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Social media in the Philippines - statistics & facts

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Daily time spent spent using social media APAC Q1 2023, by country

Social media users in the Philippines 2020-2029

Social media platforms market share Philippines 2023, by type

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Social media user penetration Philippines 2017-2029

Mobile Internet & Apps

Leading social media apps on Google Play Philippines 2023, by number of downloads

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Snapchat users in the Philippines 2019-2028

Number of Snapchat users in the Philippines from 2019 to 2028 (in millions)

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User behavior

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Average daily time spent using various media and devices in the Philippines as of 3rd quarter 2023, by activity (in hours)

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• April 15, 2020
• Posted by: RSIS
• Categories: IJRISS, Social Science

Social Media Filipinos and Key National Issues in the Philippines

International Journal of Research and Innovation in Social Science (IJRISS) | Volume IV, Issue IV, April 2020 | ISSN 2454–6186

Social Media, Filipinos, and Key National Issues in the Philippines: A Macro Analysis

Prof. Mark Gabriel Wagan Aguilar, CTP, CNA, CMC School Director, Abe International Business College-Quezon City, Philippines

Abstract:  The Philippines as the top user of social media worldwide has witnessed Filipinos rely on information posted in social media for knowledge on key national issues. This research clearly explained the root cause why people of the Philippines has become ignorant towards issues but remained highly confident when it comes to giving comments on such through social networking websites. It has been found that Filipinos are likely to give comments and/or feedbacks to issues despite knowing nothing on it, and tend to rely on information posted in social media without checking its validity and the sources’ reliability due to the illusory truth effect caused by the continuous commenting, posting, and sharing of information verified or not.

The results also show that poverty is the reason why a person has limited access to reliable information that affects their perception towards key national issues, thus, regulating social media in countries where poverty rate is high is highly recommended.

Social Media, Filipinos, Social Issues, Poverty, Ignorance

I.INTRODUCTION

The Philippines as a country with a democratic form of government gives its people freedom of speech and expression. It’s more fun in the Philippines; the country’s slogan for Tourism could easily be a justification to what Philippine-Style Democracy is; colorful, occasionally chaotic, and arguably inspiring, Abad (2014). However, the country has yet to prove the real power of democracy, that resides in the possibility of a new collective salvation since it has been analyzed to concentrate on the few and the privileged, that is has been shared discriminately, and has been found incapable of tirelessly challenging frozen assumptions and prevailing worldviews, Untalan (2015).

Democracy in the Philippines is undoubtedly alive with 75-78% voter turnout on the 2019 election out of around 62,000,000 registered voters of the 108,116,615 nation’s population that time. It is further justified by Geronimo (2018) in his article where it was stated that 84% of Filipinos are satisfied with how democracy in the country works.

However, democracy was questioned by Socrates, an Athenian Philosopher stating that democracy should not be for everyone, thus, it is only for those people who are educated. In Book Six of The Republic, Plato, another Athenian Philosopher described Socrates falling into a conversation with a character named Adeimantus; Socrates compared

elections to choosing someone to be in charge of a sea vessel, just anyone or someone who is educated in the rules and demands of seafaring. He pointed that voting in an election is a skill and not a random intuition, and that letting someone to vote without an education is as irresponsible as putting them in charge of a trireme sailing. (Chapter 2, Work: Politics and Government, The Book of Life).

The Philippines on the other hand, has embraced democratic traditions of participation and freedom of choice and expression over the years, Abad (2014), and that democracy aside from the right to vote, is speech freedom having it heavily emphasized in the 1987 Constitution which is the current fundamental principle of the country; “No law shall be passed abridging the freedom of speech, of expression, or of the press, or the right of the people to peaceably to assemble and petition the government for redress of grievances”. (Article III, Section 4, Constitution of the Republic of the Philippines, 1987).

Facebook, a social networking website, with 2.2 billion facebook users worldwide which Filipinos are named as the top user with an average of 10 hours a day usage, technically has given another platform for people to exercise freedom of speech. According to Ohme (2018) in his article, facebook has now become a vital part of democracy where daily news is being shared and political discussions are conducted among others. This gives people an opportunity to also discuss other matters such as key national issues.

This study guided by the Think before you Speak (Is it True, Helpful, Inspiring, Necessary, and Kind) principle by Alan Redpath, with the author’s own interpretation; Know before your Click, Ipsos MORI’s The Perils of Perception 2017, and a number of published researches, macro analyzed the knowledge of Filipinos towards Key National Issues and details behind the confidence despite lack of awareness on issues, leading to a conclusion that the platform-social media where they are able to speak freely should be regulated once and for all.

II. METHODS

A qualitative research approach was used to analyze data gathered for this study. The results in Ipsos MORI’s The Perils of Perception 2017, relevant published researches, and news articles were used as sources of data. Data from these resources were collated and macro analyzed with heavy emphasis on the knowledge of Filipinos towards key national issues, and how and why they respond with full of confidence even they know nothing about it.

III. DISCUSSION

Ipsos Mori’s The Perils of Perception 2017 survey showed how wrong the online public across the globe is about their country’s key national issues, not limited to crimes and health. The Philippines ranked third as the most ignorant with South Africa and Brazil in the first and second spots respectively. The result of the study also showed that Filipinos despite being one of the most ignorant are still among the most confident with their answers, together with Indians and Peruvians. This clearly shows that Filipinos are likely to give comments and feedbacks on issues even they know nothing about it or they have not known the facts behind it.

The Philippines as the world knows is historically a third world country but now is a developing one. Based on World Population Review, an independent organization based in California, USA and source of the world’s demographic data, the Philippines’ Gross Domestic Product is low while the infant mortality rate is high, leaving many of its citizens very limited access to health care and higher education. The Philippines is in fact at rank 28 in the list of poorest countries published by Focus Economics, www.focus-economics.com.

