Jugend-Sorgenbarometer - Lebenshilfe

Transcription

“Jugend-Sorgenbarometer“
Studentenprojekt
By
Thomas Hostettler
Natalia Nechitaylova
Christina Peterhans
Stefan Zumsteg
26th June 2009
International Management 2.4
Supervisor: Prof. Jan Pieter Perrett
Client: Beat Baumann, Livenet
This shortened version is available under: www.jugendsorgenbarometer.ch
“Jugend-Sorgenbarometer”
Executive Summary
Purpose – This paper aims to examine the main concerns in life of young people from
16 to 25 years of age. The usage of corresponding electronic media channels and their
usefulness in terms of life-counselling is furthermore explored. Additionally, the
preferred counselling partners of the target group and the usefulness of online
platforms for life-counselling purposes is examined.
Design / Methodology / Approach – Qualitative interviews were conducted with
advice centres in order to receive information as a basis for the quantitative survey. An
online survey (www.jugendsorgenbarometer.ch) was created and distributed to FHNW
students, randomly chosen schools in the German speaking part of Switzerland and to
friends via Facebook.
Findings – The main concerns of the target group in descending order are: “Pressure
to perform in school / Examination nerves”, “Relationship problems”, “Financial
problems” and “Family issues”. However, the ranking of these main concerns changes
with the growing age of the respondents.
Telephone and E-mail are the most popular communication channels to discuss lifeproblems. Advice centres and anonymous advisory services offering life-counselling
are not regarded as popular partners in order to talk about sorrows. Friends and
parents are the preferred colloquists.
Furthermore, the online platform Facebook is not seen as a useful tool for online lifecounselling compared to other means of communication. On the other hand, MSN and
Skype carry more potential to be used as a life-counselling tool.
Hostettler, Nechitaylova, Peterhans, Zumsteg
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Recommendations – It can be concluded that life-counsellors should apply telephone
and e-mail as channels for their service offering. Finally, MSN and Skype should be
considered as possible counselling channels.
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Table of Contents
Executive Summary....................................................................................................... ii Table of Contents .......................................................................................................... iv 1. Introduction ............................................................................................................. 1 1.1 About Livenet.................................................................................................... 2 2. Theoretical Framework ......................................................................................... 3 2.1 Literature Review ............................................................................................. 3 2.2 Qualitative Interviews .................................................................................... 10 3. Project Design ...................................................................................................... 16 3.1 Overview of Exploratory Interviews ............................................................ 16 3.2 Definition of Terms ......................................................................................... 18 3.3 Technical Results of Data Collection .......................................................... 19 3.4 Methods of Data Analysis ............................................................................. 22 3.5 Survey Limitations ......................................................................................... 24 4. Results ................................................................................................................... 25 4.1 Main Concerns ............................................................................................... 25 4.1.1 “Others” Category................................................................................. 27 4.3 Existing Life-counselling Channels to address Main Concerns ............. 29 4.4 Preferred Counselling Partners ................................................................... 31 4.4.1 Minor Changes of Counselling Partners with Growing Age........... 31 4.4.2 Advisory Services in Focus................................................................. 32 4.5 Usefulness of MSN / Skype and Facebook for Life-counselling ............ 32 4.5.1 Facebook ............................................................................................... 34 4.5.2 Comparison across Different Means of Communication................ 34 4.5.3 Differences across Age Groups ......................................................... 35 5. Discussion and Conclusion ................................................................................ 36 6. Recommendations ............................................................................................... 38 7. Bibliography .......................................................................................................... 40 8. List of Figures and Tables ................................................................................... 42 9.1 Preliminary Questionnaire ............................................................................ 43 9.3 Online Survey ................................................................................................. 47 10. Acknowledgements ....................................................................................... 55 Hostettler, Nechitaylova, Peterhans, Zumsteg
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1.
Introduction
We are second year students attending the University of Applied Sciences
Northwestern Switzerland and studying International Management. As a part of our
studies in the 4th semester we have been asked to conduct a representative poll about
the main concerns of young people between 16 years and 25 years old. Moreover, the
usage of corresponding media channels and their usefulness in terms of lifecounselling is explored in this paper.
In recent years, the ongoing development of media, especially visual and social media,
has lead young people to a change of thinking about their use of media. It is said that
the role of these new mediums would “play an increasingly important role” in
adolescents daily routine (Svoen, 2007, p. 1).
The project sponsor Livenet / Lebenshilfe-net.ch currently offers life-counselling
services by E-mail and text messaging. However, the on-going shift in media usage
forces the client to adapt quickly to new trends in media usage in order to best reach
his target audience. With the data presented both from secondary research and
findings from the quantitative survey, the project group is convinced to have provided
beneficial information for the client.
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1.1
About Livenet
Livenet is a NGO and operates a very successful Internet portal www.lebenshilfe-net.ch
and www.livenet.ch. 40,000 visitors are counted daily. Lebenshilfe-net.ch offers
different services in life-counselling for people in need via e-mail, chat, forum and
through texts on the Website. Additionally, the organisation offers a wide spectrum of
other services.
A team of 85 life-counsellors is contacted form approximately 4’500 Person per year.
900 of this Persons searching for help and advice, are referred to locally counselors
and specialist departments
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2.
Theoretical Framework
2.1
Literature Review
In this literature review general media usage of adolescents in various countries around
the globe was investigated. According to the desire of the project client, the literature
review focussed on general media usage of young people whereas the succeeding
study executed by the project group focuses mainly on the digital media usage in
combination with the sorrows of the target group.
A study conducted by the “Hochschule für Angewandte Psychologie” and the “FH
Aargau Department Pädagogik” (Süss et al.) analysed the media usage of Swiss
adolescents. The age of the target group ranged from 12 to 16 years (female: 198,
male: 190) with a diverse educational background as well as interviewees living in
urban and rural areas. The presented Table 1 provides a general overview over various
types of media and its usage in terms of minutes per day sorted by gender.
