How much time do people spend on social media? As of 2025, the average daily social media usage of internet users worldwide amounted to 141 minutes per day, down from 143 minutes in the previous year. Currently, the country with the most time spent on social media per day is Brazil, with online users spending an average of 3 hours and 49 minutes on social media each day. In comparison, the daily time spent with social media in the U.S. was just 2 hours and 16 minutes. Global social media usageCurrently, the global social network penetration rate is 62.3 percent. Northern Europe had an 81.7 percent social media penetration rate, topping the ranking of global social media usage by region. Eastern and Middle Africa closed the ranking with 10.1 and 9.6 percent usage reach, respectively. People access social media for a variety of reasons. Users like to find funny or entertaining content and enjoy sharing photos and videos with friends, but mainly use social media to stay in touch with current events friends. Global impact of social mediaSocial media has a wide-reaching and significant impact on not only online activities but also offline behavior and life in general. During a global online user survey in February 2019, a significant share of respondents stated that social media had increased their access to information, ease of communication, and freedom of expression. On the flip side, respondents also felt that social media had worsened their personal privacy, increased a polarization in politics and heightened everyday distractions.

As of the third quarter of 2024, internet users in the Philippines spent an average of **** hours accessing the internet on various devices, according to a global survey. In terms of devices, most Filipinos have used their mobile phones to surf the web. Internet usage of Filipinos Being the population with the most time spent using the internet in the region, Filipino internet users have been taking advantage of the ease of communication and access to information and entertainment that the internet offers. Aside from just browsing the web, accessing social media has been popular among a large share of the Filipino population. As of the third quarter of 2023, Meta platforms such as Facebook and Instagram, along with TikTok, were the most used social media platforms in the country. These platforms were used to connect with friends and family, and to access news and information, stream video content, and find products and services to purchase. Level of internet security in the Philippines Since most activities have been digitalized, cybersecurity threats and online fraud have been a growing concern among internet users. In the Philippines, over ** million web threats have been detected in 2022. Among those who shop on social media, product fraud was identified as the most common fraud type, along with non-delivery of products or services and payment fraud. To address this, the national government amended its cybersecurity laws to ensure better security of internet users in the Philippines.

The ad spending in the 'Social Media Advertising' segment of the advertising market in the Philippines was forecast to continuously increase between 2025 and 2030 by in total 410.7 million U.S. dollars (+60.52 percent). After the thirteenth consecutive increasing year, the ad spending is estimated to reach 1.1 billion U.S. dollars and therefore a new peak in 2030. Notably, the ad spending of the 'Social Media Advertising' segment of the advertising market was continuously increasing over the past years.

According to a survey conducted on digital news in the Philippines between January and February 2024, 61 percent of respondents stated that they used Facebook as a news source. Other popular social media platforms for consuming news were YouTube and Facebook Messenger, which were used by 45 percent and 26 percent of respondents, respectively.

As of the third quarter of 2024, Facebook was the most used social media platform in the Philippines, as stated by about ** percent of respondents. Facebook Messenger follows, with about ** percent of Filipinos stating they used the messaging app. Facebook as the top social media in the Philippines In the Philippines, Facebook is not only considered a social media platform, but also as a primary source of news and a platform for e-commerce companies to reach out to their potential consumers. It is perhaps unsurprising how the app dominated the social media market in the country, as seen in the growing number of Filipino Facebook users. Reasons for increasing social media usage As a country divided by over 7,000 islands, the constant need for interaction has been driving the growing number of social network users in the Philippines. This is also an important platform for families with members working overseas and those who have already emigrated abroad.

Today the average time spent on social media is 2 hours and 24 minutes today for people aged 16 to 64.

The results might surprise you when looking at internet users that are active on social media in each country.

Gen Z and Millennials are the biggest social media users of all age groups.

The ad spending in the 'Influencer Advertising' segment of the advertising market in the Philippines was forecast to continuously increase between 2024 and 2030 by in total 93.4 million U.S. dollars (+85.94 percent). After the eleventh consecutive increasing year, the ad spending is estimated to reach 202.04 million U.S. dollars and therefore a new peak in 2030. Notably, the ad spending of the 'Influencer Advertising' segment of the advertising market was continuously increasing over the past years.Find further information concerning the average ad spending per internet user in the 'Social Media Advertising' segment of the advertising market in Iceland and the reach by social network in the 'Pinterest' segment of the advertising market in Poland. The Statista Market Insights cover a broad range of additional markets.

