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Credit Suisse Youth Barometer Switzerland
Reduced concerns about employment,
increasing concern about relationship with
EU and between the generations
Fifth Credit Suisse Youth Barometer
on behalf of the Credit Suisse Bulletin 2014
Project team
Lukas Golder Political and Media Scientist
Claude Longchamp Political Scientist, Lecturer at the Universities of Bern, Zurich and St. Gallen
Cindy Beer Sociologist
Martina Imfeld Political Scientist
Stephan Tschöpe Political Scientist
Meike Müller Sociologist
Philippe Rochat Political Scientist
Carole Gauch Political and Media Scientist
Cloé Jans Political Scientist
Johanna Schwab Secretariat and Administration
WhatsApp and news apps
on the ascendant among
digitally-aware youth
2
Contents
1 SUMMARY OF KEY POINTS ...................................................................... 3
2 INTRODUCTION ........................................................................................ 12
2.1 Task and methodology ........................................................................ 12
2.2 The respondents ................................................................................. 12
2.3 The data base ...................................................................................... 13
3 FINDINGS ................................................................................................... 15
3.1 Relationship between Switzerland and the EU .................................. 15
3.1.1 Interim assessment ................................................................ 17
3.2 Relationship to Switzerland ................................................................ 17
3.2.1 Interim assessment ................................................................ 19
3.3 Digital identity ..................................................................................... 19
3.3.1 Interim summary .................................................................... 23
3.4 Communication and media use .......................................................... 23
3.4.1 Interim assessment ................................................................ 25
3.5 Future – profession – education ......................................................... 26
3.5.1 Interim assessment ................................................................ 31
3.6 Profiles and values .............................................................................. 32
3.6.1 Interim assessment ................................................................ 40
4 SUMMARY ................................................................................................. 41
5 APPENDIX .................................................................................................. 43
5.1 gfs.bern-Team ..................................................................................... 43
Bern, 15 August 2014
Copyright by gfs.bern
For publication
3
1 Summary of key points
Objective and methods
The Credit Suisse Youth Barometer aims to give an insight into the lifestyle and
views of 16 to 25 year-old residents of Switzerland. For the first time in 2014,
the survey included question on digital identity and the relationship between
Switzerland and the EU. Because of the high online affinity of the young peo-
ple, the survey was carried out online, the participants being recruited in differ-
ent ways. The online questionnaires themselves were carried out between
April and June 2014. The basic data consists of survey responses from 1003
Swiss residents aged between 16 and 25 from all three linguistic regions. The
evaluations are based on a weighted data set which optimizes the sample
structure in terms of gender, education and language region.
Relationship between Switzerland and the EU
Compared to the previous year, awareness of the problems relating to the EU,
the bilateral agreements and European integration issues have increased mas-
sively. This is probably linked to the widespread discussion on the effects of
the referendum on mass immigration. For the first time, there are now a not
insignificant number of young people demanding a solution to this problem as a
priority in Switzerland.
Fig. 1
44 45 44
50 49
3736
3437
41
119 11
10
26
22 22
30 30
26
4239
32 32
24
2934
29
27
23
2223
1715
2322
19
21
1821
15
20 19
1721
Aug.-Oct. 2010 May 2011 March/April 2012April/May 2013 April-June 2014
foreigners, integration offoreigners, freedom of movement
to other countries
old age pensions / retirementprovisions
EU / bilateral contracts /European integration
refugees / asylum seekers
unemployment / unemploymentamong young people
protecting the environment /global warming / environmental
disasters
racism / xenophobia
schools and the education system
wages
Trend Five Most Important Problems (1/4)
"In the list below you'll see several topics which have been discussed and written about a great deal recently.
Read through the entire list and choose five points which you personally feel are Switzerland’s greatest
problems."
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
Despite differing perceptions of the problem, there is little difference in terms
of the feeling of belonging to the European community. One third of young
people in Switzerland still feel they belong to at least a certain extent. 60 per-
cent are clearly in favour of the continuation of the bilateral agreements. How-
ever, 17 percent would terminate the agreements.
4
Fig. 2
51
10
5
3
31
9
7
5
19
30
continue withthe bilateralagreements
cancel thebilateral
agreements
join the EU
join the EEA
don't know / noanswer
future relationship CH-EU, 1. priority
future relationship CH-EU, 2. priority
Future Relationship Switzerland and EU"What should the future relationship between Switzerland and the EU look like in your opinion? Should
Switzerland cancel the bilateral agreements, should it continue with them, should it join the EEA or should it
become an EU member. What is your first priority?"
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = 1003)
Digital identity
The digital identity of young Swiss people was investigated as a special topic in
2014. It becomes clear that the internet plays an extremely important role in
the life of these young people. 21 percent indicate that they feel at least some
sense of belonging to an online community. Compared to other communities,
however, this plays a less important role. But the internet is ever-present and
young people are very much aware what dangers are lurking in the digital
world. This explains why the statements on protecting digital identity all meet
with high levels of approval.
5
Fig. 3
35
42
46
43
53
66
33
37
34
38
32
28
16
5
6
4
5
2
11
12
10
12
8
3
5
4
4
3
2
1
international laws on use and monitoring
more control over the publication of picturesor photos
prosecution of attacks on digital identity
protection from internet advertising
better protection of personal data and photos
protection against criminal attacks on digitaldata
agree very much relatively agree don't know/no answer rather don't agree don't agree at all
Demands of Politics in Conjunction with the Internet (1/2)"The following are various possible demands of politics in conjunction with the internet. For each demand,
please tell us whether you agree very much or are relatively or completely not in agreement. "
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = 1003)
protection against criminal attacks on digital data "I want to be protected against criminal attacks on my digital data."
better protection of personal data and photos "My personal data and photos should be better protected on the internet."
protection from internet advertising "I want to be protected from internet advertising."
prosecution of attacks on digital identity " Attacks on my digital identity should be punishable by law in the same way as the
theft of my identity card."
more control over the publication of pictures or photos "I would like more control over the publication of pictures or photos I
am on but which I did not upload."
international laws on use and monitoring "The NSA scandal shows that there is a need for international laws on the use and
monitoring of the internet."
The benefits of using the internet only come in second place. Only a majority
would prefer to see the internet as a lawless space. It is also a minority who
would no longer use certain services and providers as a result of the events
relating to the NSA scandal and the resulting increased awareness of the dan-
gers lurking on the web.
Fig. 4
11
14
22
29
30
21
23
32
32
36
11
11
13
6
6
30
29
22
24
23
27
23
11
9
5
consciously avoid using services andproviders
internet = lawless area
have a say via internet
free internet everywhere
permission of free copying and downloading
agree very much relatively agree don't know/no answer rather don't agree don't agree at all
Demands of Politics in Conjunction with the Internet (2/2)"The following are various possible demands of politics in conjunction with the internet. For each demand,
please tell us whether you agree very much or are relatively or completely not in agreement. "
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = 1003)
permission of free copying and downloading "Free copying and downloading of music and films from the internet should be
essentially permitted"
free internet everywhere "The government should make the internet available free everywhere."
have a say via internet "I would like to have a say via the internet on, for example, political decisions being made near where I
live."
internet = lawless area "The internet should be free from government regulation, it should be a lawless area."
consciously avoid using services and providers "Since I found out that some internet providers and apps are working directly
in conjunction with the US authorities, I have consciously avoided using specific services and providers."
6
Communication and media use
Smartphones and the related WhatsApp and news apps are once again in the
ascendant. In terms of how they find out about everyday events, a 55 percent
majority of young people already use news apps.
Fig. 5
7574
77
7376
22
29
40
47
55
7071
63
59
5451
57 59
5552
49
52 53
49
52
3532
37 37 37
30
35
2928
23
14 12 13
15 18
2323 24
22
1614
1216
1411
97 6 6 6
Aug.-Oct. 2010 May 2011 March/April2012
April/May 2013 April-June 2014
free newspapers like "20 Minuten","Blick am Abend"
News apps on Smartphone(iPhone/iPad/Android/Blackberry)
TV
news pages / newspaper pages
radio
purchased newspapers
social networks (other than Twitter)
weekly magazines
blogs and mail services
other sources
Trend Filter Tool for Information about Daily Events
Switzerland"How do you keep informed about daily events?"
in % inhabitants between 16 and 25 years,
who inform themselves at least infrequently
gfs.bern, youth barometer, April-June 2014 (n = approx. 990)
80 percent of young people currently use WhatsApp to communicate with their
friends. Texting is still on the decline and is only quoted by 28 percent as the
most important or second most important means of contact.
7
Facebook is stagnating and is considered less in than just a year ago. Daily us-
age has also declined constantly over the last few years. Smartphones are cur-
rently used by 94 percent of young people. They have become massively more
widespread over the years.
Fig. 6
47
53
77
86
94
8888
8483 79
67
65
7068
7277
8181
74
65
80
76 7671
64
53 55
9292
87
71
55
41 3942 42 4342 40
34
28
22
18 19 18
1316
Aug.-Oct. 2010 May 2011 March/April2012
April/May 2013 April-June 2014
Smartphone like iPhone orAndroid
downloading music
watching television
watch television and unsesmartphone / iPad at the sametime*SMS
downloading films
landline telephone
handwritten letters
Trends All Areas of Life: Communication Switzerland
"We have put together a list of very different things in life. Please judge whether these things are ‘in’ or ‘out’ in
your personal circles and also what your own opinion of them is."
in % inhabitants between 16 and 25 years, in & I do it / want to myself
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
*polled since 2013
Future – profession – education
Once again, Swiss young people are placing a little more emphasis on their
careers. But it is still important to have a good work/life balance and an exciting
job which helps individual self-development. The job has to be fun, or a change
of career should be on the cards. For the first time, a 47 percent minority is of
the view that having a job at all is something to be happy about.
