Youth Engagement Study Report

1. Youth Engagement Study Report Prepared by Youthography for The Office of Francophone Affairs October 2008

2. Table of Contents • Background • Methodology • Sample Challenges • Reaching the Target • Objectives • Questionnaire Design • Demographics • Detailed Results • Preliminary Summary & Recommendations • Appendix - Demographics

3. Background • Youthography was approached by the Office of Francophone Affairs to provide a proposal on a youth engagement strategy for Ontario’s francophone and francophile youth. • The target was determined to be Ontario francophone and francophile youth aged 14-22, who attend or did attend either French or French-immersion schools or university.

4. Methodology • To fulfill the objectives linked to this particular research requirement, Youthography proposed the creation of a reliable online surveying tool that was fielded in French to francophone youth in Ontario. • The original target sample was 800 Ontario francophone and francophile youth. • Due to the sample challenges identified on slide five, the total number of respondents sourced was 360. • 360 is still a large enough number to make a statistically sound conclusions, and even within the sub-groups the margin of error is under the +/- 10% threshold. • The survey was posted at www.cmonopinion.ca, a domain name purchased by Youthography for OFA. • The survey was in field from September 9th to October 1st 2008.

5. Sample Challenges • RDD (Random Digit Dialling) would have been our normal choice to source sample for a project of this nature and as this demographic is difficult to reach. The low incidence of Francophone youth within the general population of Ontario, as well as their specific, disparate, and sometimes remote locations meant they could be found more keenly, and within a shorter time period using this method. However, this was not possible within the current budget or the short window of time for fielding (three weeks). • Assistance from the OFA in reaching the sample was unavoidable and completely necessary with current budget and time constraints. • The methods used are detailed on the following slides. • A sample size of 800 was chosen to enable a detailed analysis of the sub-groups, but was an ambitious target considering the small francophone population in Ontario. 800 would be considered sufficient for even a national study of this kind.

6. Reaching the Target • A variety of sources were used to reach our sample and drive respondents to the online survey tool. • A Flash banner ad promoting the survey was created by Youthography and approved by the OFA. The ad was posted on the following sites: • Hotmail & MSN, targeted to French-speakers in Ontario • The FESFO website • The TFO website • The OFA website • An OFA memorandum was sent from the Ministry of Education to the French-language school boards and from the Ministry of Training, Colleges and Universities to the francophone colleges and bilingual universities.

7. Reaching the Target Continued • The OFA made direct contact with the student associations at: • University of Ottawa • Laurentian University • University of Toronto – francophone association • York University – Glendon College • Cité collégiale • Collège d’Alfred • Collège Boréal • The OFA also sent e-mails to: • Francophone organizations • OFA employees • French-language services co-ordinators • Participants and candidates of the FLEX program • Various other francophone contacts

8. Objectives The OFA’s broad objective is to increase and strengthen the value of French as a language through which young francophones and francophiles can experience fulfilling active citizenship in Ontario. The survey objectives were: • To understand young francophones’ and francophiles’ perceptions of their identity, and the impact of francophone culture on their identity • To determine awareness and interest in francophone culture • To understand young people’s interest, passion and participation with (or lack of interest/participation in) francophone culture • To gain insight into the factors that motivate involvement in francophone culture • To develop further understanding of this demographic, in terms of effective media outlets for reaching them, general interests, etc.

9. Questionnaire Design • The following flow chart details the design and logic of the questionnaire by question battery. It continues onto the next page. Demographics All Respondents Media Outlets and General Interests All Respondents Perceptions and Impact of Francophone Culture on Identity All Respondents Q23 answered by Respondents who feel uncomfortable communicating in French Q28 High School Respondents Only Interest in Francophone Culture All Respondents Q29 Non High School Students Only French Language, Education, and Employment All Respondents Community All Respondents Francophone Events All Respondents Q38 Respondents engaged in a Francophone community Q37 Respondents not engaged in a Francophone community

10. Questionnaire Design Continued Q43 Answered by respondents who are unaware of Francophone events and say “organizers don’t advertise where they would see them” Q42 Answered by respondents who are unaware of Francophone events Q44- Q46 Answered by respondents who are aware of francophone events Motivators for Francophone Culture Involvement All Respondents Q49-50 Answered by respondents who are aware of francophone events and have never attended Q47-48 Answered by respondents who are aware of francophone events and have attended End of Survey

11. Sample Sizes and Margin of Error • The table details the sub-groups for analysis. • Due to a lower than expected completion rate certain breaks were combined, (for example north-east and north west regions, and central and southern regions were combined.) and some breaks were not possible, for example French immersion vs. French language school.