As of February 2025, social media usage penetration in Singapore reached around ** percent, followed by the Philippines at ** percent. In contrast, Indonesia, Southeast Asia's most populous country, had a social media penetration of around ** percent that year. What is the social media penetration rate, and what is the global average? The social media penetration rate refers to the percentage of a population that actively uses social media platforms. It is a key metric for understanding how widely social media is adopted in a specific region, country, or demographic group. Southeast Asia has a social media penetration rate of about **** percent, slightly lower than the global average of nearly ** percent. Northern Europe has the highest social media penetration rate worldwide. How much time do Southeast Asians spend on social media? Users in Southeast Asia spend, on average, more time daily on social media compared to their East Asian counterparts. Users in the Philippines spend on average more than *** hours daily engaging with social media platforms, the highest figure in the Asia Pacific (APAC) region. Following the Philippines, Indonesia, Malaysia, and Thailand see their users lead the APAC region in daily social media usage, spending at least *** hours on average each day on these platforms.

The Philippines is poised to become a social media powerhouse, with an estimated 122.14 million users by 2029. This represents a significant portion of the country's projected population, underscoring the growing importance of social platforms in Filipino society. The rapid adoption of social media reflects the nation's tech-savvy nature and its strong desire for digital connectivity. Facebook dominates the social landscape Among social media platforms, Facebook reigns supreme in the Philippines. It was the most used social media platform in the third quarter of 2024. Facebook's popularity extends beyond personal connections, serving as a primary news source and e-commerce platform. The app's dominance is further evidenced by the number of Facebook app downloads in 2024, which was more than double that of the second-place Instagram. Internet usage and accessibility challenges Filipinos are among the most active internet users globally, spending over eight hours online daily as of the third quarter of 2024. However, the country faces unique challenges in providing widespread internet access due to its archipelagic geography. Despite this, the internet penetration in the Philippines is projected to reach 98 percent by 2029, marking a significant increase from previous years. This growth in accessibility will likely further fuel the expansion of social media usage across the nation.

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Philippines Retail Market Size 2025-2029

The philippines retail market size is forecast to increase by USD 77.71 billion, at a CAGR of 11.7% between 2024 and 2029.

The Retail Market in the Philippines is experiencing significant growth, driven by the increasing demand for convenience food products. This trend is being fueled by the country's urbanization and the busy lifestyles of consumers who seek quick and easy meal solutions. Another key driver is the surge in sales through online distribution channels. E-commerce platforms have gained popularity, particularly during the pandemic, enabling retailers to reach a wider customer base and expand their reach beyond physical stores. However, the market is not without challenges. The threat from counterfeit products poses a significant obstacle. The proliferation of fake goods, particularly in the consumer electronics and fashion industries, can erode consumer trust and damage brand reputation. Retailers must invest in robust counterfeit prevention measures to safeguard their products and maintain the integrity of their brands. Effective strategies include implementing supply chain transparency, using holograms and other security features, and collaborating with law enforcement agencies to take down counterfeiters. By addressing these challenges and capitalizing on the market's growth drivers, retailers can thrive in the dynamic and competitive Philippine retail landscape.

What will be the size of the Philippines Retail Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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In the dynamic retail market of the Philippines, social media influence significantly shapes consumer behavior. Customer feedback, readily available online, impacts purchasing decisions and brand reputation. The e-commerce adoption rate continues to rise, driven by mobile penetration and the convenience of digital banking. Filipino consumer preferences lean towards local payment methods and e-wallets. Pharmaceutical and fashion retail sectors experience growth, while traditional markets, department stores, convenience stores, and street companies adapt to the digital age. Last-mile delivery and consumer credit facilitate seamless transactions. Digital banking and delivery networks streamline the shopping experience. Online shopping habits are shaping the retail landscape, with data privacy and online reputation management becoming crucial for businesses. Electronics retailers leverage influencer marketing to engage customers and boost sales. Customer retention remains a priority as competition intensifies, with grocery retail and consumer reviews playing key roles.

How is this market segmented?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments. ProductFood and beveragesPersonal and household careApparel and footwearElectrical and electronicsOthersDistribution ChannelOfflineOnlinePackagingBottlesCansTetra packsPouchesReady-to-drink formatsGeographyAPACPhilippines

By Product Insights

The food and beverages segment is estimated to witness significant growth during the forecast period.

