Note: This blog is based on the Global Digital Report 2024 – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Changing World of Digital in 2024. Download the Global Digital Report 2024 and the Global Digital Report 2023 for free.
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For businesses to succeed in today's fast-paced digital world, they must keep ahead of the curve when it comes to social media trends. Amid 2024, the Philippines' social media statistics provide an ideal direction for businesses to plot marketing solutions, capitalizing on the constantly evolving relationship between social media and the country's increasingly digital way of life. Knowing the subtle shifts in social media use, preferences, and behaviors is crucial as the Philippines continues establishing itself as a growing market of digital consumers.
In this blog post, we will examine an overview of the Philippines' digital landscape and trace the development of social media's impact on Filipino internet users' online shopping, content consumption patterns, and purchasing habits. Marketers, influencers, and businesses looking to tap into the lively Filipino online audience can use these vital social media metrics to develop digital marketing strategies in the Philippines. Gaining insight from these social media statistics in 2024 can help uncover fresh opportunities in the Philippines' ever-growing digital horizon, where digital presence is synonymous with brand exposure and success.
The digitalization of the media landscape has impacted the Philippines. The Philippine media as well as social media are also impacting the Philippines.
Let's look at up-to-date social media statistics in the Philippines:
Table of Contents
Population essentials in the Philippines
Internet usage statistics in the Philippines
General social media statistics in the Philippines
Social media usage statistics in the Philippines
Mobile usage statistics in the Philippines
Ecommerce statistics in the Philippines
Digital marketing statistics in the Philippines
What's ahead for social media in the Philippines in 2024?
Population essentials in the Philippines
Looking at the social media data from the Philippines in 2024 reveals that one factor from the previous year has affected the digital footprint of its social media users. A thorough examination of the Social Media Statistics in the Philippines in 2024 uncovers developments and trends that social influencers and companies would pay attention to.
The overall population is currently 118.2 million, a 1.5% increase over the previous year, with an urbanization rate of 48.5%, which is indicative of the developing nature of the country. With an additional 1.8 million internet users in 2024, the overall number of Filipinos online has increased to 86.98 million, an overall increase of 2.1% from the previous year. User identities on social media platforms are also on a rising trend, as with the addition of 6.5 million identities, the overall number of social media users has increased to 86.75 million, reflecting an 8% growth. Because of this, social media continues to have a powerful influence on the digital lifestyle of the Filipino people, as it is used by 73.4% of the population.
Out of all the statistics that have come to light, the most concerning is the significant fall in cellular mobile connections from the previous year. These connections decreased by 30.1%, or 51 million in total. Although the article will go into more depth regarding the reasons behind this shift, early signs indicate that the telecom industry is more likely to be impacted by regulatory changes or market consolidation than by a decline in usage. A population that is more active online, seeking to connect, interact, and consume digital material, is suggested by the rise in internet use and social media engagement, even if mobile connections have shrunk. We will investigate the underlying implications of these changes in greater detail, offering insight into the Philippines' dynamic digital environment.
A clear pattern is emerging from the Philippines' general social media statistics: people are reducing the time spent in front of their screens daily. Now that the country has wholly reopened post-pandemic, Filipinos are rediscovering the energy from being disconnected from technology.
The percentage of people using the internet has dropped by 3.8%, or 21 minutes, to an average of 8 hours and 52 minutes daily. Filipinos' time spent on social media also fell, with an average daily use decline of 3.9%, or 8 minutes, to 3 hours and 34 minutes. A return to the social dynamics of the pre-pandemic age, characterized by more in-person encounters and a general preference for "real-world" experiences over virtual ones, could be the reason behind the current decline in digital consumption.
The data shows a renewed awareness of activities, relationships, and nuances of life that aren't mediated by technology. The shift to a healthier mix of online and offline lives is a good reminder of how valuable real-life interactions are, even though our daily routines are increasingly digitized.
Internet usage statistics in the Philippines
As we examine the Philippines' internet usage statistics in 2024, we find essential insights into how Filipinos have continued incorporating the internet into their everyday routines.
