A Study on Media Exposure for the Highest Risk Group of Road Users in Malaysia

A Study on Media Exposure for the Highest Risk Group of Road Users in Malaysia Yusof Ghani, Maslina Musa, Norliana Ali Haidzir, Noradrelina Isah Researchers, Road User Behavioural Change Centre Malaysian Institute of Road Safety Research (MIROS), Lot 135, Jalan TKS 1, , 43000 Kajang, Malaysia Corresponding Author: yusofghani@miros.gov.my (Tel: +6019 359 3009) Keywords: Road safety campaign, media exposure, traditional media, online media. Road safety is a serious issue in Malaysia, especially among youngsters. In 2010, a total of 6,874 road users died on Malaysian roads, with about 25% involving aged 16 to 25. One of the key interventions undertaken by the government is through road safety campaigns. This research attempts to look at media exposure on the highest risk road users, made up of male aged 16-25, from the ethnic Malays who live in the rural areas. This segmentation from the general population of road users would help the campaign implementers in preparing better media plan, and hence making the campaign cost effective. A total of 1133 respondents were surveyed nationwide. The finding revealed that this group has different exposure to the media in terms of choice of newspapers, television and radio channels, programmes and airing time, compared to others. They have less exposure to all types of media, but prefer the Youtube and Facebook where online media is concerned.