The most striking differences to the previous year can be seen in what young
people want in terms of employment. In particular, the desire for a position at a
large multinational company abroad has increased to 54 percent, but the desire
to work for a large Swiss company which is active on an international basis is
even more widespread (73 %).
8
Fig. 7
6864
736974
72
6871 68
6565
61
45
53 5657
58
5658 57
52 52 5355 56
49
43
54
42
47 48
52 51
33
44 4341
37 4142
Aug.-Oct. 2010 May 2011 March/April2012
April/May 2013 April-June2014
in Switzerland at a large multinationalcompany
at a company in my home state
at a company near to where I live
at a regionally active small or medium-sizecompany
with the government or a local authority
at a family business
with a large company operating only inSwitzerland
overseas at a large multinational company
with a state-related company (SBB, Postetc.)
at an export oriented small or medium-sizecompany
with an NGO
Trend Request Where to Be Employed Switzerland
"Tell me where you would like to be employed."
in % inhabitants between 16 and 25 years,
sum of really like/ like to be employed
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
What is striking is that despite decreasing levels of agreement with the status
that having a job at all is something to be happy about, agreement with the
statement that young people are disadvantaged in the workplace is on the in-
crease. Overall, concerns about unemployment have diminished and the long-
term trend clearly suggests that poor marks at school are associated less and
less with poor career prospects.
The question as to whether digital networking and being active on social media
can lead to better job prospects was asked for the first time this year. 37 per-
cent of young people in Switzerland would agree.
9
Fig. 8
43 44 45 40
47
55
48 49 4343
41
37 39
4241
37
41 4441 38
3737
39 4237 37
40
37
34 35 343328
2424
29
Aug.-Oct. 2010 May 2011 March/April 2012 April/May 2013 April-June 2014
disadvantage, if you areyoung
poor grades in school =poor work prospects
leisure is more important
no job = your own fault
professional online network= better job prospects
basic school education ispreparing well for profession
university degree is the bestbasis for a career
earn as much money aspossible
Trend statements about work, education and training
Switzerland (2/2)"To what extent do you agree with the following statements about work, education and training?"
in % inhabitants between 16 and 25 years, completely agree/ tend to agree
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
Profiles and values
Young people in Switzerland value family and friends and have altruistic lean-
ings. Here, and for other views, it is primarily a question of political leanings.
Young people who describe themselves as left-wing are more altruistic, more
religious and more post-materialistic while those who would consider them-
selves as right wing are more materialistic and somewhat conservative. Alt-
hough it should be noted that they barely exhibit conservative views, Swiss
young people describe themselves as modern and global thinkers who are also
considerate.
10
Fig. 9
0.80.8
0.2
2.4
1.2
-0.1
0.9
-0.1
1.2
0.6
0.2
2.5
1.1
-0.7
1.8
0.6
1.3
0.8
-0.1
2.50.7
-1.31.7
0.2
-3
0
3Postmaterialism
Risk
Hedonism
Family/Friends
Materialism
Conservatism
Altruism
Religiousness
right
centre
left
Values Switzerland 2014 According to Classification Left-Right
Aggregation of different questions concerning values, to indices with -3 as minimum and +3 as maximum.
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
Values can also be clearly differentiated on a gender basis. In particular, women
are more post-materialistic, more religious, more altruistic and less hedonistic
in their views than men, who place a little more importance on family and
friends, are slightly more likely to take risks and also slightly more conservative
at the same time.
Fig. 10
0.9
0.8
0.3
2.3
1
-0.6
1.2
0
1.3
0.7
-0.2
2.6
1
-0.7
1.6
0.4
-3
0
3Postmaterialism
Risk
Hedonism
Family/Friends
Materialism
Conservatism
Altruism
Religiousness
male
female
Values Switzerland 2014 According to GenderAggregation of different questions concerning values, to indices with -3 as minimum and +3 as maximum.
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
11
Hypotheses
Finding 1
For young people in Switzerland, the internet plays an extremely important role.
However, they are aware of the risks it poses and want to be protected against
them. At the same time, they are not afraid of publishing personal information
on internet platforms.
Finding 2
Current problems are still dominated by issues relating to foreigners, their inte-
gration and the free movement of people. Increasingly, young people are con-
cerned about pensions, with perception of unemployment as a problem de-
creasing. Awareness of problems relating to the relationship with the EU have
increased by a long way, probably because it is a current issue.
Finding 3
Switzerland's relationship with the EU is perceived as more of a problem than it
was just a year ago. However, for the majority of young people, it is clear that
the bilateral agreements need to be continued. In general, the perception of
Switzerland abroad is thought to have worsened slightly. However, this does
not change the young peoples' positive view of Switzerland.
Finding 4
Swiss young people are currently more interested in a job with a large multina-
tional company, whether in Switzerland or abroad. However, they do feel their
youth is a disadvantage when it comes to job-hunting.
We put forward the following hypotheses for discussion:
Hypothesis 1
The awareness and more critical views of young people on the web are in con-
trast to their behaviour, which is dynamic and usage-oriented. So views and
behaviour do not need to agree, but can certainly influence one another.
Hypothesis 2
The relationship to other countries and currently specifically the relationship to
the EU have a clear impact on trust and political awareness. In economic terms,
young people in Switzerland are not averse to seeking their fortunes abroad.
But they do think the Swiss employment market offers good prospects.
Hypothesis 3
Trends are strongly determined by communication media and are changing.
Smartphones and WhatsApp are becoming more popular while the role of Fa-
cebook is diminishing further. News apps are also on the up. Times are chang-
ing in terms of media use.
Hypothesis 4
The mainstream of young Swiss remains strongly orientated towards family
and friends. At the core of their value system however, the orientation towards
material and post-material values plays an important role, with clear differences
emerging between milieus. Left-wingers attach more importance to post-
materialism; right-wingers combine materialism with a slight degree of con-
servatism.
12
2 Introduction
2.1 Task and methodology
The fifth Credit Suisse Youth Barometer aims to give an insight into the lifestyle
and views of 16 to 25-year olds living in Switzerland. The following specific
areas are of most interest:
What sort of life do the young people want and what are their hopes?
What are their concerns?
How do young people live together, what do they do when they go out?
How do they get on with different groups? How do they feel about for-
eigners, equality and older people?
What is the spirit of the young people in different walks of life? What is
'in' and what is 'out'? How active are the young people of today?
How do young people find out about things and what channels do they
use for inter-personnel communication? What media do young people
use and what content are they interested in?
Other interesting areas are education, work, profession and finances:
How happy are the young people with their work and how do they han-
dle their money? What would young people do with an unexpected influx
of money?
This year, the young people of Switzerland were specifically asked about
their digital behaviour.
In the future, these questions will be asked every year to give a picture of de-
velopments over time. This should be above all important in terms of percep-
tion of trends, where a certain level of dynamics can be expected. Such trend
observations were possible in 2012 for the first time as we had three meas-
urement points. The five measurement points now available thus allow a relia-
ble interpretation of trends,
The questionnaire was developed based on research by gfs.bern, with some
input from the 15th Shell Youth Study. In 2010, multiple expert interviews and,
finally, several interviews with young people from different educational back-
grounds and different regions of Switzerland were added. The questionnaire
was a result of these discussions, the customer's requirements and input from
comparable studies of young people.
2.2 The respondents
Various social science definitions can be applied to young people. Generally,
those of between 13 and 21 are defined as young. We have aimed the ques-
tionnaire at people who are three to four years older. This can be explained
both by the fact that the average education is taking an increasingly long time
and also by the aim of the study to focus on the period after mandatory school-
ing and on education and career choice. This is another reason why we asked
young people of 16 and older.
In the following, we will therefore be using the term "young people" to describe
16 to 25 year-olds living in Switzerland.
13
2.3 The data base
We opted for an online questionnaire because young people have a high affinity
with the internet. Due to the experiences of the previous year, some of the
respondents were recruited early on by telephone on a random selection basis.
However, as was the case last year, it was not only difficult to contact the tar-
get group but it was also difficult to convince them to participate. The incen-
tives used (cinema voucher plus participation in a draw for an iPad) were a big
help to motivate the young people to take part. At the same time, some of
those taking part in the study the previous year agree to taking part again in
2014. These people formed a panel which was incorporated into the analyses
as part of the random sample. Due to a combination of telephone recruiting and
recruiting on the street, the snowball process and the panel it was possible to
recruit the number of respondents aimed at for 2014. This combined recruiting
procedure has proved its worth and the incentives offered were appreciated by
the respondents.
Sample distortions caused by the combination of different recruiting methods
used were corrected by means of weighting factors. The evaluations are thus
based on a weighted file with optimization of the structure of the random sam-
ple with regard to gender, education and language region. The study is compa-
rable with the first four surveys in 2010, 2011, 2012 and 2013.
The online questionnaires themselves were carried out between April and June
2014. The basic data covers 1003 respondents of between 16 and 25 living in
all three regions of Switzerland.
