The 2024 digital landscape in the Philippines – report

IMAGINE spending almost a third of your day online. That’s the reality for many Filipinos, including myself, who clock in an average of over 8 hours of daily internet use. To understand it all, let us look into the Digital 2024 Global Statshot Report (from We Are Social and Meltwater).

The Philippines stands out with its remarkably balanced demographics. In January 2024, the population reached 118.2 million, featuring a near-even split between men (50.8 percent) and women (49.2 percent). Since slightly more Filipinos live in rural areas (51.5 percent), ensuring everyone has good internet access and digital skills is a priority.

Internet connectivity, usage

With 86.98 million internet users, the Philippines has achieved a commendable 73.6 percent internet penetration rate. Despite this progress, a significant digital divide persists, with almost a quarter of the population still needing internet access. The Philippines continues its reign as a digital powerhouse, ranking alongside South Africa and Brazil for internet usage. Filipinos clock in an impressive average of over 8 hours and 52 minutes online daily. Interestingly, this marks a slight 21-minute decrease from the previous year, a shift worth exploring further. Globally, the average remains steady at 6 hours and 35 minutes.

Mobile connectivity

Filipinos spend a whopping 60.1 percent of their daily internet time on mobile devices. This means businesses and content creators must prioritize mobile-friendly websites and experiences to reach their audience effectively. While the Philippines’ widespread mobile connectivity of 117 million lays a strong foundation, the untapped potential of 26 percent of the population is significant. Strategies that prioritize affordable internet access and digital skills development, especially in currently underserved areas, will be needed to unlock the full power of the country’s digital transformation.

Social media usage

Filipinos embrace social media, with over 73 percent of the population actively using it — a number that continues to rise. As of January 2024, there were 86.75 million users, a substantial increase of 6.5 million (an 8 percent increase) compared to early 2023. However, discrepancies in user numbers over time highlight potential issues with data accuracy and the presence of duplicate or false accounts.

Internet speeds

Internet speeds are up, which matters because Filipinos are heavy consumers of streaming content (75.1 percent). The 92.19 Mbps fixed internet median means smoother video calls for remote workers and better online learning for students. Data published by Ookla indicate that the median mobile connection speed has risen to 27.75 Mbps, a 15.4 percent increase over the past year.

Platform-specific insights

– Facebook’s substantial user base of 86.75 million in the Philippines underscores its continued influence. Recent trends hint at evolving dynamics. Despite expanding its potential advertising reach by 6.5 million, data shows the number of users marketers could reach with ads on Facebook decreased by 7.9 million between October 2023 and January 2024.

– YouTube captivates 58.1 million Filipino viewers, fostering a high level of engagement. Its advertising reach extends to 49.1 percent of the total population, which continues to climb steadily. This reach shows YouTube’s significant influence on Filipinos’ media consumption habits, making it a powerful tool for businesses and content creators.

– Instagram is resonating with 21.35 million users, particularly younger ones. Its rapid 21.7 percent potential ad reach suggests the platform is finding a solid audience, likely driven by its focus on visual content. While Instagram already reaches 18.1 percent of the Philippine population, its potential for further expansion is significant, particularly among older users.

– TikTok’s massive user base of 49.09 million Filipinos in early 2024 gives it the power to shape trends, opinions, and even buying decisions across the country. With an ad reach extending to 56 percent of Filipino internet users, the platform is undeniably attractive to marketers seeking a vast audience.

– LinkedIn’s user base of 16 million users reflects a 23.1 percent increase from last year, suggesting a shift toward online career development and building business connections. As a professional networking site, LinkedIn’s user base indicates a significant interest in professional development and networking in the Philippines.

– X (formerly Twitter) reported having 10.77 million users in the Philippines early this year. Ad reach is about 9.1 percent of the total population and 12.4 percent of the country’s internet users. It is essential to distinguish these ad reach figures from monthly active users, as they might not accurately represent the user base.

Dynamic growth and shifting user behaviors will transform the Philippines’ digital landscape in 2024. Enhanced mobile connectivity and better internet and social media penetration will open significant opportunities for businesses and policymakers. Bridging the digital divide and ensuring accurate data collection are essential to unlocking the Philippines’ digital potential. Only then can the nation fully leverage its online momentum for transformation and growth.

Gain valuable insights into the Philippines’ digital landscape with DataReportal’s latest data and trends here: datareportal.com/reports/digital-2024-philippines