People between the ages of 16 and 64 spend an average of 8 hours and 52 minutes daily accessing the internet across all devices. 5 hours and 20 minutes are spent on the internet using mobile phones, while 3 hours and 32 minutes of the typical day are dedicated to using it on computers and tablets. It is worth noting that 60.1% of the total daily online time is spent on mobile devices, highlighting smartphones' key role in Filipino digital habits.
In light of the nation's strong cultural focus on family and community, 79.6% of Filipinos use the Internet to remain in contact with friends and family. At 79.3%, nearly as many use the internet to find information, emphasizing the significance of the web as an invaluable source of knowledge. Furthermore, 71.5% said they explore how to do things online, demonstrating a proactive attitude to self-education and practical application of internet resources.
Accessibility trends on the internet provide valuable insights on enhancing and tailoring online content to engage Filipinos. With a rise of 1.5% year-on-year, 98.8% of users still access online material using mobile phones, making them the primary method for Filipinos to use the internet. Despite a 4.6% decrease from the previous year, 61.8% of Filipinos use laptops and desktop computers to access the internet, with mobile choices following closely behind. Meanwhile, the percentage of Filipinos using tablets for this reason has dropped to 24.4%, a year-on-year fall of 13.2%, even though these devices are multipurpose tools for both productivity and enjoyment. In the same way, the percentage of connected televisions—devices that bring the internet to bigger displays ideal for video streaming and browsing—has fallen to 32.6%, a decline of 3.6% from the prior year.
1.8 million more Filipinos are now online in 2024, bringing the overall number of internet users in the Philippines to 86.98 million, up 2.1% from the previous year. Despite this rise, internet usage time is down, falling 3.8%, or an average of 21 minutes, suggesting that people have gotten increasingly selective with online browsing amidst social media content saturation.
An increase of 0.6% over the previous year brings the Philippines' internet penetration rate to 73.6%; this number indexed at 111.2 over the worldwide average, indicating an ongoing rise in digital accessibility, integrating more Filipinos within the global online community.
The nation's use trends reveal an affection for social interaction and ecommerce. Online communication is essential in people's everyday lives, as 99.2% of Filipino internet users aged 16 to 64 are active on social networks, while 98.2% utilize chat and message services. 91.7% of Filipinos use search engines or web portals to navigate vast online information and data. Lastly, 84.1% of internet traffic goes toward online shopping, auctions, or classifieds, demonstrating the prosperous e-commerce scene and the Filipinos' fondness for online markets.
Sites like Lazada, Shopee, and Carousell have been important companions to Filipinos' daily purchases and ecommerce habits for luxuries and essentials. When it comes down to it, Filipinos are very about keeping connected, getting their news, and enjoying all the perks of online shopping.
General social media statistics in the Philippines
Social media usage statistics in the Philippines provide an overview of the nation's digital environment. With an 8.0% rise year-on-year, or 6.5 million more Filipinos consistently entering the digital world, 86.75 million identities are now participating in social media use in the Philippines. Each day, people spend an average of 3 hours and 34 minutes on social media—8 minutes fewer than the previous year—even though the number of users has grown.
It may look like all Filipino internet users are actively using social media, as seen by how social media statistics show that there are 99.7% of social media identities compared to the total number of Philippine internet users. However, note that there are 13.5% more active social media accounts than users over 18 years old, meaning many Filipinos have more than one social media account for reasons outside their own. Meanwhile, among social media users, there is a very even distribution of genders, with 52.3% identifying as female and 47.7% as male.
The Philippines has a complex and diversified digital landscape, with each user visiting an average of 8 social media platforms monthly. These platforms, which act as centers for interaction, leisure, and knowledge, constantly influence and shape the digital experience of the Filipino people, which is crucial when tailoring your company's social media marketing strategies.
Social media usage statistics in the Philippines
Using social media as a brand research tool is becoming less common among Filipinos, according to social media usage statistics in 2024. The percentage of people using social media to learn about new brands has fallen to 54.8%, down 3.7% the prior year. Similarly, there has been a more significant loss in this respect for micro-blogs, which includes sites like X (formerly Twitter), with a use drop of 26.2%. Vlogs, which have been an effective means for people to learn about new products and engage with brands through many social influencers, also had a decline of 23.8%.
