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Filipino social media behavior in 2024

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The Philippines has been regarded as the social media capital of the world, and it’s more than just a catchy moniker. Despite the rise in social media usage globally, The Philippines continues to see a surge in its digital landscape.

Need proof? Let’s dive into the numbers!

As of January 2024, the Philippines has a population of 118.2 million and a staggering 86.75 million active social media users as reported by The Digital 2024: Philippines, a study by We Are Social and Meltwater. That’s an incredible 73.4 percent of the country’s population!

The same study also revealed that social networks are the most popular websites/apps, visited by 99.2% of internet users aged 16 to 64.

To put this in perspective, the number of social media users in the Philippines is bigger than the entire population of Thailand, in the same period! That’s mind-blowing, huh?

Now, these statistics not only reveal how Filipinos love social media, but they also highlight the opportunity for marketers and e-commerce business owners.

However, tapping into this potential requires an understanding of Filipinos’ social media behavior. We’ve got you covered!

Understanding Social Media Usage in the Philippines

Believe it or not, Filipinos don’t only use social media for sharing cat and dance videos (although, let’s be honest, those play a part too). Here are different ways social media platforms are being used in the Philippines, according to a study.

Filipinos Use Social Media to Connect with Friends and Family

The top reasons why Filipinos use social media is to stay in touch with Friends/Family

Unlike the popular belief, social media isn’t only the source of entertainment in the Philippines, it also fosters social connection.

According to The Digital 2024, the top reason why Filipinos use social media is to keep in touch with friends and family, with 67.7% of respondents citing this as a primary reason.

Meanwhile, Statista recognizes that the archipelagic setup of the country has played a huge role in the rise of social media usage in the Philippines. The market research company cited that social media platforms serve as the digital bridge, enabling Filipinos to maintain close relationships despite physical distances.

Other Reasons Why Filipinos Use Social Media

Main reasons for using social media of Filipinos

Perhaps unsurprisingly, “filling spare time” ranks second top reason Filipinos use social media. According to the report from The Digital 2024, 43.4% of users aged 16 to 64 turn to social platforms during their free moments.

Close behind, at 42.3%, “finding content” is the third highest reason for using social media in the country.

Staying informed through social media is also prevalent in the Philippines, with 41.6% of users citing “reading news stories” as their reason for online engagement.

Similarly, ‘seeing what’s being talked about’ is another social media driver in the country. At 40.9%, this is the fifth-highest social motivation among Filipinos,

The study also found that 39.7% of Filipinos turn to social media for shopping inspiration and discovering new activities, making it the sixth leading motive for social media use in the country.

This finding is valuable for e-commerce strategies, emphasizing the importance of product listings on social media.

In the Philippines, social media platforms like Facebook (through the Marketplace) and TikTok provide opportunities for businesses to sell directly on the platform.

The Number of Hours Filipinos Spend on Social Media

Filipinos spend an average of 3 hours and 34 minutes daily

Filipinos dedicate an average of 3 hours and 34 minutes daily to social media. This put the Philipines fourth in the world in terms of time spent on social media platforms, following closely behind Brazil, South Africa, and Kenya.

Similarly, the Philippines also claimed the third spot globally for the time used on the internet, with users aged 16 to 64 spending an average of 8 hours and 53 minutes per day.

South Africans still spent the most time online at nine hours and 24 minutes, followed by Brazil with 9 hours and 13 minutes.

Male VS Female Social Media Users in the Philippines

Female vs male social media users in the Philippines

In January 2024, females accounted for 52.3% of social media users, while men made up the remaining 47.7%.

This only showed that women continued to lead as the majority of social media users in the Philippines. However, the gap has narrowed slightly from the previous year.

To compare, data in the same period last year found that 53.5% of the Philippines’ social media users were female compared to 46.5% were male.

Filipinos Love Watching Vlogs and Music Videos

Filipinos are top consumer of Vlogs

Filipinos are among the top consumers of videos online, particularly when it comes to vlogs and influencer videos.

According to The Digital 2024, 50.7% of Filipino users between the ages of 16 and 24 watch vlogs or influencer videos every week.

Notably, this figure is not only the highest globally but also more than double the international average.

Following the Philippines is Morocco, where only 32% of people watch vlogs on a weekly basis.

Not only vlogs; music videos are also popular in the Philippines. The report found that 72.7% of Filipino online users watched online music videos every week.

Facebook is the Most Used Social Media Platform in the Philippines but…

Facebook dominates the social media scene in the Philippines

With 86.75 million Filipino users in early 2024, it’s safe to say that Facebook is the most used social media platform in the Philippines. This made up 73.4% of the country’s entire population of that period.

However, when checking the social media behavior of Filipino Android users, we can find interesting findings.

Despite the popularity of Facebook, Facebook only ranked third in terms of the average monthly usage time, clocking in at 26 hours and 54 minutes.

It turns out that Filipino Android users spent the most time on TikTok, with 40 hours and 46 minutes of average monthly social media usage. YouTube follows, with users dedicating 32 hours and 40 minutes to it each month.

Why Does This Data Matter for Business?

Filipinos spend so much time on social media. Your absence on these platforms doesn’t only mean missing out on an opportunity—it means giving your competitors the spotlight.

Let us help you make the most of the power of social media for your brand. From organic content to social media ads, our social media marketing service is designed to help you build genuine connections with your target market.

Are you going to let your competitor outshine you? Contact us today to learn more about our social media marketing services.

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