Limited impact via radio programming Aim with the youth strategy: Engage to influence positive world view Create future brand ambassadors Influence them by means of interventions focused on the parents

ASPIRATIONS POTENTIAL ENERGY

PORNOGRAPHY DRUG ABUSE

TEEN SUICIDE B u l l y I n g Bleak job opportunities Bleak

AIM OF RESEARCH How youth consumes religion Preferred media types Typical needs & issues Typical needs & issues

Discussion points Profile of the participants Media usage Internet usage General questions Religious beliefs Christian literature usage Slide 9 CONSULTA

Background on the survey O This survey was conducted earlier this year and a total of 267 respondents completed it. O 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 O Youth respondents were approached at schools to complete the survey O A good distribution of schools, respondent race and gender was attained Slide 10

Media Usage

Hours spent on activities Slide 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 medium

Leisure time spent Slide 14

Internet Usage Slide 15

Favourite web sites (Top 7) Slide 16

Interest on websites Slide 17 A 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 usage Slide 19 Other Social Media applications that received numerous mentions : Blackberry Messenger, Whatsapp, 2go, Skype, Ping, Qooh.me, Opera Mini

Blogs Slide 20 Do you have your own blog?Do you read someone else’s blog?

General Questions Slide 21

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

Breakdown by age group Slide years old

Breakdown by age group years old

Breakdown by age group years old

Advice on problems (% Yes Responses) Slide 26 Other mentions : Boyfriend Girlfriend Grandparents Aunts and uncles Cousins

Questions on matters (% Yes responses)

Religious beliefs

Religious beliefs (Top 7)

Frequency of attendance

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

Religious material read Slide 32

Devoted Christian Slide 33 Are you a devoted Christian?

Christian Literature Usage Slide 34

Reading 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 devotionals Slide 38 Received 14% of the mentions; next biggest was 6% “A verse out of the Bible that I’ll remember for the rest of the day” “I would like to receive a song” “I want to know that God is with me and that he loves me and cares for me” “I want something that inspires and motivates me”

Conclusions  Respondents 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

Conclusions  Although 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? InfluenceYES How? Daily devotions via various media Impacting through parents and educators Radio programming for parents Training & mentoring for educators (through CSI) Counselling via social media