According to Child Fund International, a non-profit organization based in Virginia, poverty and education is inextricably linked with each other. In the research conducted by DeNavas-Walt and Proctor (2014) on Income and Poverty in the United States of America. It was found out that people who had lower educational attainment particularly those who had no high school diploma comprise a greater share of the population in poverty. The root cause of poverty is lack of education, Hickman (2015), and like a tree, poverty has many roots, but among many causes of global poverty, one factor still stands out; Education, Geovetti (2019).

In the Philippines, most of those living in poverty have failed to obtain a diploma. While lack of education makes someone lacks confidence in showing up for work and apply by himself, it leaves him unemployed, Hickman (2015), making him incapable of acquiring means that will give him access to information, such as cellphone, tablet, internet, television, and radio among others. Though an android cellphone in the Philippines is quite affordable, access to information is still limited since people without internet can only access social media for free without the provision of all information particularly photos and link sources, thus, creating a wrong perception towards national issues posted, making them ignorant on what really is happening, but still with the freedom to comment, react, and share such post.

The Illusory truth effect that was first identified by Hasher, Goldstein, and Toppino on 1977 in their research on referential validity, is the tendency of people to believe false information to be correct after repeatedly exposed, is the current event in social media as Filipinos continuously copy, paste, and share information validated or not.

Sherman (2014) in his article published in Inc.com cited Dunning’s statement that in his several studies, it was confirmed that people who don’t know much about a given set of skills tend to grossly overestimate their prowess and performance. While the Philippines is a third world country with almost a quarter or about 18 million of the population living in poverty in 2018, who has no formal education and has only limited access to information, this perfectly reflects on the way Filipinos react on key national issues posted in social media; full of confidence.

Manstead (2018), identified the lower class to less likely define themselves in terms of their socioeconomic status and are more likely to have interdependent self-concepts, that they are also inclined to explain social events in situational terms, which as a result is having a lower sense of personal control; this in addition perfectly reflects the way Filipinos react on key national issues posted in social media; based on their feelings and not on facts, react positively on information that is pleasing to their eyes and react negatively on those that are not.

To give a concrete example; in a poll conducted by Pinoy Ekspres, a public page in facebook with around 5,100 followers. The administrators asked people to give grades to their Mayors based on their performance against Corona Virus 2019 Outbreak in the Philippines. Majority were not satisfied resulting to 40% of them giving their Mayor a score of 1, which is the lowest grade that can be given. Most messages to the Mayors were negative; some even asked their Mayors to step down due to his/her allegedly poor performance. However, in the question regarding their knowledge towards the current state of their city/ municipality amidst COVID19 Outbreak, 18% which is 3rd to the highest, said that they have no idea. This has technically proved that Filipinos are indeed more likely to speak and judge without having enough knowledge on an issue.

This data undeniably explain also the increase of cybercrime cases in the country, which according to the Philippine National Police Anti-Cybercrime Group, had increased by nearly 80% or to 4,103 on 2018 from the 2,284 cases reported on 2017.

IV. CONCLUSION

This matrix is hereby conceptualized based on the results of this study.

Figure 1: Matrix showing the relationship among poverty, social media, and perception of people; The Author’s own interpretation based on what has been analyzed in this study.

Figure 1 explains how the different situations affect the perception of people towards information posted in social media. In a third world country, people has limited access to education, which leads to people having low confidence and incompetence towards doing work or performing a job. and this will automatically put them in an unemployed status. Unemployment means no source of income which will definitely result to poverty.

People living in poverty do not have sufficient budget to purchase things that are not considered necessities, some of them do not have budget at all, and this will result to limited access to information which will eventually make people ignorant. However, having limited access to information would also make people base what is factual on whatever information they could access to, that they would share to others believing that the information they have gotten is legitimate. People who have received the information from others would also believe on it due to the illusory truth effect it has brought to their mind. These clearly explain why they are confident in giving comments, feedbacks, and reaction towards key national issues.

Moreover, Filipinos when they know nothing about a national issue will respond based on what they have only read and on what information is available within their access at a certain moment. Lower social classes won’t bother to do further researches to make sure that what they have read is sufficient since they have limited access to such means. Reason why sources of information should provide clear and sufficient information on their social media posts as much as possible.

In addition, Filipinos tend to believe on information posted in social media without having it checked for truthfulness and the sources for reliability due to the illusory truth effect. It is further concluded that aside from the Philippines, there is indeed a need to regulate the use of social media particularly facebook in other countries where the poverty rate is high. This will avoid the spread of fake news, and probably would contribute in changing the way people respond to issues (Social Media Filipinos and Key National Issues in the Philippines) affecting the economy.

[1]. Manstead, 2018: The Psychology of social class: How socioeconomic status impacts though, feelings, and behaviour. British Journal of Social Psychology/ Volume 57, Issue 2.

[2]. DeNavas-Walt & Proctor, 2014: Income and Poverty in the United States: 2014/ Current Population Reports, P60-252, Census Bureau

[3]. Hasher, Goldstein, &Toppino, 1977: Frequency and the Conference pf referential validity. Journal of Verbal Learning and Verbal Behavior, P107-112

[4]. Ipsos MORI, 2017: The Perils of Perceptions 2017

[5]. Abad, 2014: What the Philippines tells us about democracy. World Economic Forum on East Asia, March 21-23, 2014

[6]. Untalan, 2015: The Real Crisis of Philippine Democracy. Kyoto Review of Southeast Asia/ Issue 18. September 2015

[7]. Hickman, 2015: Lack of education is root cause of poverty.

Rochester Business Journal

[8]. Tupas, 2019: Cybercrimes up by 80% in 2018/ Philippine National Police Anti-Cybercrime Group/ The Philippine Star Global News

[9]. World Population Review: Third World Countries 2020/ United National Development Programme.

[10]. 1987, Article III, Section 4, Constitution of the Republic of the Philippines

[11]. Geronimo, 2018: Social Weather Stations Survey on September 2018; 84% of Filipinos satisfied with how democracy works

[12]. FocusEconomics S.L.U., 2018: The Poorest Countries in the World

[13]. Chapter 2. Works: Politics and Government, The Book of Life.

