This is the December 2011 edition of We Are Social Singapore’s guide to Social, Digital and Mobile in The Philippines. You can find more of these Asia reports at http://wearesocial.sg

1. SOCIAL, DIGITAL
AND MOBILE IN THE
PHILIPPINES
we are social
DECEMBER 2011

2. we are social
FOR MORE INFO ON THIS REPORT, PLEASE
CONTACT SIMON KEMP AT WE ARE SOCIAL:
SIMON.KEMP@WEARESOCIAL.SG
@WEARESOCIALSG
+65 9146 5356
DJESKI
HTTP://WEARESOCIAL.SG
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3. THE PHILIPPINES
94,013,200 63% 37%
TOTAL POPULATION URBAN RURAL
29,700,000 32 %
INTERNET USERS INTERNET PENETRATION
26,752,000 28 %
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION
88,119,840 94 %
MOBILE SUBSCRIBERS MOBILE PENETRATION
SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;
we are social LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011

4. THE AVERAGE WEB USER IN
THE PHILIPPINES IS LESS THAN
23 YEARS OLD
we are social SOURCE: TNS DIGITAL LIFE

5. 24%
OF FILIPINO INTERNET USERS USE A
MOBILE DEVICE TO ACCESS THE WEB
we are social SOURCE: NIELSEN

6. 21.5
AVERAGE HOURS FILIPINO
VS 13.3
AVERAGE HOURS FILIPINO
NETIZENS SPEND USING NETIZENS SPEND WATCHING
THE INTERNET EACH WEEK BROADCAST TV EACH WEEK
we are social SOURCE: MILLWARD BROWN DYNAMIC LOGIC

7. 87%
OF FILIPINO WEB USERS STREAM OR
DOWNLOAD ONLINE VIDEO CONTENT EACH MONTH
we are social SOURCE: NIELSEN

8. 47%
OF FILIPINO NETIZENS WATCH TV
CONTENT AND MOVIES VIA THE INTERNET
we are social SOURCE: NIELSEN

9. 95%
OF FILIPINO WEB USERS
VISIT SOCIAL MEDIA SITES
we are social SOURCE: COMSCORE, AS CITED IN ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

10. FACEBOOK DEMOGRAPHICS IN THE PHILIPPINES
55-64: 65+:
2% 1%
45-54:
5%
35--44: 13-17:
10% 20%
MALE: FEMALE:
48% 52%
25-34:
24%
18-24:
39%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011

11. TOP FACEBOOK PAGES IN THE PHILIPPINES
# BRAND PAGE LIKES GROWTH
1 SMART COMMUNICATIONS, INC. 1,119,583 1.04%
2 HAIR EXPERTS 1,022,173 1.15%
3 STARBUCKS PHILIPPINES 963,548 1.24%
4 NESCAFÉ PHILIPPINES 850,766 17.44%
5 RED HORSE BEER 593,066 0.71%
6 GLOBE TELECOM 565,259 7.80%
7 AXE PHILIPPINES 504,827 10.49%
8 MYPHONE 485,240 32.06%
9 HAVAIANAS PHILIPPINES (OFFICIAL) 432,413 1.27%
10 CEBU PACIFIC AIR 400,756 10.37%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011

12. NUMBER OF LINKEDIN USERS IN THE PHILIPPINES:
899,000
we are social SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011

13. 51%
OF FILIPINO WEB USERS HAVE
AN ACTIVE YOUTUBE PROFILE
we are social SOURCE: NIELSEN

14. 95%
OF FILIPINO NETIZENS
USE PHOTO SHARING SITES
we are social SOURCE: COMSCORE

15. 68%
OF FILIPINOS LISTEN
TO MUSIC ONLINE
we are social SOURCE: YAHOO / NIELSEN, AS QUOTED IN SEARCH ENGINE WATCH

16. 65%
OF FILIPINO WEB USERS HAVE INTERACTED WITH
A BRAND VIA SOCIAL MEDIA IN THE PAST 12 MONTHS
we are social SOURCE: NIELSEN

17. 73%
OF FILIPINO WEB USERS HAVE SHARED THEIR THOUGHTS
ON A BRAND VIA SOCIAL MEDIA IN THE PAST 12 MONTHS
we are social SOURCE: NIELSEN

18. 55%
OF FILIPINOS PLAY GAMES ONLINE
we are social SOURCE: NIELSEN

19. FILIPINOS SEND AN AVERAGE OF
700,000,000
SMS MESSAGES EVERY DAY
we are social SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

20. (! )!
MAINLY DUE TO
SOCIAL NETWORKING,
THE NUMBER OF
SMSES SENT EACH DAY
IS NOW ONLY HALF
WHAT IT WAS IN 2009
we are social SOURCE: BASED ON FIGURES IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011 AND WIKIPEDIA

21. MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS:
HTTP://WEARESOCIAL.SG
we are social

22. SIMON KEMP LAM CAI YU
MANAGING DIRECTOR ACCOUNT EXECUTIVE
@ESKIMON @HICAIS
SIMON.KEMP@WEARESOCIAL.SG CAIYU.LAM@WEARESOCIAL.SG
HTTP://WEARESOCIAL.SG HTTP://WEARESOCIAL.SG
we are social