12. Demographics

13. Demographics • The charts on the following pages include the number of respondents as well as the percentages. • The percentages displayed are weighted to accurately reflect the francophone population. • Over 1000 respondents went to the survey, and a total of 360 young francophone and francophiles completed the survey in its entirety.

14. Demographics • 45% of respondents currently live in the North Eastern region of Ontario. • The remainder of the respondents were currently living in either the Eastern or Central region of Ontario (28% and 23% respectively). • Few respondents were from the northwestern and southern regions of Ontario (2%). • Respondents were slightly more likely to be living in urban areas than rural areas.

15. Demographics • The majority of respondents were born in Ontario (78%) • Respondents attended primary school in French, and even greater percentage attended secondary school in French (76% and 83% respectively).

16. Demographics The majority of respondents are attending secondary school (76%). Respondents are most likely to have a part-time job. 36% of respondent stated they do not have a job but this is nothing out of the ordinary since the sample is heavy with 14 and 17 year olds, many of which are in school this time of year.

17. Demographics • This was a multi-choice question which gave respondents the choice to pick which ethnic background they identify with. Some respondents chose more than one answer. • Keeping the above in mind, 69% of respondents identified themselves as French Canadian (going back generations). • 34% of respondents described themselves as Canadian for generations but without the French roots. • In the following detailed analysis of the data the numbers have been weighted in accordance with the general francophone population in Ontario, allowing the results to be generalized to the entire population.

18. Detailed Results

19. Media Habits

20. Media Engagement • Overall young francophones are not as engaged in French media as they are in English. • Young francophones engage their French the most when “using the internet for work or studies” with 4.65 hours per week, especially females who spend 4.79 hours per week. • They are far more likely to be engaged in English when: • Listening to the radio ( French 2.45 vs. English 3.12) • Using the internet for entertainment (French 1.42 vs. English 2.28) • Using the internet to communicate (French 5.31 vs. English 7.75) • Watching TV (French 3.19 vs. English 8.26) • Their lack of French engagement may be a result of their own preference, but is more likely a result of limited media options

21. Reading Habits • Young francophones read French and English material at almost the same rate. • Magazines (61%) and blogs (18%) are read at a higher rate in English than French. • Like media engagement, those rates are most likely based on availability of options. • Females read more magazines than males generally, and their consumption of English magazines is nearly double their consumption of French magazines. • Interestingly, comics are read in French more often than in English (32% vs. 23% respectively). • The most popular material to read for francophone youth is fiction, especially for females in French as well as in English (67%).

22. Interaction with cultural media • Similarly to media engagement, young francophones and francophiles are far more likely to consume cultural media in English than in French. • Francophone youth buy “books to read for fun” in French more than any other cultural media (45%). • Female francophone youth download French music at the same rate (43%) • Although the likelihood for respondents to consume French cultural media is markedly lower than that of English, it is worth noting that respondents are consuming French media through various sources. It seems that the interest for French cultural media is there.

23. English Media Overwhelms • Internet for communication or entertainment Internet for work or study • TV and Radio Comics • Concerts • Music • Magazines • Movies

24. Identity

25. How do they define themselves? • Young francophones identify most strongly with the statement “I am Canadian” (96%), followed by “I am bilingual” (93%). • Those living in rural areas are most likely to identify with their Canadian and bilingual identities. • They are also more likely than their urban counterparts to identify with any statement that defines them as French in some way i.e. francophone, Franco-Ontarian, Ontarois, French -Canadian and bilingual francophone.

26. Pride in their identity • “I am Canadian” and “I am bilingual” are not only the statements they identify with most, they also generate the most pride for respondents. • Rural respondents are again more likely than urbanites to be proud of any statement that identifies them as francophone in some way.

27. “True Canadians” They are Canadian first and foremost. Their ability to speak French makes them feel like “true Canadians” and does not overwhelm their Canadian connection.

