The Filipina as a ‘high-heeled’ warrior

MANILA, Philippines - In the ASEAN region, women in senior management roles account for 32 percent, and they outpace the global average of 21 percent. Thirty-one percent of women in the region also say they are the chief income earner or head of the household.

In the Philippines, the stats get even better. We are among the top 10 countries in the world with a high percentage of women in a senior management role (39 percent), compared to how women fare in the US (17 percent). Filipino women are also better educated and increasingly empowered financially and in her career, with as much as 85 percent having completed an undergraduate degree or more, compared to the regional average of only 73 percent.

These are among the findings of a research conducted by NBC Universal on the modern Asian woman. The High Heeled Warriors study (conducted by research firm Ipsos) has been conducted in 2011, 2013 and 2015 among TV women aged 20-44, exploring their media consumption habits. The latest survey includes 3,000 participants from Singapore, Malaysia, Philippines, Indonesia and Hong Kong.

“Through our research, we know what women like to watch and we are able to identify how bespoke content can communicate to women most effectively,” said Christine Fellowes, managing director, Asia-Pacific, Universal Networks International.

Based on the results survey, media habits that best describe the modern Filipina lifestyle are as follows: 

The Geek: Filipino women own an average of four devices.Seven in 10 of them own smartphones and laptops. In the region, the Philippines ranks second (behind Indonesia) in device ownership.

The Social Media Queen: Women like to extend their TV viewing experience through social media, through liking a brand, tweeting about a TV show, following  a celebrity, posting comments on a fan page or chatting with to a friend. On Facebook, they have an average of  523 friends, compared to the regional average of 389.

The Spender: Women in the Philippines are ranked second in terms of car ownership with 1.76 cars per household (behind Malaysia’s 2.27). Not only do they trust their friends’ endorsements, 63 percent of Filipinas’ purchase decisions are strongly affected by celebrity testimonials. They also purchase over 50 percent of traditionally male consumer products like automotive, financial products, and electronics.

The Multitasker: Watching TV is no longer the passive activity that it used to be. The research shows that 61 percent of Filipino women watch TV while looking for information on the Internet about the shows they are watching and the products advertised on the shows. Around 65 percent of these multitaskers use their smartphones and 64 percent use laptops to do the search. 

The Celebrity Gawker: Filipina audiences are too enamored with both local and local Hollywood stars and celebrities. The research shows that personalities frequently mentioned in the survey responses include Angelina Jolie, Jennifer Lopez, Beyonce, Kim Kardashian, Lea Salonga, Sarah Geronimo and Ruffa Gutierrez.

 This obsession with celebrities is highlighted by their TV content consumption, with 51 percent tuning in to celebrity news. However, equally popular are cooking shows (67 percent); reality TV shows (54 percent) and fashion makeovers (50 percent).

The Yankee fan: Filipino women are Southeast Asia’s biggest fans of US programming, with 85 percent of survey respondents saying they watch TV shows. They also like TV characters that embody success, career-mindedness, ambition, and independence, while having a strong sense of community at the same time.

Fictional females such as JJ Jareau on Universal Channel’s Criminal Minds, Jessica Pearson and Rachel Zane of DIVA’s “Suits,” Detective Olivia Benson from DIVA’s “Law & Order: SVU,” and Alicia Florrick from DIVA’s “The Good Wife” resonate with women in the Philippines.

“With this research, we now know how the Filipina ‘high-heeled warrior’ engages with content, her preferred formats and the various themes that resonate,” said Fellowes.