Estonian Human Development Report
Estonian Human Development Report - Eesti Koostöö Kogu
Estonian Human Development Report - Eesti Koostöö Kogu
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elor’s thesis conducted at the University of Tartu, Institute<br />
of Sociology and Social Policy (see Järve 2008).<br />
The sources of information on which young people<br />
base their consumption decisions also play a significant<br />
role in the shaping of lifestyles. According to young people<br />
themselves, their consumption decisions are mainly<br />
influenced by family members and friends (Figure 5.4.1.).<br />
School, TV shows and films are considered to be the next<br />
most significant influence. Various forms of advertising,<br />
including online advertisements and flyers, are ranked at<br />
the bottom of the list. According to young people themselves<br />
at least, family and friends have not surrendered<br />
their role as leading sources of information.<br />
People in Estonia have increasingly started to recognize<br />
the importance of the concept of consumer education (see<br />
also 5.4.2.), i.e. the importance of cooperation between various<br />
parties – parents, schools and companies – to deliberately<br />
train young people to be sensible and smart consumers. The<br />
2008 survey Mina. Maailm. Meedia contained the following<br />
question: “What is the most important thing that should be<br />
taught to young people in order to help them become conscious<br />
consumers?” Respondents were instructed to select<br />
three answers from a selection of eight. A small minority of<br />
respondents (only 4%) do not consider it important to teach<br />
them anything at all (Figure 5.4.2.). As expected, the rational<br />
use of money is considered most important (87%) in Estonia<br />
today, but teaching young people about the risks and dangers<br />
involved in consumption is also becoming more important<br />
(44% of respondents consider it relevant). In addition,<br />
more than 40% of the respondents considered it important<br />
for young people to be familiar with their rights as consumers<br />
and have a critical attitude towards advertisement and<br />
marketing. It is noteworthy that the perception of the importance<br />
of the last aspect is least common among the youngest<br />
age group (15–19): only 17% have provided it as one of their<br />
answers, while 53% of the respondents in the oldest age group<br />
did so. Having an understanding of product information, i.e.<br />
various markings, and the habit of reading content information<br />
is considered relatively unimportant. Presumably this<br />
topic will increase in importance as the significance of consumer<br />
education becomes ever more widely recognized.<br />
An important “milestone” in growing up to be a consumer<br />
is going to school: children start receiving a regular<br />
allowance from their parents when they are 6–7 years old<br />
and they are expected to have an elementary competence<br />
in using it. The study Noorte elustiil 2007 revealed that<br />
97% of pupils aged 11–14 receive an allowance, with 50%<br />
of the respondents receiving a regular allowance and 13%<br />
being given pocket money for buying something specific.<br />
On average, boys get a 1.7 times higher monthly allowance<br />
compared to girls (407 and 247 kroons, respectively). As<br />
children become older, their allowance increases. In 2007,<br />
the average allowance for 13- and 14-year-olds was 400<br />
kroons per month. School pupils in Tallinn receive significantly<br />
larger allowances both on a monthly and weekly<br />
basis than young residents of Tartu (Figure 5.4.3.).<br />
Young people’s use of their allowances is illustrated by<br />
Table 5.4.2. Compared to boys, girls spend more on cosmetics,<br />
clothes and magazines, while boys spend more on<br />
food, music and films, games and sports equipment. Boys<br />
are also somewhat more active with regard to economizing<br />
and saving money. The survey also shows that expenses<br />
related to Internet use and mobile phones are usually covered<br />
by children’s parents.<br />
Figure 5.4.2. What is the most important thing that<br />
should be taught to young people in order to help<br />
them become conscious consumers? (%)<br />
Using money<br />
rationally<br />
Recognizing<br />
risks involved in<br />
consumption<br />
Having a critical<br />
attitude towards<br />
advertisements<br />
Knowing their rights<br />
Choosing items that<br />
suit their style<br />
Having an understanding<br />
of product<br />
information<br />
Being fashionable<br />
No need to teach<br />
anything on the list<br />
4<br />
13<br />
25<br />
24<br />
Source: Mina. Maailm. Meedia 2008<br />
40<br />
38<br />
44<br />
0 20 40 60 80 100<br />
Figure 5.4.3. Size of allowance of young people living<br />
in Tallinn and Tartu (average sums in <strong>Estonian</strong> kroons)<br />
400<br />
350<br />
300<br />
250<br />
200<br />
150<br />
100<br />
50<br />
0<br />
Tallinn<br />
Tartu<br />
109<br />
Weekly<br />
84<br />
Source: Noorte elustiil 2007<br />
392<br />
Monthly<br />
259<br />
Table 5.4.2. Use of allowance among boys and girls<br />
(%, multiple answers possible)<br />
87<br />
Total Girls Boys<br />
Food, drink 54 43 61<br />
Snacks, sweets 51 51 47<br />
Saving money for buying something 40 37 42<br />
Clothes 36 46 24<br />
Saving money in a bank account 28 20 31<br />
Music, films 23 17 29<br />
Cosmetics 23 44 1<br />
Games 22 8 35<br />
Sports equipment 22 17 27<br />
Magazines 21 32 10<br />
Tickets to events 18 20 17<br />
Other 12 9 14<br />
Mobile telephone bills 8 6 8<br />
Internet 3 1 4<br />
Source: Noorte elustiil 2007<br />
Both boys and girls considered the opportunity to make<br />
their own choice a very important criterion with regard<br />
to buying technological appliances and sports equipment<br />
(more than 90% considered it important or very important).<br />
They also considered it important for the product to<br />
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