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Global Digital Report 2023 for Philippines

Social Media Statistics in the Philippines [Updated 2023]

Sue Howe

Apr 4, 2023

Note: This blog is based on the Digital 2023 Global Overview Report – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Changing World of Digital in 2023. Download the Global Digital Report 2024 and the Global Digital Report 2023 for free.


It's never been more critical for companies to engage in social media marketing than now. Today, digital marketing strategies can make or break a business in a world where everyone, from your 6-year-old niece to your 86-year-old grandma, has access to the internet.

Furthermore, corporate work-from-home arrangements have effectively blurred the boundaries between labor and leisure, causing individuals to question their work-life balance due to the constant need to be online. Public personas have undergone a dramatic transformation because of our collective adaptation to the online world - the Metaverse if you will - and its many novel capabilities. Modern technology allows us to quickly assume a different persona online.

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

Population by age based on Global Digital Report 2023 for Philippines
  • Total Population of the Philippines: 116.5 million
  • Year-on-year Change in Philippine Population: +1.6%

The total population of the Philippines at the start of the year was 116.5 million. You may look at that little number of 3.3% attached to those aged 65 and above, thinking it's small, but take note: that is over three million seniors on socials! Growing old doesn't look bad when that mahjong meetup is just an Instagram DM away. Don't be shocked if granny is on her smartphone, absorbed in her world like a teenager is during meals!

Internet usage statistics in the Philippines

Internet usage based on Global Digital Report 2023 for Philippines

It's no surprise that the increased number of internet users in the country is a result of several reasons, including the availability of faster connections and the pressure to change behaviors in response to the COVID-19 pandemic.

Main reasons for using the internet based on Global Digital Report 2023 for Philippines

Whether finding information (79.8%), staying in touch with friends and family (79.4%), or researching how to do things (74.4%), Filipinos rely on the internet to stay connected and in the know.

These top three reasons are unsurprising, given that Filipino culture emphasizes family and innate curiosity in the face of current events, particularly in politics.

3D graphic interpretation of social media emotions.

General social media statistics in the Philippines

Overview of social media use based on Global Digital Report 2023 for Philippines
  • Total Filipino Social Media Users: 84.45 million
  • Average Age of Filipino Population: 24.9 y.o.
  • Male Filipino Users: 46.5%
  • Female Filipino Users: 53.5%
  • Urban Users: 48.2%
  • Rural Users: 51.8%

So, how many social media users were there? The statistics of social media users in the Philippines based on gender were not too far off from one another, as 46.5% are male, while 53.5% are female. What's interesting about this is that the previous year, those numbers were at 50.2% and 49.8%, respectively. Tracking nuances such as these is crucial when tailoring your company's social media marketing strategies, as small increases in percentage points are magnified to millions of users when zoomed out.

Demographic profile of Meta's ad audience based on Global Digital Report 2023 for Philippines

As of January 2023, the number of social media users in the Philippines was 84.45 million. This number means 72.5% of the country's population stays connected online. Unsurprisingly, with the popularity of Tiktok and its viral trends, Gen Z, together with their selfie techniques, comprises the most significant demographic of social media users, with 30.6% of total users aged 18 - 24 years old.

Meanwhile, rural areas take a minor piece of the cake concerning most social media users, with 51.8% versus 48.2% living in urban areas. Regardless of who you are or your socio-economic status, your cellular phone is part of your identity; it's an extension of yourself and your connection to the world. The percentage of social media users in the Philippines regarding gender and status is insignificant.

Note: Gender data is only available for "male" and "female."

Social media usage statistics in the Philippines

  • Total Social Media Users in the Philippines: 72.5%
  • Daily Social Media Usage Time: 3 hours and 43 minutes 
  • Primary Reason for Social Media Use: Keeping in Touch with Friends and Family
  • Daily Time on the Internet across all devices: 9 hours and 14 minutes
  • Average Cellular Mobile Internet Connection: 24.04mbps
  • Average Download Speed of Fixed Internet Connections: 81.42mbps
Overview of social media use based on Global Digital Report 2023 for Philippines

72.5% of the total population of the Philippines has a social media account.

Additionally, they are on socials for a combined 3 hours and 43 minutes throughout the day, which decreased from 4 hours and 6 minutes the previous year.

This is the average time users aged 16-64 swipe through their social media feeds or simply communicate with others. The slow, yet sure, return to normalcy has definitely impacted the time netizens in the country have spent online, with many being more comfortable spending time leisurely in communal areas.

Main reasons for using social media based on Global Digital Report 2023 for Philippines

Filipinos use social media mainly to keep in touch with friends and family. Whether it be to talk to relatives and loved ones abroad, invite a friend to play a video game, or simply catch up, studies about social media in the Philippines show 69.2% of users utilize these networks as various bridges of communication. 47.3% of users are online reading about the latest news stories around the country, while 44.9% admit to using these just to find new content, with countless hours scrolling through the black hole of neverending short-form videos. 

Meanwhile, 44.1% are online simply window shopping, looking for that instant gratification to fill their lives with that quick burst of happiness with a purchase, which makes finding the right influencers to market your product within a short amount a tall order without cutting-edge tools.