28. Comfort and Choice

29. Communicating with different groups • It is in formal situations with businesses, government organizations, health and social care professionals that respondents are more likely to speak in English. • Parents and teachers are the two groups they are most likely to speak French with. • Similar percentages of respondents speak to their friends in French as they do in English. • However, if they live in a rural area, they are more likely to speak French than an urbanite in every situation. 14-17 Total n=194 Males n=64 Females n=130 18-22 Total n=166 Makes n=49 Females=117 Urban n=222 Rural n=138

30. Choice and Comfort • Region of residence wields the biggest influence over their choice of English or French. • Those in the Central-SW areas are more likely to experience discomfort speaking French as they are more likely to choose English over French. • “A large proportion of English speakers” as well as the infrequency at which people encounter French speakers likely contribute to their choices and comfort level.

31. Uncomfortable situations • Easily the most uncomfortable situations for young French speakers is when most other people speak English around them. • Females aged 14-17 were slightly more likely than males the same age to feel uncomfortable when surrounded by English speakers. • Both male and female respondents aged 18-22 were far more likely to experience discomfort when they were with people that they think speak “better French” or with “older French speakers”. • As our respondents age, they likely encounter more people from backgrounds different than their own, and through a broader range of connections (work, college, university) causing a heightened awareness of their language skills and forcing them to identify their own strengths and weaknesses in that regard.

32. Tell us about the times you feel comfortable « A mon école et avec mes parents car ils sont française » « Il n'y avait jamais un temps dans mes cours de francais que je ne sente pas a l'aise. C'etait un environment ou toutes les gens voulaient apprendre et ameliorer leurs francais qu'on a tout fait un effort.» « À des gens qui parle le français- grandparents, parents, frères, soeurs, enseignants.» « Avec mes amis proches et ma famille car ils me comprennent très bien.» « Quand j'ai fait de benevolence a une ecole d'immersion francais je m'etais sentie a l'aise de parler en francais parce que les enfants sont plus jeunes de moi et ils ne pourraient pas parler tres bien, alors je n'etais pas nerveuse.» « Je travaille dans un hotel en tant que sauveteur et alors je rencontre pleins de francophone. Puisque je suis a Toronto, la majorite des employes ne parlent qu'en anglais alors je me sens a l'aise de parler en francais avec les clients.»

33. Tell us about the times you feel uncomfortable « consultation du gouvernement » « Mon niveau du français est assez bien pour qu'on m'appelle francophone, mais je me sentie mal à l'aise quand je parle avec des gens français de France, et je suis plus comfortable avec les gens Québécois. Toutes les situations formelles, par examples dans les bureaux gouvernementaux et avec des professeurs français ici à L'Université de Toronto, sont aussi parfois en peu gênantes. » « Sortie en amis, un membre du groupe était unilingue anglophone. » « Pendant que je suis au travail et il y a des clients qui peuvent seulement parler le français. » « Normalement, je communique très bien en français. En anglais et en français, je communique mieux par écrit que par oral parce que je trouve que ça me donne plus de temps pour mieux formuler mes idées. J'ai toujours fréquenté des écoles de langue française, mais à l'été, je travaillais dans un camp anglophone, puis quand les cours recommençaient à l'automne, je me sentais toujours un peu mal à l'aise parce que mon français était devenu un peu rouillé. » « J'ai honte de faire des fautes et alors à l'école je suis souvent nerveuse quand je parle français. » « Pendant que je parle en français avec mon père et ma sœur ne comprend pas. »

34. Groups that boost confidence • Those aged 14-17 gain the most confidence from education professionals and from their parents. • As respondents age they have less day to day contact with their teachers and parents. • Because teachers and parents provided the supportive environment in which they had been improving their French, they begin to lose their safety net. As a consequence, there is a lower percentage of youth aged 18-22 selecting parents (67% v. 78%) and teachers (69% v. 91%) as groups that boost confidence. • Respondents aged 18-22 gain the most confidence from their friends. • Friends are of particular importance to girls in both age groups.

35. Groups that lower confidence • Respondents aged 18-22 experience the most discomfort in formal situations for example, when dealing with business institutions or health professionals, than those aged 14-17. • 18-22 year olds also gain less confidence from teachers or professors than those aged 14-17. • Males aged 14-17 are far more likely than other groups to say they don’t feel confident when speaking French with their friends. • For everyone the biggest drain on confidence comes from “people who I think speak better French than me.”

