Last year, I put together the social media stats in the Philippines for 2015. This year, we finally have (visual) data of the Social Media and Digital Stats in the Philippines in 2016 from the ever reliable WeAreSocial.sg.
Released just 5 days ago, the report features the “numbers” that companies and brands need in order to launch data-driven marketing campaigns in this digital and social era. In this report, we are seeing changes in the way Filipinos consume, growth of usage, and the various social and digital channels available to us.
For the 2016 data on Social Media and Digital Stats of the Philippines, just like last year 2015, I sourced the slides from the very long list from wearesocial on their slideshare and took out those relevant to the Filipinos.
Social media and digital stats in the Philippines for 2016
Here are the said slides that show the social media and digital stats in the Philippines for 2016.
1. INTERNET PENETRATION UP FROM 44% IN 2015 TO 46% IN 2016.
2. PHILIPPINES TOPS TIME SPENT ON THE INTERNET THROUGH LAPTOP/DESTOP ALONG WITH BRAZIL
One slide not added is the slideshare above shows Philippines topping in time spent on the internet through laptop or desktop access along with Brazil. We’re clocking in an impressive average of 5.2 hours per day.
3. SOCIAL MEDIA PENETRATION UP FROM 40% IN 2015 TO 47% IN 2016.
Both internet and social media penetration has also increased by 18% since last 2014. And for 2016, the number for social has bumped to another 7%! This number is at 16 points higher than the global social media penetration of only 31%.
Social media continues to be an integral part in the lives of Filipinos who have increased access to the internet via mobile devices with a mobile-first approach to social.
4. SOUTH KOREA HAS MOST SOCIAL MEDIA PENETRATION BUT..
We could say that they are the social networking capital of the world. If only they clocked in hours daily. But that’s not the case. South Korea has a whooping 78% social media penetration vs just 47% in the Philippines. But only at 2 hours average in daily use.
5. FILIPINOS STILL SPEND THE MOST TIME ON SOCIAL MEDIA.
As for the the time spent on the internet and social media, we can see that it decreased but not to worry. This is perhaps the result of better tools during research. On the other end of the spectrum, Japan only spends < 30 minutes on social. What does that say about them?
6. AVERAGE TV VIEWING TIME BY INTERNET USERS REMAIN AT 2 HRS DAILY.
Average daily use of the internet via a mobile device and average television viewing time remains the same.
Via a mobile device is at 3 hours and television viewing is at 2 hours daily.
7. MOBILE INTERNET USERS INCREASES FROM 32% IN 2015 TO 35% IN 2016 .
This may perhaps be attributed to the surge of sales of affordable smartphones and affordable mobile data bundles by the telcos in the PH which makes the internet accessible to Filipinos on devices.
Yet looking at this chart, we are still below the global average for mobile’s share of web traffic:
8. CHAT APPS MAJORITY IN TOP 5 SOCIAL PLATFORMS
While Facebook maintained its position as the top social media platform in the Philippines, the other platforms are vying for spots in the top.
The top 5 platforms now include 3 chat apps: Facebook messenger, Skype, and Viber.
The numbers on the report also clearly shows that the top activity of mobile users is using mobile messengers which is at 33% followed by watching videos at 26% and using mobile map services at 25%.
9. SOCIAL PLATFORM RANK WINNERS AND LOSERS
The other non-chat app platform in the top 5 rank is, well, Google+.
Coming in at 6th is Twitter. Pinterest decreased usage. Instagram has increased its rank in the top platforms. LinkedIn also increased its rank from last year.
10. WECHAT SHOWS UP ON TOP SOCIAL MEDIA PLATFORM LIST
A new entrant is Wechat which bumped KakaoTalk out of the list of social platforms used by Filipinos.
11. MILLENIALS TOP FACEBOOK USERS AGE GROUP
20-29 year olds now top the demographics on Facebook usage. This is followed by the 13-19 and the 30-39 age groups. This millenials are gaining ground in these platforms. Knowing that they have the purchasing power and the voting power, this is one key stat that changemarkers, politicians, and company executives have to note. These age groups are now empowered to make a major change in the Philippines.
12. INCREASING NUMBER OF ECOMMERCE SHOPPERS
Pretty soon, it’s going to give malls a run for their money.
13. PH NET CONNECTION SPEED STILL AT AVG 2.8 MBPS VS 5.1 GLOBAL AVERAGE
We’re still struggling at the lower end of the scale along with Egypt, Nigeria and India.
Which data above caught your interest? Which ones are applicable for your brand and campaigns?