In the ever-evolving world of digital trends, the Philippines continues to shine as a powerhouse in internet usage, social media engagement, and digital financial services.
According to the latest Digital 2025 report by Meltwater and We Are Social, Filipinos are not just active online—they’re setting global standards in how digital platforms are used, from video consumption to financial transactions.
Filipinos spend an average of 8 hours and 52 minutes per day on the internet, far exceeding the global average of 6 hours and 38 minutes.
What’s even more impressive is that a majority of this time is spent on mobile devices—5 hours and 21 minutes each day. This mobile-first approach is key to understanding how Filipinos engage with digital platforms, as the Philippines continues to surpass global trends in mobile internet usage.
From checking emails to chatting with friends and family, Filipino internet users are dedicated to staying connected. A staggering 98.9% of Filipino internet users rely on chat and messenger services each month, which is significantly higher than the global average of 94.5%.
The country also leads globally in mobile video calling, with nearly 50% of users engaged in monthly video calls, further reflecting how Filipinos integrate communication into their everyday digital lives.
When it comes to online financial services, the Philippines is in a league of its own. An outstanding 91.3% of Filipino internet users use banking, investment, or insurance apps or websites monthly. This marks the Philippines as the world’s leader in adopting digital financial services, outpacing Brazil, which ranks second at 74.8%.
Despite this impressive usage of digital financial platforms, mobile payments still lag behind, with only 21.7% of Filipino users engaging with services like Apple Pay or Samsung Pay.
The Philippines’ embrace of online financial services is part of a larger trend toward digital payments, which now account for 28.2% of the country’s GDP per capita, showing a significant shift towards cashless transactions.
If there’s one thing Filipinos do best, it’s watching videos. According to Digital 2025, 97.6% of Filipino internet users aged 16 and above watch online video content each week, making the Philippines the #1 country globally in video consumption.
Filipinos are not only watching videos; they are also heavily engaged with vlogs, ranked #1 in the world for vlog viewership (48.3%) and online music videos (72.3%).
The Philippines also ranks as the world leader in video gaming, with 96.6% of Filipino internet users playing video games. This high engagement with video content across various platforms speaks to the country’s deep connection with entertainment and how it integrates into both leisure and learning.
Social Media: Where Filipinos Connect and Discover Brands
Filipinos are avid users of social media, spending an average of 3 hours and 32 minutes each day on various platforms. This positions the Philippines as #4 globally in terms of social media engagement. Filipino internet users also stand out for using multiple platforms, with the country ranking #2 globally, actively using an average of 8.36 platforms per month.
The rise of influencers in the Philippines is another significant trend. 44.9% of Filipino internet users follow influencers or experts on social media, ranking the country #1 in the world for influencer followership. This trend speaks to the growing importance of social media as a source of brand discovery and consumer engagement in the Philippines.
The Future of Digital in the Philippines
Looking ahead, the Philippines is positioned to continue leading the digital revolution in Southeast Asia. As the country’s digital engagement grows, so too does its adoption of artificial intelligence (AI), social commerce, and influencer marketing.
In fact, social media has already become a key driver of brand discovery, with Instagram, Facebook, and TikTok leading the charge in connecting brands to consumers.
Digital 2025 also points to the increasing role of online education, with Filipino internet users ranking high in using online video content for learning purposes.
This speaks to the country’s desire to adapt, learn, and grow through digital channels, making the Philippines a dynamic digital economy.
As digital engagement continues to evolve, the Philippines will remain at the forefront of these changes, with Filipino internet users paving the way for a future that’s not just digital—but deeply integrated into daily life, culture, and commerce