Table 1: Media Usage in Minutes per Day according to Gender
Medium
Gender
Average
usage
Female
Male
17
9
7
3
4
128
26
122
41
33
31
91
513
24
11
5
3
5
119
23
145
14
26
24
113
505
9
7
9
3
4
137
29
99
68
40
37
68
520
Books (without schoolbooks)
Magazines
Comics
Free newspaper
Newspaper
TV
Video
Audio medias
Computer games
Computer (without games)
Internet
Mobile phone
Accumulated media use
Source: Süss et al. 2003, p. 136 (modified by authors)
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General Findings
Adolescents in Switzerland spend most of their time watching television (25 % of the
accumulated media usage per day) followed by audio media (24 %) and mobile phones
(18 %). The Internet accounts to only 6 % of the total time. In order to examine the
weight of digital media usage we combine computer games, computer (general),
Internet and mobile phone usage (green shaded area). This grouping accounts up to
38 % of total media usage. Calculations are based on the given data from research
conducted by Süss et al. (2003, p. 136).
Focus on Gender
A similar trend in total usage of media in terms of time can be observed by both
genders. Although girls read significantly more frequent in books and magazines
whereas boys spend more time on the computer in general including games and
Internet. A considerable difference exists in the area of mobile phones where girls
spend almost twice as much time per day using it compared to the opposite sex (Süss
et al. 2003, pp. 136-137).
Gender Differences Abroad
Early research found out that girls are less likely to have access to computers and
spend less time than boys (Cupitt and Stockbridge, 1996). Similar findings presents
Buckingham (2002, p. 79), stating that “girls have less access to computers, are less
interested in them and spend less time using them than boys.” However, Livingstone
(2004) argued that over time the gaps in access and interest will vanish whereas Gross
(2004) argued in the same year that this development has already taken place up to a
certain extent. According to her results, the online social interaction through emailing
and instant messaging is applied by both genders similarly.
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On the other hand, more recent research reveals that boys are more likely to use chat
functions than girls, but when it comes to emailing the two genders level with each
other (Broddason, 2006, p. 116).
Age Groups
Overall, the total time spent on consuming media increases as teenagers get older. It
can be observed that non-electronic media such as books, newspapers and magazines
face a decrease in popularity as the target group is ageing. An inverse trend appears
among electronic media ranging from television, audio, computer, Internet and mobile
phones. Especially, the Internet and mobile phone usage are affected by this transition.
Time spent with the mobile phone increases over proportional compared to the general
growth in media usage (Süss et al. 2003, pp. 137-138).
Focus on level of Education
Further deviations can be noticed by comparing different levels of educational
background. Süss et al. differentiate among three ascending levels of education such
as “Real (C), Sekundar (B) & Bezirk (A).” An initial observation reveals that teenagers
with a higher educational background use less media in total then those attending level
“B or C” institutions. Watching television is most popular among “Real” students,
“Sekundar” and “Bezirk” students both spend most time with audio media. Although
there seems to be only a small deviation among the three levels of education in terms
of playing computer games and using computers, “Sekundar” students spend
significantly more time surfing the Internet. “Bezirk” students use the mobile phone on
average 42 minutes per day whereas the two remaining groups spend twice as much
time with the respective medium (Süss et al. 2003, pp. 138-139).
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Focus on Residence
The study at hand differentiates among three types of home in Switzerland, named
“rural environment”, “small town” and “agglomeration of a major city.” Highlighting the
differences of total media usage between urban and rural areas, illustrates that
adolescents from rural regions spend the least time consuming media. On the other
hand, small town teenagers lead the list in total media consumption. Adolescents living
in a small town lead the Internet usage compared to other types of origin. They spend
on average 20 minutes more time online per day while the remaining two groups show
similar behaviours (24 minutes for ruralists and 28 minutes for adolescents living in
suburbs). Mobile phone usage shows the same pattern like the Internet usage (Süss et
al. 2003, pp. 140-142).
Greek researchers came to another conclusion stating “the frequency and type of
Internet use are not significantly affected by students’ places of residence or the
educational level” (Aslanidou et al., 2008, p. 1375).
Motives of Internet Usage
Investigating the motives for Internet usage indicates similar patterns over time. The
need for communication and entertainment through Internet was presented in a
German study by Fix (2001, p. 107) and still holds nowadays. Aslanidou et al. (2008, p.
1381) confirms that entertainment is yet the main reason to go online. However there
seems to be a change in the role of various Internet applications. In the early days (Fix,
2001), chatting and sending e-mails stood in the foreground whereas the quest for
information was less important. Dissimilar patterns in the preferred Internet applications
presented Aslanidou et al. (2008, p. 1382), show an increased demand in information
seeking. Online communication such as chatting and sending e-mails became less
important. Furthermore, technological development allowed for new kinds of
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applications such as listening music, watching movies and playing games online. The
consumption of music through the Internet even tops the online communication
function.
The following listing summarizes the six most mentioned online activities of Greek
adolescents aged 12 to 18 years with a dispersed educational background.
Table 2: Ranking of the most mentioned Online Activities
Ranking
Mentioned online activities
1. Rank
2. Rank
3. Rank
4. Rank
5. Rank
6. Rank
looking for information for personal use
searching for images
listen to music
communication
playing video games
watching films
Source: Aslanidou et al. (2008, p. 1382)
Additionally, it is mentioned that in Greece, the Internet is rarely used for educational
purposes or school requirements within the target group (Aslanidou et al. 2008, pp.
1331-1332).
In order to attract the young people, it is necessary to maintain an interactive website.
Especially, responses to active contributions on the website are valued by young
people (Livingstone, 2004, p. 4). Svoen (2007, p. 1) supports this argument by stating
that adolescents in Norway desire to shift “from being an audience and users to
becoming participants and creators.” Furthermore, pupils in the UK wish a better
“protection from unwanted content” (Livingstone et al., 2004, p. 4). It is essential for
young people, that their privacy on all computer activities is respected by their parents.
The aspect of anonymity of the Internet offers possibilities to experiment with new roles
and identities. Sweeny (1999, pp. 66-68) compares this behaviour with young children
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“playing dress-up in the attic.”
A British study highlights that “25 % of 12-19 year old […] say they go online to get
advice” (Livingstone et al. 2005, p. 2). Furthermore, the same study reveals that the
mobile phone is the “preferred method of communication.” Even for seeking advice the
target group’s favoured way is talking on the mobile phone, which was mentioned by
70 % of the interviewees. On the other hand 14 % would preferably choose the SMS
channel. Both e-mail and instant messaging are perceived equally unsuitable by the
target group to get advice (Livingstone et al. 2005, p. 16).
