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.

Facebook accounted for the highest share within the social media market in the Philippines in 2024. Video streaming platform, YouTube, follows at ** percent. Demographics of Facebook users Over the years, the Philippines has been dominating the Facebook landscape, ranking among markets with the largest audience size. The platform's user demographic is mainly composed of users between the ages of 18 and 34 years old, although a fair share of older people also use Facebook. Over the years, the social media channel has moved beyond simply a platform to connect with other internet users but has also established online marketplaces for small-scale entrepreneurs as well as shaping political perspectives, especially during elections. Facebook advertising As Facebook grows within this select group of users, it prompts social media marketing or social advertising to use that time and screen space to promote various products and services. In fact, the Philippines was one of the largest Facebook advertising audiences in Asia in 2024, with almost an equal share of ad audiences across genders.

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.

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.

The number of Instagram users in the Philippines was forecast to continuously increase between 2024 and 2028 by in total 5.7 million users (+35.21 percent). After the eighth consecutive increasing year, the Instagram user base is estimated to reach 21.93 million users and therefore a new peak in 2028. User figures, shown here with regards to the platform instagram, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.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 up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Instagram users in countries like Vietnam and Laos.

The number of Pinterest users in the Philippines was forecast to continuously increase between 2024 and 2028 by in total 0.3 million users (+28.3 percent). After the ninth consecutive increasing year, the Pinterest user base is estimated to reach 1.39 million users and therefore a new peak in 2028. Notably, the number of Pinterest users of was continuously increasing over the past years.User figures, shown here regarding the platform pinterest, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.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 up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Pinterest users in countries like Indonesia and Laos.

According to a Rakuten Insight survey conducted in the Philippines in February 2025, TikTok was the most popular social media platform for shopping during the past 12 months. Facebook followed, with ** percent of respondents using it for online shopping.

The number of Facebook users in the Philippines was forecast to continuously increase between 2024 and 2028 by in total 10.1 million users (+30.3 percent). After the ninth consecutive increasing year, the Facebook user base is estimated to reach 43.44 million users and therefore a new peak in 2028. Notably, the number of Facebook users of was continuously increasing over the past years.User figures, shown here regarding the platform facebook, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.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 up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Facebook users in countries like Indonesia and Malaysia.

As of February 2025, there were approximately ** million addressable advertising audiences available on Facebook in the Philippines. This was followed by TikTok, with about **** million audiences.

The number of WhatsApp users in the Philippines was forecast to continuously decrease between 2024 and 2029 by in total 0.01 million users. The WhatsApp user base is estimated to amount to 0.7 million users in 2029. User figures, shown here regarding the platform whatsapp, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period.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 up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of WhatsApp users in countries like Myanmar and Singapore.

The number of snapchat users in the Philippines was forecast to continuously increase between 2024 and 2028 by in total 2.1 million users (+29.66 percent). After the eighth consecutive increasing year, the snapchat user base is estimated to reach 9.19 million users and therefore a new peak in 2028. Notably, the number of snapchat users of was continuously increasing over the past years.The user numbers, depicted here regarding the platform Snapchat, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.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 up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of snapchat users in countries like Thailand and Malaysia.

According to a Rakuten Insight survey conducted in the Philippines in February 2025, about 86 percent of respondents aged 16 to 24 years stated that they often made purchases via Instagram in the last 12 months. Meanwhile, the older generation chose to buy their products through both Facebook and Instagram, as stated by around 55 percent of Filipinos aged 55 years and above.

According to a survey on social media usage in the Philippines in 2022, approximately 31 percent of respondents stated that they were mostly online during the night, after 8 PM. The same survey also revealed that the majority of Filipinos used social media as their main source of information.

According to a September 2021 survey conducted in the Philippines, an overwhelming majority of ** percent of the country's adult population had social media accounts on Facebook. YouTube followed as the second most universal social network platform in the country with ** percent of surveyed Filipino internet users having an account with the said platform.

According to a survey conducted on digital news in the Philippines between January and February 2024, ** 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 ** percent and 26 percent of respondents, respectively.

In 2021, the majority of adult respondents in the Philippines stated that they used their own photo showing their face as a profile picture. In addition, about 76 percent of respondents used their true and complete names. Overall, the majority of respondents with social media accounts were transparent about their identity on these platforms.

According to AppMagic, Facebook was by far the most popular social media application in the Philippines in 2024. That year, Facebook was downloaded about ** million times. Instagram came in second, with total downloads of around ** million in the same year.

According to a survey on social media influencers conducted by Rakuten Insight in May 2023, around ** percent of respondents from the Philippines stated that they followed at least one influencer on social media. By comparison, ** percent of respondents in the country did not.

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.