The social media penetration in the Philippines was estimated at 74.72 percent in 2022, or equivalent to about 84 million people using a social network. The penetration rate of social media in the country was estimated to continue increasing in the following years.

Social media in the Philippines The Philippines is an archipelagic country, which poses logistical problems for social interaction and communication between residents from the various islands. Social networks could not only help the residents to connect with friends and family living far but also serve as a timely source for news or even purchasing products and services. Among the most well-known social networks, Facebook remains in the lead in Philippines, with a penetration rate of about 96 percent.

Digitalization and economic growth

Digital adaption in the Philippines has proven to contribute greatly to the growth of the digital economy, contributing about nine percent to the country’s GDP. Across sectors, telecommunication services, professional and business services, and e-commerce were the leading components in this industry. Since social media usage is not only limited to communication and entertainment purposes, social commerce can also be expected to continue driving the e-commerce sector.

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.

Graph and download economic data for Internet users for the Philippines (ITNETUSERP2PHL) from 1990 to 2023 about internet, Philippines, and persons.

The internet became widely available in the Philippines in 1994, which led to a slowly developing internet savvy consumers in the country. In 2024, the number of internet users in the country was estimated at 104.5 million people. Internet economy growth Going digital is inevitable, and a lot, if not all, of services are now available online. From entertainment to paying bills, the majority of our daily routine involves the internet. In fact, the internet economy in the Philippines has seen significant growth since 2019 and was estimated to reach 150 billion U.S. dollars in 2030. This development has been contributed largely by the e-commerce market, followed by online media.
Digital devices used When accessing the internet, consumers in the Philippines use multiple devices, especially smartphones. As of the third quarter of 2024, a global survey revealed that the majority of respondents in the Philippines own a smartphone, followed by those with a laptop or a desktop computer. In addition, the large majority uses an Android device, in contrast to those with an iOS.

There were 102 317 900 Facebook users in Philippines in December 2024, which accounted for 85.7% of its entire population. The majority of them were women - 53%. People aged 18 to 24 were the largest user group (34 700 000). The highest difference between men and women occurs within people aged 18 to 24, where women lead by 15 900 000.

Philippines PH: Internet Users: Individuals: % of Population data was reported at 55.500 % in 2016. This records an increase from the previous number of 53.700 % for 2015. Philippines PH: Internet Users: Individuals: % of Population data is updated yearly, averaging 5.321 % from Dec 1990 (Median) to 2016, with 24 observations. The data reached an all-time high of 55.500 % in 2016 and a record low of 0.000 % in 1990. Philippines PH: Internet Users: Individuals: % of Population data remains active status in CEIC and is reported by World Bank. The data is categorized under Global Database’s Philippines – Table PH.World Bank: Telecommunication. Internet users are individuals who have used the Internet (from any location) in the last 3 months. The Internet can be used via a computer, mobile phone, personal digital assistant, games machine, digital TV etc.; ; International Telecommunication Union, World Telecommunication/ICT Development Report and database.; Weighted average; Please cite the International Telecommunication Union for third-party use of these data.

There were 97 620 600 Facebook users in Philippines in December 2023, which accounted for 81.9% of its entire population. The majority of them were women - 52.9%. People aged 18 to 24 were the largest user group (32 700 000). The highest difference between men and women occurs within people aged 18 to 24, where women lead by 15 000 000.

The Philippines: Internet users, percent of population: The latest value from 2023 is 83.8 percent, an increase from 75.2 percent in 2022. In comparison, the world average is 72.46 percent, based on data from 177 countries. Historically, the average for the Philippines from 1990 to 2023 is 22.28 percent. The minimum value, 0 percent, was reached in 1990 while the maximum of 83.8 percent was recorded in 2023.

There were 95 200 000 Facebook users in Philippines in January 2022, which accounted for 79.6% of its entire population. The majority of them were women - 53.7%. People aged 18 to 24 were the largest user group (29 500 000). The highest difference between men and women occurs within people aged 18 to 24, where women lead by 13 400 000.

There were 22 161 100 Instagram users in Philippines in March 2025, which accounted for 18.6% of its entire population. The majority of them were women - 61.8%. People aged 18 to 24 were the largest user group (10 300 000). The highest difference between men and women occurs within people aged 18 to 24, where women lead by 3 900 000.

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.

The population share with internet access in the Philippines was forecast to continuously increase between 2024 and 2029 by in total 8.7 percentage points. The internet penetration is estimated to amount to 98 percent in 2029. Notably, the population share with internet access of was continuously increasing over the past years.The penetration rate refers to the share of the total population having access to the internet via any means. The shown figures have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in more than 150 countries and regions worldwide. All input data are sourced from international institutions, national statistical offices, and trade associations. All data has been are processed to generate comparable datasets (see supplementary notes under details for more information).Find further information concerning Thailand and Singapore.

There were 101 619 100 Facebook users in Philippines in September 2024, which accounted for 85% of its entire population. The majority of them were women - 53.2%. People aged 18 to 24 were the largest user group (33 000 000). The highest difference between men and women occurs within people aged 18 to 24, where women lead by 15 000 000.

There were 90 200 000 Facebook users in Philippines in December 2022, which accounted for 75.5% of its entire population. The majority of them were women - 53.5%. People aged 18 to 24 were the largest user group (27 500 000). The highest difference between men and women occurs within people aged 18 to 24, where women lead by 12 600 000.

The reach by social network in the 'Facebook' segment of the advertising market in the Philippines was modeled to amount to 64.45 million users in 2024. Following a continuous upward trend, the reach by social network has risen by 25.46 million users since 2017. Between 2024 and 2030, the reach by social network will rise by 15.43 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 Social Media Advertising.

There were 16 160 000 Linkedin users in Philippines in January 2024, which accounted for 13.5% of its entire population. People aged 25 to 34 were the largest user group (8 800 000).

There were 94 017 000 Messenger users in Philippines in April 2025, which accounted for 78.7% of its entire population. The majority of them were women - 52.6%. People aged 18 to 24 were the largest user group (31 200 000). The highest difference between men and women occurs within people aged 18 to 24, where women lead by 14 500 000.

There were 11 600 000 Linkedin users in Philippines in January 2022, which accounted for 9.7% of its entire population. People aged 25 to 34 were the largest user group (6 800 000).

In a survey conducted in the Philippines, approximately 86 percent of the respondents aged between 18 to 24 years old were internet users. Whereas, only 14 percent of the respondents aged 55 years and above used the internet.

As of the third quarter of 2024, ** percent of respondents in the Philippines stated that Facebook was their favorite social media platform. This was followed by Facebook Messenger and TikTok.