14
Table 1
Short technical report of all survey years of the youth barometer Survey year 1st year - 2010 2nd year - 2011 3rd year - 2012 4th year - 2013 5th year - 2014
Country Switzerland Switzerland Switzerland Switzerland Switzerland
Period 30 August-31 Octo-
ber 2010
16 March-4 May
2011
5 March-17 April
2012
3 April-6 May 2013 23 April-20 June
2014
Interview
languages
German, French,
Italian
German, French,
Italian
German, French,
Italian
German, French,
Italian
German, French,
Italian
Selection
method
Layered random
selection based on
various procedures,
partially as (exter-
nal) panel
Layered random
selection based on
various procedures,
partially as (internal)
panel
Layered random
selection based on
various procedures,
partially as (internal)
panel
Layered random
selection based on
various procedures,
partially as (internal)
panel
Layered random
selection based on
various procedures,
partially as (internal)
panel
Survey type Online survey Online survey Online survey Online survey Online survey
Overall popu-
lation
Inhabitants of Swit-
zerland aged be-
tween 16 and 25
Inhabitants of Swit-
zerland aged be-
tween 16 and 25
Inhabitants of Swit-
zerland aged be-
tween 16 and 25
Inhabitants of Swit-
zerland aged be-
tween 16 and 25
Inhabitants of Swit-
zerland aged be-
tween 16 and 25
Data sources Online panel (exter-
nal): n = 370, CATI /
snowball method: n
= 641
Panel: n = 364,
CATI / snowball
method / on-street
recruitment:
n = 648
Panel: n = 570,
CATI / snowball
method / on-street
recruitment:
n = 430
Panel: n = 590,
CATI / snowball
method / on-street
recruitment:
n = 435
Panel: n = 572,
CATI / snowball
method / on-street
recruitment:
n = 431
Sample N = 1011 N = 1012 N = 1000 N = 1025 N = 1003
Theoretical
sample error
3.1 percentage
points at 50/50
3.1 percentage
points at 50/50
3.2 percentage
points at 50/50
3.1 percentage
points at 50/50
3.2 percentage
points at 50/50
Average dura-
tion (content
questions)
35 minutes 38 minutes 36 minutes 36 minutes 39 minutes
Weighting Gender, education,
language region (as
per census 2000)
Gender, education,
language region (as
per census 2000)
Gender, education,
language region (as
per census 2000)
Gender, education,
language region (as
per census 2000)
Gender, education,
language region (as
per census 2000)
Incentives a cinema ticket,
prize draw for three
iPads
a cinema ticket,
prize draw for three
iPads
a cinema ticket,
prize draw for three
iPads
a cinema ticket,
prize draw for three
iPads
a cinema ticket,
prize draw for three
iPads
Client Credit Suisse Credit Suisse Credit Suisse Credit Suisse Credit Suisse
© gfs.bern, Credit Suisse Youth Barometer, April-June 2014
15
3 Findings
3.1 Relationship between Switzerland and
the EU
For young people in Switzerland, the biggest concerns are still problems with
foreigners, their integration and free movement of people. However, aware-
ness of the problem has not increased further, it has remained stable or de-
creased slightly within the random sample error. However, awareness of pen-
sions as a problem has increased further. The strongest growth is seen for the
view that the EU, the bilateral agreements and European integration issues are
among the most important problems for Switzerland, with racism and hostility
towards foreigners also frequently cited as problems. This is against the back-
drop of the extensive coverage of mass immigration issues at the time of the
survey. It is also worth a comparison with the Credit Suisse Concern Barometer
for 2013, where 13 percent of people entitled to vote indicated that EU issues
were among the most important problems for Switzerland.
For young people, asylum issues and refugee problems are currently as serious
as the relationship with the EU, but the trend is downward. Problem awareness
of unemployment and specifically youth unemployment has decreased further.
Issues relating to environmental protection and climate change are less central
than they were a year ago. The issues of school, education and wages are
viewed as a little more problematic than the previous year.
Fig. 11
44 45 44
50 49
3736
3437
41
119 11
10
26
22 22
30 30
26
4239
32 32
24
2934
29
27
23
2223
1715
2322
19
21
1821
15
20 19
1721
Aug.-Oct. 2010 May 2011 March/April 2012April/May 2013 April-June 2014
foreigners, integration offoreigners, freedom of movement
to other countries
old age pensions / retirementprovisions
EU / bilateral contracts /European integration
refugees / asylum seekers
unemployment / unemploymentamong young people
protecting the environment /global warming / environmental
disasters
racism / xenophobia
schools and the education system
wages
Trend Five Most Important Problems (1/4)
"In the list below you'll see several topics which have been discussed and written about a great deal recently.
Read through the entire list and choose five points which you personally feel are Switzerland’s greatest
problems."
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
The view that the problems relating to issues with foreigners, such as their
integration and free movement of people, must be resolved as a priority re-
mains stable. When asked specifically about the increasing numbers of for-
eigners in Switzerland, it is currently seen as less of a problem than just a year
ago. If we look at the EU problem in more detail, it becomes clear that young
16
people in Switzerland feel it is more important that this problem is addressed
now than in previous years. 7 percent believe it should be resolved as a top
priority. 8 percent feel that the priority should be doing something about racism
and hostility towards foreigners.
Fig. 12
14 11 11 12 13
7 9 812 11
5 5 53
81 2 1
7
1211
8 8
714 12
10 9
73
5
8 9
533
3 2
42
98
6
4
4
56
43
36
28 3137 29
92
6
Aug.-Oct. 2010 May 2011 March/April 2012 April/May 2013 April-June 2014
dont't know / no comments
other
safeguard the AHV+IV / social safety
energy issues
schools and the education system
refugees / asylum seekers
unemployment / unemployment amongyoung people
protecting the environment / globalwarming / environmental disasters
EU / bilateral contracts / Europeanintegration
racism / xenophobia
old age pensions / retirement provisions
foreigners, integration of foreigners,freedom of movement to other countries
Trend Problems to be solved first Switzerland
"And in your opinion, which of these five most important problems should be solved first?"
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
14 1612 12
20
2627
28 29
26
2525
26 26 20
2119
19 17 17
7 89 9 11
7 5 6 7 6
Aug.-Oct. 2010 May 2011 March/April 2012 April/May 2013 April-June 2014
don't know / nocomments
an advantage / anopportunity
a very big problem
a big problem
a small problem
no problem
Trend Problem Immigrants Switzerland
"In the foreseeable future there will be increasing numbers of immigrants in America. Do you find this to be…"
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
Despite the increased problem awareness relating to the EU and the bilateral
agreements, the feeling of belonging to the European Community has re-
mained stable or has even increased slightly within the random sample error.
73 percent of Swiss society feel that they belong.
Fig. 13
96 95 95 95
94 93 93 94
78 75 7477
73 73 72 73
71 67 66 66
5255
5256
3739
33 34
23 23 21
28
21
May 2011 March/April 2012 April/May 2013 April-June 2014
your circle of friends
your family
humanity
Swiss society
your partnership / marriage /relationship
a club (e.g. sports club orcultural society)
European community
a religions community
an online community
Trend Feeling of belonging to Social Unit Switzerland
"To which of the social units in this list do you feel you belong? For each of the social units listed, please list
whether you feel you really belong, belong a little, do not really belong or do not belong at all."
in % inhabitants between 16 and 25 years, really belong and belong a little
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
How should the relationship between Switzerland and the EU look in the fu-
ture? 51 percent think it is a priority that the bilateral agreements are continued.
9 percent cite this as the second priority. However, 10 and 7 percent respec-
tively would terminate the agreements. 5 percent cite the first priority as enter-
ing the EU, another 5 percent feel this is the second priority. Entering the EEA
is cited by 19 percent as a popular second priority option.
17
Fig. 14
51
10
5
3
31
9
7
5
19
30
continue withthe bilateralagreements
cancel thebilateral
agreements
join the EU
join the EEA
don't know / noanswer
future relationship CH-EU, 1. priority
future relationship CH-EU, 2. priority
Future Relationship Switzerland and EU"What should the future relationship between Switzerland and the EU look like in your opinion? Should
Switzerland cancel the bilateral agreements, should it continue with them, should it join the EEA or should it
become an EU member. What is your first priority?"
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = 1003)
3.1.1 Interim assessment
In the young people's perception, Switzerland's relationship with the EU has
suffered, while their problem awareness relating to the issue has increased
strongly since the previous year. However, this barely affects the sense of be-
longing to the European community, which around a third of young people feel.
The majority still believe the continuation of the bilateral agreements should be
a priority. For the first time, a not insignificant number of Swiss young people
believe that the problem with the EU and the bilateral agreements should be
resolved as a priority.
3.2 Relationship to Switzerland
When considering the relationship between Switzerland and the EU, it is inter-
esting to also consider how the young people believe Switzerland is perceived
abroad. Negative voices have gained ground at the expense of the positive
ones. Today, 16 percent believe that Switzerland has a relatively poor image
abroad. But this has little impact on the pride the young people feel about Swit-
zerland, even though 4 percent now claim they are not proud at all.
18
Fig. 15
2520
27 26 24
57 65
6561
55
64
2
3
5
10 105
915
2 1 1 1 1
Aug.-Oct. 2010 May 2011 March/April 2012 April/May 2013 April-June 2014
very negative
fairly negative
dont't know / nocomments
fairly positive
very positive
Trend Perception of Switzerland Abroad
"In your opinion, how is Switzerland perceived abroad or what is its image abroad? Is it very positive, fairly
positive, fairly negative or very negative?