Summary of Literature Review Findings
The results on media usage by Süss et al. (2004) are seen by the project group as the
most valuable data available. However, the project “Schulen ans Internet” which was
initiated and completed by Swisscom (2007) might dilute the results of the findings by
Süss et al. (2004). All public schools have Internet access nowadays (Swisscom, 2007)
and further implications on the media usage have not been investigated yet.
Summarizing the existing studies, the mobile phone is especially useful to reach
adolescents with a lower level of education. In general, girls spend more time with the
mobile phone than surfing the Internet. Boys on the other hand might be better
accessible with Internet based tools. Adolescents from both genders who live in small
cities are better reachable with both the Internet and mobile phones than young people
living in rural areas and agglomerations.
Out of the examined studies, we can conclude that the target group has clear
perceptions especially about the Internet. Therefore it is recommended while offering
online services to comply with the following issues: Users want to stay anonymous
while surfing the Internet. An interactive approach with responses to active contribution
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is desired and appreciated by the target group.
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2.2
Qualitative Interviews
In order to gain further inputs to erect an online survey where digital media usage in
combination with the main concerns of the target group were to be investigated,
qualitative interviews with representatives of different institutions were conducted.
These institutions are al active in the topic area and their representatives are in regular
contact with members of the target group of the survey. Further details are available in
section 4.1 Overview of Exploratory Interviews.
The mobile phone seems to be the most important means of communication as
people’s mobility is high. Also, higher capacity in wireless communication attracts more
and more people to engage in activities through new media channels while not being at
a fixed place.
Topics
The topics that the target group deals with on a daily base are listed below.
Nevertheless, these inputs were given by life-counsellors and not the target group
itself. The findings are based on their experience while communicating with the target
group:
Table 3: Topics
Topics discussed by young people
Relationship
Communication
Monetary issues
Independency
Alcohol & Drugs
Sexuality
Violence
Mobility
Politics
Virtual World (Facebook)
School / Apprenticeship
Work related topics
Holidays
Family issues
Source: Authors
It is said that often the topics discussed are related to everyday occurrences in their
close environment. Mr. Weisshaupt from Seelsorge.net mentioned, that the issue on
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violence originates from an increased number of incidents happening at lake Zurich’s
waterside during last summer.
According to all interviewees, face-to-face channel and mobile phones including text
messaging are seen as the central means of communication. They are followed by
instant messaging (e.g. MSN and Skype), as well as online portals such as Facebook
and 1Festzeit.ch. The young people exchange their thoughts most likely with peers but
also within their parental and extended family environment.
1
Festzeit.ch is an online platform, similar to Facebook, where users can upload their
profile, get in contact with other users and publish pictures. It is very popular among
adolescents in the area of Northwestern Switzerland.
Ms. Peyer from “Sorgentelefon” pointed out the increasing number of families where a
single parent raises the children. This might lead to a closer and longer child-parent
relationship compared to traditional families.
Concerns
When asking the interviewees about the most common concerns in life of the target
group, similar answers resulted from all four interview partners. The following list
provides an overview of all issues raised. The concerns most often mentioned are
partnership issues, problems with friends and sexuality. Furthermore, sorrows about
the family and problems at school or workplace (mobbing) were observed as common
problems of the target group. The additional listed concerns could not be ranked by the
institutions according to their importance in daily life.
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Table 4: Main Concerns of young People
Top Ranked Concerns
Internal Influence
External Influence
1. Partnership
2. Friendship
3. Sexuality
4. Family issues
5. Mobbing at school
6. Mobbing at work
Suicide
Psychic illness (e.g. depression)
Loneliness
Pregnancy
Violence / Crime rate
Different types of addiction
Eating disorders
Physical illnesses
Grief / Death
Sexual harassment
Lack of caring by parents
Unemployment
Immigration
Inflation
Retirement provision
Social security
Economic situation
Political development
Working poor situation
Financial crisis
Globalization
Environmental issues
Accession to EU
Source: Authors
Young people tend to address their worries firstly to their peers, especially close friends
with the same gender. The importance of the same gender was raised by Mr. Portmann
who advises adolescents in his function as a street worker. As findings show from the
interviews and the fact that life-counselling institutions exist in large numbers, persons
concerned also seek help through anonymous channels such as e-mail or text
messaging. If problems cannot be resolved through media channels or with peers,
professional face-to-face counsellors are approached.
Existing Life-counselling Channels
The contacted institutions offer a range of channels how concerned people can get in
contact with them:
Face-to-face counselling in form of youth and parent advice are offered as well as
various online platforms including contact functions (e.g. online form). Free of charge
hotlines as well as liable to pay phone numbers exist in Switzerland. Of course there
are also text messaging and e-mail services offered. Additionally, there is the possibility
to get in contact via chat and “Seelsorge.net” even runs a WAP-service. Nevertheless,
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it is in discussion to close down this service due to weak demand.
Importance of offered Channels
According to “Seelsorge.net”, it is inevitable to offer life-counselling through text
messaging services. They expect the target group to be reluctant on switching to
another channel in case text messaging would not be offered anymore. Therefore
“Seelsorge.net” even expands its service by introducing a three-digit “SMS-HotlineNumber.” On the other hand, “Sorgentelefon” switched from traditional land-line service
to e-mail counselling as they got aware of the increased internet access at schools.
It can be assumed, that a mix of various types of media should be offered by an
organisation in order to reach a wider group of people.
Text Messaging, E-mail, Chat and Forum
The opinions about using text messaging as life-counselling platform diverge among
the interviewees. Whereas for “Seelsorge.net” this tool constitutes one of their two
main pillars and is seen as an important channel to address concerns, “Dargebotene
Hand” doubts that text messaging is a reliable mean for life-counselling. For the street
worker, counselling through face-to-face contacts can not fully be substituted by any
other device, neither by text messaging.
Also for e-mail-, chat- and forum-usefulness the opinions among the institutions are
different. Besides the street worker, all other interviewed organisations take actively
part in life-counselling via e-mail. Chat and Forum is offered by “Dargebotene Hand”
only. The two other institutions are not capable to offer these services due to a lack of
resources.
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New Media Channels and their Potential
René Portmann (street worker) is the only interviewee who has experience with new
media channels in his counselling environment. Although, he is convinced that fullscale
counselling
through
“Facebook,
MSN
or
Festzeit.ch1”
is
impossible.
