Social Media, TV Preferred to Learn on MoI Alerts: Survey
- 3 November 2014
55.4 per cent of the respondents say they remember MoI awareness campaign alerts delivered over the past six months, while 37.3 per cent believe that TV is the most significant method for receiving info.
As many as 35.9 per cent of the public in the UAE consider social media the best way to receive the Ministry of Interior’s awareness announcements and alerts for its campaigns, while 27.8 per cent consider malls as the best place for receiving such information, shows a new study involving 4,250 respondents.
The study was conducted by the Abu Dhabi-based Emirates Centre for Strategic Studies and Research (ECSSR) on behalf of the Security Media Department at the General Secretariat of the Office of the Deputy Prime Minister and Minister of Interior.
55.4 per cent of the respondents say they remember MoI awareness campaign alerts delivered over the past six months, while 37.3 per cent believe that TV is the most significant method for receiving info on awareness campaigns.
Lieutenant Colonel Saeed Al Khajah, Deputy Director of Tactical Affairs and Security Media Department, said the aim of the study was to identify the media outlets followed by all segments of the UAE society, including TV, radio, newspapers, social media, direct interaction, texts, lectures, brochures, campaigns in malls and festivals, and others.
“The campaign was also aimed at identifying at what times people follow different media outlets, and the programmes (topics) the social segments prefer to watch, listen to, and browse via each media outlet. The study achieved additional objectives including identifying favourite media outlets for different segments, as well as the proper outlet for each segment, based on nationality, gender, and age group.”
According to the results, 62.9 per cent are satisfied with the MoI’s role in the media and with its awareness campaigns; 98.1 per cent of Arabs (including citizens and residents) watch local TV channels with Abu Dhabi TV on top of the list of viewership with 20.8 per cent.
“92 per cent of non-Arabs said they watch local channels. National Geographic Abu Dhabi was the most viewed with 28.5 per cent, and 17.2 per cent of Arabs said they watch this channel, following Abu Dhabi TV,” Al Khajah added.
The 4,250 participants polled in the survey represent five segments of the UAE society. The selection of this sample was based on a multi-stage sampling method. The elements of the sample were determined by nationality, gender, age group, and emirate.
Other findings of the study include:
90.5 per cent of Arabs listen to local radio stations, with Al Quran Al Kareem Radio on top with 26.2 per cent, and 61.3 per cent of non-Arabs listen to local radio stations, with Dubai FM on top with 18.9 percent.
17.5 per cent of Arabs and 39.9 per cent of non-Arabs do not read any local newspapers.
87.4 per cent of Arabs prefer the Arabic language, while 69.7 per cent of non-Arabs prefer English, followed by 19.6 percent with a preference for Urdu. As for labourers, 52.9 per cent prefer Urdu, followed by 19.2 per cent who prefer English, and Bengali is last with 9.4 per cent.
35.9 per cent of the public prefer social media as the best means of communication for receiving MoI announcements and info on awareness campaigns, while 32.2 percent rely on local channels. Also, 30.9 per cent of the public rely on text messages, and 26.5 per cent rely on the Internet.
21.9 per cent rely on local radio stations; 21.8 per cent rely on local newspapers and magazines; 11.6 per cent rely on festivals.
88.6 per cent of the public use social media. WhatsApp came first with 57.7 per cent of users, followed by Facebook (55.1 per cent), YouTube (31.8 per cent), Instagram (28.7 per cent), and Twitter (27.8 per cent.)
27.8 per cent of the public prefer malls as the best location to receive the MoI announcements and info on awareness campaigns; followed by workplaces with16.5 per cent, schools (14.3 per cent), roads and streets (12.4 per cent), homes (11.5 per cent); universities and colleges (7.8 per cent.)