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
28 27 2824 26
48 5053 59 54
11 96
78
9 11 108
8
4 3 3 2 4
Aug.-Oct. 2010 May 2011 March/April 2012 April/May 2013 April-June 2014
not at all proud
not really proud
dont't know / nocomments
fairly proud
very proud
Trend Pride on Switzerland
"How proud of Switzerland are you?"
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
The view that the Swiss government often fails has gained slight strength over
the years, but when asked about reforms to the political system, the trend is
still towards "no reform".
Fig. 16
36 3430
23 26
39 41 48
5151
1 12
22
24 2420
24 21
Aug.-Oct. 2010 May 2011 March/April 2012 April/May 2013 April-June 2014
don't know / nocomments
never
occasionally
often
Trend Failure of Government
"Do you feel that the politics of the government and administration fail when it comes to important issues? Is
this often, occasionally or never the case?"
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
8 9 94 6
39 3830
30 27
3126
2728 27
1823
27 32 32
4 4 7 6 8
Aug.-Oct. 2010 May 2011 March/April 2012 April/May 2013 April-June 2014
don't agree at all
don't really agree
don't know / nocomments
tend to agree
agree entirely
Trend Opinion Need for Reforms
"We gathered a view of Switzerland and its politics here – to what extent do you agree: the political system in
Switzerland needs fundamental reforms."
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
As we have seen for the most important problems in Switzerland, in some
cases the urgency of problems has increased for young people in Switzerland,
especially when it comes to pensions. Along the same lines, the demographic
change towards the ageing of society is seen as more of a problem than it was
just one year ago. Currently, there are just 2 percent who do not believe demo-
graphic change is a problem at all. The Credit Suisse Concern Barometer makes
an interesting comparison. The previous year, 29 percent of the electorate be-
lieved that pensions were the most important problem for Switzerland. Among
young people, this figure is currently 41 percent, up from the previous year's 37
percent, who believe that pensions are one of the most important problems for
Switzerland.
19
Fig. 17
6 5 5 4 2
17 16 14 1512
42 45 47 4549
23 23 24 26 26
4 5 4 2 3
8 6 6 8 8
Aug.-Oct. 2010 May 2011 March/April 2012 April/May 2013 April-June 2014
dont't know / nocomments
an advantage / anopportunity
a very big problem
a big problem
a small problem
no problem
Trend Problem old People in Pension Age Switzerland
"In the foreseeable future there will be an increasing number of old age pensioners and less and less young
people in Switzerland. Do you think this is: …"
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
3.2.1 Interim assessment
The 16 - 25 year-olds are still proud of Switzerland and do not necessarily want
reform of the political system, even though they believe the government fails
slightly more often than in the previous year. The relationship between the
generations, and more specifically pensions, is, however, gradually becoming
more of a problem for young people.
3.3 Digital identity
For the majority of Swiss young people, the internet plays an important role,
with one third stating they could not live without it. The question as to whether
the young people felt a sense of belonging to online communities as well as
other communities was asked for the first time this year. 21 percent felt at
least some sense of belonging.
20
Fig. 18
I would not want to have to cope without
the internet 33
the internet plays an important role
55
don't know / no comments
2
the internet only plays a role occasionally
9
the internet plays an unimportant or negative role
1
Importance of Internet in Everyday Life"How important is the internet to your everyday life?"
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = 1003)
The influence of different socio-demographic factors on this feeling of belong-
ing can be measured using the profile tree analysis. The most important factor
is region. German speakers are most likely to feel they belong to an online
community. In German-speaking Switzerland, whether someone is in a rela-
tionship is a particularly strong determining factor. Those who don’t have a
partner (and therefore were not asked for their partner's profession) are most
likely to feel they belong to an online community, but they are in a minority.
Fig. 19
FCH/ICH (n=236)
14%
language
in % inhabitants between 16 and 25 years
1 /
no comments (n= 108)
14%
number of people who contribute to the household income
more than 1 (n= 128)
14%
Answertree Feeling of belonging to Online-Community
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
no comments (n= 422)
28%
no, part time /
don't know(n= 62)
10%
occupation partner
yes (n= 228)
12%
right to vote
no (n= 55)
22%
DCH (n=767)
21%
total (N=1003)
21%
yes, full time /
no (n= 283)
14%
number of people who contribute to the household income
3 and less (n= 316)
27%
more than 3 /
no comments (n= 106)
28%
21
Among young people in Switzerland, online communities are therefore not very
central, although the internet itself plays a very important role. But how do
Swiss young people perceive the internet? In 2013, cyber-bullying was listed in
the catalogue of problems for Switzerland for the first time, when 14 percent
believed that online bullying was among the most important problems in Swit-
zerland. This time, only 9 percent shared the same view. General online securi-
ty, the abuse of digital data and internet espionage are perceived as more im-
portant, with a figure of 13 percent. The young people were able to assess
statements relating to internet security. In particular, they want to be protected
against criminal attacks on their digital data. In general, personal data and pho-
tos should be better protected on the internet, and 81 percent find advertising
annoying. 80 percent are in favour of criminal prosecution of any attacks on
digital identity. 75 percent of the young people would like better controls over
the publication of images in which they feature but did not upload themselves.
68 percent are still shocked by the NSA scandal.
Fig. 20
35
42
46
43
53
66
33
37
34
38
32
28
16
5
6
4
5
2
11
12
10
12
8
3
5
4
4
3
2
1
international laws on use and monitoring
more control over the publication of picturesor photos
prosecution of attacks on digital identity
protection from internet advertising
better protection of personal data and photos
protection against criminal attacks on digitaldata
agree very much relatively agree don't know/no answer rather don't agree don't agree at all
Demands of Politics in Conjunction with the Internet (1/2)"The following are various possible demands of politics in conjunction with the internet. For each demand,
please tell us whether you agree very much or are relatively or completely not in agreement. "
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = 1003)
protection against criminal attacks on digital data "I want to be protected against criminal attacks on my digital data."
better protection of personal data and photos "My personal data and photos should be better protected on the internet."
protection from internet advertising "I want to be protected from internet advertising."
prosecution of attacks on digital identity " Attacks on my digital identity should be punishable by law in the same way as the
theft of my identity card."
more control over the publication of pictures or photos "I would like more control over the publication of pictures or photos I
am on but which I did not upload."
international laws on use and monitoring "The NSA scandal shows that there is a need for international laws on the use and
monitoring of the internet."
The first priority is clearly protection and security on the internet, with personal
desires relating to their own use of the internet coming in second. A 66 percent
majority are in favour of the principle of free copying and downloading of music
and films from the internet. 61 percent would like the internet to be available
free everywhere. 54 percent would like to be involved in decision-making pro-
cesses online for example in political matters. Only a 37 percent minority be-
lieve the internet should be a lawless space and just one third of young people
are no longer using specific services and providers based on the knowledge
that some internet providers and apps cooperate directly with US authorities.
22
Fig. 21
11
14
22
29
30
21
23
32
32
36
11
11
13
6
6
30
29
22
24
23
27
23
11
9
5
consciously avoid using services andproviders
internet = lawless area
have a say via internet
free internet everywhere
permission of free copying and downloading
agree very much relatively agree don't know/no answer rather don't agree don't agree at all
Demands of Politics in Conjunction with the Internet (2/2)"The following are various possible demands of politics in conjunction with the internet. For each demand,
please tell us whether you agree very much or are relatively or completely not in agreement. "
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = 1003)
permission of free copying and downloading "Free copying and downloading of music and films from the internet should be
essentially permitted"
free internet everywhere"The government should make the internet available free everywhere."
have a say via internet "I would like to have a say via the internet on, for example, political decisions being made near where I
live."
internet = lawless area"The internet should be free from government regulation, it should be a lawless area."
consciously avoid using services and providers"Since I found out that some internet providers and apps are working directly
in conjunction with the US authorities, I have consciously avoided using specific services and providers."
In terms of the protection of data and the individual, there is a clear view that
everyone is responsible for themselves. Schools and other educational facilities
play a secondary but still essential role, with the majority of young people also
ascribing some responsibility to the government, business, internet and hard-
ware providers, associations, interest groups and NGOs. 46 percent still believe
people like Julien Assange and Edward Snowden are at least relatively im-
portant.
Fig. 22
21
14
29
25
22
36
36
64
25
40
33
37
42
36
39
20
28
17
13
12
13
11
10
10
19
24
18
19
21
14
13
4
7
5
7
7
2
3
2
2
people like Julien Assange orEdward Snowden
associations, interest groups,NGOs
internet providers
providers of computers,tablets and smartphones
business
government / politics
schools and other educationalestablishments
each individual
very important relatively important don't know / no comments relatively unimportant not important at all
Importance Players in Protecting Individuals and Personal
Data"The way information is handled in the digital world can represent a safety risk for some individuals.
What importance would you ascribe to the following players when it comes to protecting individuals and their
personal data?"
in % inhabitants between 16 and 25 years
gfs.bern, youth barometer, April-June 2014 (N = 1003)
23
Asked directly about what information they provide for an internet profile such
as Facebook, age is most often quoted, closely followed by 80 percent quoting
forename and surname and 79 percent uploading photos. The majority also
mention a school or employer. Only 7 percent list a telephone number.
How important it is for the young people to have an interesting online profile
was investigated for the first time this year. Only 4 percent consider this very
or extremely important.