The School of Life

[14]. Ohme, 2018: Facebook is now a vital part of our democracy. The Conversation UK

[15]. ChildFund International.Org; Poverty and Education

[16]. Giovetti, 2019: How does education affect poverty? It can help it. / ConcernUSA.Org

[17]. Sherman, 2014: Finally: Science explains why we’re all more ignorant than we think. / Inc.com

Social Media Statistics in the Philippines [Updated 2024]

May 3, 2024

25 min. read

Note: This blog is based on the Global Digital Report 2024 – produced in partnership with Meltwater and We Are Social . See Simon Kemp's article about The Changing World of Digital in 2024 . Download the Global Digital Report 2024 and the Global Digital Report 2023 for free.

For businesses to succeed in today's fast-paced digital world, they must keep ahead of the curve when it comes to social media trends. Amid 2024, the Philippines' social media statistics provide an ideal direction for businesses to plot marketing solutions, capitalizing on the constantly evolving relationship between social media and the country's increasingly digital way of life. Knowing the subtle shifts in social media use, preferences, and behaviors is crucial as the Philippines continues establishing itself as a growing market of digital consumers.

In this blog post, we will examine an overview of the Philippines' digital landscape and trace the development of social media's impact on Filipino internet users' online shopping, content consumption patterns, and purchasing habits. Marketers, influencers, and businesses looking to tap into the lively Filipino online audience can use these vital social media metrics to develop digital marketing strategies in the Philippines. Gaining insight from these social media statistics in 2024 can help uncover fresh opportunities in the Philippines' ever-growing digital horizon, where digital presence is synonymous with brand exposure and success.

The digitalization of the media landscape has impacted the Philippines . The Philippine media as well as social media are also impacting the Philippines .

Let's look at up-to-date social media statistics in the Philippines:

Table of Contents

Population essentials in the philippines, internet usage statistics in the philippines, general social media statistics in the philippines, social media usage statistics in the philippines, mobile usage statistics in the philippines, ecommerce statistics in the philippines, digital marketing statistics in the philippines, what's ahead for social media in the philippines in 2024.

Looking at the social media data from the Philippines in 2024 reveals that one factor from the previous year has affected the digital footprint of its social media users. A thorough examination of the Social Media Statistics in the Philippines in 2024 uncovers developments and trends that social influencers and companies would pay attention to.

The overall population is currently 118.2 million , a 1.5% increase over the previous year, with an urbanization rate of 48.5% , which is indicative of the developing nature of the country. With an additional 1.8 million internet users in 2024,  the overall number of Filipinos online has increased to 86.98 million , an overall increase of 2.1%  from the previous year. User identities on social media platforms are also on a rising trend, as with the addition of 6.5 million identities, the overall number of social media users has increased to 86.75 million , reflecting an 8% growth . Because of this, social media continues to have a powerful influence on the digital lifestyle of the Filipino people, as it is used by 73.4% of the population.

Out of all the statistics that have come to light, the most concerning is the significant fall in cellular mobile connections from the previous year. These connections decreased by 30.1% , or 51 million in total. Although the article will go into more depth regarding the reasons behind this shift, early signs indicate that the telecom industry is more likely to be impacted by regulatory changes or market consolidation than by a decline in usage. A population that is more active online, seeking to connect, interact, and consume digital material, is suggested by the rise in internet use and social media engagement, even if mobile connections have shrunk. We will investigate the underlying implications of these changes in greater detail, offering insight into the Philippines' dynamic digital environment.

A clear pattern is emerging from the Philippines' general social media statistics: people are reducing the time spent in front of their screens daily. Now that the country has wholly reopened post-pandemic, Filipinos are rediscovering the energy from being disconnected from technology.

The percentage of people using the internet has dropped by 3.8% , or 21 minutes , to an average of 8 hours and 52 minutes daily. Filipinos' time spent on social media also fell, with an average daily use decline of 3.9% , or 8 minutes , to 3 hours and 34 minutes . A return to the social dynamics of the pre-pandemic age, characterized by more in-person encounters and a general preference for "real-world" experiences over virtual ones, could be the reason behind the current decline in digital consumption.

The data shows a renewed awareness of activities, relationships, and nuances of life that aren't mediated by technology. The shift to a healthier mix of online and offline lives is a good reminder of how valuable real-life interactions are, even though our daily routines are increasingly digitized.

As we examine the Philippines' internet usage statistics in 2024, we find essential insights into how Filipinos have continued incorporating the internet into their everyday routines. 

People between the ages of 16 and 64 spend an average of 8 hours and 52 minutes daily accessing the internet across all devices. 5 hours and 20 minutes are spent on the internet using mobile phones, while 3 hours and 32 minutes of the typical day are dedicated to using it on computers and tablets. It is worth noting that 60.1% of the total daily online time is spent on mobile devices, highlighting smartphones' key role in Filipino digital habits.

In light of the nation's strong cultural focus on family and community, 79.6% of Filipinos use the Internet to remain in contact with friends and family. At 79.3% , nearly as many use the internet to find information, emphasizing the significance of the web as an invaluable source of knowledge. Furthermore, 71.5% said they explore how to do things online, demonstrating a proactive attitude to self-education and practical application of internet resources.

Accessibility trends on the internet provide valuable insights on enhancing and tailoring online content to engage Filipinos. With a rise of 1.5% year-on-year, 98.8% of users still access online material using mobile phones, making them the primary method for Filipinos to use the internet. Despite a 4.6% decrease from the previous year, 61.8% of Filipinos use laptops and desktop computers to access the internet, with mobile choices following closely behind. Meanwhile, the percentage of Filipinos using tablets for this reason has dropped to 24.4% , a year-on-year fall of 13.2% , even though these devices are multipurpose tools for both productivity and enjoyment. In the same way, the percentage of connected televisions—devices that bring the internet to bigger displays ideal for video streaming and browsing—has fallen to 32.6% , a decline of 3.6% from the prior year. 

