Comm&Sense’s Media Index is a nationwide quantitative study that measures Filipinos’ behaviors on various media platforms.

The main objectives of the study, as discussed by its lead researcher are:

  • To determine the media habits of Filipinos across media platforms
  • To provide a quantitative picture of how Filipinos get informed about health and wellness

Methodology

The study surveyed 1,350 heads of Filipino households all over the country, both in cities and provinces. Respondents were selected through a multi-stage cluster probability sampling, distributed into:

  1. Geographic Clusters: 300 from NCR, divided among those from the North, South, East, and West; 450 from Luzon, divided among those from Ilocos, Central Luzon, and Bicol; 300 from Visayas, divided among those from Western and Central Visayas; and  300 from Mindanao, divided among those from Northern Mindanao and Davao
  2. Respondent: All Filipinos aged 18 years and older were potential survey respondents. Each respondent was chosen through the last birthday method. Each respondent was also asked for his/her consent before the start of the interview.

Survey

The national study conducted face-to-face surveys using a survey questionnaire. To ensure the clarity of statements, a draft questionnaire was pre-tested among 20 participants. The questionnaire was then revised and tested again to 20 participants to calculate the reliability of scales before it was implemented in the nationwide survey.

The survey used a seven-point scale, where 1 is the highest and 7 is the lowest, to appropriately determine nuance in the respondents’ estimates of their media use. Scores can be interpreted according to these intervals:

FromToAgreementFrequencyState
1.001.85Strongly AgreeAlwaysVery Good
1.862.71AgreeVery FrequentlyGood
2.723.57Somewhat AgreeOccasionallySomewhat Good
3.584.43Neither Agree nor DisagreeNeither Occasionally nor RarelyNeither Good nor Bad
4.445.28Somewhat DisagreeRarelySomewhat Bad
5.296.14DisagreeVery RarelyBad
6.157.00Strongly DisagreeNeverVery bad

Demographics

The Media Index was able to determine the differences in media habits and health info-seeking practices of respondents based on their two levels of characteristics — individual and household characteristics.

Individual characteristics were measured by the area of residence, gender, age, marital status, education, income, occupation, and type of employer.

Household characteristics, meanwhile, are household size and whether there is an overseas Filipino worker (OFW) in the household.

Of the 1,350 surveyed respondents, the demographics of the respondents are as follows:

  • 51.8% are women and 48.1% are men.
  • 70% of the respondents are between 21 and 40 years old.
  • The biggest group of respondents (37%) are aged 31 to 40 years old.
  • Senior citizens (at least 60 years old) comprised three percent of the sample.
  • Almost two-thirds (61.9%) of the respondents had a partner.
    • 34.4% were married
    • 27.5% were in a co-habitational (“live-in”) arrangement
  • Over a quarter (26.4%) of respondents were single.
  • Over a tenth were either separated (6.6%) or widow/ers (4.1%).
  • A fifth (20.6%) of the respondents completed college.
  • Over 70% of the respondents had some post-secondary education.
  • Over two-fifths of households (43.9%) had four to six members.
  • There was an almost equal percentage of small (1 to 3 members) and big (7 or more members) households, 26.7% versus 28.3%, respectively.
  • Just over a third (34.6%) of households had an OFW member.
  • Siblings comprised the biggest type of OFWs (13.7%), followed by parents (9.7%).
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