Fig. 23
6
7
15
31
43
46
49
53
79
80
82
don't know / no comments
telephone number
home town / address
party photos and videos
relationship status
hobbies, interests,preferences
holiday photos and videos
school or employer
photos / videos of me
correct forenames andsurnames
date of birth / Age
Profile-Information Switzerland"Which of the following pieces of information have you provided for at least one internet profile, for example
Facebook?"
gfs.bern, youth barometer, April-June 2014 (N = 1003)
in % inhabitants between 16 and 25 years, multiple answers possible
3.3.1 Interim summary
The internet plays a central role for young people in Switzerland. The NSA affair
may have played a role in making young people more aware about the risks of
the internet. The protection of their data is also a concern. However, the risks
evidently do not put them off continuing to publish personal information or pho-
tos on the internet. So there is a divergence between behaviour and views.
While behaviour is dynamic, usage-oriented and open, views are becoming
more critical and therefore also more political.
3.4 Communication and media use
As this year again shows, the use of communication media is constantly chang-
ing. Compared to the previous year, text messaging (SMS) has become con-
siderably less relevant, while WhatsApp, with 88 percent of the young people
interviewed saying it is their most important or second most important contact
medium, has become significantly more relevant. Mobile telephones are still in
second place, but, like texting, have become less important. Facebook is stag-
nating.
24
Fig. 24
66
80
6467 67
52
43
7175
73
40
2826 26
23
16 16
610
8
14
3
5
12
911
7
4
33
10 10
76
2
Aug.-Oct. 2010 May 2011 March/April2012
April/May 2013 April-June 2014
WhatsApp*
mobile telephone – voice calls
SMS
Threema / iO / other free-SMS-Apps**
Chats/messenger services(without Facebook)
Google+*
landline telephone
Trend Ways to Contact Friends Switzerland
"What ways do you use to contact your friends? Please list the types of media used for keeping in touch with
your friends in the order of importance."
in % inhabitants between 16 and 25 years, most important media for
contacting people (1) and (2)
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
*polled since 2013, ** polled since 2014
If we look at the general trends in communication we see that smartphones
such as iPhones and Android are becoming more and more relevant. 94 per-
cent describe these as "in" and also use them themselves. This also explains
the increased use of WhatsApp. At the same time, text messaging (SMS) is
becoming less important, as already clearly indicated in the question on contact
media. In 2003, the young people were asked for the first time whether they
use multiple media at the same time, and there has been a slight increase in
those who do since the previous year. The Facebook trend is dwindling. Today,
65 percent describe Facebook as "in" and use it themselves. Watching televi-
sion has also decreased in popularity over the years. However, 85 percent of
young people in Switzerland describe current television series as "in", irrespec-
tive of whether they watch them or not. It is possible that they are watched
less via a television but watched online instead, for example. This is suggested
by the fact that daily consumption of television and computers is getting closer,
with computers increasingly used to watch films, etc. and television watching
on the decline.
Fig. 25
47
53
77
86
94
8888
8483 79
67
65
7068
7277
8181
74
65
80
76 7671
64
53 55
9292
87
71
55
41 3942 42 4342 40
34
28
22
18 19 18
1316
Aug.-Oct. 2010 May 2011 March/April2012
April/May 2013 April-June 2014
Smartphone like iPhone orAndroid
downloading music
watching television
watch television and unsesmartphone / iPad at the sametime*SMS
downloading films
landline telephone
handwritten letters
Trends All Areas of Life: Communication Switzerland
"We have put together a list of very different things in life. Please judge whether these things are ‘in’ or ‘out’ in
your personal circles and also what your own opinion of them is."
in % inhabitants between 16 and 25 years, in & I do it / want to myself
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
*polled since 2013
79 7875
79 80
1512 11
42
5155 56
52
4644
37 3740 42 43
40
3734
32
25
1916 16 17 16
Aug.-Oct. 2010 May 2011 March/April2012
April/May 2013 April-June2014
internet in general / total time
blogs, chats, dating-platforms,WhatsApp*, iO/ Threema**
watching television on a TV set
Youtube, watching TV / films onthe computer
games
Trend Media Use Switzerland
"On an average day, how long do you use the following media for personal use?"
in % inhabitants between 16 and 25 years, at least 1-2 hours
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
25
But back to smartphones, these are also becoming increasingly important in
terms of finding out about the news. Currently 55 percent say they read the
latest news via news apps, putting them in second position behind free news-
papers.
Fig. 26
7574
77
7376
22
29
40
47
55
7071
63
59
5451
57 59
5552
49
52 53
49
52
3532
37 37 37
30
35
2928
23
14 12 13
15 18
2323 24
22
1614
1216
1411
97 6 6 6
Aug.-Oct. 2010 May 2011 March/April2012
April/May 2013 April-June 2014
free newspapers like "20 Minuten","Blick am Abend"
News apps on Smartphone(iPhone/iPad/Android/Blackberry)
TV
news pages / newspaper pages
radio
purchased newspapers
social networks (other than Twitter)
weekly magazines
blogs and mail services
other sources
Trend Filter Tool for Information about Daily Events
Switzerland"How do you keep informed about daily events?"
in % inhabitants between 16 and 25 years,
who inform themselves at least infrequently
gfs.bern, youth barometer, April-June 2014 (n = approx. 990)
3.4.1 Interim assessment
Smartphones, WhatsApp and news apps are still in the ascendant, while Face-
book is stagnating or losing relevance in many areas. However, there are no
changes in terms of membership. Young people still have profiles, but use
them less and see the platform as less in fashion. In general, the trend in terms
of communications continues to be towards "mobile".
26
3.5 Future – profession – education
Mobility is also playing an increasingly important role when it comes to profes-
sional futures. Increasingly, young people express a desire to work at a large
multinational which is active in Switzerland. For the first time, a majority would
also like to work for a large multinational abroad.
Fig. 27
6864
736974
72
6871 68
6565
61
45
53 5657
58
5658 57
52 52 5355 56
49
43
54
42
47 48
52 51
33
44 4341
37 4142
Aug.-Oct. 2010 May 2011 March/April2012
April/May 2013 April-June2014
in Switzerland at a large multinationalcompany
at a company in my home state
at a company near to where I live
at a regionally active small or medium-sizecompany
with the government or a local authority
at a family business
with a large company operating only inSwitzerland
overseas at a large multinational company
with a state-related company (SBB, Postetc.)
at an export oriented small or medium-sizecompany
with an NGO
Trend Request Where to Be Employed Switzerland
"Tell me where you would like to be employed."
in % inhabitants between 16 and 25 years,
sum of really like/ like to be employed
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
27
Young Swiss people still strive above all to pursue their dreams and maintain a
healthy work/life balance. The desire to own their own house or apartment has
increased again. Wanting to try out and explore many different new things re-
mains a consistent important aim for young people. The goal of having a family
and children has increased slightly compared to the previous year, with 71 cur-
rently stating it as at least a possible objective. It is equally important to the
young people that they leave a healthy environment behind for the next genera-
tion. 70 percent also want to get to know many different countries and cul-
tures. The desire for specific professional training has declined again.
Fig. 28
8785 89
86 8284
7973
7974 73
747271 7173 67
71
67
667070
6366
57
56 5761
57 54
March/April 2012 April/May 2013 April-June 2014
pursue my own dreams
maintain a balance betweenleisure and work
own house / own apartment
try out and discover manydifferent things
leave an intact environment tofuture generations
family and kids
become familiar with manycountries and cultures
develop my own talents
avoid living life according to afixed plan
training to become specialist
Trend Life Goals Switzerland (1/2)
"When you think of your life goals, which one of the following you definitely want, which ones you definitely
want to avoid, and which ones you expect to decide spontaneously depending on the turns your life takes?"
in % inhabitants between 16 and 25 years,
sum of definite & likely goal
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
With regard to the world of work, a career remains a possible to absolute aim
for 54 percent. In the previous year 51 percent held this view. The proportion
who want to have a fixed place in society as at least a possible objective is
decreasing, but still represents a majority. However, money plays a more im-
portant role than it did just a year ago. Basic academic education and higher-
level academic education have both increased in importance. The desire to
make the world a better place and fight for social justice has barely changed.
The desire for a greater level of prosperity than their parents had has increased
within the random sample error, while the desire to have several different jobs
or to be a VIP has decreased slightly.
28
Fig. 29
5551
5459
5452
46 43
48
4341
42
48
3741
46 4241
3832
38
2928
31
18 1917
129
7
March/April 2012 April/May 2013 April-June 2014
professional career
have secure social position
have a lot of money
professional experienceabroad
general academic education
improve the world / fight forsocial justice
higher academic education
achieve greater prosperitythan my parents
multiple professions indifferent fields
rise into the ranks of the VIPs
Trend Life Goals Switzerland (2/2)
"When you think of your life goals, which one of the following you definitely want, which ones you definitely
want to avoid, and which ones you expect to decide spontaneously depending on the turns your life takes?"
in % inhabitants between 16 and 25 years,
sum of definite & likely goal
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
If we consider views on life relating to the statements on careers or educa-
tion, it is still evident that young people want an interesting job above all
else. Gaining a good education and continuous professional development is
even more important than it was the previous year. The desire to have a ca-
reer has also increased.