1.8 million more Filipinos are now online in 2024, bringing the overall number of internet users in the Philippines to 86.98 million , up 2.1% from the previous year. Despite this rise, internet usage time is down, falling 3.8% , or an average of 21 minutes , suggesting that people have gotten increasingly selective with online browsing amidst social media content saturation.

An increase of 0.6% over the previous year brings the Philippines' internet penetration rate to 73.6% ; this number indexed at 111.2 over the worldwide average, indicating an ongoing rise in digital accessibility, integrating more Filipinos within the global online community.

The nation's use trends reveal an affection for social interaction and ecommerce. Online communication is essential in people's everyday lives, as 99.2% of Filipino internet users aged 16 to 64 are active on social networks, while 98.2% utilize chat and message services. 91.7% of Filipinos use search engines or web portals to navigate vast online information and data. Lastly, 84.1% of internet traffic goes toward online shopping, auctions, or classifieds, demonstrating the prosperous e-commerce scene and the Filipinos' fondness for online markets. 

Sites like Lazada, Shopee, and Carousell have been important companions to Filipinos' daily purchases and ecommerce habits for luxuries and essentials. When it comes down to it, Filipinos are very about keeping connected, getting their news, and enjoying all the perks of online shopping.

Social media usage statistics in the Philippines provide an overview of the nation's digital environment. With an 8.0% rise year-on-year, or 6.5 million more Filipinos consistently entering the digital world, 86.75 million identities are now participating in social media use in the Philippines. Each day, people spend an average of 3 hours and 34 minutes on social media— 8 minutes fewer than the previous year—even though the number of users has grown.

It may look like all Filipino internet users are actively using social media, as seen by how social media statistics show that there are 99.7% of social media identities compared to the total number of Philippine internet users. However, note that there are 13.5% more active social media accounts than users over 18 years old, meaning many Filipinos have more than one social media account for reasons outside their own. Meanwhile, among social media users, there is a very even distribution of genders, with 52.3% identifying as female and 47.7% as male. 

The Philippines has a complex and diversified digital landscape, with each user visiting an average of 8 social media platforms monthly. These platforms, which act as centers for interaction, leisure, and knowledge, constantly influence and shape the digital experience of the Filipino people, which is crucial when tailoring your company's social media marketing strategies.

Using social media as a brand research tool is becoming less common among Filipinos, according to social media usage statistics in 2024. The percentage of people using social media to learn about new brands has fallen to 54.8% , down 3.7% the prior year . Similarly, there has been a more significant loss in this respect for micro-blogs, which includes sites like X (formerly Twitter), with a use drop of 26.2% . Vlogs, which have been an effective means for people to learn about new products and engage with brands through many social influencers, also had a decline of 23.8%.

At 79.2%, a decline of 2.5% over the previous year, the overall trend indicates that fewer people are doing brand research using any sort of social media platform; this change raises concerns that the effectiveness of current social media marketing tactics in attracting Filipino consumers to discover new brands is waning.

Marketers might have to reconsider and adapt their social media engagement tactics by better-using influencers or developing content that closely matches the changing tastes and demands of the Filipino audience. Keeping up with the changing preferences of modern Filipino consumers is essential in this social media age. To create campaigns that connect with the audience and encourage them to engage with their brand, marketers need to investigate the causes of these changes, whether related to the economy, culture, or new technology.

The importance of family in Filipino culture is front and center when considering the main reasons Filipinos use social media. The Filipino people are highly reliant on social media to maintain relationships with their loved ones, as 67.7% of all Filipino social media users use social media to keep in touch with friends and family. In a culture as close-knit and influential as the Philippines, this is more than a passing trend, as it reflects the nation's strong emphasis on familial values. Known for their tight households, Filipinos include their loved ones in every part of life, seeing them as an integral part of many decision-making processes.

In addition to maintaining relationships with loved ones, 43.4% use social media to fill spare time and unwind in their downtime. Meanwhile, 42.3% of users prioritize finding new content like posts and videos about their interests, whereas 41.6% make sure to remain informed by reading news stories , showing that they consume media in a balanced way. Additionally, 40.9% of the population has their finger on the community's pulse by listening to the chatter and seeing what’s being talked about.

Again highlighting the significance of human relationships, 61.7% of Filipinos closely follow profiles of friends, family, or acquaintances. The entertainment group follows closely after, as 46.6% of Filipinos follow artists, comedians, or actresses. Noon-time programming is a popular piece of media that the masses tune into daily, as celebrity culture takes a significant piece of the pie for chatter. Furthermore, 43.9% of Filipinos follow influencers or other experts online, indicating that suggestions from trusted sources and peers influence consumer preferences. 

Rounding out the most popular groups that Filipinos follow on social media accounts, 43% of users find amusement in browsing through entertainment, memes, or parody accounts, and 40.6% are followers of music, following bands, singers, or other musicians. Filipinos seek connection, enjoyment, and inspiration across a diversified social media ecosystem, as shown by these preferences.

Tip: Read our blog about ' What is Social Commerce? Definition, Examples, Tips ' and download our free Comprehensive Guide to Social Commerce .

Top Social Media Platforms in the Philippines

According to its social media statistics, Facebook is the dominant social media platform in the Philippines' digital space. Among active Filipino social media users, Facebook has a 94.6% monthly login rate, making it the leader in this statistic. Also, Facebook Messenger plays an equally important role in keeping Filipinos connected, as 92.1% of them use it regularly for communication.

TikTok has also established a strong presence in the Philippines, with 80% of the online demographic engaging with its engaging short-form content. In comparison, at 72.5% , Instagram is also a mainstay in Filipinos' social media app roster with its role in giving users a way to follow their loved ones and stay engaged with entertaining content. 

Filipinos live in a digital society where social media is integral to their lives. Facebook, in particular, is an essential player in this ecosystem, serving as a platform for public discourse, entertainment, communication, news, and even commerce. As Facebook and Messenger play a significant role in bringing people together, they are indispensable tools for Filipinos to keep in touch with loved ones even when they're far away. Because of these factors, it is no surprise that 41.1% of Filipino social media users say Facebook is their favourite social media platform, which is almost double the next, Messenger, at 21.7% . TikTok and Instagram followed at 19.6% and 7.6% , respectively. 