Nevertheless, he experienced being approached through “Festzeit.ch” in order to find a
date for a face-to-face contact. Furthermore, it seems reasonable for him to advertise
for life-counselling services on these channels. “Offene Jugendarbeit Liestal”, the
institution he is working for, intends to implement this idea.
Mr. Weisshaupt from “Seelsorge.net” states, that the potential of life-counselling
through these channels has not been exhausted yet. His main concerns are connected
to the abuse of data through these channels. Additionally, he presumes that advice
seekers have constraints to approach the organisation via Facebook as all personal
information is immediately apparent. Therefore this lack of anonymity might reduce the
potential of these channels.
For the interviewees, it was difficult to estimate the potential of the new media channels
in general. Therefore, a closer inspection of these issues will be conducted through our
online survey.
“Seelsorge.net” mentioned the potential of introducing a short three-digit number where
text messages can be sent to. A striking increase of incoming text messages is
expected by the organisation as it is easier to remember by heart compared to a
standard 10-digit mobile phone number.
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Thematic Preferences and Media Channels
Generally, all interviewees mentioned that urgent issues will be addressed mainly
through telephone calls, whereas less urgent worries are likely to be sent in form of an
e-mail or text message.
According to Ms. Peyer from “Sorgentelefon”, the e-mail is qualified for emotional
issues as it allows for extensive and precise wording because there is no limitation in
characters. Furthermore, a written e-mail can be reviewed prior to sending it as well as
an received answer can be read several times. On the other hand, text messages are
often used for factual issues. This statement is contradictory to Mr. Weisshaupt’s
experience who sometimes receives multi-part text messages regarding all kinds of
concerns. He does not experience any limitations.
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3.
Project Design
3.1
Overview of Exploratory Interviews
Interviews were conducted with the following four institutions and their representatives
between 02 April 2009 and 07 April 2009. The questionnaire is attached as appendix.
Table 5: Conducted Interviews
Institutions
Contact details
Seelsorge.net
Mr Jörg Weisshaupt / Master SMS
Fachstelle Kirche + Jugend Zürich
Stauffacherstrasse 10, 8004 Zürich
Sorgentelefon für Kinder GmbH
Ms Marianne Peyer / CEO
Sorgentelefon für Kinder GmbH
Neuhofstrasse 15, 3426 Aefligen
Dargebotene Hand 143
Mr Ueli Wüthrich / Activity Head
Dargebotene Hand Aarau, Postfach, 5000 Aarau
Stiftung Jugendsozialwerk Liestal
Mr René Portmann / Streetworker
Offene Jugendarbeit OJA, Postfach 230, 4410 Liestal
Source: Authors
The above mentioned institutions are all active in the field of life-counselling and
address their services to the public. While conducting the interviews, the interviewees
were asked to focus their answers based on the target group (16 to 25 years of age).
“Seelsorge.net” and “Dargebotene Hand” deal with people from various age groups,
whereas the other two organisations reach a limited clientele.
From general interest was the counsellor’s opinion about of internet and mobile phone
usage as a mean of communication and its changes from the past to present. More in
depth we investigated the topic “Digitale Mediennutzung” where the interviewees’
opinion about the most used internet and mobile phone applications as well as the
reasons for choosing these applications were asked.
Under the headline “Interessierte Themen” we explored the topics that bother and
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interest young people as well as the reason. Furthermore, we inquired through which
platforms or means of communication young people exchange their interests as well as
with whom.
With the topic “Anliegen / Bedenken / Sorgen” we investigated with which concerns
such as break up of the relationship, no money and no job do young people grapple
with and with whom do they address these.
The main part of the preliminary questionnaire is “Lebensberatung und die Nutzung
diverser Medien”. We wanted to understand which means of communication the
interviewees use as well as their experience with it. Additionally, the importance of the
already used means of communication for young people was inquired as well as
whether these can be replaced with other means of communication and with which.
Furthermore, we wanted to learn how far the mobile phone plays a role in lifecounselling. The experience with life-counselling via e-mail, chat or forum was inquired
as well as whether the counsellor had already made experience with other internet
applications (MSN, Skype and Facebook, etc.) and mobile phones in regard to giving
advice and counsel. In addition to this, the interviewees’ opinion about the potential of
these channels was asked. The last question under this topic was about the trends in
regard to the thematic preference for a certain media, for instance, question about
sexuality via SMS.
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3.2
Definition of Terms
Below some recurring terms of this paper are introduced and explained how they shall
be understood in association with this study.
Digital Media
We define in this analysis digital media as a base of digital information and
communication technology. The technical view of the term digital media was selected
according to the initial desk research and the interviews done with advice centres. The
following list shows the different technical views of the term digital media:
•
Internet applications
•
Mobile phones
•
Telephones
The term internet applications we understand by referring to Facebook, E-Mail and
Chat. Furthermore, we clarify mobile phones as a term by relating to writing SMS
(Short Message Service), MMS (Multimedia Messaging Service) and making calls.
Term ”Others“ in the Online Survey
In our online survey under the section 5.1 “communication with advice centres“, the
respondents could also tick “others“ as a means of communication. The aim was to
avoid an option called face-to-face communication, as we expected to get a biased
answer collection, if this category was implemented.
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3.3
Technical Results of Data Collection
The online survey contained six main questions as well as sub-questions. The link,
www.jugendsorgenbarometer.ch was available from 27 April 2009 until 08 May 2009.
Furthermore, the link was distributed through the FHNW e-mail service to numerous
students studying at the FHNW, friends on Facebook as well as to schools that could
participate voluntary which the project team choose randomly.
In total there were about 3707 people who visited the website and 2360 that completed
the survey. This leads to a response rate of 63 %. However, for the purpose of this
paper 1943 answers out of 2360 could be considered. Furthermore, the gender
distribution among the attendants shows that in total 67 % were female whereas 33 %
were male. The following schools participated in the online survey (number of
respondents from each institution in brackets):
•
Fachhochschule Nordwestschweiz (937)
•
Gymnasium und Diplommittelschule Liestal (146)
•
Kaufmännisches Berufs- und Weiterbildungszentrum St. Gallen (427)
•
Wirtschaftsmittelschule Reinach (191)
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The following figure shows how the respondents took notice of the survey.