At 79.2%, a decline of 2.5% over the previous year, the overall trend indicates that fewer people are doing brand research using any sort of social media platform; this change raises concerns that the effectiveness of current social media marketing tactics in attracting Filipino consumers to discover new brands is waning.
Marketers might have to reconsider and adapt their social media engagement tactics by better-using influencers or developing content that closely matches the changing tastes and demands of the Filipino audience. Keeping up with the changing preferences of modern Filipino consumers is essential in this social media age. To create campaigns that connect with the audience and encourage them to engage with their brand, marketers need to investigate the causes of these changes, whether related to the economy, culture, or new technology.
The importance of family in Filipino culture is front and center when considering the main reasons Filipinos use social media. The Filipino people are highly reliant on social media to maintain relationships with their loved ones, as 67.7% of all Filipino social media users use social media to keep in touch with friends and family. In a culture as close-knit and influential as the Philippines, this is more than a passing trend, as it reflects the nation's strong emphasis on familial values. Known for their tight households, Filipinos include their loved ones in every part of life, seeing them as an integral part of many decision-making processes.
In addition to maintaining relationships with loved ones, 43.4% use social media to fill spare time and unwind in their downtime. Meanwhile, 42.3% of users prioritize finding new content like posts and videos about their interests, whereas 41.6% make sure to remain informed by reading news stories, showing that they consume media in a balanced way. Additionally, 40.9% of the population has their finger on the community's pulse by listening to the chatter and seeing what’s being talked about.
Again highlighting the significance of human relationships, 61.7% of Filipinos closely follow profiles of friends, family, or acquaintances. The entertainment group follows closely after, as 46.6% of Filipinos follow artists, comedians, or actresses. Noon-time programming is a popular piece of media that the masses tune into daily, as celebrity culture takes a significant piece of the pie for chatter. Furthermore, 43.9% of Filipinos follow influencers or other experts online, indicating that suggestions from trusted sources and peers influence consumer preferences.
Rounding out the most popular groups that Filipinos follow on social media accounts, 43% of users find amusement in browsing through entertainment, memes, or parody accounts, and 40.6% are followers of music, following bands, singers, or other musicians. Filipinos seek connection, enjoyment, and inspiration across a diversified social media ecosystem, as shown by these preferences.
Tip: Read our blog about 'What is Social Commerce? Definition, Examples, Tips' and download our free Comprehensive Guide to Social Commerce.
Top Social Media Platforms in the Philippines
According to its social media statistics, Facebook is the dominant social media platform in the Philippines' digital space. Among active Filipino social media users, Facebook has a 94.6% monthly login rate, making it the leader in this statistic. Also, Facebook Messenger plays an equally important role in keeping Filipinos connected, as 92.1% of them use it regularly for communication.
TikTok has also established a strong presence in the Philippines, with 80% of the online demographic engaging with its engaging short-form content. In comparison, at 72.5%, Instagram is also a mainstay in Filipinos' social media app roster with its role in giving users a way to follow their loved ones and stay engaged with entertaining content.
Filipinos live in a digital society where social media is integral to their lives. Facebook, in particular, is an essential player in this ecosystem, serving as a platform for public discourse, entertainment, communication, news, and even commerce. As Facebook and Messenger play a significant role in bringing people together, they are indispensable tools for Filipinos to keep in touch with loved ones even when they're far away. Because of these factors, it is no surprise that 41.1% of Filipino social media users say Facebook is their favourite social media platform, which is almost double the next, Messenger, at 21.7%. TikTok and Instagram followed at 19.6% and 7.6%, respectively.
Having a grasp of these social media network habits is vital for brands, businesses, and creators aiming to engage with the Filipino social media landscape in 2024. The data suggests a digital environment where Filipinos value community and connection above all else and where the most popular platforms in the Philippines can support dynamic and captivating content.
Using our social listening capabilities, Meltwater has compiled local studies about social media marketing in the Philippines. The implications of social media - from the statistics of its users and usage - play a vital part in deciding which strategies businesses employ. Each of the most popular social media platforms in the Philippines, such as Facebook, Twitter, Instagram, and Tiktok, has specific data sets readily available to capitalize on.
