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    More Facts about Filipino-American


    Language
    • 68.4% of the population speaks a language other than English in the household
    • 35.6% claimed that they do not speak English "very well"
    • 13.0% were described as "linguistically isolated"

    Occupation
    • 36.7% work in a technical, sales or administrative capacity
    • 26.6% are classified as managers and professionals
    • 16.8% work in the service industry

    Income/Spending power
    • Filipinos in America have the second highest median household income among Asians at $59,000. U.S. Filipinos have $35 billion in spending power.

    The Unique Filipino Culture
    • Filipinos maintain their cultural identity and heritage
    • Filipinos keep close ties to their homeland
    • Filipinos worldwide are passionate for news and entertainment from back home
    • Filipinos value their relationship with their families and friends
    • Filipinos put great importance on religion and education
    • Filipinos are influenced by Spanish, Chinese, and American cultures

    Filipino Viewing Habits

    Preference For Ads In Tagalog Versus English/Ads With Filipino Role Models/Values.

    • The vast majority of TFC subscribers prefer advertising directed to them to be in Tagalog rather than English. About 1 in 5 Filipino subscribers prefer ads to be in Tagalog exclusively and another two thirds favor a combination of Tagalog and English. In addition, Filipino TFC subscribers are overwhelmingly favorable toward the use of Filipino role models and Filipino values being reflected in advertising targeted to them.

    Preference For Ads In Tagalog Versus English/Ads With Filipino Role Models/Values.

    • The majority of Filipino adults both inside and outside of California would prefer advertising directed to the Filipino community to be in a combination of Tagalog and English rather than in English or Tagalog exclusively.
    • Filipinos are overwhelmingly favorable about the use of Filipino role models, and having Filipino values being reflected in the advertising targeted to them.