Figure 1: How the Respondents became attentive of the Survey
(Total Sample; n=1943)
Others
13.6%
Online-Ads
3.5%
Livenet.ch
9.3%
Wirtschaftsmittelschule /
Berufsschule / FH /
Universität
73.5%
Source: Authors
It
can
be
seen
that
more
than
50
%
came
from
schools
such
as
“Wirtschaftsmittelschule / Berufsschule / FH / Universität“. This is due to the fact that
the online survey was sent to numerous students studying at FHNW. The source
“Online-Ads” respresents a Google AdWords campaign which was launched by Beat
Baumann.
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Figure 2: Age Distribution among the Respondents
Age 25
8%
Age 16
11%
Age 24
10%
Age 17
16%
Age 23
12%
Age 22
9%
Age 18
13%
Age 21
9%
Age 20
6%
Age 19
6%
Source: Authors
The Figure 2 above shows the age distribution among the sample respondents. People
participated on the online survey were mostly 17 years (16 %) whereas only 6 % were
20 or 21 years. The mean age among the target group (16 to 25 years) is 20.2 years.
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3.4
Methods of Data Analysis
In the research paper five main issues were addressed in order to reach the project
goals.
In order to analyse the results only from the target group a drop-down list box was
created under the question no. 3.1. There, the participants could select their age. In
addition to this, the question about their origin was set in order to separate those living
in Switzerland from those living abroad.
First of all, the ten concerns in life of the target group were inquired under the question
no. 2.1 by providing 30 possible answers plus two “others” buttons, where the
participants could specify their sorrow. The concerns are based on information given
from the website www.sorgenbarometer.ch and interviews done with the advice
centres. In order to find the main concerns, ten concerns which were most often
chosen represent the main concerns of the target group.
Under the question no. 6.1 a drop-down list labelled “Wie bist du zu dieser Umfrage
gelangt”
was
created.
This
list
consisted
of
four
possible
sources:
Wirtschaftsmittellschule / Berufsschule / FH / Universität; Livenet.ch; Online-Werbung
and Andere. These four sources were summarized into two lists: Firstly, all answers
from the source Livenet.ch and secondly, all answers from all the other sources
(Wirtschaftsmittellschule / Berufsschule / FH / Universität; Online-Werbung, Andere).
Thus, in order to find out the ten main concerns of each of the category the quantity of
the first ten most counted clicks was counted. At the end, these two lists were
compared and analysed.
The third project goal “Which concerns shall be addressed by which electronic
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22
channels” was analysed by setting up a matrix-question. Under the question no. 5.1 the
ten main concerns were confronted with communication channels used today by
institutions plus one “other” button, where mainly face-to-face is meant (cf. section 4.2
Definition of Terms). The result was given by counting the total of each communication
channel, then representing it with the ten main concerns.
“Where does the target group currently seek counselling” was the fourth project goal
and was inquired by giving the participants nine possible answers plus one “other”
button under the question no. 4.1. The quantity of clicks was counted in order to find
out where the target group currently seeks counselling. Afterwards, a list with the
ranking was created.
Under the question no. 5.2 the last project goal “Is there a demand for live counselling
through platforms such as Facebook, MSN or Skype” was analysed. This question was
set up by using a matrix system. The online applications MSN and Skype were
combined into one category of communication applications and the respondents had to
classify its usefulness on a range from ”Sehr gut ++“ to “Sehr schlecht --“. All answers
were then further combined in a way that “Sehr gut ++“ and “Gut +“ responses
constitute the category „Positive“. Hence “Sehr schlecht --“ and “Schlecht -“ were
combined to “Negative“. In order to avoid a dilution of results, the respondents were not
forced to choose one of the proposed rankings. They could leave the question
unanswered.
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23
3.5
Survey Limitations
During the study the project team faced several limitations. In general, the project goals
defined at the beginning of the report were the scope of our project. It means that only
these goals were considered in this report.
For the purpose of this study young people are defined as female and males aging 16
to 25 years as it is an online survey focusing on the main concerns of young people.
Furthermore, as the general media usage of the target group was already examined in
the initial desk research, the project team considered for the online survey only the
digital media usage.
The survey was addressed only to young people from the German speaking part in
Switzerland.
Finally, the survey was conducted online only in order to reach the target group. Thus,
the survey will reach exclusively people which have access to internet.
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24
4.
Results
4.1
Main Concerns
The first section of the survey investigates the main concerns of young people between
16 and 25 years of age. The results in Figure 3 on page 27 show that more than 50 %
of young people see “Pressure to perform in school / Examination Nerves” as the most
important concern in life. The respondents value questions around contraception,
unwanted pregnancies, nouvelle poverty and working-poor circumstances as well as
sexual abuse as minor issues that bother them. Consequently, these sorrows were
chosen fewest.
23.06.2009
25
Figure 3: Concerns of Target Group
in % of Total Sample
52.4%
Pressure to perform in school / Examination nerves
32.3%
Relationship problems
28.1%
Financial problems
26.1%
Family issues
22.4%
M eaning of life
19.0%
Social problems
Dejection / Depressions
17.2%
Conflicts with friends and colleagues
17.2%
16.5%
Boredom / Not knowing what to undertake
15.2%
Pressure to perform at work
Loneliness / Isolation
13.3%
Addiction (any kind)
12.8%
Questions around foreign persons
12.2%
Economic situation
11.7%
Political developement
11.5%
Questions around faith and religion
11.5%
Sexuality
10.3%
Physical deseases
10.1%
Others
9.3%
Violence / Crime
9.2%
8.1%
Absent parental love / Conflicts with parents
6.9%
M ourning / Case of death
5.6%
Eating dissorder
Unemployment
4.5%
Sex prior marriage - yes or no?
4.0%
M ental deseases
2.8%
Suicidal thoughts
2.7%
Retirement arrangement
2.6%
Contraception
2.4%
Unwanted pregnancy
1.9%
Nouvelle poverty / Working-poor circumstances
1.7%
Sexual abuse
1.4%
(Total Sam ple; n=1943)
Source: Authors
23.06.2009
26
4.1.1
“Others” Category
Survey participants were able to describe their sorrows in their own words. The Table 7
presents the most popular topics mentioned. Both, general fears about the future as
well as specific fears about the future in one’s working environment are mostly
addressed in this section.