Despite Facebook's dominance in monthly usage and social media preference in the Philippines, a different story emerges when looking at actual time spent using social media apps. Filipinos spend 40 hours and 46 minutes monthly on TikTok, roughly 1.5 times longer than the 26 hours and 54 minutes they spend on Facebook. Between these two, YouTube is used for an average of 32 hours and 40 minutes, filling the spare time of social media users with engaging content. On the other hand, Facebook Messenger, the top messaging app that Filipinos hop in and out of, is utilized for 14 hours and 3 minutes. These social media apps take up most of Filipinos' social media time, leaving other platforms considerably behind.
Facebook Messenger is the Philippines' most popular social media platform for regular and brief interactions, with 709.4 monthly sessions, surpassing the rest in monthly social media app sessions. The following most popular apps in terms of monthly sessions are Facebook (483.5), TikTok (408.3), YouTube (258.3), and Instagram (127.4). Not only do these social media statistics show which channels are most used for communication and entertainment, but they also show how these platforms have integrated themselves into the daily digital routine of Filipinos.
Tip: Learn more in our blog about What Are the Most Used Social Media Platforms in the Philippines?
As discussed throughout the previous sections, Facebook stands head and shoulders above other social platforms in the Philippines' online space in terms of many social media usage statistics. The percentage of Filipino internet users who see Facebook ads is 99.7%, which highlights the popularity of Facebook in the country, where the app has become synonymous with social media use.
With such a broad audience penetration, ads will likely appear on Facebook even among Filipinos who haven't marked Facebook as their primary social media platform. Facebook has the most significant influence in digital advertisement efforts compared to any other social network thanks to its 86.75 million potential ad reach, which accounts for 73.4% of the Philippines' entire population.
The increasing number of ad campaigns on Facebook will likely reinforce brand communication, given the Filipino culture's inclination towards community and family. Advertisements users see while interacting with friends and family on the platform can quickly become a talking point, increasing the visibility and influence of these campaigns. Because of this dynamic, advertisers in the Philippines have an excellent opportunity to take advantage of Facebook's enormous user base and the social web that runs through the country.
Marketing professionals are taking note of TikTok's rise as a top social media network in the Philippines, where it has surpassed all other social media platforms in terms of time spent on the app. Advertisers now have access to a 9.2 million larger audience thanks to the platform's 23.2% quarterly ad reach growth - the highest among all recorded social networks in the Philippines.
In the Philippines, TikTok's total potential ad reach has reached 49.09 million; this comes on top of a reported ad reach up 13.0% from the previous year. Ads on TikTok engage 56.4% of all internet users, while 41.5% of the total population is engaged through its advertisements. In the Philippines, TikTok has evolved from a simple entertainment platform into an essential venue for effective advertising, and brands are starting to notice the trends in these social media statistics in the middle of 2024.
Because Facebook Messenger is primarily a messaging app, it may not fit the traditional social media platform mold, but advertisers have taken advantage of its large user base to place ads on the platform. Messenger's ad reach in the Philippines has grown by 14.5% compared to last year, translating to an increase of 7.6 million prospective viewers.
Messenger has established itself as an important part of the Philippines' digital advertising space, with a potential reach of 59.55 million. Ads on the platform reach 68.5% of all internet users, while the total reach of ads is 50.4% of the entire Philippine population.
Statistical analysis reveals that women account for 52.4% of Messenger ad reach, higher than men's 47.6% share and in line with the country's trend of greater digital engagement among younger women. Messenger is more than a messaging app: it's a powerful channel for advertisers in the Philippines to reach a large, engaged and expanding audience.
According to the statistics, there is a clear pattern regarding which group of people uses social media enough to get targeted by ads in the Philippines: younger people, especially women, are most active online in the nation. 18.1% of women and 15.3% of men in the 18–24 group are constantly online and most susceptible to ads on social media. The trend persists in the 25-34 age group, but the numbers are slightly lower at 15.5% for women and 14.9% for men. The 35-44 age group still has more female than male users, but not by too much, as the former is at 8.7% while the latter is at 8.5%.
