Singapore – The remote control is no longer the only TV viewing accessory. 75% of Singaporean women use their smartphones while watching TV – leading the trend in South East Asia. This was one of the many fascinating insights revealed at NBCUniversal International Television’s High Heeled Warriors research presentation on women’s content consumption habits.
Whether they “like” a brand; tweet about a TV show; follow a celebrity, post comments on a fan page or simply chat to a friend – Singaporean women multitask with 35% simultaneously watching TV and looking for more information about the shows they are watching.
“With this research, we now know how the Singaporean High Heeled Warrior engages with content, her preferred formats and the various themes that resonate,” said Christine Fellowes, Managing Director, Universal Networks International, Asia-Pacific. “This information means clients can connect more deeply with female consumers and drive even more measurable business outcomes through strategic advertising and sponsorships”.
High Heeled Warriors is NBCUniversal’s ground-breaking research initiative to better understand the modern Asian woman. In the latest study, the media and entertainment company uncovers how brands can communicate to women with content that engages and connects with them.
Women turn to TV for entertainment, information and inspiration. Genres and themes on drama (55%); cooking (48%); celebrity news (32%); hair, make-up and make-overs (41%) resonate well with Singaporean women.
Singaporean women admire and relate to TV characters and celebrities that embody success, career-mindedness, ambition and independence, while having a strong sense of family and community at the same time. Some of the personalities mentioned by Singaporean women in the survey included Angelina Jolie and Stefanie Sun, as well as DIVA’s fictional females such as Detective Olivia Benson from DIVA’s Law & Order: SVU.
U.S. programming is the most watched content in Singapore and 42% of women are influenced by ads on pay TV when making purchase decisions. Leading women’s channel DIVA and pop culture powerhouse E! are top TV channels for female audiences and dominate major consumer categories for advertisers who want to engage with women.
“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,” continued Fellowes. “With data from High Heeled Warriors, NBCUniversal takes a targeted approach to its programming, marketing and creative strategies to speak to female Pay-TV consumers in Asia”.
Video – whether in the form of TV programmes, short-form mobile vignettes or online clips – is one of the top performers among all marketing strategies to reach women.
Through the development of high-value and bespoke creative content for clients to connect to audiences, NBCUniversal is the only entertainment network that comprehensively commits and remains relevant to the contemporary Asian woman and savvy marketers. The company’s leading portfolio of female-focused channels, including global flagship brand Universal Channel, is complemented by bespoke programming and advertising solutions for clients who want to effectively reach the female consumer.