Table 6: Concerns most Mentioned by the Respondents
Trends among “Others”
Frequency
Fears about the future
Job future
Time problems / Organisation
Fears generally
Environment
Pressure generally
Problems adressing the hobby
Problems of other people
Dating
Weight / Nutrition
Motivation
My appearance
Self doubt
Swine flu
Insomnia
Fatigue
Current issues in the media
22
9
7
7
6
5
5
4
4
4
3
3
2
2
2
2
2
Source: Authors
4.1.2
Change of Main Concerns with Growing Age
It can be observed that the main concerns of the target group are not stable, as they
get older. In the following are the central findings and changes over the years of
becoming mature.
•
“Pressure to perform in school / Examination nerves” is the most important
concern of the target group, independent of their current age. All respondents
from 16 to 25 years indicated that this issue stresses them most.
23.06.2009
27
•
Also “Relationship problems“ can be seen as fairly stable. They are always
either in the 2nd or 3rd place.
•
Until the target group reaches their 21st birthday, „Family problems“ are always
under the four most important sorrows. As the sample becomes older, this kind
of concerns gets less significant.
•
The youngest of the respondents indicate that „Boredom / Not knowing what to
do“ is their fourth most vital concern. But as they grow, also this issue looses in
weight.
•
On the other hand, „Financial problems“ are not vital among the youngest
respondents. However, between the age of 17 and 22 years, „Financial
problems“ climb up to place four in significance. Finally, Respondents between
23 and 25 years rank their financials as their 2nd and 3rd most central sorrows.
23.06.2009
28
4.3
Existing Life-counselling Channels to address Main Concerns
Survey participants were asked to choose their preferred channel with which they want
to get in contact with an advisory service in order to discuss their main sorrows. For
each of the ten main concerns presented in Figure 7, the results of all five possible
channels are listed.
Figure 4: Means of Communication to Address Main Concerns
in % of each Concern
0%
10%
20%
30%
40%
50%
60%
Pressure to perform
in school /
Examination nerves
Relationship problems
Financial problems
Family issues
Meaning of life
Telephone
Text M essages
E-Mail
Social problems
Chat
Others
Dejection / Depressions
Conflicts with friends and
colleagues
Boredom /
Not knowing what to
undertake
Pressure to perform at
work
Source: Authors
Generally, the target group sees the telephone as the most useful way to reach an
advisory service. Furthermore, e-mailing is regarded as an efficient way and is
23.06.2009
29
mentioned as the second most preferred channel overall.
The usefulness of chats differs among the topics and a trend is not observable. It can
be stated that text messaging is not a preferred communication channel for the target
group. However, when it comes to the topic "Boredom / Not knowing what to
undertake", then the target group sees it as a useful tool to get in touch with an
advisory service. When looking at this specific topic one can also observe that the
telephone is a less preferred method to get in contact with an advisory service.
Survey respondents frequently chose the category “Others” in combination with topics
such as “Social problems” and “Dejection / Depression.” Participants were not able to
specify the category “Others” and therefore, no further results are available.
23.06.2009
30
4.4
Preferred Counselling Partners
This section deals with the question of where the target group preferably seeks
counselling when they face a problem.
Friends are extremely popular and seen as a crucial counterpart when discussing
personal problems. The remaining contacts in the top five list, include the partner,
siblings and relatives. Both types of advice institutions either “on place” or “anonymous”
score very low answers.
Figure 5: Preferred Counselling Partners
in % of Total Sample
91.1%
Friends
72.5%
Parents
52.7%
Partner
Siblings
44.5%
Relatives
11.2%
Pastor
3.7%
Others
3.3%
Teacher / Supervisor
3.2%
Advice centre (on-site)
2.3%
Anonymous advisory services
2.2%
(Total Sample; n = 1943)
Source: Authors
4.4.1
Minor Changes of Counselling Partners with Growing Age
Friends and parents remain on the first and on the second position respectively
throughout all age groups. Siblings remain on the third place until the target group
reaches the age of 23. At this age the partner surpasses the siblings and is regarded
as more crucial. Among all age groups relatives are constantly ranked at the fifth
23.06.2009
31
position with similar rates. There are no remarkable differences observable in the
preference of the remaining counselling partners.
4.4.2
Advisory Services in Focus
As Figure 8 reveals, third party advisory services are not preferred counselling
partners. Only among the 19 year and 20 year old adolescents, both advisory
institutions are more accepted.
4.5
Usefulness of MSN / Skype and Facebook for Life-counselling
The respondents of the survey were asked to evaluate different means of
communication in regard to their usefulness for life-counselling with anonymous advice
centres.
Figure 6: Evaluation of MSN / Skype for Interacting with an Anonymous Advice Centre
7.8%
42.6%
27.2%
Positive
Neutral
Negative
Not assessed
22.4%
(Total Sample, n=1943)
Source: Authors
23.06.2009
32
The results show that 43 % of all respondents evaluate the applications MSN / Skype
as practical tools that could be used for life-counselling with an anonymous advice
centre.
23.06.2009
33
4.5.1
Facebook
For evaluating the usefulness of Facebook related to online life-counselling, the same
approach applies for the rating of MSN / Skype.
Figure 7: Evaluation of Facebook for Interacting with an Anonymous Advice Centre
7.4%
9.5%
18.2%
Positive
Neutral
Negative
Not assessed
64.9%
Source: Authors
Compared to MSN / Skype, Facebook is not seen as a handy tool for online lifecounselling by all respondents. 68 % rated Facebook as either an unsuitable or even
totally unsuitable option for interacting with an anonymous advice centre.
4.5.2
Comparison across Different Means of Communication
Next to MSN / Skype and Facebook also other means of communication were
examined on their usefulness for life-counselling.
The most common and also most liked channels are telephone and e-mail in order to
23.06.2009
34
get in contact with a life-counselling institution. Also traditional chat functions as well as
MSN / Skype have some value for both categories. 16 % of the respondents indicated
that they perceive these means as either very useful or useful.
Figure 8: Means of Communication and their Usefulness for Anonymous Advice Centres
9.9%
3.5%
28.5%
Telephone
E-Mail
15.7%
Text Messages
Chat
MSN / Skype
Facebook
Internet-Forum
16.0%
21.7%
4.7%
Source: Authors
4.5.3
Differences across Age Groups
When comparing different age groups with each other in regard to their individual
evaluation of the examined means of communication, there is no major deviation
observable.