Fig. 30
8385
87 8785
7577 77
73
79
60 60
6563 64
39 40
33
38
23 2321
1917
Aug.-Okt. 2010 Mai 2011 März/April 2012 April/Mai 2013 April-Juni 2014
having an exciting job
getting a goodeducation and / orfurther training
achieving set goalswith hard work
having a good career
public recognition
Trend Ideas of Life: Economy/Job Switzerland"Each individual person has certain ideas that determine their life and behavior. When you think about what you
strive for in your life, how important are the following things for you personally?"
in % inhabitants between 16 and 25 years, sum of extremely & very important
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
29
Young people were also asked to give their opinion on specific statements
relating directly to education and careers. Enjoying their job still comes in top
position. 91 percent believe that those who do not enjoy their jobs should
switch jobs. 89 percent completely or somewhat agree that professional suc-
cess is important, 81 percent feel the same about life-long continuous profes-
sional development. In general, views on the statement have remained more or
less constant. The view that having a foreign-sounding name puts you at a dis-
advantage when looking for a job in Switzerland has decreased relatively
strongly, with only a 47 minority who agree at least somewhat with the state-
ment that you should be happy to have a job at all.
Fig. 31
88
9191 91 9189 9090 88 89
8285
86
82 81
7776 78 75 76
6368 66
69 69
5963
57
6359
49 5251
5553
57 5351
50
47
Aug.-Oct. 2010 May 2011 March/April 2012 April/May 2013 April-June 2014
don't enjoy work = changeyour job
professionally successful
learning whole life long
apprenticeship opens doorsfor further education
disadvantage, if you are old
disadvantage, if you have aforeign-sounding name
disadvantage, if you arefemale
grateful for job
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
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
The view that young people could be disadvantaged when looking for jobs has
increased dramatically, but is still only held by a minority. Overall, concerns
about unemployment have diminished and the long-term trend clearly suggests
that poor marks at school are associated less and less with poor career pro-
spects.
30
Fig. 32
43 44 45 40
47
55
48 49 4343
41
37 39
4241
37
41 4441 38
3737
39 4237 37
40
37
34 35 343328
2424
29
Aug.-Oct. 2010 May 2011 March/April 2012 April/May 2013 April-June 2014
disadvantage, if you areyoung
poor grades in school =poor work prospects
leisure is more important
no job = your own fault
professional online network= better job prospects
basic school education ispreparing well for profession
university degree is the bestbasis for a career
earn as much money aspossible
Trend statements about work, education and training
Switzerland (2/2)"To what extent do you agree with the following statements about work, education and training?"
in % inhabitants between 16 and 25 years, completely agree/ tend to agree
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
If we look at the plans for the future of the 16 to 25-year old Swiss, it becomes
clear that plans relating to job and education are slightly firmer than they were
only a year ago. But the levels of confidence of 2012 have still not been
achieved. Accordingly, the percentage of those who state they have a clear
picture of what they want in life has increased. All in all, the young Swiss do
not seem to necessarily strive for “higher things”. 78 percent still state that
they would be happy if they manage to have as good a life as their parents.
Fig. 33
84
78 79
7377
7877 78
7776
76 7675
70 72
6463
63
67
61 626357 5959
53 55
March/April 2012 April/May 2013 April-June 2014
lot of ideas / try out variousthings
happy, when able to lead asgood a life as my parents
goals in line with deepconvictions
adapt goals to the situation
clear idea of life
adjusted plans several times
assume responsibility
certain about education andspecialization
certain about professionalgoals
Trend Statements Plans for the Future Switzerland (1/2)
"When you think of your life's plans, how strongly do the following statements influence your plans for the
future?"
in % inhabitants between 16 and 25 years, sum of completely & tend to agree
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
31
Uncertainty has decreased slightly in line with the slight increase in confidence
relating to education and careers. The uncertain economic situation is blamed
slightly less than the previous year for the lack of concrete plans. It can be as-
sumed that the stable situation in Switzerland as regards the economy and the
unemployment figures and also the knowledge that their parents, and increas-
ingly the government, can provide a safety net mean that young Swiss people
can focus more on self-realisation. But goals are still important. There are just
30 percent who believe they are not important and you should just enjoy life
instead.
Fig. 34
51 5153
34 39 38
45
39 3833
39
36
31
33
303229 30
23
26 2724
2022
März/April 2012 April/Mai 2013 April-Juni 2014
can fall back on my parents
uncertain about professionalgoals
economic situation toouncertain for detailed plans
uncertain about education andspecialization
goals unimportant, enjoy life
society: feeling of beingneeded
can fall back on publicadministration agencies
economy: feeling of beingneeded
Trend Statements Plans for the Future Switzerland (2/2)
"When you think of your life's plans, how strongly do the following statements influence your plans for the
future?"
in % inhabitants between 16 and 25 years, sum of completely & tend to agree
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
3.5.1 Interim assessment
Once again, Swiss young people are placing more emphasis on mobility and
their careers. There is no real trend to suggest that these are becoming less
important over the years. But careers do not come at any price, for young peo-
ple, careers are about self-development, work should be exciting and varied
and plans for the future as flexible as possible. Personal commitment at work
should not be rewarded through monetary incentives alone, but also in the
form of interesting work. But more and more young people believe that their
youth is not necessarily in their favour when it comes to job-hunting.
32
3.6 Profiles and values
But who are these young people and what makes them tick? What are
their values? As in the previous year, they perceive themselves to be con-
siderate, modern, willing to change and global thinkers. They describe
themselves as egalitarian, brave, optimistic and tolerant of failure, and tend
to prioritise nature over technology more than the other way around. If we
look at the three axes “willing to take risks – reliable”, “hungry for success
– avoid failure”, and “direct – diplomatic”, we see that the 16 to 25-year
olds living in Switzerland do not present any clear profile. According to this,
Swiss young people cannot be described as particularly willing to take
risks, hungry for success or direct.
As well as their personal perception, the young people were asked the
same questions in relation to Swiss society. The young people describe
Switzerland as a diplomatic and solid country. It is more likely to judge
failure than tolerate it and puts technology in front of nature. Overall, it
becomes clear that, apart from when relating to the desire for success and
association with city or rural living, perceptions of oneself and perceptions
of society are often somewhat skewed.
Fig. 35
0
1
2
3
4
5
6
my country (ofnationality)
myself
Evaluation Characteristics Switzerland
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
The most important perceptions of life among young Swiss people are slightly
less strongly shaped by family and friends. Friends – the peer group – are still
most important, followed by values such as honesty and loyalty. 88 percent
also believe that a good family life or a good relationship is at least somewhat
important. It is also less important to young people to have an exciting career
than it was last year. But 85 percent are still in favour of the idea. However, the
idea of wanting to enjoy life to the full has increased. Once again, the young
people consider it more important to be respected as a person, get a good ed-
ucation and continuous professional development and live and act responsibly.
Tolerance is also becoming more relevant.
33
Fig. 36
9195 94 92 94
89 89 89 90
87 88 85
8987 89 89
858883
85 87
87
8581
8580
8184
7980 81 76
79
7577
77 73
79
70
7779 75
77
7371 70
73
Aug.-Oct. 2010 May 2011 March/April 2012 April/May 2013 April-June 2014
having friends I can count on
honesty
loyalty
leading a good family life /relationship
having an exciting job
enjoying life to the full
being respected as a person
getting a good education and/ or further training
living and acting responsibly
tolerance
Trend Ideas of Life Switzerland (1/3)
"Each individual person has certain ideas that determine their life and behavior. When you think about what you
strive for in your life, how important are the following things for you personally?"
in % inhabitants between 16 and 25 years, sum of extremely & very important
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
In 2013 for the first time, the statements on their views on life and new ques-
tions concerning values were taken together in order to portray a value system
for young Swiss people. How do young Swiss people feel about materialism,
post-materialism, altruism, religion, hedonism, risk-taking, family/friends and
conservatism? The average values of the indices range from a maximum of +3
to a minimum of -3. The following table shows the questions that make up the
indices.
Table 2
Value system – Index Basis Materialism lots of money, views on
life
have a career, views
on life
achieve goals with hard
work, views on life
Post-
materialism
protect the environment,
views on life
imagination / creativi-
ty, views on life
put nature ahead of technol-
ogy vs. technology before
nature, personal
Altruism help disadvantaged peo-
ple / charity work, views
on life
tolerance, views on
life
fight abuse / injustices in the
world, views on life
Religiousness live according to religious
/ spiritual values, views on
life
Hedonism look good, views on life be desired, views on
life
sexual experiences, views on
life
sporting suc-
cess, views on
life
selfish vs.
caring, per-
sonal
Risk willing to take risks vs.
reliable, personal
hungry for success
vs. avoid failure,
personal
exciting job, views on life
Family /
friends
good family life / relation-
ship, views on life
reliable friends, views
on life
honesty, views on life loyalty, views
on life
Conservatism nationally vs. globally
oriented, personal
conservative vs.
modern, personal
rural life vs. urban life, per-
sonal
© gfs.bern, Youth Barometer, April-June 2014 N CH = 1003
Young Swiss people of between 16 and 25 years old still place most emphasis
on family and friends, with the value slightly up on last year. In second place
34
are altruistic values with an average score of 1.4. The values here have not
changed compared to the previous year, nor have they with respect to post-
materialism, risk and hedonism. Religion has increased slightly, with conserva-
tive values slightly down.
Fig. 37
1.1
0.7
0.0
2.4
1.0
-0.5
1.4
0.1
1.1
0.7
0.0
2.5
1.0
-0.6
1.4
0.2
-3
0
3Postmaterialism
Risk
Hedonism
Family/Friends
Materialism
Conservatism
Altruism
Religiousness
April/May 2013
April-June 2014
Trend Values SwitzerlandAggregation of different questions concerning values, to indices with -3 as minimum and +3 as maximum.