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

Most used social media platforms based on Global Digital Report 2023 for Philippines
  • Favorite Social Media Platforms: Facebook (45.9%), FB Messenger (22.1%), Tiktok (13.9%)
  • Most-used Social Media Platforms: Facebook (95.7%), FB Messenger (92.1%), Tiktok (77.2%), Instagram (71.9%), Twitter (56.7%)

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.

Facebook advertising audience overview based on Global Digital Report 2023 for Philippines

According to Philippine social media statistics, Facebook is the most popular social networking site. It's hardly surprising that it's the most popular in a nation where most of the top cellular networks even provide free Facebook access for subscribers.

In light of these findings, it is critical for businesses to maintain their reliance on the visibility and interaction that Facebook advertising provides. Ads on Facebook, which now reach 94.3%of all internet users, are a way to get the most out of your social media marketing budget. As seen earlier, the number of internet users in the Philippines is only increasing.

Tip: Learn more in our blog about What Are the Most Used Social Media Platforms in the Philippines?

Mobile usage statistics in the Philippines

Mobile connectivity based on Global Digital Report 2023 for Philippines

Everyone in the Philippines, regardless of profession or social status, is almost certainly in possession of a cellular phone with internet access. Around 1.5 times as many individuals are connected to the cell phone network as there are citizens. With the growing number of Filipinos adopting a digital nomad's online social media lifestyle, it's clear that mobile-friendly advertising campaigns are essential in the country.

Monthly active users by app ranking based on Global Digital Report 2023 for Philippines

The present condition of Philippine social media usage is reflected in statistics from mobile app use during the last year.

Filipinos can learn about current events and find information about the world on Facebook. On the other hand, FB Messenger allows them to stay connected and up-to-date with friends and family.

The following three most used applications comprise online shopping sites Lazada and Shopee and a digital banking instrument in Gcash, which is now used heavily in nationwide transactions, even for street food!

Ecommerce statistics in the Philippines

Weekly online shopping activities based on Global Digital Report 2023 for Philippines

With a rising need for immediate satisfaction in purchasing, the buy now, pay later service is becoming more popular in the Philippines. Shopee's Shopee Paylater and Lazada's LazPayLater are two examples of this style, both of which come with some kind of catch, such as higher interest rates.

While it makes it simpler for anyone to buy an item, the exceptionally high costs for borrowing the money to make the purchase aren't always evident once calculated, making the system slightly predatory.

Online purchase drivers based on Global Digital Report 2023 for Philippines

Likewise, Filipinos love a free shipping voucher, even if it comes at a hidden cost, such as sellers possibly pumping up the prices of their goods and services.

To increase sales, several digital stores and sites now offer discounts for purchases on certain dates or with specific payment methods.

Digital marketing statistics in the Philippines

Sources of brand discovery based on Global Digital Report 2023 for Philippines

Now that we have so much data on Filipinos who use social media, we can examine how people look for products and services online.

Ads on social media are where 44.1% of brands are found, which makes sense given the amount of time Filipinos spend on Facebook.

Online retail websites are also aggressive in their marketing efforts, offering packages to companies to take banner spots on their applications during big sales.

Digital advertising spend based on Global Digital Report 2023 for Philippines

The rising online presence of Filipinos is reflected in a rise in advertising spending across industries. Radio still has a strong presence in the country, comprising the highest annual spending with a 24.2% increase from the previous year!

Influencer advertising overview based on Global Digital Report 2023 for Philippines

Spending on influencers has increased by an even more impressive 18.5%, demonstrating how carefully choosing the correct influencer for your business can significantly impact consumer engagement.

Branded communications on social media may reach a larger target audience and come off as more genuine and approachable when backed by an influential user in the target demographic. By forming strategic collaborations with them, brands may benefit from the established credibility and preexisting trustworthiness of the influencer’s audience. Whether in the Philippines or across the APAC, companies are taking note by investing more in fresh faces that truly represent their brand.

Tip: These are the top Filipino TikTok influencers. Find out how to find the right influencers to partner with your brand.

The implications of social media in the Philippines

Social media statistics have shown, investments in creative marketing and digital marketing strategies are more important than ever in the Philippines, where internet users are rapidly growing and evolving. The market for products and services is becoming more competitive as smaller enterprises find ways to reach the same consumers that more effective, better-funded companies do. 

Also, the number of Filipinos who have stayed connected with the sole purpose of spending their hard-earned money has steadily increased in the previous year. Spending on advertising is both a risk and a potentially lucrative opportunity as more and more consumers move their shopping habits online in search of more simple ways to get what they want.

In 2023, the streets of Manila feel as normal as they were pre-pandemic, with more citizens being more comfortable outside without a mask. With this, Filipinos have spent less time glued to their smartphones but are still overly susceptible to targeted ads online. E-Commerce is still as strong as ever, with shopping sites finding ways to make it even easier for customers to pay, as digital banking has become a norm for anyone and everyone, no matter where they stand. 

Now that this has happened, companies are starting to figure out how to provide the most remarkable possible internet shopping experiences for eager customers, ushering in a new era of social commerce. This entire survey report about social media in the Philippines is boosted by consumers' willingness to shop from the comforts of their homes.


Would you like to be able to compile data like we've used for these social media statistics for the Philippines yourself? Simply fill out the form below for a free tour of our Meltwater Social Media Monitoring Suite.