The Social

Social Media in Philippines - 2023 Stats & Platform Trends

Last Updated: January 18, 2023
phl
The Outlook

How does social media look like in Philippines?

The Philippines has one of the most active social media community among countries in the South East Asia. According to our aggregated data from various sources, we estimated that there are around 94 million active social media users who majority of them access social media with their mobile devices.

It’s also interesting to note how Filipino use their social media. With many daily activities tie to social media, they spend on average 4.1 hours on the platforms every day witch is significantly higher than the world average which is around 2 hours.

Table of Contents
Internet Population|% of Population
Mobile cellular subscriptions|Per 100 Peopel
The Demographics

How are users distributed in Philippines?

Throughout 2022, on average there are about 93.8 million active social media users in Philippines on a monthly basis with an annual growth rate of 3.4 % in 2021-22 . This represents about  82.4 % of the total population. These social media users on average spend about 4.1 hours on social media and each on average have accounts on 8.5 platforms.

Main Drivers Behind Using Social Media?

Source: Survey by GWI. Users in Philippines that are aged 16-64 years old

What kinds of accounts do users follow?

Source: Survey by GWI. Users in Philippines that are aged 16-64 years old
The Platforms

What kinds of platform is used in Philippines?

In the Philippines, Meta-owned platforms like Facebook and Messenger have a much higher level of popularity compared to other parts of the world. It is uncommon to see both platforms have a high number of monthly active users. Typically, Facebook is the more widely used platform, while the chat app Messenger is not as commonly used actively in other countries.

The popularity of Facebook and Messenger in the Philippines has led many merchants, including large consumer packaged goods brands, to use these platforms for both sales and customer engagement. For example, Wilcon, the Philippines version of Home Depot, has been particularly successful in using Messenger during the pandemic by offering services such as virtual tours and after-sales support.

Instagram is also growing fast in the Philippines. It is becoming an increasingly prominent channel for brands to promote their products and is widely used by small and large businesses alike. TikTok, however, has been the most dominant platform in terms of growth in recent years. It has almost tripled its market share in the last five years, now being used by around 41.3% of the population.

Most Used Platforms|Note: 2022
Most Loved Platforms|Note: 2022
Platform Figure (% of Population)|Source: OOSGA Analytics; eMarketer, Napoleon Cat, Facebook, ByteDance, Microsoft | Note: No LinkedIn Data Prior to 2019/8
Explore Social Media in Other Countries

Facebook Overview in Philippines

With the latest data published in January 2023, we can see that at the growth rate of 0.94%, there is now around 90.2 million Facebook users in Philippines . With male users account for around 46.45% and female users account for around 53.55%.

Facebook Users | Unit: a Thousand People
Facebook User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

Instagram Overview in Philippines

With the latest data published in January 2023, we can see that at the growth rate of 1.03%, there is now around 19.02 million Instagram users in Philippines . With male users account for around 37.61% and female users account for around 62.39%.

Instagram Users | Unit: a Thousand People
Instagram User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

TikTok Overview in Philippines

With the latest data published in January 2023, we can see that at the growth rate of 1.26%, there is now around 42.8 million TikTok users in Philippines . With male users account for around 0.362 and female users account for around 0.638.

TikTok Users | Unit: a Thousand People
TikTok User Growth | % of Population

LinkedIn Overview in Philippines

With the latest data published in January 2023, we can see that at the growth rate of 1.16x, there is now around 13.21 million LinkedIn users in Philippines.

LinkedIn Users | Unit: a Thousand People
User Growth By Age | Unit: a Thousand People

Reference

  • Internet & Cellular Subscription:World Bank, ITU
  • Currency Exchange: Based on IMF data in 2023/1
  • Demographics: UN Population Database
  • Social Media Behavior: GWI, Hootsuite 2022 Digital Report
  • Meta, LinkedIn Data: Napoleon Cat Stats
  • Data Calculation & Regression:OOSGA.org
  • Analysis:OOSGA Analytics
  • Note: The data for monthly platform usage and the data for the most frequently used platforms are sourced from different research, hence there may be discrepancies in the numbers as both are estimated rather than real figure.
Author: Consumer Research

Our CR team is dedicated to keeping a pulse on the ever-evolving demographics and behavior of consumers globally. We stay informed on the latest trends and developments across major economies to ensure that we are providing the most up-to-date insights for our clients

Connect with CR Team