National survey on health media exposure, knowledge and behavior among Thai people. The correlation between age and income and those factors are found.

1. RELATIONSHIP BETWEEN AGE, AND INCOME
AND
HEALTH MEDIA EXPOSURE, KNOWLEDGE, AND
BEHAVIOR AMONG THAI PEOPLE
Smith Boonchutima BA, MA
(Advertising)
Department of Public Relations
Chulalongkorn University
Achara Bunchum B.N.S, M.Sc.
(Public Health)
The Office of Risk Communication for
Development Health Behavior
Department of Disease Control

2. OBJECTIVES
• to find the status and relationship between
age, and income and health media exposure,
knowledge, and behavior among Thai
people.
• Benefits
• The knowledge on this matter will lead to a
more effective strategic planning and
implementation of communication for
preventing and controlling diseases.
METHODOLOGY
• The survey method was utilized in
2012.
• The samples are 2,510 Thai people
aged over 15 throughout the country,
covering 25 provinces.
• Stratified and simple random
sampling

3. 200 Samples in Each of 12 DDC and Bangkok
100 Samples 100 SamplesProvince with
More Health Risk
Province with
More Health Risk
50 Samples
Urban
50 Samples 50 Samples 50 Samples
Market,
Shopping
center,
Governors’
office, Utility
offices
12+12+12+14
4Villages of
Different Health
Risks
12+12+13+13
Rural Urban Rural
Market,
Shopping
center,
Governors’
office, Utility
offices
12+12+12+14
4Villages of
Different Health
Risks
12+12+13+13
N = 200 x 12 +200 = 2,600 95% Confidence Interval = .02

4. • Questionnaires of 5 Sections
1. Sex, Income, Zone, Education,
Occupation
2. Department of Disease Control’s Image
3. Health media exposure, Health
information
4. Health knowledge
5. Health behavior
• Quality
• 1) Validity and Reliability
• 2) Health knowledge test
• Difficulty test
• 2 items = very difficult
• 1 items = difficult
• 6 items = moderate
• 17 items = easy
• 19 items = very easy
• Discrimination test
• 42 items = High power
• 3 items = Low power

5. RESULTS: AGE AND INCOME
Age Respondent with knowledge Percentage
15 – 30 695 27.69
31 – 45 707 28.17
46 – 60 702 27.97
60+ 406 16.18
Total 2,510 100.00
Income Respondent with knowledge Percentage
<2,500 505 20.12
2,500 – 10,000 1321 52.63
10,001-20,000 439 17.49
> 20,000 245 9.76
Total 2,510 100.00

6. RESULTS: HEALTH MEDIA EXPOSURE
TV Radio Newspaper
N % N % N %
Everyday 1017 40.52 393 15.66 404 16.1
> 3 time/w 614 24.46 453 18.05 484 19.28
1 time/w 427 17.01 428 17.05 458 18.25
1 time/m 353 14.06 449 17.89 445 17.73
Never 88 3.51 729 29.04 661 26.33
Non-exist 11 0.44 58 2.31 58 2.31
Total 2,510 100.00 2,510 100.00 2,510.00 100.00

7. RESULTS: HEALTH MEDIA EXPOSURE
Leaflet Poster Internet
N % N % N %
Everyday 65 2.59 175 6.97 251 10
> 3 time/w 219 8.73 305 12.15 286 11
1 time/w 349 13.9 350 13.94 233 9.3
1 time/m 909 36.22 913 36.37 304 12
Never 892 35.54 675 26.89 1307 52
Non-exist 76 3.03 92 3.67 129 5.1
Total 2,510 100.00 2,510 100.00 2,510.00 100.00

8. RESULTS: HEALTH MEDIA EXPOSURE
Health Professionals Health Volunteers Family members
N % N % N %
Everyday 149 5.94 175 6.97 482 19
> 3 time/w 334 13.31 334 13.31 410 16
1 time/w 412 16.41 468 18.65 450 18
1 time/m 1092 43.51 960 38.25 669 27
Never 489 19.48 527 21 444 18
Non-exist 34 1.35 46 1.83 55 2.2
Total 2,510 100.00 2,510 100.00 2,510.00 100.00

9. RESULTS: HEALTH MEDIA EXPOSURE
Local leaders Local wisdom elite Monks/teachers Others
N % N % N % N %
Everyday 117 4.66 44 1.75 86 3.4 14 0.6
> 3 time/w 236 9.4 157 6.25 156 6.2 9 0.4
1 time/w 304 12.11 240 9.56 302 12 11 0.4
1 time/m 758 30.2 491 19.56 539 21 18 0.7
Never 981 39.08 1366 54.42 1290 51 6 0.2
Non-exist 114 4.54 212 8.45 137 5.5 2452 98
Total 2,510 100.00 2,510 100.00 2,510.00 100.00 2,510 100.00

