For the Switzerland of the future

Switzerland is a great country and a world leader – in education and research, in tourism, in the quality of life we enjoy, and also in telecommunications. There is not one other country in the world that can boast such a high smartphone density (80%) and such a high percentage of people with access to the mobile Internet (80%).

To ensure that our country remains a world leader in future, it is vital that we establish a correct approach to interacting with digital media, particularly for children and young people. The way in which they use the Internet, smartphones, Facebook, WhatsApp, Instagram, etc. is therefore important.

Visiting the Bern-West team

Football is the most important hobby for the FE-13 Bern-West team. They train three times a week, normally play in competitive matches and tournaments at the weekend, have their own website and, of course, have a WhatsApp chat group.

For personal development

Schools are not the only place for learning. Sports clubs also play an important role in the development of children and young people.

The football coach:

“Our personalities are shaped by various influences – our origins, values, experiences, and also our athletic environment. Physical activity is important for children and young people, as it promotes complementary physical and mental development, increases strength and dexterity, and improves self-confidence, well-being, learning aptitude and social skills. In my role as coach, I deal with every individual player in a respectful manner and try to pass on a positive attitude to them all. I feel it is important that I set a good example, teach my players new skills and tactics, and make sure that they continue to enjoy playing. I regularly speak to each of the players individually to tell them how they’re doing and where they can improve in terms of their technique, game intelligence, sharpness and character. The best aspect of what I do is that I get to see how the team develops and the inherent factors that motivate the players. Coaches don’t just train young people how to play football, they also help to develop their personalities.”

For media-savvy families

Every two years, Zurich University of Applied Sciences (ZHAW) leads an investigation commissioned by Swisscom into the changes in media habits of young people aged between 12 and 19. The 2014 JAMES study once again revealed very interesting findings. 

The digital natives are doing their reputation justice, with 97% of 12- to 19-year-olds owning a smartphone – a great deal more than in their parents’ and grandparents’ age range. They do not, however, make many telephone calls, but prefer to listen to music, take photos, play games and surf the web. In 2010, 16% of those surveyed used their mobile phones to surf the Internet on a daily or weekly basis. This figure has now risen to 87%.

Children and young people need the support of their parents, teachers and other adults. The aim is to increase the self-awareness and confidence of children and make them media savvy, thus ensuring that they are able to use digital media safely and responsibly. In order to put this idea into practice, Swisscom is offering media courses for parents, young people and teachers. The courses highlight the fact that, while filters and security programs are important, establishing a dialogue with children is of much greater significance. In one of the media courses, adults can learn about the “second world” of children in order to help maintain this dialogue.

Parents can find practical tips for family life on the “Medienstark” (Media Savvy) webpage, for example if your daughter cannot sit at the dinner table without checking her smartphone or if your son cannot even take a shower without putting down his video game.

Find out more by visiting