Media Sensitization on Financial Literacy among Residents of Akwa Ibom State, Nigeria

Abstract

Abstract This study examined media sensitization on financial literacy among residents of AkwaIbom State. The research adopted the survey method, a sample of 400 respondents from3,902,051 population of the state were polled using thequestionnaire.. The research objectives wereto find out the percentage of people who are exposed to financial literacy message; to ascertain the outstanding media source of financial messages available to residents; to assess the nature of financial messages from the media..The responses showed that 52 percent of the respondents had exposure to financial literacy messages while 42 percent claimed they never had exposure and six per cent remained undecided. The banking agents accounting for 55 percent of sources of awareness on financial literacy and 45 percent the mass media sources. A total of 78 percent of respondents claimed messages on financial literacy werecomplex, too complex while 22 percent of them said the messages were simple. From the test of hypothesis, this study concludes that media sensitization on financial literacy in AkwaIbom State is low. It recommends that more financial literacy programmes should be designed to reach the residents by empowering the banking agents to serve.