to find stability for themselves in rapidly changing times

and, in our multi-option society, to select the most balanced possible option

both for themselves and for society.

66

4 Summary

The findings of the 2015 youth barometer are summarized or Switzerland as

follows:

Finding 1: Nuanced approach to digitalization

The nuanced and cautious approach to digitalization is the expression of a digi-

tally aware youth that is happy to do without online solutions at times and is

focused on human trust.

Finding 2: Web 2.0 embodies the zeitgeist, and young people live it

The zeitgeist of young people is shaped by digital communication and interac-

tion in the sense of Web 2.0, where they make active and enterprising use of

new tools.

Finding 3: Individualism and focus on goals in work

The Swiss education system offers many options from which most young peo-

ple can put together a suitable mix with a clear individual strategy. The attach a

very high priority to education, an interesting job and also work-life balance.

Finding 4: Benevolent distance from politics

Young people are satisfied thanks to recently improved job prospects, but they

also maintain a distanced approach to the political system of Switzerland. Politi-

cal engagement is not one of the priorities especially for young people of voting

age.

Finding 5: Problems with euro exchange rate and immigration

Economic concerns have increased around the euro exchange rate, while the

social picture is clouded by concerns over immigration and the asylum system.

Young people feel relations with foreigners are more strained and their con-

cerns about racism have increased.

Finding 6: Civically sustainable balance in the multi-option society

Mainstream youth strives primarily for stability in private life with a balance

between work and private life, but also for sustainability.

67



grants

The zeitgeist of Generation Y is shaped by digitalization and is strengthened by

its relaxed and accomplished approach to the potential of Web 2.0 as an inter-

action tool. But the so-called digital natives will react to Web 3.0 in a distanced

way that is similar to the reaction of digital immigrants to Web 2.0.



bility for their economic integration early on. The low degree of willingness to

become politically engaged after leaving school attributable amongst other

things to the high capacity for economic integration in Switzerland.

Hypothesis 3: Personal foundations as a stabilizing factor

While young Swiss people experienced material happiness in the parent’s gen-

eration, rapid social and economic changes have created many problems in the

family. Young people are guided by the wish for more stable personal founda-

tions so that they can cope better with the changes.

The insights gained on 16 to 25-year-olds in Switzerland the discussion about

generations are slowly leading to the development of a certain understanding

of the elements that shape generations. We therefore present a systematiza-

tion for discussion as a working hypothesis.

Baby boomers were shaped by prosperity, which offered new options with

regard to material and personal security. Consumption was also an essential

part of this. New generations are shaped more by media and the use of digitali-

zation. The interaction of these technological innovations with other needs is

considerable. Typical media of Generation Y are the smartphone and viral inter-

net phenomena such as Gangnam Style. As digital natives, the young people of

today are well-versed in the use of Web 2.0 and coping with technological

changes. These elements thus help to shape their values and priorities in life.

On the basis of this attempt at systematization compared with other genera-

tions, we consider young Swiss people at present to be moderately materialis-

tic in orientation. They are concerned about old-age pensions and seek to

achieve material security through flexibility. They are heavily focused on per-

sonal security and moderately individualized, with the new forms of social in-

teraction at present somewhat curbing what is sometimes seen as the mega-

trend of society towards individualization. However, the consumer criticism by

some sections of Generation X has also subsided somewhat, and young people

are enthusiastic about new digital forms of consumption, such as product com-

parisons, provided sustainability can be achieved. Overall, they seek a balance

between achievement and security. They are therefore probably more strongly

focused on stability than older and younger people in Switzerland are.

68

Fig. 73

Hypothesis

Difference Generationen Switzerland

generation

(years of birth)

priority material security

priority private security

individual-ization

consumerism media Coping with digitalization

conclusion

Baby boomers

(1945-1959)

low post-materialism

low

experiments

high

self-fulfilment

high consumer society

TV

Elvis Presley

low

no experience

new values and worlds, prosperity, unstable

Generation X

(1960-1976)

low status quo OK

medium low priority

high autonomous ways of life

medium consumer criticism

MTV

Nirvana

medium

digital immig-rants

"couldn’t care less", decline, unstable

Generation Y

(1977-1990)

medium

new material-ism, flexibility, economic crisis

high

stabilization

medium

new social interactions

high

continuous consumption through Big Data

sustainability

smartphones

Gangnam Style

high

digital natives

well-versed use of Web 2.0

balanced performance and security orientation

Generation Z

(2000-20XX)

high (?)

economic crisis

medium (?) low priority

high

web-hedonism

? ? high

digitalized life

new values, digital self-fulfilment, unstable(?)