There is only a slight variance when analyzing respondents of age 16 years. They
perceive MSN / Skype as more useful for life-counselling compared to all other age
groups.
23.06.2009
35
5.
Discussion and Conclusion
Main concerns in life of young people between 16 and 25 years old were examined in
this paper in order to provide beneficial data for the life-counselling service of
Lebenshilfe-net. 75 % of all survey participants are currently attending high school or
college. Therefore, not surprisingly the main concern of the target group is the pressure
to perform in school.
Besides the pressure in school, topics such as relationship, finance and family are
popular themes for addressing life-counselling services. Worth mentioning is the topic
of fears about future which was often mentioned besides the comprehensive list of
concerns provided. Also topics that seem not worth to address while offering lifecounselling services could be provided to the client.
While conducting interviews with life-counsellors of different institutions, pressure in
school was not mentioned as a main concern in life. This could be explained by the fact
that the main clients of these institutions are young people with a lower educational
background. However, the other main concerns mentioned are alike to the findings of
the quantitative survey.
Friends and parents are the most important contact persons when addressing a
concern. With the growing age of the target group, the partner becomes more central.
Advisory centres, both on-site and anonymous, are not regarded as a popular partner
for speaking about one’s sorrows in life. While combining the questions of main
concerns and preferred counselling partners, some surprising issues are raised.
Pressure in school is the concern most often mentioned, however, teachers are not
regarded as an effective counselling partner. Therefore, it can be concluded that
problems arisen in school are normally discussed outside and with an external partner.
23.06.2009
36
On the other hand, relationship and family problems are likely to be discussed with the
partner or within the family itself.
A further aim of the quantitative survey was to inquire the preferred media channel that
the target group wishes to use for addressing a certain problem. Summarizing the
results it can be concluded that the telephone remains most popular among all possible
sorrows. Overall, e-mail ranks on the second place and is regarded as a suitable
channel as well. These findings are only partly in line with the study conducted by
Livingstone et al. (2005, p. 16) who mentioned that e-mail is an unsuitable tool for lifecounselling. However, Livingstone confirmed in the same paper the usefulness of
talking on the phone as the most effective method to address sorrows. Not mentioning
face-to-face in this section as a possible answer resulted in a great deal of answers in
the category “others.” It can be assumed, that when mentioning face-to-face as a
possible answer, the results would appear different.
As a last goal of the survey, the potential of new media channels such as MSN / Skype
and Facebook was examined closely. The results of the two channels differ
significantly. Whereas 43 % of the respondents assessed MSN / Skype positively, only
10 % stated that Facebook would be a good tool for offering life-counselling services.
This result is in line with the statement of the interview partner of Seelsorge.net and the
street worker who both stated that Facebook could not be used for counselling
purposes. Instant messaging was also examined in a study done by Livingstone et al.
(2005, p. 16) and seen as an inappropriate media channel.
Text messaging is seen as an unpopular channel for life-counselling according to the
quantitative research. Nevertheless, Seelsorge.net mentioned text messaging as a
successful counselling channel.
23.06.2009
37
6.
Recommendations
The recommendations presented for life-counselling services are based on the
quantitative survey as well as the qualitative interviews with other life-counselling
institutions:
Advice regarding the contents of life-counselling:
•
Concentrate on the ten most mentioned concerns when writing articles about
life-counselling.
•
As financial problems are mentioned often as a main concern in life, a lifecounselling service could extend its knowledge in terms of financials.
•
A further idea is that an online life-counsellor creates a separate section on its
website where information regarding financial problems is accessible.
•
The project group suggests conducting similar studies on a regular base where
the current main concerns of young people are assessed. Like this, deviations
of the main concerns can be tracked and life-counselling institutions can act
accordingly.
Advice regarding the channels used in life-counselling:
•
Telephone-life-counselling would certainly add value to the organisation as it is
seen as the most popular channel.
•
Also offering advice through e-mail should be maintained as this channel ranks
second in terms of usefulness for life-counselling according to the target group.
•
Facebook is not an efficient channel for life-counselling.
•
Offering life-counselling via MSN / Skype could be an option for Lebenshilfenet.
23.06.2009
38
Miscellaneous remarks:
•
Introduce a short number (three-digit number) for text message life-counselling
(similar to Seelsorge.net).
•
As Facebook offers easy access to the target group it could be used for
advertising life-counselling services.
23.06.2009
39
7.
Bibliography
Aslanidou, S. and Menexes, G. 2008. “Uses and Practices in the Home”, Computer &
Education. Vol. 51, Issue 3: 1375-1391. (Accessed 15 March 2009):
http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6VCJ-4RV1JM01&_user=10&_rdoc=1&_fmt=&_orig=search&_sort=d&view=c&_acct=C000050221&
_version=1&_urlVersion=0&_userid=10&md5=494bd931ca2bed96b0d1fda4e07be5
56
Broddason, T. 2006. “Youth and New Media in the New Millenium”, Nordicom Review
27. Vol. 2: 105-118
Buckingham, D., 2002, “The Electronic Generation? Children and the new media”,
Handbook of New Media. London: SAGE Publications, pp. 77-89
Cupitt, M. and Stockbridge, S. 1996. “Families and Electronic Entertainment.” Sidney:
Australian Broadcasting Corporation/Office of Film and Literature Classification
Gross, E. 2004. “Adolescent Internet use, what we expect, what teens report”, Applied
Developmental Psychology 25: 633-649 (Accessed 15 March 2009)
http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6W52-4F02RX23&_user=6562768&_rdoc=1&_fmt=&_orig=search&_sort=d&view=c&_acct=C00007
0066&_version=1&_urlVersion=0&_userid=6562768&md5=0c7d4da1d3fb245d1206
0ebd265d032a
Livingstone, S. and Bober, M. 2005. “UK Children go online, Final report of key project
findings. London, UK: London School of Economics, Department of Media and
Communications
23.06.2009
40
Süss, D., Schlienger, A., Kunz Heim, D., Basler, M., Böhi, S., Frischknecht, D. 2003.