Social media is more popular among the youth in the Philippines, specifically females. Platforms such as Facebook Messenger and TikTok have become essential tools for people to spend hours on content they can relate to and share in everyday life in the Philippines. Brands and marketers can best utilize their social media strategies when they know who their users are. Regardless of the platform, you'll find an active online community where these social media platforms converge and young Filipinos engage, shape, and establish new usage trends.
Mobile usage statistics in the Philippines
The Philippines' mobile usage statistics provide a snapshot of a significant shift in the telecommunications landscape. The number of cellular mobile connections has dropped substantially, falling by 51 million from the year prior, a decline of 30.1%. This dramatic drop coincided with the introduction of the SIM Card Registration Act, which, to strengthen cybersecurity and curb illicit activities linked to anonymous SIMs, has resulted in the deactivation of many unregistered SIM cards. Even though 99.3% of Filipinos still have cellular mobile connections, the new laws have cut into that by a large number, as most other countries have figures that show users have multiple cellular mobile connections for many different purposes.
The drastic reduction in the overall number of connections has undeniably altered mobile usage habits in the Philippines. After the SIM Card Registration Act was strictly enforced, there was a noticeable decrease in active mobile connections. The number of cellular mobile connections dropped from 166 million in Q2 to 117 million in Q3 of 2023. This unexpected drop aligns with the government's implementation of the SIM Card Registration Act, as the new policy is most clearly seen in the sharp decline.
The altered terrain in the Philippines now poses a fresh obstacle for companies still getting a feel for Filipinos' mobile usage, as the decrease is likely caused by the Act's registration mandate and the subsequent deactivation of non-compliant SIMs. The reduction in the number of cellular connections across the country proves that this legislative measure aimed at improving cybersecurity has changed mobile connectivity in the Philippines.
Despite the implementation of the SIM Card Registration Act, which reduced cellular mobile connections in the Philippines, interest in mobile apps and in-app purchases remains high. The mobile app market statistics show that consumer spending on mobile apps and in-app purchases was recorded at $544.4 million as of January 2024, indicating an increase of 23.9%, or $105 million more, from the previous year.
Businesses and marketers need to adapt quickly because regulations like the SIM Card Registration Act in the Philippines can unexpectedly change how people use technology and the internet. Keeping a close eye on national trends and social media chatter is essential, as public opinion and the socio-political environment directly impact how well marketing campaigns and strategies work. But, note that even with these fluctuations in mobile connectivity, the Filipino consumer remains invested in digital experiences through their devices.
Ecommerce statistics in the Philippines
Seeking the most economical deals is a recurring theme among the primary purchase drivers behind ecommerce in the Philippines, where 57% of internet users make weekly purchases of goods or services. As Filipinos always search for the best prices and discounts, shopping savvy defines this consumer behavior.
Based on these social media statistics, only a few Filipinos have taken advantage of ecommerce to shop for their daily necessities, as only 18.9% of shoppers take advantage of online grocery stores for convenience and possible savings. Meanwhile, only 11% of Filipino consumers shop at online thrift stores, and 15.2% of users compare prices online. Finally, 11.9% of customers have used "Buy Now, Pay Later" services, which could signify that Filipinos still prefer paying upfront for goods and services using cash. These tendencies suggest that Filipino consumers still need to utilize ecommerce as a marketplace for their essential needs fully and wants.
Popular online marketplaces in the Philippines, such as Lazada, Shopee, and Zalora, often provide no-minimum-spend shipping discounts during significant sale events, which benefit 60.9% of shoppers. Saving money through free delivery promotions, which can significantly increase the price of already-discounted items, is one reason this promotion has become the most significant purchase driver for Filipino ecommerce shoppers.
Paying for ecommerce goods through cash on delivery is vital for 51.2% of customers, which is analogous to consumers' need for flexible financial prioritization and their wish for a risk-free purchasing experience. This also emphasizes Filipinos' prudent approach to online shopping, where the physical inspection of goods upon delivery ensures the legitimacy of items and addresses some consumers' lack of digital payment methods.