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
Example: The scale of values ranges from -3 to +3. The minus range defines which values people are not very oriented towards. Here for example
“Conservatism”. The positive range reflects the values which people are oriented towards. An average value of 0 to 1 shows a rather weak to
average orientation, whereas an average value of 1 to 2 indicates average orientation. The indices are a summary of different value questions which
are listed in Table 2.
Some leanings are segmented based on political views. In 2014, left-wingers
are slightly more post-materialistic than those on the right, with the difference
slightly more marked than in 2013. As in the previous year, those on the right
wing are more materialistically oriented than left wingers. Both values have
accentuated slightly among those who would describe themselves as in the
middle. Conservative views have declined, especially among those describing
themselves as left-wingers but also among those who see themselves as mid-
dle-of-the-road, politically speaking. This is where hedonistic views have also
decreased most.
35
Fig. 38
0.80.8
0.2
2.4
1.2
-0.1
0.9
-0.1
1.2
0.6
0.2
2.5
1.1
-0.7
1.8
0.6
1.3
0.8
-0.1
2.50.7
-1.31.7
0.2
-3
0
3Postmaterialism
Risk
Hedonism
Family/Friends
Materialism
Conservatism
Altruism
Religiousness
right
centre
left
Values Switzerland 2014 According to Classification Left-Right
Aggregation of different questions concerning values, to indices with -3 as minimum and +3 as maximum.
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
There are also interesting differences in values based on living situations. For
example, young people living alone appear less altruistic, less conservative,
less post-materialistic and more willing to take risks than those who live with
their parents, with a partner, their own family or in shared accommodation.
Fig. 39
1.1
0.8
0.1
2.51.0
-0.6
1.5
0.2
0.9 1.0
0.1
2.51.1
-1.1
1.0
0.2
1.0
0.7
0.0
2.6
1.1
-0.3
1.3
-0.2
1.1
0.6
-0.1
2.20.8
-0.9
1.4
0.5
-3
0
3Postmaterialism
Risk
Hedonism
Family/Friends
Materialism
Conservatism
Altruism
Religiousness
with parents
alone
with partner / family
in shared apartment
Values Switzerland 2014 According to Housing SituationAggregation of different questions concerning values, to indices with -3 as minimum and +3 as maximum.
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
There are also differences between the different sexes when it comes to val-
ues. Men are less post-materialistic, slightly more conservative, more hedonis-
tic and slightly more likely to take risks than women, who place more emphasis
on family and friends and are more altruistic and more religious.
36
Fig. 40
0.9
0.8
0.3
2.3
1
-0.6
1.2
0
1.3
0.7
-0.2
2.6
1
-0.7
1.6
0.4
-3
0
3Postmaterialism
Risk
Hedonism
Family/Friends
Materialism
Conservatism
Altruism
Religiousness
male
female
Values Switzerland 2014 According to GenderAggregation of different questions concerning values, to indices with -3 as minimum and +3 as maximum.
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
The individual values can also be differentiated based on other socio-
demographic characteristics. We use the answer tree method for this. This
method differentiates a starting population into content-relevant population
components, with both the significance of the difference observed and the
significance in terms of explaining the dependent variable providing criteria for
assignment. The method is visualised based on a tree, with the biggest
branches attributed the most weight in terms of explanation and further
branches refining this explanation.
Based on the answer tree, it becomes clear that materialism is primarily de-
fined along party lines. Young people who affiliate themselves with the Greens,
the CVP and the Green Liberals are least materialistic. However, among these,
those in a stable relationship prove to be even less materialistic. However,
FDP.The Liberals and SVP sympathisers with an income of up to CHF 5000 are
the most materialistic.
37
Fig. 41
SP / none
no comments (n= 655)
0.9
GPS / CVP / GLP (n=150)
0.5
party attachement
mean inhabitants between 16 and
25 years
with parents
(n= 466)
0.9
living situation
in shared apartment
/ alone / no comments
(n= 135)
0.8
Answertree Values Switzerland: Materialism
no / don't know /
no comments
(n= 79)
0.7
yes (n= 71)
0.4
permanent relationship
more than
9000 CHF(n= 90)
1.4
household income
to 5000 CHF
(n= 43)
1.5
FDP / SVP
(n= 198)
1.4
total (N=1003)
1.0
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
with partner / family /
don't know (n= 54)
1.1
between 5000
and 9000 CHF
(n= 65) 1.3
number of books
only a few /
medium amount
(n= 222)
1.0
lots (n = 244)
0.8
Orientation towards post-materialistic values is most easily differentiated along
political lines. Young people who would consider themselves left-wing are the
most post-materialistic.
Fig. 42
left
(0-3) (n=306)
1.4
centre (4,5) (n=416)
1.2
classification left-right
Answertree Values Switzerland: Postmaterialism
tertiary education
(n= 115)
0.8
professional honor
(n= 78)
1.1
right (6,7) (n=193)
0.9
total (N=1003)
1.1
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
completely right (8-10)
(n=88)
0.7
level of educationnumber of books
only a few
(n= 38)
0.8
medium amout /
lots (n = 378)
1.2
number of people who contribute to the household income
2 and less
(n= 270)
1.2
3
(n= 61)
1.4
more than 4 (n= 47)
1.1
mean inhabitants between 16 and
25 years
Conservative views can also be defined based on the political scale. Young
people who would consider themselves relatively left wing are less conserva-
38
tive than those who see themselves on the right wing. The most conservative
are those who are relatively right wing and have completed vocational training.
Fig. 43
left (0-3)
(n= 306)
-1.3
classification left-right
Answertree Values Switzerland: Conservatism
right (7-10) (n=191)
-0.1
total (N=1003)
-0.6
centre (5,6) (n=413)
-0.6
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
centre left (4)
(n= 93)
-1.0
level of education
tertiary education
(n= 124)
-0.3
professional
honor
(n= 67)
0.3
classification left-right
left / centre /
right (0-7) (n= 77)
-0.3
completely right
(8-10) (n= 47)
-0.3
party attachement
GPS/SP/FDP (n= 95)
-1.0
CVP / none
/ SVP (n= 95)
-0.2
GLP / no comments
(n= 223)
-0.6
visit a house of prayer
special occasions / at
least once a month.
(n=153)
-0.7
never / at least once
a week / several times
a year (n=70)
-0.2
household income
to 5000 CHF
(n= 65)
-1.6
between 5000 and
9000 CHF
(n= 144)
-1.2
more than 9000 CHF
(n= 97)
-1.3
mean inhabitants between 16 and
25 years
Political positioning along the left to right scale also has the greatest impact on
altruistic values. Young people who see themselves on the far left are particu-
larly altruistic. Gender, party affiliation, length of time spent in Switzerland and
age all also have an effect.
Fig. 44
completely left (0,1)
(n=78)
2.2
centre (5)
(n=100)
1.6
classification left-right
Answertree Values Switzerland: Altruism
right (7-10) (n=191)
0.8
total (N=1003)
1.4
left (2-4)
(n=544)
1.6
FDP /
GLP / SVP (n= 96)
1.3
GPS / SP / CVP /
none (n=448)
1.6
party attachement
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
centre right (6)
(n=90)
1.2
gender
male (n=134)
1.4
female (n=314)
1.7
since when in CH
after 1991
(n=40)
1.8
1991 and before
(n=60)
1.4
gender
male (n=101)
0.6
female (n=90)
1.1
age
between 16 and
20 years
(n= 37)
1.0
21 and older
(n= 64)
0.4
mean inhabitants between 16 and
25 years
39
Hedonistic views can most easily be differentiated by gender. Men are clearly
more hedonistic than women. Men of between 16 and 19 who go to church a
few times a year or never are the most hedonistic.
Fig. 45
male (n=382)
0.2
gender
Answertree Values Switzerland: Hedonism
female (n= 621)
-0.2
total (N=1003)
0.0
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
visit a house of prayer
special occasions
(n=159)
0.3
never / several times
a year / no
comments (n=188)
0.4
at least once a week /
month (n=35)
-0.5
classification left-right
left / centre (0-6)
(n=119)
0.1
right (7-10)
(n=40)
0.6
age
between 16 and
18 years (n= 40)
0.8
19 and older
(n= 148)
0.3
classification left-right
left (0-4)
(n=421)
-0.2
right / centre (5-10)
(n=200)
-0.1
meaning of Left - Right
yes / don't know
(n= 372)
-0.2
no
(n= 49)
-0.1
since when in CH
1990 and before
(n=104)
-0.2
after 1990
(n=96)
0.1
mean inhabitants between 16 and
25 years
The willingness to take risks differs according to region. Young people from
German-speaking Switzerland are more willing to take risks than their Italian
and French-speaking contemporaries. German-speaking Swiss people who
were born in Switzerland are most willing to take risks.
