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Influencer Marketing in the Philippines

The Social Media & Influencer Marketing Landscape in the Philippines

Key Metrics About Philippines

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95.2mo

That's the total number of active social media user in Philippines

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4h15

That's the number of hours Filipino people spend on social media every day

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65.4%

of internet user in Philippines use social media as their main source when researching brands

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45.3%

of internet user in Philippines used some form of ad-blocking tool in the past month

Most Used Social Networks in Philippines

The Philippines tops the world again for time spent using social media this year, making it the 6th straight year it has done so. According to the report, Filipinos spend an average of 4 hours and 15 minutes each day on social media, (+22min vs. last year).

What also saw growth among Filipinos this year is e-commerce adoption. It is now reaching 80.2% of internet users aged 16 to 64 (vs. 76% last year).

most used social networks Philippines
Instagram

19.5mo

There were 19 455 300 Instagram users in Philippines in January 2022, which accounted for 17.2% of its entire population. 72.4% of them are aged between 18 and 35yo, and the majority of them were women - 63.9%.

TikTok

33mo

Based on the advertising audience reach numbers published in TikTok's self-service tools in October 2021, the latest data show that the Philippines has 33.0 million active TikTok users aged 18 and above.

YouTube

54.5mo

In the Philippines, entertainment-related categories see the most significant number of searches with terms such as β€˜Song’, β€˜Music’, β€˜Movie’ taking the top most searched terms on this channel.

Facebook

95.2mo

There were 95 200 000 Facebook users in Philippines in January 2022, which accounted for 84.1% of its entire population. 53.7% of them are women, and 60% of them are aged between 15 and 34yo.