FILIPINOS lead the world in online financial activities, with 91.3 percent of internet users engaging with banking, investment, or insurance websites and apps monthly, significantly outpacing the global average.
This according to the 2025 Digital Report, released by Meltwater and We Are Social, reveals compelling insights into digital trends in the Philippines.
The study points out that digital payments as a percentage of GDP per capita for Filipinos is at 28.2 percent. It discovered that only 21.7 percent of Filipino internet users use mobile payment services (e.g. Apple Pay, Samsung Pay) each month. Despite this, the report indicates that adoption of mobile payment services and credit cards remains relatively low.
The study also highlights Filipinos’ strong affinity for online video content, with a remarkable 97.6 percent of internet users watching videos weekly. Their engagement extends to using online videos for learning, viewing vlogs, and watching online music videos, all at rates exceeding global benchmarks. Video game playing is another area where Filipinos excel, with a global leading 96.6 percent of internet users participating across various devices.
According to the report, active social media user identities have exceeded 5 billion, demonstrating the continued global growth of these platforms. However, while user numbers increase, average time spent on social media has leveled off, potentially indicating a change in user engagement patterns. The report emphasizes the diverse platform usage of individuals, suggesting that brands need a multi-channel approach to effectively reach their audiences.
Overall internet usage in the Philippines averages 8 hours and 52 minutes daily, considerably higher than the global average. A substantial portion of this time, 5 hours and 21 minutes, is spent on mobile devices, again surpassing global figures. The report further notes high usage rates for chat and messenger services, email, and mobile video calling.
Social media engagement is also prominent, with Filipinos spending an average of 3 hours and 32 minutes daily on these platforms. Their diverse platform usage is noteworthy, with Filipinos actively using an average of 8.36 social media platforms each month. Finally, the report underscores the significant influence of online personalities in the Philippines, as 44.9 percent of internet users follow influencers or experts on social media, a global high.
TikTok maintains its strong presence, leading in average time spent per user and significantly influencing online trends. Instagram has risen in popularity, becoming the preferred platform and highlighting the importance of visual content. Despite its maturity, Facebook continues to expand its user base and ad reach, demonstrating its ongoing relevance.
Overall time spent online is increasing, reflecting the growing integration of digital technologies into daily life.
Simultaneously, traditional television viewership is declining, pointing to a shift towards online entertainment.
Social media platforms are increasingly used for brand research, making a strong and engaging social media presence crucial for businesses.
The report also notes the continued growth of digital advertising spending, with social media advertising and influencer marketing playing significant roles. Finally, the report acknowledges the growing influence of AI, particularly tools like ChatGPT, while also cautioning against oversimplified interpretations of its impact.
With digital behavior is evolving rapidly, businesses, the report suggests, must stay informed and adapt their strategies to remain effective in this changing environment. Simultaneously, traditional television viewership is declining, suggesting a significant shift towards online entertainment and the consumption of on-demand content. The report also reminds enterprises that digital advertising spending continues its upward trajectory, with social media advertising and influencer marketing playing increasingly prominent roles in brand strategies.
This shift is further amplified by the growing use of social media platforms for brand research. This trend underscores the critical need for businesses to cultivate a strong and engaging presence on these channels to effectively reach potential customers. The report also acknowledges the growing influence of artificial intelligence, particularly with the rise of tools like ChatGPT, cautioning however, that the impact of AI is complex and requires both a technical and social understanding to be able to be truly useful.