The retail market in the Philippines is undergoing significant transformation, driven by various factors. Purchasing power is on the rise due to increasing commodity prices, particularly in regions like Manila and Calabarzon. This trend is fueling a growing demand for both local and imported goods, with processed foods experiencing the highest growth rate. Retail technology is advancing, with the adoption of payment gateways ensuring secure transactions. Fraud prevention measures are being prioritized to enhance consumer confidence. E-commerce platforms are gaining popularity, with content marketing playing a crucial role in customer engagement. Consumer behavior is evolving, with a preference for mobile commerce and ethical sourcing. Retail infrastructure is being upgraded to support omni-channel retailing, optimizing supply chain processes and inventory management. Disruptive technologies such as artificial intelligence, machine learning, predictive analytics, and retail analytics are being integrated to improve customer experience and streamline operations. Digital transformation is a priority, with security measures in place to protect customer data. Economic indicators are positive, with retail financing and return policies helping to boost sales. Brand building is essential, with loyalty programs and data analytics used to understand customer segmentation and tailor marketing strategies. Emerging trends include virtual reality, social commerce, and subscription services. Logistics and delivery are being optimi

Facebook and YouTube are still the most used social media platforms today.

According to a survey on online activities of children in the Philippines, 97 percent of respondents who utilize social media weekly were those aged 16 to 17 years. The same survey revealed that the majority of respondents accessed the internet from their home.

As of February 2025, there were **** million TikTok users in the Philippines that marketers can reach with ads, indicating an increase from the previous reporting period. TikTok is one of the most used social media platforms among Filipino internet users.

According to the data from NapoleonCat, the highest share of Facebook users in the Philippines were between the age of 18 and 24, followed by those aged 25 to 34 years as of December 2024. Facebook is the leading social media platform in the country, with a market share of over ** percent.

Which county has the most Facebook users? There are more than 383 million Facebook users in India alone, making it the leading country in terms of Facebook audience size. To put this into context, if India’s Facebook audience were a country, then it would be ranked third in terms of largest population worldwide. Apart from India, there are several other markets with more than 100 million Facebook users each: The United States, Indonesia, and Brazil with 196.9 million, 122.3 million, and 111.65 million Facebook users respectively. Facebook – the most used social media Meta, the company that was previously called Facebook, owns four of the most popular social media platforms worldwide, WhatsApp, Facebook Messenger, Facebook, and Instagram. As of the third quarter of 2021, there were around 3.5 billion cumulative monthly users of the company’s products worldwide. With around 2.9 billion monthly active users, Facebook is the most popular social media worldwide. With an audience of this scale, it is no surprise that the vast majority of Facebook’s revenue is generated through advertising. Facebook usage by device As of July 2021, it was found that 98.5 percent of active users accessed their Facebook account from mobile devices. In fact, almost 81.8 percent of Facebook audiences worldwide access the platform only via mobile phone. Facebook is not only available through mobile browser as the company has published several mobile apps for users to access their products and services. As of the third quarter 2021, the four core Meta products were leading the ranking of most downloaded mobile apps worldwide, with WhatsApp amassing approximately six billion downloads.

The number of users in the e-commerce market in the Philippines was modeled to be 14.28 million users in 2024. Following a continuous upward trend, the number of users has risen by 7.4 million users since 2017. Between 2024 and 2029, the number of users will rise by 17.32 million users, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on eCommerce.

In 2024, mobile internet user penetration in the Asia-Pacific region (excluding Greater China) reached ** percent, marking an increase from ** percent in 2018. The user penetration of mobile internet is projected to reach ** percent by 2030. Mobile internet usage in the APAC region Mobile internet usage in the Asia-Pacific region saw a significant increase in recent years, transforming the way people access and interact with the online world. The number of mobile internet subscribers in APAC reached approximately *** billion in 2023, marking a substantial growth compared to 2015, when there were slightly over *** million mobile internet users in the region. This growth can be attributed to several factors, including the increasing adoption of smartphones in APAC. According to a 2024 survey, mobile internet usage in the Philippines averaged *** hours per day, while in Japan, the average time spent on mobile internet was nearly *** hours. The increase in the number of mobile internet users has important consequences for businesses, as it influences how consumers behave, stimulates the growth of e-commerce, and accelerates digital transformation across different industries in APAC. 5G deployment in Asia-Pacific The rollout of 5G technology has accelerated in APAC region, with 5G's share in total mobile connections forecasted to reach ** percent by 2030. Yet, its adoption and coverage remain uneven across its countries. In 2024, Singapore and South Korea led the region in 5G coverage, with a score of * and**** out of ten, respectively, reflecting their high urban density and strong digital infrastructure. In contrast, countries like Sri Lanka and Indonesia still experience limited 5G coverage, with scores of only *** out of ten. These disparities highlight persistent gaps in digital infrastructure, economic capacity, as well as geographical accessibility across the region. Nevertheless, digital engagement remains strong across the Asia-Pacific. Social media usage, e-commerce activity, and digital media consumption continue to grow rapidly, even in countries with limited 5G access.