Having a grasp of these social media network habits is vital for brands, businesses, and creators aiming to engage with the Filipino social media landscape in 2024. The data suggests a digital environment where Filipinos value community and connection above all else and where the most popular platforms in the Philippines can support dynamic and captivating content.

Using our social listening capabilities, Meltwater has compiled local studies about social media marketing in the Philippines. The implications of social media - from the statistics of its users and usage - play a vital part in deciding which strategies businesses employ. Each of the most popular social media platforms in the Philippines , such as Facebook, Twitter, Instagram, and Tiktok, has specific data sets readily available to capitalize on.

Despite Facebook's dominance in monthly usage and social media preference in the Philippines, a different story emerges when looking at actual time spent using social media apps. Filipinos spend 40 hours and 46 minutes monthly on TikTok, roughly 1.5 times longer than the 26 hours and 54 minutes they spend on Facebook. Between these two, YouTube is used for an average of 32 hours and 40 minutes , filling the spare time of social media users with engaging content. On the other hand, Facebook Messenger, the top messaging app that Filipinos hop in and out of, is utilized for 14 hours and 3 minutes . These social media apps take up most of Filipinos' social media time, leaving other platforms considerably behind.

Facebook Messenger is the Philippines' most popular social media platform for regular and brief interactions, with 709.4 monthly sessions , surpassing the rest in monthly social media app sessions. The following most popular apps in terms of monthly sessions are Facebook (483.5), TikTok (408.3), YouTube (258.3), and Instagram (127.4). Not only do these social media statistics show which channels are most used for communication and entertainment, but they also show how these platforms have integrated themselves into the daily digital routine of Filipinos.

Tip: Learn more in our blog about What Are the Most Used Social Media Platforms in the Philippines?

As discussed throughout the previous sections, Facebook stands head and shoulders above other social platforms in the Philippines' online space in terms of many social media usage statistics. The percentage of Filipino internet users who see Facebook ads is 99.7% , which highlights the popularity of Facebook in the country, where the app has become synonymous with social media use.

With such a broad audience penetration, ads will likely appear on Facebook even among Filipinos who haven't marked Facebook as their primary social media platform. Facebook has the most significant influence in digital advertisement efforts compared to any other social network thanks to its 86.75 million potential ad reach , which accounts for 73.4% of the Philippines' entire population.

The increasing number of ad campaigns on Facebook will likely reinforce brand communication, given the Filipino culture's inclination towards community and family. Advertisements users see while interacting with friends and family on the platform can quickly become a talking point, increasing the visibility and influence of these campaigns. Because of this dynamic, advertisers in the Philippines have an excellent opportunity to take advantage of Facebook's enormous user base and the social web that runs through the country.

Marketing professionals are taking note of TikTok's rise as a top social media network in the Philippines, where it has surpassed all other social media platforms in terms of time spent on the app. Advertisers now have access to a 9.2 million larger audience thanks to the platform's 23.2% quarterly ad reach growth - the highest among all recorded social networks in the Philippines.

In the Philippines, TikTok's total potential ad reach has reached 49.09 million ; this comes on top of a reported ad reach up 13.0% from the previous year. Ads on TikTok engage 56.4% of all internet users , while 41.5% of the total population is engaged through its advertisements. In the Philippines, TikTok has evolved from a simple entertainment platform into an essential venue for effective advertising, and brands are starting to notice the trends in these social media statistics in the middle of 2024.

Because Facebook Messenger is primarily a messaging app, it may not fit the traditional social media platform mold, but advertisers have taken advantage of its large user base to place ads on the platform. Messenger's ad reach in the Philippines has grown by 14.5% compared to last year, translating to an increase of 7.6 million prospective viewers.

Messenger has established itself as an important part of the Philippines' digital advertising space, with a potential reach of 59.55 million . Ads on the platform reach 68.5% of all internet users , while the total reach of ads is 50.4% of the entire Philippine population. 

Statistical analysis reveals that women account for 52.4% of Messenger ad reach, higher than men's 47.6% share and in line with the country's trend of greater digital engagement among younger women. Messenger is more than a messaging app: it's a powerful channel for advertisers in the Philippines to reach a large, engaged and expanding audience.

According to the statistics, there is a clear pattern regarding which group of people uses social media enough to get targeted by ads in the Philippines: younger people, especially women, are most active online in the nation. 18.1% of women and 15.3% of men in the 18–24 group are constantly online and most susceptible to ads on social media. The trend persists in the 25-34 age group, but the numbers are slightly lower at 15.5% for women and 14.9% for men. The 35-44 age group still has more female than male users, but not by too much, as the former is at 8.7% while the latter is at 8.5% .

Social media is more popular among the youth in the Philippines, specifically females. Platforms such as Facebook Messenger and TikTok have become essential tools for people to spend hours on content they can relate to and share in everyday life in the Philippines. Brands and marketers can best utilize their social media strategies when they know who their users are. Regardless of the platform, you'll find an active online community where these social media platforms converge and young Filipinos engage, shape, and establish new usage trends.

The Philippines' mobile usage statistics provide a snapshot of a significant shift in the telecommunications landscape. The number of cellular mobile connections has dropped substantially, falling by 51 million from the year prior, a decline of 30.1% . This dramatic drop coincided with the introduction of the SIM Card Registration Act, which, to strengthen cybersecurity and curb illicit activities linked to anonymous SIMs, has resulted in the deactivation of many unregistered SIM cards. Even though 99.3% of Filipinos still have cellular mobile connections, the new laws have cut into that by a large number, as most other countries have figures that show users have multiple cellular mobile connections for many different purposes.

The drastic reduction in the overall number of connections has undeniably altered mobile usage habits in the Philippines. After the SIM Card Registration Act was strictly enforced, there was a noticeable decrease in active mobile connections. The number of cellular mobile connections dropped from 166 million in Q2 to 117 million in Q3 of 2023. This unexpected drop aligns with the government's implementation of the SIM Card Registration Act, as the new policy is most clearly seen in the sharp decline. 

