Social media in the Philippines - statistics & facts

The constant need for social interaction, especially in a country divided by over seven thousand islands and with an increasing number of overseas workers, was among the leading factors that contributed to the growing number of social network users in the Philippines. On average, Filipinos spent over four hours using social media platforms, which was the highest across the Asia Pacific region. Among others, social media platforms such as Facebook, Twitter, and Instagram created a way to connect and bridge distances between family and friends, enabled content creators to share information through digital media, and allowed a broader reach of promotional marketing through online ads.

Social media penetration in the Philippines

Among social media users in the Philippines, Facebook was the most used platform, accounting for almost the entire social media market. Thanks to the Internet.org app introduced by Facebook and Smart Communications Inc. in 2015, Filipino internet users were given free access to a few mobile sites including Facebook and Facebook messenger apps even without a mobile network connection. For many Filipinos, the platform was not only used for social networking but also as a daily source of news, beating newspapers and the radio. Apart from Facebook, Instagram, YouTube, and TikTok were also popular among Filipino internet users, particularly among content creators. In fact, the Philippines was one of the leading countries globally in terms of supernova creators, or those having over 10 million followers on each of these platforms. Supernova creators were particularly higher on TikTok. In addition, television networks have also been growing their presence on YouTube, as reflected in the most viewed channels as of September 2022.

Social media advertising as a marketing tool

Due to high penetration rates, marketing strategies on social media, such as influencer marketing and social commerce, are increasingly becoming important among local and international brands hoping to connect to the millions of Filipino online users. By investing in their social media presence, brands gain higher visibility, hopefully translating to increased sales. Aside from paid advertisements, a recent survey points towards the growing popularity of live selling strategies to showcase products such as clothing and food and beverage, especially among local businesses.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Average daily time spent by Filipino internet users: 3hrs and 38 mins

Number of social network users in the Philippines: 84.07m

Market share of Facebook in the Philippines: 90.01%

Editor’s Picks Current statistics on this topic

Market share of social media platforms in the Philippines in 2022, by type

Social Media & User-Generated Content

Social media platforms market share Philippines 2022, by type

Social network user penetration in the Philippines from 2017 to 2029

Social Media & User-Generated Content

Social media user penetration Philippines 2017-2029

Most downloaded social media apps on Google Play in the Philippines as of June 2023 (in million downloads)

Mobile Internet & Apps

Leading social media apps on Google Play Philippines 2023, by number of downloads

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Overview

Premium Statistic Daily time spent spent using social media APAC Q1 2023, by country
Daily time spent spent using social media APAC Q1 2023, by country
Average daily time spent using social media in the Asia-Pacific region in the first quarter of 2023, by country (in hours and minutes)
Premium Statistic Social media penetration SEA 2023, by country
Social media penetration SEA 2023, by country
Social media penetration in Southeast Asia as of January 2023, by country
Premium Statistic Social media users in the Philippines 2019-2028
Social media users in the Philippines 2019-2028
Number of social media users in the Philippines from 2019 to 2028 (in millions)
Premium Statistic Social media platforms market share Philippines 2022, by type
Social media platforms market share Philippines 2022, by type
Market share of social media platforms in the Philippines in 2022, by type

Facebook and Instagram

Premium Statistic Facebook users in the Philippines 2018-2027
Facebook users in the Philippines 2018-2027
Number of Facebook users in the Philippines from 2018 to 2027 (in millions)
Premium Statistic Facebook users share Philippines 2022, by age
Facebook users share Philippines 2022, by age
Share of Facebook users in the Philippines as of December 2022, by age
Premium Statistic Monthly internet user share of Facebook Philippines Q3 2019-Q3 2022
Monthly internet user share of Facebook Philippines Q3 2019-Q3 2022
Share of internet users who use Facebook each month in the Philippines from 3rd quarter 2019 to 3rd quarter 2022
Premium Statistic Instagram users in the Philippines 2018-2027
Instagram users in the Philippines 2018-2027
Number of Instagram users in the Philippines from 2018 to 2027 (in millions)
Premium Statistic Share of Instagram users Philippines 2022, by age
Share of Instagram users Philippines 2022, by age
Share of Instagram users in the Philippines as of December 2022, by age

