Comm&Sense Study: Men favor gaming, fitness; women prefer beauty, fashion

MANILA – A new study on media consumption confirmed what many might expect: men are drawn to content on gaming, fitness and sports, and science and technology, while women show a stronger preference for beauty and fashion.

The study is part of Comm&Sense’s generational research titled “Common Ground: Pinoy Voices in New Media,” which surveyed 400 Filipinos aged 27 to 58 nationwide, exploring their media content preferences. 

Comm&Sense Managing Director Charlotte F. Reyes said that the difference in media preferences not only revealed consumption patterns but also urged brands to produce niche- specific materials.

“This clear division in media preferences not only reflects current consumption trends but also underscores the necessity for brands to develop specialized content that aligns with these distinct interests,” Reyes stated.

Meanwhile, University of the Philippines Diliman Dean of the College of Mass Communication and lead researcher of the study, Dr. Fernando Paragas, said that by pinning down these preferences, brands now have the upper hand to produce contents that are thought provoking. 

“By identifying and understanding these gender-based preferences, brands and content creators can craft messages that are more relevant and impactful, engaging their audiences on a deeper level,” Paragas said.

Comm&Sense, a PR agency that garnered recognition, was founded in 2005. The firm is known for its #IntelligentPR approach, which merges data-driven insights with intuitive storytelling to create thought provoking narratives that resonate and deliver results. This revolutionary approach has earned Comm&Sense numerous awards, including consistent nominations for Agency of the Year over the past five years.