Social media penetration in the Philippines

Among social media users in the Philippines, Facebook was the most used platform. It accounted for almost the entire social media market as of June 2020, with the number of users close to the entire internet user population. For many Filipinos, the popular platform was not only used for social networking but also as a daily source of news, beating newspapers and radio. Despite Facebook’s popularity in the Philippines, other social platforms such as YouTube are gaining space in the market, particularly among content creators. As of June 2020, Raffy Tulfo in Action was the most popular YouTube channel in the country, with subscribers nearing 13 million.

Online advertising as a marketing tool

Online advertising has shown potential in the Philippines with an increasing market size due to consumers’ high internet adoption. In addition, local businesses have strategized to focus on social media for promoting products and services. Targeting the most-used social media platforms like Facebook, which has over 73 million users and a monthly traffic of over 600 million in the country, effectively allowed advertisements of products and services to become more visible online.

Impacts of social media

One leading concern for social media users is data breach. Social networking sites collect millions of data points from users, enabling access to hackers of all kinds, and resulting in cyber-crime. In region 4-A of the Philippines, over 460 thousand hacking incidents were reported as of 2019. Despite this, the popularity of social networking sites shows no sign of slowing down, as most Filipinos stated that it was unlikely for them to use less of social media.

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