„Forschungsbericht Jugendliche und Medien, Merkmale des Medienalltags, unter
besonderer Berücksichtigung der Mobilkommunikation.“ Zürich / Aarau: Hochschule
für Angewandte Psychologie HAP & Fachhochschule Aargau Departement
Pädagogik: 110-175
Swisscom. 2007. “Schulen ans Internet.” (Accessed 19 March 2009)
http://www.swisscom.com/GHQ/content/SAI/
Svoen, B. 2007. “Consumers, Participants, and Creators: Young People’s Diverse Use
of Television and New Media”, ACM Computers in Entertainment, Vol 5, No. 2,
August 2007. Lillehammer, Norway: Lillehammer University College
Sweeney, C. 1999. “A Chat Room you can be N E 1. The NY Times Magazine.17
October 1999. (Accessed 19 March 2009)
http://www.nytimes.com/1999/10/17/magazine/in-a-chat-room-you-can-be-n-e-1.html
23.06.2009
41
8. List of Figures and Tables
Tables
Table 1: Media Usage in Minutes per Day according to Gender .................................... 3
Table 2: Ranking of the most mentioned Online Activities .............................................. 7
Table 3: Topics .............................................................................................................. 10
Table 4: Main Concerns of young People ..................................................................... 12
Table 5: Conducted Interviews...................................................................................... 16
Table 7: Concerns most Mentioned by the Respondents ............................................. 27
Figures
Figure 1: How the Respondents became attentive of the Survey ................................. 20
Figure 2: Age Distribution among the Respondents ..................................................... 21
Figure 3: Concerns of Target Group ............................................................................. 26
Figure 7: Means of Communication to Address Main Concerns ................................... 29
Figure 8: Preferred Counselling Partners ..................................................................... 31
Figure 10: Evaluation of MSN / Skype for Interacting with an Anonymous Advice Centre
................................................................................................................... 32
Figure 11: Evaluation of Facebook for Interacting with an Anonymous Advice Centre . 34
Figure 12: Means of Communication and their Usefulness for Anonymous Advice
Centres
................................................................................................................... 35
23.06.2009
42
9.
9.1
Appendices
Preliminary Questionnaire
Vorfragebogen
Vor dem Interview
1.
2.
Name der Organisation
Welche Zielgruppe hat die Organisation?
Nachdem Interview
3.
Spender / Sponsoren?
4.
NGO
□
Ja
□ Nein
23.06.2009
43
Einführung
1.
Die Nutzung von Internet und Handy ist über die Jahre hinweg stetig
gestiegen. Heutzutage benutzen immer mehr junge Leute diverse
digitale Medien um zu kommunizieren. Warum glauben Sie, dass es
eine solche Veränderung gegeben hat?
Digitale Mediennutzung
2.
Was denken Sie, welches sind die am meisten verwendeten Applikationen
im Internet und Mobiltelefon, die von den Jugendlichen zwischen 18 und
25 Jahren benutzt werden?
3.
Weshalb werden diese am meisten verwendet?
Interessierte Themen
4.
Welche Themen interessieren/beschäftigen junge Menschen heute am
meisten?
5.
Weshalb interessieren sich die jungen Leute für diese Themen?
6.
Über
welche
Plattform
oder
Kommunikationsmittel
tauschen
die
Jugendlichen ihre Interessen aus?
7.
Mit wem tauschen sie ihre Interessen aus?
Anliegen / Bedenken / Sorgen
8.
Mit welchen Sorgen und Ängsten schlagen sich die Jugendliche am
häufigsten herum? (Bsp.: Schluss mit Freund/in, kein Geld, kein Job, etc.)
9.
Mit wem teilen die jungen Menschen ihre Sorgen?
23.06.2009
44
Lebensberatung und die Nutzung diverser Medien
10. Welche Kommunikationsmittel benutzt Ihre Organisation und was für
Erfahrungen haben Sie mit diesen gemacht?
10.1. Wie wichtig ist das benutzte Kommunikationsmittel für diese Menschen?
Könnte es auch durch ein anderes ersetzt werden? Welches?
11.
In wie fern spielt das Mobiltelefon eine Rolle in der Lebensberatung
(Nutzung von SMS / MMS)?
12. Wie haben Sie für Erfahrungen mit Lebensberatung via E-Mail, Chat oder
Forum?
12.1 Haben Sie bereits Erfahrungen mit anderen Internet Applikationen (MSN /
Skype, Facebook, etc.) und Mobiltelefon (SMS, MMS, Tel.) in Bezug auf
Ratschläge/Beratungen geben?
12.2 Wie
schätzen
Sie
das
Potenzial
solcher
Plattformen
ein,
um
Beratungsdienste zu offerieren.
12.3 Bei welchen Kanälen sehen sie insbesondere Potential?
12.4 Bei welchen Kanälen eher nicht?
13. Stellen Sie gewisse Trends fest, in Bezug auf thematische Präferenzen für
ein gewisses Medium (Bsp. Fragen zur Sexualität eher via SMS?)
23.06.2009
45
Nachbemerkung
1.
Dauer des Interviews (in Minuten):
2.
Unterbrechungen während des Interviews:
Wie lange?
Während Frage:
3.
Gab es emotionale oder schwierige Fragen während des Interviews?
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46
9.3
Online Survey
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47
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53
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54
10.
Acknowledgements
Various people supported us during the whole study and helped us in carrying out this
survey. Our grateful thanks go to Beat Baumann, CEO Livenet (project client) and Prof.
Pieter Perrett who supervised and provided us with useful hints. Jörg Weisshaupt from
Seelsorge.net, Marianne Peyer from Sorgentelefon für Kinder GmbH, Ueli Wüthrich
from Dargebotene Hand 143 and René Portmann from Stiftung Jugendsozialwerk
Liestal for giving us the opportunity conducting interviews with them and providing us
with cornerstone information regarding the content of our survey. Also many thanks to
Gordon Wiegandt, Daniela Lüscher and Roman Ziegler from FHNW for introducing us
to the softwaretool unipark.de and their ongoing support in case of difficulties. Without
their generosity we would not have been able to perform a survey of such a dimension.
Lastly, we want to thank all survey pre-testers and of course also all the 2460 people
who completed the online survey on www.jugendsorgenbarometer.ch.
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55

Jugend-Sorgenbarometer - Lebenshilfe

Transcription

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