The altered terrain in the Philippines now poses a fresh obstacle for companies still getting a feel for Filipinos' mobile usage, as the decrease is likely caused by the Act's registration mandate and the subsequent deactivation of non-compliant SIMs. The reduction in the number of cellular connections across the country proves that this legislative measure aimed at improving cybersecurity has changed mobile connectivity in the Philippines.

Despite the implementation of the SIM Card Registration Act, which reduced cellular mobile connections in the Philippines, interest in mobile apps and in-app purchases remains high. The mobile app market statistics show that consumer spending on mobile apps and in-app purchases was recorded at $544.4 million as of January 2024, indicating an increase of 23.9%, or $105 million more, from the previous year.

Businesses and marketers need to adapt quickly because regulations like the SIM Card Registration Act in the Philippines can unexpectedly change how people use technology and the internet. Keeping a close eye on national trends and social media chatter is essential, as public opinion and the socio-political environment directly impact how well marketing campaigns and strategies work. But, note that even with these fluctuations in mobile connectivity, the Filipino consumer remains invested in digital experiences through their devices.

Seeking the most economical deals is a recurring theme among the primary purchase drivers behind ecommerce in the Philippines, where 57% of internet users make weekly purchases of goods or services. As Filipinos always search for the best prices and discounts, shopping savvy defines this consumer behavior.

Based on these social media statistics, only a few Filipinos have taken advantage of ecommerce to shop for their daily necessities, as only 18.9% of shoppers take advantage of online grocery stores for convenience and possible savings. Meanwhile, only 11% of Filipino consumers shop at online thrift stores, and 15.2% of users compare prices online. Finally, 11.9% of customers have used "Buy Now, Pay Later" services, which could signify that Filipinos still prefer paying upfront for goods and services using cash. These tendencies suggest that Filipino consumers still need to utilize ecommerce as a marketplace for their essential needs fully and wants.

Popular online marketplaces in the Philippines, such as Lazada, Shopee, and Zalora, often provide no-minimum-spend shipping discounts during significant sale events, which benefit 60.9% of shoppers. Saving money through free delivery promotions , which can significantly increase the price of already-discounted items, is one reason this promotion has become the most significant purchase driver for Filipino ecommerce shoppers.

Paying for ecommerce goods through cash on delivery is vital for 51.2% of customers, which is analogous to consumers' need for flexible financial prioritization and their wish for a risk-free purchasing experience. This also emphasizes Filipinos' prudent approach to online shopping, where the physical inspection of goods upon delivery ensures the legitimacy of items and addresses some consumers' lack of digital payment methods.

In addition, coupons and discounts influence 48% of online shoppers, with shoppers taking advantage of sales for both purchases, as seen in the country's love of planned monthly sales and special offers from brands and e-commerce platforms. It is an open secret that online shopping platforms plan themed sales such as those on "double-double dates" like January 1 (1.1), February 2 (2.2), March 3 (3.3) and so on; Filipinos typically add their purchases to their cart until these special dates to find the best deals. 

The Filipino ecommerce landscape is defined by deal-hunting and strategic timing, thanks to the accessibility of adaptable payment terms and incentives like bank-affiliated discounts and vouchers.

The statistics from digital marketing in the Philippines reveal a decline in overall engagement with online marketing efforts. The data shows that consumers are becoming more selective with the content they engage with, as 64.5% do online brand research before purchasing—a 3% decrease from the previous year. 

The percentage of users visiting a brand's website in the last 30 days has also decreased by 2.8% , with 49.1% of users doing so, indicating a slight reduction in traffic. Additionally, just 16.3% of users report engagement with banner ads, and the click-through rates have dropped by 18.9% . The same pattern emerges when looking at sponsored social media posts; just 17.7% of users engage with them, a drop of 15.3% compared to the previous year.

With traditional digital ad formats garnering less attention, the data suggests that Filipino audiences are becoming more selective in viewing what they're being shown online. In the Philippines' digital landscape, marketing professionals may have to rethink and develop new ways to attract Filipino users' attention with how online engagement is down across the board.

Despite a possible downturn in Filipinos' online marketing engagement metrics, investments in digital advertising present a different story. They show strong growth across various industries in the Philippines' online promotional landscape. An additional $229 million has been poured into the market, marking an 8.3% increase in total advertising expenditure compared to the previous year. Digital ad spending increased by 10.4% across all channels, an additional $166 million spent. As the focus has shifted to digital channels, these ads now account for 59.1% of all advertising spending.

A closer look reveals a sizable increase in advertising expenditure across three distinct areas: digital audio ads by 19.2% , influencer advertising by 17.7% , and online search ads by 11.1% . Despite Filipinos' decreased engagement with online ads, companies have tried to be flexible and responsive to changes in consumer behavior, trying to find ways to capture the online audience.

The annual expenditure of $93.79 million on influencer marketing in the Philippines is evidence of the country's embrace of this marketing strategy, which centers on influencers and their ability to convince consumers to spend. Influencer marketing in the Philippines has been especially fruitful for the beauty industry, as prominent Filipino beauty influencers have taken advantage of their immense following. Not only are they famous on the internet, but they are also deeply ingrained in Filipino pop culture, with some being celebrities who've appeared on major television shows and even won beauty pageants worldwide.

In the Philippines' expanding digital advertising landscape, influencer marketing is becoming increasingly important as companies capitalize on the popularity of these figures and the trust their audiences have in them.

Tip: These are the top Filipino TikTok influencers and top beauty influencers in the Philippines . Find out how to find the right influencers to partner with your brand .

As we progress through 2024, companies in the Philippines face new challenges and opportunities in social media and internet use. Now more than ever, success requires the ability to quickly adjust to changing online trends and respond to news events on a national level. 