36. Discomfort + Lack of Confidence = The English Default

37. Opportunities and Community Engagement

38. Plans for Post-Secondary • The intent exists to move on into an environment where they will continue to speak French. • The most prevalent choice for after high school is a bilingual university. • A bilingual university is most popular in the Ottawa-East region. • English-only options are the least popular with the group overall, but those in the Central-SW region are most likely to plan to attend an English-language university. • Region plays a large role in the choice. This is most likely due to the options available to them but it nevertheless makes it more of a challenge in Central and SW Ontario for youth to maintain their French as they move into post-secondary study.

39. Career Options • High percentages of respondents in all age groups, genders and regions want to work in an environment where they can use French and think it is likely they will do so. • Those in the North region are the most likely to think they will work in an environment where they will use French. • The career options afforded to young francophones will play an important role in the continuing development of their French skills.

40. The opportunities created by speaking French • Clearly there are strong perceptions that the ability to speak both French and English creates opportunities. • Those aged 14-17 identify more with educational and career opportunities within Ontario and Canada. • The older 18-22 age group are more likely to see their bilingualism as an asset internationally, likely as they are closer to the idea of travelling abroad for school, work or pleasure.

41. Other areas enriched by speaking French « Je crois que parler français me permet souvent de faire de nouveaux amis, car ce n'est pas quelque chose que toute le monde on en commun. Aussi, je resent beaucoup de satisfaction quand je peux venir en aide a quelqu'un qui ne parle pas l'anglais dans un restaurant ou a l'hopital, sa me fait vraiment plaisir de pouvoir les aider! » « à s'identifier franco ontarien » « Transmettre ma langue à mes enfants plus tard » « De l'inspiration pour les jeunes francophones qui ne savent pas encore la valeur de cette langue, et les anglophones de mon âge qui veulent améliorer leurs français. » « En parlant le français, j'aurais l‘abilite a communiquer et a établir des liens avec des francophones autour du monde. » « Etre capable d'avoir de meilleures positions et plus d'argent au niveau de ma carrière. »

42. Community Engagement • Community engagement is highest in the Northern region, Ottawa-East region and among rural respondents. • For each age group and region, there are lower rates of engagement with the francophone community when compared to their engagement with their community in general. • The lowest rates for engagement with either community is in the Central-SW region. • The 18-22 age group has a lower rate of engagement than the 14-17 year old group continuing the trend of decreasing contact with French culture with age.

43. Volunteering • Volunteering in their community isn’t a hugely common activity among the group. • The highest rates of volunteering are in urban areas and among respondents aged 14-17. • The language they use during their volunteer work varies most by region.

44. They see opportunity and have desire to connect

45. Francophone Events

46. Francophone Events • Awareness of events is highest in the North and Ottawa-East region. • The Central /SW region is lacking when it comes to awareness. • Respondents who weren’t aware of any events were asked why they thought they didn’t know any. • The most common reason cited was that they didn’t look for any and therefore never knew about them. • This reason was most commonly cited by those aged 14-17 and those in the Ottawa region.

47. So then, where should the advertising be placed? • Respondents who indicated at the previous question that they never saw advertising for francophone events were asked where the advertising should be placed to capture their attention. • Schools and campuses were thought to be the best place by every group. • Schools, colleges and universities have an important strategic role in the promotion of French culture outside their traditional skills development role.

48. Event Awareness • Respondents who said they were aware of francophone events were asked which events they were aware of. • The top ten events for awareness are detailed in the table. • The Central-SW region has the lowest awareness for all events. • The 18-22 age group shows lower awareness than the 14-17 age group. • The Célébrations locales du drapeau franco-ontarien were considerably more popular with the 14-17 group than with the 18-22 group. This can easily be explained as elementary and secondary schools often host these events.

49. Event Awareness • Educational institutions are the most common way for respondents to find out about francophone events: • This aligns with the respondents who aren’t aware of events indicating they would like to find out about events through their school. • Friends are also again seen to be an important way for them to hear about the events.

50. Event Attendance • In terms of attendance, the most frequently attended events are the local Franco-ontarian flag celebrations, local St-Jean-Baptiste celebrations and book fairs. • Those in the Central-SW region are more likely to be going to book fairs than any other event. This makes the book fairs a key area for further cultural promotions in this region. • Historical celebrations are among the most popular events. • It is important to note the drop-off between awareness and attendance.