Filipinos are among the most digitally engaged populations in the world, leading in the use of financial technology, social media, and online entertainment, according to the 2025 Digital Report released by Meltwater and We Are Social.
The study found that 91.3 percent of Filipino internet users access banking, investment, or insurance websites and apps monthly, far above the global average. Digital payments in the country account for 28.2 percent of GDP per capita, although the adoption of mobile payment services such as Apple Pay and Samsung Pay remains relatively low at 21.7 percent of users monthly.
Heavy online engagement
Filipinos also lead globally in online entertainment, with 97.6 percent watching videos weekly and 96.6 percent playing video games across devices. Online videos are not just for leisure — Filipinos use them extensively for learning, watching vlogs, and streaming music content.
On average, internet users in the Philippines spend 8 hours and 52 minutes online daily, significantly higher than the global average. Of this, 5 hours and 21 minutes are spent on mobile devices. Social media usage is also intense, with Filipinos averaging 3 hours and 32 minutes per day across 8.36 platforms monthly, again outpacing global benchmarks.
Influencers remain highly influential, with 44.9 percent of Filipino users following online personalities or experts, the highest rate worldwide.
Shifting media landscape
The report noted that traditional TV viewership is on the decline, with Filipinos increasingly favoring online and on-demand entertainment. Platforms like TikTok dominate user attention, while Instagram has surged in popularity, and Facebook continues to grow its user base and advertising reach despite being a mature platform.
Social media has also become a crucial channel for brand research, highlighting the importance of a strong digital presence for businesses. The study noted that advertising spending continues to grow, with social media ads and influencer marketing playing central roles in brand strategies.
AI influence and future trends
The report also acknowledged the rising role of artificial intelligence tools like ChatGPT, emphasizing their growing influence while cautioning that the true impact of AI requires both technical and social understanding.
With Filipinos spending more time online than ever and digital behaviors evolving rapidly, the study stressed that businesses must adapt multi-channel strategies to remain effective in a fast-changing digital landscape.