There is a trend in how Filipinos interact with what they see online: Social media users are becoming more selective in their digital interactions, even though the number of people on the internet has steadily risen. Essential for companies planning their marketing campaigns, this indicates a greater understanding of what will work with the Filipino audience, which is needed to capture and hold their attention. To truly understand the country's online engagement drivers, marketers need to go beyond simple social media statistics in the midst of 2024 and delve into the cultural and behavioural subtleties at play.

The ever-changing digital market in the Philippines will keep growing, offering marketers diverse consumer behaviours to target. The future is filled with opportunities to connect with a dynamic and active online community in the Philippines for those who stay up-to-date with social media and internet use trends and are flexible enough to adjust to changing circumstances. For online marketers looking to tap into the full potential of the Philippines' social media and internet scene, 2024 will be a pivotal year to take advantage of.

Would you like to be able to compile data like we've used for these social media statistics for the Philippines yourself? Simply fill out the form below for a free tour of our Meltwater Social Media Monitoring Suite .

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Social Media and Privacy: The Philippine Experience

written by Karen Brutas for FMA

Introduction

Social media [1] serves as the Internet to majority of Filipino online users. Over 80% of the Philippine Internet population uses social media. In Universal McCann’s 2008 Wave 3 study on social media, the Philippines has the highest penetration of social networking among Internet users at 83%, compared with the global average of 58%. [2] Among the available social media platforms, Filipino online users prefer using Facebook over Twitter, Tumbler, Pinterest among others, with 92% having profile and with women as the most active users. [3] For Filipino online users, Facebook is the easiest and cheapest to access. Mobile networks in the Philippines offer it for free as package for data plan or as an incentive for subscribing to their network. [4]

The pervasive use of social media in the Philippines greatly affected the manner by which Filipinos interact and communicate. Many live in the “always available mode”. While the Philippines is not an information based society, it is very much a networked culture. [5] This development in information and communications technology (ICT) impacted Filipinos conception of privacy. The concept of privacy is not, as we like to imagine, a universal one. Privacy is hard to define as it is set differently in different jurisdiction. Traditionally, the right to privacy is concisely defined as the right to be left alone. It has also been defined as the right of a person to be free from undesired publicity or disclosure and as the right to live without unwarranted interference by the public in matters with which the public is not necessarily concerned. In the Philippines, privacy is traditionally viewed as a person’s right against unreasonable seizure which is the person’s right over his/her house, office or any place where he/she has expectation of privacy wherein the state/government cannot enter without warrant. [6] However, developments in technology brought about informational privacy – the person’s right to control information about him/her. In the context of social media this refers to a person’s selective control over who accesses his/her personal information, including contact information and personal communication, and control over the contexts in which the information can be used. [7]

Nonetheless, privacy in the context of social media is less understood and has resulted to rising cases of violations of privacy occurring in online spaces specifically in social media. News reports and anecdotal evidence revealed many cases of invasion of privacy are committed against women and girls. The multiple platforms for posting and reposting information in social media make it hard to control and regulate the personal data women want to share. Viral circulation of private pictures and videos is a common problem in social media. Women and girls are punished for the act without understanding the interconnectedness of technology, privacy and violence against women. In the light of these foregoing, FMA undertakes an issue brief to understand privacy in social media in the context of the Philippines. The study highlights the Philippine Supreme Court’s decision on the case of St. Theresa’s College Cebu. [8] The case stemmed from students of a Catholic school who were not allowed to participate in graduation exercise due to their provocative posts in Facebook. The paper analyzed the case, identified legal, political and social implications of the decision.

The study is presented in the following manner: (1) Scope and Methodology of the Study, (2) Privacy and Social Media Policy in the Philippines, (3) St. Theresas’s College Cebu Case, (4) Filipino Perception of Privacy, (5) Analysis: Is privacy still present in social media?; and (6) Conclusion and Recommendation.

Scope and Methodology of the Study

The paper aims to explore privacy in social media in two levels. The first level of the paper covers the overview of available laws, policies, jurisprudence on privacy and social media in the Philippines. It covers six major pieces of legislation.

The second level is the conduct of focus group discussions (FGD) to gain understanding on social media usage in the country, and key informant interview (KII) to surface perspectives on privacy in social media. The FGD targets young women social media user ages 10-18 years old due to the high prevalence of social media usage among these age group. The FGD covers young women’s experiences in using social media. It identifies the primary social media platform they use, their purpose of using social media, their activities, violations/harms they experience, and their awareness of the policy and terms of use. The FGD surfaces as well their perspectives on privacy and their view on school’s authority to monitor social media accounts of students.

The KII targets lawyers whose works include handling cases involving privacy issues in the advent of information and communications technology, a case involving the use of ICT or specializing on privacy. KII with lawyers covers legal perspectives of privacy in the Philippines and their limitations when applied in social media. The KII also targets parents and teachers and specifically surface their perspectives on the extent of authority the school has over children’s social media activities.

Privacy and Social Media Policy in the Philippines

In the Philippines, there is no specific and direct policy on social media privacy. However, there are several laws including jurisprudence that deal with privacy in general and in relation to social media. A range of privacy policies can be found in the Constitution, Revised Penal Code, Rules of Court and Civil Code.

Overview of Available Laws

The 1987 Constitution

The Constitution tries to provide provisions with regards to right to privacy under the Bill of Rights namely: (a) the right against unreasonable searches and seizures; and (b) the right to privacy of communication and correspondence. From the two sections, it can be surmised that right to privacy can be defined as the right to be left alone. It is the right of a person to be free from undesired publicity or disclosure and as the right to live without unwarranted interference by the public in matters with which the public is not necessarily concerned.

The Civil Code of the Philippines

Provisions related to privacy can be drawn out from Chapter Two of the Civil Code of the Philippines under Human Relations in which Article 26 states that, “Every person shall respect the dignity, personality, privacy and peace of mind of his neighbors and other persons.” Though not considered as criminal offense, it identified acts that can produce a cause of action for damages and other relief, and in which social media can be used as a medium and place of commission of the offense. These include meddling with or disturbing the private life or family relations of another, intriguing to cause another to be alienated from his friends, vexing or humiliating another on account of his religious beliefs, lowly station in life, place of birth, physical defect, or other personal condition.