Other social media platforms

Premium Statistic Twitter users in the Philippines 2018-2027
Twitter users in the Philippines 2018-2027
Number of Twitter users in the Philippines from 2018 to 2027 (in millions)
Premium Statistic WhatsApp users in the Philippines 2019-2028
WhatsApp users in the Philippines 2019-2028
Number of WhatsApp users in the Philippines from 2019 to 2028 (in millions)
Premium Statistic Pinterest users in the Philippines 2018-2027
Pinterest users in the Philippines 2018-2027
Number of Pinterest users in the Philippines from 2018 to 2027 (in millions)
Premium Statistic Snapchat users in the Philippines 2018-2027
Snapchat users in the Philippines 2018-2027
Number of Snapchat users in the Philippines from 2018 to 2027 (in millions)
Premium Statistic Number of LinkedIn users in the Philippines 2018-2027
Number of LinkedIn users in the Philippines 2018-2027
Number of LinkedIn users in the Philippines from 2018 to 2027 (in millions)

Social commerce

Premium Statistic Main reasons for shopping on social media Philippines 2023
Main reasons for shopping on social media Philippines 2023
Leading reasons for purchasing on social media among consumers in the Philippines as of February 2023
Premium Statistic Main reasons for shopping on social media Philippines 2023, by age
Main reasons for shopping on social media Philippines 2023, by age
Leading reasons for purchasing on social media among consumers in the Philippines as of February 2023, by age group
Premium Statistic Main reasons against using social commerce Philippines 2023
Main reasons against using social commerce Philippines 2023
Leading reasons not to purchase items on social media among consumers in the Philippines as of February 2023
Premium Statistic Main reasons against using social commerce Philippines 2023, by age
Main reasons against using social commerce Philippines 2023, by age
Leading reasons to not purchase items on social media among consumers in the Philippines as of February 2023, by age group
Premium Statistic Most purchased items on social media Philippines 2023
Most purchased items on social media Philippines 2023
Leading products purchased on social media by consumers in the Philippines as of February 2023
Premium Statistic Leading social media platforms for social commerce Philippines 2023
Leading social media platforms for social commerce Philippines 2023
Most used social media platforms for making purchases during the last 12 months in the Philippines as of February 2023

Social media advertising

Premium Statistic Meta's advertising audience Philippines 2023, by age and gender
Meta's advertising audience Philippines 2023, by age and gender
Share of advertising audience of Meta platforms in the Philippines as of January 2023, by age and gender
Premium Statistic Advertising reach of Facebook Philippines 2023, by gender
Advertising reach of Facebook Philippines 2023, by gender
Share of Facebook's advertising reach in the Philippines as of January 2023, by gender
Premium Statistic Advertising reach of Instagram Philippines 2023, by gender
Advertising reach of Instagram Philippines 2023, by gender
Share of Instagram's advertising reach in the Philippines as of January 2023, by gender
Premium Statistic Advertising audience of Snapchat Philippines 2023, by gender
Advertising audience of Snapchat Philippines 2023, by gender
Distribution of Snapchat's advertising audience in the Philippines as of February 2023, by gender
Premium Statistic Gender distribution of advertising audience of LinkedIn Philippines 2023, by gender
Gender distribution of advertising audience of LinkedIn Philippines 2023, by gender
Distribution of LinkedIn's advertising audience in the Philippines as of February 2023, by gender

User behavior

Premium Statistic Daily time spent using various media and devices Philippines Q3 2022, by activity
Daily time spent using various media and devices Philippines Q3 2022, by activity
Average daily time spent using various media and devices in the Philippines as of 3rd quarter 2022, by activity (in hours)
Premium Statistic Most visited websites Philippines 2021-2022, by total visits
Most visited websites Philippines 2021-2022, by total visits
Most visited websites in the Philippines between December 2021 and November 2022, by total visits (in millions)
Premium Statistic Most used social media platforms Philippines Q3 2022
Most used social media platforms Philippines Q3 2022
Leading social media platforms used each month by internet users in the Philippines as of 3rd quarter 2022
Premium Statistic Most used social media channels as news source Philippines 2023
Most used social media channels as news source Philippines 2023
Leading social media and messaging platforms for consuming news in the Philippines in 2023
Premium Statistic Mobile apps with the most downloads Philippines 2022
Mobile apps with the most downloads Philippines 2022
Leading mobile apps based on downloads in the Philippines in 2022 (in millions)

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Key figures

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