Global Estonian

The purpose of this analysis was to better understand the information needs of Estonians living outside of Estonia. It also aimed to collect thoughts and suggestions for the Global Estonian portal, its associated Facebook page, and its newsletter.

The analysis of the Global Estonian portal was conducted from July to October 2023. It was primarily based on a survey involving 937 members of the Estonian diaspora community. The analysis also included a brief overview of Estonian diaspora studies conducted in recent years.

Findings of the study

The results confirm the high interest of Estonians living outside of Estonia in activities related to Estonia and Estonian affairs. Of the Estonian diaspora members who participated in the survey, 69% follow events in Estonia at least once a week. Additionally, 88% do so at least once a month. Regarding the activities of the Estonian community in their country of residence, 56% of respondents stay informed at least once a month. About a quarter (25%) follow events in Estonian diaspora communities worldwide at least once a month. People primarily obtain information about events in Estonia and Estonian diaspora communities through Facebook (83%) and Estonian newspapers and publications (73%). Local Estonian societies or organizations (47%) are also common sources of information. Instagram (42%) and Estonian television and streaming platforms (41%) are simultaneously popular.

One of the biggest challenges in communicating with the Estonian diaspora community is the vast and scattered flow of information. Currently, information is obtained from various portals, social media groups, and societies, but there is no comprehensive channel.

59% of Estonian diaspora members believe that it is vital to consolidate necessary and interesting information for the diaspora community onto one website. 18% of survey respondents have used the Global Estonian portal, 17% have used the associated newsletter, and 13% have used the Facebook page. However, more than half of the Estonian diaspora members have never heard of the Global Estonian portal or its information channels. To expand the user base of the portal, it will be necessary to introduce the portal to members of the diaspora community to a greater extent in the future. Additionally, it is essential to remind those who have heard of the portal of its existence.

For a more comprehensive understanding, please refer to the detailed analysis of the results.