Common Ground: Pinoy Voices in New Media

When it comes to media preferences, it’s no surprise that men and women often gravitate toward different content. A recent study conducted by PR firm Comm&Sense has revealed clear patterns in what Filipinos aged 27 to 58 are drawn to when they go online.

The study, part of Comm&Sense’s generational research titled “Common Ground: Pinoy Voices in New Media,” surveyed 400 Filipinos nationwide. The findings show that men tend to prefer content about gaming, fitness, sports, and science and technology. On the other hand, women expressed stronger interest in beauty, fashion, and lifestyle.

Tailoring Content for Today’s Audience

Charlotte F. Reyes, Managing Director of Comm&Sense, explained that these insights are not only interesting but also crucial for brands wanting to connect with their target markets.

“As more and more people consume content online, brands need to tailor their messaging based on these preferences. For example, if you’re marketing to moms, creating thoughtful, relatable content around beauty tips, self-care, or family fashion can really resonate,” Reyes shared.

Engaging on a Deeper Level

Dr. Fernando Paragas, Dean of the College of Mass Communication at UP Diliman, and lead researcher in the study, noted that brands now have a better understanding of how to create messages that genuinely connect with people.

“By tapping into these gender-based preferences, brands and content creators can craft messages that aren’t just seen, but truly felt,” Paragas explained. This is an opportunity for businesses to be more intentional in their content, ensuring that they create value for their audience.

#IntelligentPR: Bringing Stories to Life

Comm&Sense’s #IntelligentPR approach is built around using data-driven insights like these to craft engaging and impactful narratives. This strategy has helped the agency earn numerous awards, including Agency of the Year nominations, by creating content that resonates on a personal level.

Whether it’s fitness for dads or beauty tips for moms, this study underscores the importance of understanding what truly captures your audience’s attention. And for us moms, this means we can expect more personalized and thoughtful content coming our way!