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From a sample study with 4,250 respondents from across the country, 35.9 percent considered social media to be the best way to receive the Ministry of Interior’s (MoI) awareness announcements and campaigns, whereas 27.8 percent considered malls as the best place to receive these announcements and campaigns.
On behalf of the Security Media Department at the General Secretariat of the Office of H.H Deputy Prime Minister and Minister of Interior, a survey study conducted by the Emirates Center for Strategic Studies and Research (ECSSR) was carried out in order to identify the best methods and areas in which the public prefers to receive the MoI’s announcements and campaigns. The survey showed that 55.4 percent of the public remembers MoI awareness campaigns that have been delivered over the past six months, and 37.3 percent of the public believe that TV was the most significant method through which these awareness campaigns were received.
In regards to the objectives of the study, Lieutenant Colonel Saeed Al Khajah, Deputy Director of Tactical Affairs and Security Media Department, said, “The study aims to identify the media outlets followed by community members of the UAE in all categories, including: TV, radio, newspapers, social media, direct interaction, texts, lectures, brochures, campaigns in malls and festivals, and others.
The campaign also aimed to identify what times people follow different media outlets, and the programs (topics) different community segments prefer to watch, listen to, and browse via each media outlet.”
Lieutenant Colonel Al Khajah added, “The study achieved additional objectives, such as identifying favorite media outlets for different community segments, as well as the proper outlet for each segment, based on nationality, gender, and age group.”
Among the findings of the study: 62.9 percent are satisfied regarding the MoI’s role in media and its awareness campaigns; and 98.1 percent of Arabs (citizens and residents) watch local TV channels with Abu Dhabi TV on top with 20.8 percent.
Lieutenant Colonel Al Khajah said, “92 percent of non-Arabs said they watch local channels. National Geographic Abu Dhabi was the most viewed with 28.5 percent, and 17.2 percent of Arabs said they watch this channel, following Abu Dhabi TV.”
The study showed that 90.5 percent of Arabs listen to local radio stations, with Al Quran Al Kareem Radio on top with 26.2 percent, and 61.3 percent of non-Arabs listen to local radio stations, with Dubai FM on top with 18.9 percent.
The study also showed that 17.5 percent of Arabs do not read local newspapers, while 39.9 percent of non-Arabs do not read local newspapers at all. For communication purposes, 87.4 percent of Arabs prefer the Arabic language, while 69.7 percent of non-Arabs prefer English, followed by 19.6 percent with a preference for Urdu. As for laborers: 52.9 percent prefer Urdu, followed by 19.2 percent who prefer English, and Bengali is last with 9.4 percent.
The study has additionally shown that 35.9 percent of the public prefer social media as the best means of communication to receive MoI announcements and awareness campaigns; while 32.2 percent of the public rely on local channels; followed by 30.9 percent of the public rely on texts; 26.5 percent rely on the Internet; 21.9 percent rely on local radio channels; 21.8 percent rely on local newspapers and magazines; and 11.6 percent rely on festivals.
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