Slide 1

INFLUENCING THE YOUTH

The Youth and Leadership

Limited impact via radio programming

Aim with the youth strategy:Engage to influence positive world viewCreate future brand ambassadorsInfluence them by means of interventions focused on the parents

Why did we conduct the research?

Youth related issues

ASPIRATIONSPOTENTIALENERGY

PORNOGRAPHY

DRUG ABUSE

DESPAIR

TEEN SUICIDE

B u l l y I n gBleak job opportunities

AIM OF RESEARCHHow youth consumes religionPreferred media typesTypical needs & issues

Discussion pointsProfile of the participantsMedia usageInternet usageGeneral questionsReligious beliefsChristian literature usage

Slide 9CONSULTABackground on the surveyThis survey was conducted earlier this year and a total of 267 respondents completed it.

Sample is significant on a 90% confidence level with 5% margin of error, and can thus be projected to the greater population under these assumptions

Youth respondents were approached at schools to complete the survey

A good distribution of schools, respondent race and gender was attained

Slide 10Media UsageHours spent on activitiesSlide 12

Media behaviour (% Yes Responses)Slide 13

More than 80% of respondents owned a cellphone with which they have internet access, indicating strong potential for reaching them via this mediumLeisure time spentSlide 14

Internet UsageSlide 15Favourite web sites (Top 7)Slide 16

Interest on websitesSlide 17A total of 152 different interests were mentioned by respondents. These were categorised into the following broad categories: Celebrities Comedy Downloads Games Gossip Information Movies Music News Others Pictures Social networking and communication Videos

Interests on web sites (Top 6)Slide 18

Social media usageSlide 19Other Social Media applications that received numerous mentions : Blackberry Messenger, Whatsapp, 2go, Skype, Ping, Qooh.me, Opera Mini

BlogsSlide 20Do you have your own blog?Do you read someone elses blog?

General QuestionsSlide 21Which have you done? (% Yes Responses)Slide 22

Breakdown by age groupSlide 23

12 years oldBreakdown by age group

13-15 years oldBreakdown by age group16 - 19 years old

Advice on problems (% Yes Responses)Slide 26

Other mentions : Boyfriend Girlfriend Grandparents Aunts and uncles CousinsQuestions on matters (% Yes responses)

Religious beliefsReligious beliefs (Top 7)

Frequency of attendance

Religious literatureSlide 31Do you read literature related to your religion?

Religious material readSlide 32

Devoted ChristianSlide 33Are you a devoted Christian?

Christian Literature UsageSlide 34Reading of Bible & other religious literature

Daily devotional material & preference (% yes responses)Would you like to receive devotion material?

Daily devotional material & preference (% yes responses)

Content of devotionalsSlide 38

Received 14% of the mentions; next biggest was 6%A verse out of the Bible that Ill remember for the rest of the dayI would like to receive a songI want to know that God is with me and that he loves me and cares for meI want something that inspires and motivates meConclusionsRespondents strongly preferred cellphones as a medium for communicating and accessing the internet

When asked about language proficiency, English was the most preferred and understood language (responses lower than expected, possibly due to respondents misunderstanding the question rating)

It is suspected that cellphones are also used extensively to network and share information with friends

Youth respondents were most likely to consult their friends or parents when they had a problem

ConclusionsAlthough few respondents mentioned daily devotionals as part of the literature they read(unprompted), majority indicated that they would be interested in receiving daily devotionals when prompted

About 50% of respondents had questions about religious matters

Given the good relationships youth have with their parents, Radio Pulpit could consider means of reaching the youth through their parents

Can we create a perfect world?InfluenceYESHow?Daily devotions via various mediaImpacting through parents and educatorsRadio programming for parents Training & mentoring for educators (through CSI)Counselling via social media

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