Media usage among young people

‘The more strongly prevailing ideals of slimness are internalised, the lower the self-esteem of young people,’ summarises Jael Bernath, media psychologist and co-author of the study. This JAMESfocus report examines the impact of social media on ideals of slimness and muscularity, as well as the role of self-esteem. 

This report examines young people's motivations for using social media and, for the first time in Switzerland, reveals what drives young people when they use social media. The strong emphasis on entertainment appears to be linked to the popularity and frequency of use of the platforms. Instagram and TikTok are by far the most popular social networks among young people and are mainly used for entertainment and leisure purposes. However, other motives also influence the way young people use social media and how intensively they do so.

Almost three quarters of young people in Switzerland say they use AI tools regularly. For young people aged 12 to 19, the focus is on research and information gathering. Those who use AI tools more frequently also have greater confidence in them. This means that parents and schools need to closely supervise children and encourage them to use these tools responsibly.

Following on from 2016, the 2022 JAMES study once again addressed the question of whether and to what extent young people consider sustainable aspects such as service life, manufacturing conditions or recycling when it comes to their smartphones. And indeed, differences in awareness and behaviour can be traced. The average usage period of smartphones has increased from 1.9 years to an impressive 2.7 years.