© gfs.bern, CS-youth barometer 2015



grants

The zeitgeist of Generation Y is shaped by digitalization and is strengthened by

its relaxed and accomplished approach to the potential of Web 2.0 as an inter-

action tool. But the so-called digital natives will react to Web 3.0 in a distanced

way that is similar to the reaction of digital immigrants to Web 2.0.



bility for their economic integration early on. The low degree of willingness to

become politically engaged after leaving school attributable amongst other

things to the high capacity for economic integration in Switzerland.

Hypothesis 3: Personal foundations as a stabilizing factor

While young Swiss people experienced material happiness in the parent’s gen-

eration, rapid social and economic changes have created many problems in the

family. Young people are guided by the wish for more stable personal founda-

tions so that they can cope better with the changes.

69

5 Appendix

5.1 gfs.bern Team

LUKAS GOLDER

Senior Project Manager, Member of Executive Committee, Political and Media

Scientist, MAS FH in Communication Management

Specialist areas:

Integrated communication and campaign analysis, image and reputation analy-

sis, media analysis / media impact analysis, youth research / social change,

voting and elections, modernization of the state, health policy reforms.

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

net.

CLAUDE LONGCHAMP

Chairman of the Board and CEO of gfs.bern, Board Member gfs-bd, Political

Scientist and Historian, Lecturer at the Universities of Bern, Zurich and St.

Gallen, Lecturer at Zurich University of Applied Sciences Winterthur, at the

Swiss Journalist School (MAZ) Lucerne and at the Verbandsmanagement Insti-

tut (VMI) of the University of Fribourg and at the Centre of Competence for

Public Management (KPM) of the University of Bern.

Specialist areas:

Voting, elections, parties, political culture, political communication, lobbying,

public opinion, racism, health and finance policy

Numerous publications in book form, in anthologies, scientific journals

MARTINA MOUSSON

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 analysis, inte-

grated communication analysis, media content analysis, qualitative methods,

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

CLOÉ JANS

Junior Project Manager, Political Scientist

Specialist areas:

Voting and elections, social research, campaigns, analysis political subjects and

issues, media content analysis, teaching

70

STEPHAN TSCHÖPE

Head of Analysis and Services, Political Scientist

Specialist areas:

Coordination of services, complex statistical data analysis, computer and ques-

tionnaire programming, projections, analysis of parties and structures with ag-

gregated data, integrated communications analysis, visualization.

MEIKE MÜLLER

Scientific Associate, Sociologist and Media Scientist

Specialist areas:

Data analysis, programming, integrated communication analysis, qualitative

data analysis, coordination of services, media analysis, research, visualization

PHILIPPE ROCHAT

Data Analyst, Political Scientist

Specialist areas:

Data analysis and databases, programming, integrated communications analy-

sis, media analysis, research, visualizations, projections.

MARCEL HAGEMANN

Data Analyst, Social Scientist

Specialist areas:

Data analysis and databases, programming, integrated communications analy-

sis, media analysis, research, visualization, projections

AARON VENETZ

Data Analyst, Political Scientist

Specialist areas

Data modelling, qualitative methods, research, data analysis, programming,

media analysis, visualization

71

JOHANNA LEA SCHWAB

Secretary and administration, EFZ business

Specialist areas:

Desktop publishing, visualization, project administration, presentation admin-

istration

SABRINA SCHÜPBACH

Trainee, Social Scientist

Specialist areas:

Data analysis and databases, programming, qualitative methods, research, me-

dia analysis, visualization,

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 ag

Hirschengraben 5

Postfach

CH – 3001 Bern

Phone +41 31 311 08 06

Fax +41 31 311 08 19

[email protected]

www.gfsbern.ch

Documents

A nuanced mix of analog and digital - Credit Suisse€¦ · Project team Lukas Golder Political and Media Scientist ... Sabrina Schüpbach Social Scientist A nuanced mix of analog