10. RESULTS: KNOWLEDGE
Topic Respondent with knowledge Percentage
Dengue 782 58.9
TB 1125 84.8
AIDS 914 68.9
Diabetes 874 65.9
High BP 569 42.9
Myocardial infarction 889 67.0
Influenza 1176 88.6
Diarrhea 757 57.1
Alcohol 1221 92.0
Tobacco 659 49.7
Total 993 74.8
N = 1,327

11. RESULTS: BEHAVIOR
Topic No. of Respondent with
appropriate health behavior
Percentage
Food 1,793 71.4
Avoidance of Respiratory Disease 626 24.9
Use of Toxic and Chemical Waste 1,126 44.9
Use of electronic appliances 2,153 85.8
Pest Control Product 2,216 88.3
Mosquito Breeding site eradication 1,734 69.1
Spicy food consumption 1,015 40.4
Smoking 2,184 87.0
Alcoholic drink consumption 1,953 77.8
Exercise 1,594 63.5
Influenza 2,191 87.3
Diarrhea 1,838 73.2
Medical Checkup 1,042 62.2
N = 2,510

12. EXERCISE AND EXCUSES
N=2,510 %
No. of people reporting that they
regularly ‘exercise’ 1040 41.43
Frequency
Everyday 259 24.9
5-6 times/ w. 109 10.48
3-4 times/ w. 184 17.69
1-2 times/ w. 456 43.85
Others 21 2.02
Not answer 11 1.06
Duration
<30 mins 503 48.37
30-59 mins 336 32.31
> 1 hour 126 12.12
Other 4 0.38
Not answer 71 6.83
N=531 %
Don’t like it 66 12.43
Nowhere to do it 44 8.29
No friends to do it with 26 4.90
Don’t have equipment 29 5.46
Don’t know how to do it 25 4.71
Too busy 205 38.61
Lazy 112 21.09
Others 24 4.52
Not answer >2,000
N=2,510 %
Correct 208 8.3
Wrong 1985 79.1
Not sure 313 12.5
Not answer 4 0.2
MISCONCEPTION
Having light exercise reduces the high
blood pressure disease.
The correct answer is NO.
Only 280 of respondents (20.7%) exercise at
least 30 minutes at least 3 times a week.

13. Demographics Media exposure Health message Health knowledge Health behavior
Age -.123*** .052** .107*** .059**
Income -.062** -.041* .144*** -0.018
Correlation of age and income and media exposure,
health message, knowledge and behavior
*p ≤ .05, **p ≤ .01, ***p ≤ .001

14. Type of media
Health knowledge
r p-value
Mass media .003 .867
1.Television -.013 .518
2. Radio .001 .979
3. Newspaper -.022 .265
Materials -.021 .305
4. Brochures / flyers -.035 .084
5. Posters / Billboards -.009 .667
6. Internet -.017 .407
Personal -.002 .929
7. Public health officers -.009 .653
8. Public health volunteers -.022 .266
9. family members -.014 .477
10. Friends/relatives/neighbors -.012 .541
11.Village/district leaders -.032 .114
12. Local wisdom elite -.025 .213
13. Monks/teachers -.045* .023
Other media (news towers, mobile units, text messages, and telephones) -.056* .005
Correlation of amount of exposure to a particular type of
media and health knowledge
*p≤.05,**p≤.01,***p≤.001

15. Predicators b Sb Beta t p-value
Food .528 .137 .103 3.867 >.001
Avoidance of Respiratory Disease .053 .101 .014 .529 .597
Use of Toxic and Chemical Waste .113 .042 .065 2.705 .007
Use of electronic appliances -.003 .038 -.002 -.073 .941
Pest Control Product .248 .141 .047 1.763 .078
Mosquito Breeding site eradication .167 .059 .076 2.803 .005
Spicy food consumption .053 .048 .027 1.092 .275
Smoking -.106 .079 -.035 -1.344 .179
Alcoholic drink consumption .019 .064 .008 .295 .768
Exercise .216 .046 .116 4.653 >.001
Influenza .033 .105 .008 .313 .755
Diarrhea -.010 .043 -.005 -.225 .822
Medical Checkup .105 .041 .064 2.573 .010
Adjusted R2 = .065 Constant = 1.874
*p ≤ .05, **p ≤ .01, ***p ≤ .001
bS 2
R

16. Step of predicators R R2 R2 Standardized F
- Exercise .172*** 0.03 0.03 51.15
- Exercise
- Food .220*** 0.048 0.018 42.353
- Exercise
- Food
- Mosquitoes’breeding site eradication
.244*** 0.06 0.012 35.354
- Exercise
- Food
- Mosquitoes’breeding site eradication
- Use of chemical and toxic waster
.254*** 0.064 0.004 28.691
- Exercise
- Food
- Mosquitoes’breeding site eradication
- Use of chemical and toxic waster
- medical checkup
.262*** 0.069 0.005 24.575
*p ≤ .05, **p ≤ .01, ***p ≤ .001