In addition, coupons and discounts influence 48% of online shoppers, with shoppers taking advantage of sales for both purchases, as seen in the country's love of planned monthly sales and special offers from brands and e-commerce platforms. It is an open secret that online shopping platforms plan themed sales such as those on "double-double dates" like January 1 (1.1), February 2 (2.2), March 3 (3.3) and so on; Filipinos typically add their purchases to their cart until these special dates to find the best deals.
The Filipino ecommerce landscape is defined by deal-hunting and strategic timing, thanks to the accessibility of adaptable payment terms and incentives like bank-affiliated discounts and vouchers.
Digital marketing statistics in the Philippines
The statistics from digital marketing in the Philippines reveal a decline in overall engagement with online marketing efforts. The data shows that consumers are becoming more selective with the content they engage with, as 64.5% do online brand research before purchasing—a 3% decrease from the previous year.
The percentage of users visiting a brand's website in the last 30 days has also decreased by 2.8%, with 49.1% of users doing so, indicating a slight reduction in traffic. Additionally, just 16.3% of users report engagement with banner ads, and the click-through rates have dropped by 18.9%. The same pattern emerges when looking at sponsored social media posts; just 17.7% of users engage with them, a drop of 15.3% compared to the previous year.
With traditional digital ad formats garnering less attention, the data suggests that Filipino audiences are becoming more selective in viewing what they're being shown online. In the Philippines' digital landscape, marketing professionals may have to rethink and develop new ways to attract Filipino users' attention with how online engagement is down across the board.
Despite a possible downturn in Filipinos' online marketing engagement metrics, investments in digital advertising present a different story. They show strong growth across various industries in the Philippines' online promotional landscape. An additional $229 million has been poured into the market, marking an 8.3% increase in total advertising expenditure compared to the previous year. Digital ad spending increased by 10.4% across all channels, an additional $166 million spent. As the focus has shifted to digital channels, these ads now account for 59.1% of all advertising spending.
A closer look reveals a sizable increase in advertising expenditure across three distinct areas: digital audio ads by 19.2%, influencer advertising by 17.7%, and online search ads by 11.1%. Despite Filipinos' decreased engagement with online ads, companies have tried to be flexible and responsive to changes in consumer behavior, trying to find ways to capture the online audience.
The annual expenditure of $93.79 million on influencer marketing in the Philippines is evidence of the country's embrace of this marketing strategy, which centers on influencers and their ability to convince consumers to spend. Influencer marketing in the Philippines has been especially fruitful for the beauty industry, as prominent Filipino beauty influencers have taken advantage of their immense following. Not only are they famous on the internet, but they are also deeply ingrained in Filipino pop culture, with some being celebrities who've appeared on major television shows and even won beauty pageants worldwide.
In the Philippines' expanding digital advertising landscape, influencer marketing is becoming increasingly important as companies capitalize on the popularity of these figures and the trust their audiences have in them.
Tip: These are the top Filipino TikTok influencers and top beauty influencers in the Philippines. Find out how to find the right influencers to partner with your brand.
What's ahead for social media in the Philippines in 2024?
As we progress through 2024, companies in the Philippines face new challenges and opportunities in social media and internet use. Now more than ever, success requires the ability to quickly adjust to changing online trends and respond to news events on a national level.
There is a trend in how Filipinos interact with what they see online: Social media users are becoming more selective in their digital interactions, even though the number of people on the internet has steadily risen. Essential for companies planning their marketing campaigns, this indicates a greater understanding of what will work with the Filipino audience, which is needed to capture and hold their attention. To truly understand the country's online engagement drivers, marketers need to go beyond simple social media statistics in the midst of 2024 and delve into the cultural and behavioural subtleties at play.
The ever-changing digital market in the Philippines will keep growing, offering marketers diverse consumer behaviours to target. The future is filled with opportunities to connect with a dynamic and active online community in the Philippines for those who stay up-to-date with social media and internet use trends and are flexible enough to adjust to changing circumstances. For online marketers looking to tap into the full potential of the Philippines' social media and internet scene, 2024 will be a pivotal year to take advantage of.
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