Fig. 46
DCH (n=767)
0.8
language
Answertree Values Switzerland: Risk
FCH/ICH (n= 236)
0.5
total (N=1003)
0.7
lots (n= 168)
0.5
only a few / medium
amount (n= 68)
0.4
number of books
yes (n= 701)
0.9
no (n= 66)
0.6
born in CH
to 15000 CHF (n= 629)
0.8
household income
more than 150000 CHF
(n= 72)
1.1
© gfs.bern, youth barometer, April-June 2014 (N = 1003)
level of education
completed initial training /
going to school (n = 82)
0.4
in initial training
(n = 86)
0.6
mean inhabitants between 16 and
25 years
40
The most important point of orientation for 16 to 25-year olds living in Switzer-
land is family and friends. How much they are orientated towards family and
friends primarily depends on their gender. Men are slightly less focused on
them than women, especially men who sympathise with FDP.The Liberals, the
CVP, the SVP or no party. Religiousness is most clearly defined based on fre-
quency of going to church. A secondary distinction can be drawn based on
regions, with the German-speaking young people less religious than their
French and Italian-speaking counterparts.
For the first time since spiritual views were investigated, 50 percent of Swiss
young people indicated that they believe there is a God. 61 percent believe in a
higher force.
Fig. 47
58 58 5861
4346 46
50
3133
34
32
28
3126 28
30
3431
28
May 2011 March/April 2012 April/May 2013 April-June 2014
there is a higher force
there is a God
all religionscommunities believein one and the sameGod
I do not know what tobelieve
I do not believe thereis a God or a higherforce
Trend Statements spiritual views Switzerland
"Please indicate which statements best correspond to your spiritual views. Please state whether you agree with
each of the statements or not."
in % inhabitants between 16 and 25 years, agree/agree slightly
gfs.bern, youth barometer, April-June 2014 (N = approx. 1000)
3.6.1 Interim assessment
Overall, Swiss young people are optimistic, modern and global thinkers. Family
and friends are particularly important to them. The second most important driv-
ing force for young people in Switzerland is altruism. In this respect, as well as
in their orientation towards conservatism, materialism and post-materialism, a
distinction can be made between young people who are more on the left of the
political spectrum and those who are positioned more on the right. Those on
the left of the political spectrum are less conservative, more altruistic and more
post-materialistic. By comparison, right-wingers are more materialistic. The
value systems can thus be best differentiated according to political milieu. But
living situations, gender and other socio-demographic characteristics do also
have an impact.
41
4 Summary
The internet plays an extremely important role for young people. It is used far
more than any other media. But young people are not naive in their use of the
internet, they are well aware of the dangers lurking within. They therefore de-
mand better protection of their data, as they do have an interest in publishing
personal data on specific internet platforms. Young people are very concerned
that this data be protected so that they themselves can decide how it is used.
As one of these platforms, Facebook still has many members among the young
people, but daily use is still in decline and it is perceived less and less as fash-
ionable. Smartphones and the associated WhatsApp, along with news apps,
are becoming more central in order to communicate with friends and find out
the news. This shift towards mobility is also apparent in the working world,
although in a slightly different context. Swiss young people are more than ever
interested in working for a big multinational company, whether it is in Switzer-
land or abroad. But they feel their youth disadvantages them in the employ-
ment market. In general, however, fears about unemployment have declined.
While one third cited unemployment as one of the most important problems for
Switzerland a year ago, the figure is now down to one in four young people in
Switzerland. Young people do indeed see new opportunities in the employment
market as a result of new offers. However, concerns about pensions, the EU
and the bilateral agreements have increased compared to the previous year.
This is clearly linked to the widely discussed effects of the mass immigration
initiative, which has now been approved. When asked directly about the rela-
tionship between Switzerland and the EU, young people in Switzerland are in
favour of the continuation of the bilateral agreements. In general, it is clear that
the feeling of belonging to the European community has not changed as a re-
sult of the problem becoming more apparent. However, young people still feel
they really belong among their own friends and family, who are most important
to them. As a result, this year again, they place most importance on friends that
they can rely on. After honesty and loyalty, a good family life or a good relation-
ship are also very important points. This fits in with the image of Generation Y1,
who want self-development and demand more time with friends and family. It
does not mean that the young people of Switzerland are conservative. They are
more characterised by a modern, open approach to the world. The young peo-
ple would describe themselves as considerate, which is why altruism is close
behind friends and family in their value systems. The leaning towards post-
materialistic or materialistic values is a little less marked. In general, differences
in values can most clearly be differentiated based on political views, but also
based on other socio-demographic characteristics, such as gender.
1 Basic definition of the cohorts in terms of years of birth as follows: Generation X – 1965-1976,
Generation Y 1977-1999, Generation Z 2000- … For a discussion on content, compare the explana-
tions in this report and Wikipedia in German and English.
42
Finding 1
For young people in Switzerland, the internet plays an extremely important role.
However, they are aware of the risks it poses and want to be protected against
them. At the same time, they are not afraid of publishing personal evaluation on
internet platforms.
Finding 2
Current problems are still dominated by issues relating to foreigners, their inte-
gration and the free movement of people. Increasingly, young people are con-
cerned about pensions, with perception of unemployment as a problem de-
creasing. Awareness of problems relating to the relationship with the EU have
increased by a long way, probably because it is a current issue.
Finding 3
Switzerland's relationship with the EU is perceived as more of a problem than it
was just a year ago. However, for the majority of young people, it is clear that
the bilateral agreements need to be continued. In general, the perception of
Switzerland abroad is thought to have worsened slightly. However, this does
not change the young peoples' positive view of Switzerland.
Finding 4
Swiss young people are currently more interested in a job with a large multina-
tional company, whether in Switzerland or abroad. However, they do feel their
youth is a disadvantage when it comes to job-hunting.
Hypothesis 1
The awareness and more critical views of young people on the web are in con-
trast to their behaviour, which is dynamic and usage-oriented. So views and
behaviour do not need to agree, but can certainly influence one another.
Hypothesis 2
The relationship to other countries and currently specifically the relationship to
the EU have a clear impact on trust and political awareness. In economic terms,
young people in Switzerland are not averse to seeking their fortunes abroad.
But they do think the Swiss employment market offers good prospects.
Hypothesis 3
Trends are strongly determined by communication media and are changing.
Smartphones and WhatsApp are becoming more popular while the role of Fa-
cebook is diminishing further. News apps are also on the up. Times are chang-
ing in terms of media use.
Hypothesis 4
The mainstream of young Swiss remains strongly orientated towards family
and friends. At the core of their value system however, the orientation towards
material and post-material values plays an important role, with clear differences
emerging between milieus. Left-wingers attach more importance to post-
materialism; right-wingers combine materialism with a slight degree of con-
servatism.
43
5 Appendix
5.1 gfs.bern-Team
LUKAS GOLDER
Senior Project Manager, Member of the Management, Political and Media -
Scientist, MAS FH in Communication Management
Specialist areas:
Integrated communication and campaign analyses, image and reputation anal-
yses, media analyses / media effect analyses, youth-related matters and social
change, voting, elections, modernization of the state, health reforms.
Publications in anthologies, specialist journals, the daily press and on the Inter-
net.
CLAUDE LONGCHAMP
President of the Supervisory Board and Chairman of the Management Board of
gfs.bern, Supervisory Board of gfs-bd, Political Scientist and Historian, Lecturer
at the Universities of Zürich and St Gallen and the Zürich Winterthur University,
MAZ Lucerne and at the VMI of the university of Fribourg.
Specialist areas:
Votes, elections, parties, political culture, political communication, lobbying,
public opinion, racism, health and financial policy.
Numerous publications in book form, in anthologies, scientific journals.
CINDY BEER
Project Manager, Sociologist
Specialist areas:
e-government and e-health, health policy, communication controlling, image
and reputation analysis, qualitative methods, youth research and changing soci-
ety.
MARTINA IMFELD
Project Manager, Political Scientist
Specialist areas:
Analysis of political subjects and issues, national votes and elections (SRG
trend, VOX analyses, election barometer), image and reputation analyses, inte-
grated communication analysis, media content analysis, qualitative methods,
society issues (youth research, racism, families, middle class).
STEPHAN TSCHÖPE
Head of Operations and Maintenance, Political Scientist
Specialist areas:
Coordination services, complex statistical data analyses, EDP and questionnaire
programming, projections, analyses of parties and structures with aggregated
data, integrated communications analyses, visualisation.
44
MEIKE MÜLLER
Project Assistant, Sociologist and Media Scientist
Specialist areas:
Data analyses, programming, integrated communications analyses, qualitative
data analyses, coordination services, media analyses, research, visualisations.
PHILIPPE ROCHAT
Project Assistant, Political Scientist
Specialist areas:
Data analyses and databases, programming, integrated communications anal-
yses, media analyses, research, visualisations, projections.
CAROLE GAUCH
Junior Project Manager, Media and Political Scientist
Specialist areas:
Subject and issue monitoring, referendums and votes, opinion forming on for-
eign policy issues, media content analysis, qualitative methods, field research.
CLOÉ JANS
Trainee, Political Scientist
Specialist areas:
Research, speaker support, teaching assistance, data analysis, programming,
media analysis, visualisations.
Johanna Lea Schwab
Secretary and Administration, EFZ Business
Specialist areas:
Desktop publishing, visualisation, project administration, presentation admin-
istration.
Das Forschungsinstitut gfs.bern ist Mitglied des Verbands
Schweizer Markt- und Sozialforschung und garantiert, dass
keine Interviews mit offenen oder verdeckten Werbe-, Verkaufs-
oder Bestellabsichten durchgeführt werden.
Mehr Infos unter www.schweizermarktforschung.ch
gfs.bern
Hirschengraben 5
Postfach 6323
CH – 3001 Bern
Tel: +41 31 311 08 06
Fax: +41 31 311 08 19
info@gfsbern.ch
www.gfsbern.ch
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