By Dean Aubrey Caratiquet
In a digitally-connected world, Southeast Asia has emerged in recent years as the melting pot of various internet-enabled activities that have greatly shaped how social bonds were forged, purchases were made, and various content is consumed on a regular basis.
This is especially true in the Philippines, as demographic data gathered by online media monitoring company Meltwater in the Global Digital Report 2025 show how the country’s young demographic mirrors the use of technology across the archipelago.
Statistics show that Filipinos spend an average of 8 hours and 52 minutes online—only trailing behind Brazil and South Africa. This is greater than the worldwide median of 6 hours and 38 minutes, reflecting how integral connectivity plays a role in the daily life of Filipinos.
With 83.8% of the population primarily using mobile phones and spending 5 hours and 21 minutes glued to their screens, Filipinos are keen on keeping tabs with everything that happens in cyberspace.
Social media usage likewise remains largely prevalent in the local scene, with Filipinos spending 3 hours and 32 minutes daily engaging with social media apps, exceeding the worldwide average of 2 hours and 21 minutes.
Of the social networking platforms used in the Philippines, Facebook remains the most used social media for Filipinos, with 94.7% of users making use of it to browse news, participate in various groups, consume content, and exchange/purchase goods and avail services through Facebook Marketplace.
This is followed by Messenger at 92.6%, TikTok at 81.6%, Instagram at 71%, and Telegram at 59.1%, rounding out the top 5 social media apps used by Filipinos.
Online shopping and entertainment at the forefront of Pinoys’ digital consumption habits
While TikTok ranks 3rd among the most used social media platforms in the country, it dominates over its competitors in terms of average time spent per user—with Filipinos spending an average of 40 hours and 39 minutes on this app that combines commerce and content.
This is followed by YouTube with 25 hours and 26 minutes, Facebook at 23.5 hours, and Messenger at 16 hours and 27 minutes, mirroring Filipinos’ appetite for primarily consuming video content online.
Meltwater likewise noted that in 2024, 14.3 million Filipinos spent a total of $14.7 billion in purchases of consumer goods online, with 55.9% of such transactions being made on mobile phones.
The top five product categories that have moved countless commodities on online shopping apps in the Philippines were electronics, food, beauty & personal care, fashion, and household essentials.
These results mirror how ingrained technology has become in the lives of Filipinos across the archipelago, with benefits that have transcended into a cultural phenomenon on par with other countries in the diaspora.
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