Millennials in Philippines and Malaysia
In Philippines, 57% of Viacom viewers are Tagalog and this group is nearly 5 times as large as the next Viacom-viewing ethnicity. In Malaysia, the majority of viewers are Malay (74%), with Chinese being the second largest demography (19%).
Across both countries, Viacom viewers are more likely to be settled down with their partners and have young children. In Philippines, 52% of Viacom viewers are the parent or guardian of a child aged 18 years old or younger, and these children are most likely to be 2 years old boys and girls less than 1 years old. Comparatively, only 34% of non-Viacom viewers are the parent or guardian of a child.
Similarly, 58% of Viacom viewers in Malaysia are the parent or guardian of a child. While 61% of non-Viacom viewers live with their parents, over half of Malaysian Viacom viewers live with their partner and 37% live with their children
Filipino Viacom viewers are more likely to be full time employed than non-Viacom viewers (80% v 42%) while non-Viacom viewers are more likely to be employed part time (16% v 42%). Households of Viacom-viewers are more likely to have professional workers (24% v 8%) or middle management executive in large organisations (12% v 2%) as the main income earner. The main income earner in non-Viacom viewing households, are more likely to have jobs in public service (8% v 16%), skilled manual worker (10% v 6%), or unemployed (2% v 12%). Unsurprisingly, this means that Viacom viewing households are generally better off financially, with 76% of Viacom viewing households responding as medium-high income households as opposed to only 28% of non-Viacom viewing households.
Likewise, Malaysian Viacom viewers are nearly twice as likely to have professionals workers as the main income earner. Non-Viacom viewers are more than twice as likely as Viacom viewers to be self-employed and 3 times more likely than Viacom viewers to be non-manual workers (e.g. clerical/sales role). Overall, 64% of Viacom viewers responded as from medium-high income earning households, as opposed to 48% of non-Viacom viewers.
Viacom viewers in Malaysia and Philippines alike are more likely to have completed an university degree. For Philippines, 78% of Viacom viewers completed an university degree as opposed to 68% of non-Viacom viewers. In Malaysia, 68% of Viacom viewers completed an university degree compared to 59% of non-viewers.