Transit-TV viewing habits study by Nielesen Malaysia

Knowing the Transit-TV audience

In order to better understand the needs of commuters on public transportation, Nielsen Malaysia recently conducted a survey on the public transportation industry in Malaysia. The aims of the study were to know who bus riders are, what their travel patterns are like and how to best captivate their attention. The Nielsen Bus Riders Transit-TV Viewing Habits study covered 201 RapidKL bus riders aged 15 years and above living in Kuala Lumpur-Petaling Jaya market centre.

Today, bus riders are spending more time out-of-home and commuting. In the Klang valley alone, over 18% of the population are using RapidKL bus service. That is equivalent to 1.24 million unique riders with a daily bus ridership of nearly 400,000.

Young and vibrant

There is also a marked balance in the gender of riders , with 49% female and 51% male audience. They are skewed towards the younger age group, with 80% being under the age of 39. These are more likely to be students and working adults whose families are earning are slightly more than national average. The Nielsen Transit TV Study found that 98% of bus riders are aware of Asia Media TV. Of these, 76% of bus riders liked Asia Media TV.