The Anti-Photo and Video Voyeurism Act of 2009  

The Anti-Photo and Video Voyeurism Act of 2009 was passed as a response to the proliferation of intimate/private photos and videos, most notably of women, without their consent. The law itself recognizes invasion of privacy as a criminal offense. The law penalizes those who take photo or video coverage of a person or group of persons performing sexual act or any similar activity or of capturing an image of the private area of a person or persons without the latter’s consent, under circumstances in which such person/s has/have a reasonable expectation of privacy. Likewise, the act of selling, copying, reproducing, broadcasting, sharing, showing or exhibiting the photo or video coverage or recordings of such sexual act or similar activity through VCD/DVD, internet, cellular phones and similar means or device without the written consent of the person/s involved are punishable.

Human Security Act of 2007

The law has provisions that affect the right to privacy. The Human Security Act of 2007 was enacted to counter and manage terrorism in the Philippines. The law is said to be heavily influenced by the United States’ Patriot Act, which provides tools required to intercept and obstruct terrorism. [9] Section 17 of the Human Security Act defines terrorism as a one that “causes widespread and extraordinary fear and panic among the populace”. It allows authorities to arrest terror suspects without warrants and temporarily detain them without charges. Like most counter terrorism measure, the law has been criticized to violate international certain human rights standards. The law allows for unchecked invasion of privacy, e.g., permitting wiretapping and investigation of bank accounts.

Data Privacy Act of 2012

The Data Privacy Act of 2012 is an act protecting individual personal information in information and communications systems in the government and the private sector. It mandates the public and private institutions to protect and preserve the integrity and confidentiality of all personal data that they might gather including the processing of personal information and sensitive personal information. It also sets the parameters on when and on what premise data processing of personal information can be allowed with basic premise when a data subject has given direct consent.

The Cybercrime Prevention Act of 2012

The Cybercrime Prevention Act of 2012 was enacted to address crimes committed in cyber space and use of ICT. The law is divided into 31 sections split across eight chapters, criminalizing several types of offense, including  illegal access  (hacking),  data interference , device misuse,  cybersquatting , computer-related offenses such as  computer fraud , content-related offenses such as cybersex  and  spam , and other offenses. The law also reaffirms existing laws against  child pornography , an offense under Republic Act No. 9779 (the Anti-Child Pornography Act of 2009), and  libel , an offense under Section 355 of the  Revised Penal Code of the Philippines , also criminalizing them when committed using a computer system.

Jurisprudence

There are two available jurisprudences decided by the Philippine Supreme Court dealing with privacy in relation to social media:  

Judge Ma. Cecilia Austria Case

The case involved Ma. Cecelia Austria, Batangas Regional Trial Court Judge, whose profile picture in Friendster was deemed inappropriate for her profession as an officer of the court. According to the Supreme Court, a member of the court cannot and should not have a public Friendster account as her position and stature limits her to what she can do on the Internet. It further added that a an open public account on Friendster exposes the judge to influence and pressure, and gives litigants and lawyers an open access to communicate with her especially those attempting to influence her decisions. [10]

St. Theresa’s College Cebu Case

The case stemmed from students of St. Theresa’s College who were not allowed to participate in graduation exercise due to their provocative posts in Facebook. The parents of the students filed a case against the school over invasion of privacy. The Philippine Supreme Court ruled in favor of the school stating that nothing is ever private in Facebook.  

Theresa’s College Cebu Case (STC)

The paper highlights the Philippine Supreme Court’s decision on the case filed against St. Theresa’s College Cebu. It is the first ruling made that explicitly deal with privacy in social media, specifically privacy in Facebook. It sets the parameters as to what is considered private and public in social media. [11]

The Supreme Court issued a ruling saying that nothing is ever private on Facebook, even those tagged as private never really escape public viewing, including unintended audiences. The decision stemmed from the case involving photos posted on Facebook of two minor students from STC. The photos, which were uploaded by one of their friends, showed the students drinking and smoking in a bar, and wearing just undergarments on a street. The photos were shown by one of the Facebook friends of the girls to the school officials prompting them to ban the students from marching in their graduation rites in March 2012. According to the STC, the students violated the school code of conduct.

The parents of the students in defense filed a petition for the issuance of a writ of habeas data and asked the court to order STC to surrender and deposit all soft and printed copies of the photographs, and to declare they have been illegally obtained in violation of the children’s right to privacy.

The court dismissed the parents’ petition and ruled that, “STC did not violate the minors’ privacy rights.” According to the court, the school cannot be faulted for being “steadfast in its duty of teaching its students to be responsible in their dealings and activities in cyberspace, particularly in [social networks], when it enforced the disciplinary actions specified in the Student Handbook, absent a showing that, in the process, it violated the students’ rights.”

The decision of the court stated that the students cannot invoke the protection attached to the right to informational privacy because the photos were seen by other STC students, who in turn showed them to the computer teacher who reported the incident to the school authorities. In the language of the court, “the photos, having been uploaded on Facebook without restrictions as to who may view them, lost their privacy in some way.” The court further added in its ruling that setting post privacy to ‘Friends Only’ is not an assurance that it can no longer be viewed by another user who is not Facebook friends with the source of the content. The decision read that, “Without proof that they placed the photographs subject of this case within the ambit of their protected zone of privacy, they cannot now insist that they have an expectation of privacy with respect to the photographs in question.”

The decision of the court puts the burden of ensuring safeguarding privacy online users and expects them to exercise due diligence in their online dealings and activities. According to the court, not discounting the role of schools and parents in disciplining and educating their children to be good digital citizens, self-regulation is the “best means of avoiding privacy rights violations.”

Social Media Usage and Privacy Practices of Adolescent Girls

Facebook is the primary online gathering place for adolescent girls

Social media sites have become primary gathering places for Filipina adolescents. In the Philippines, interviews and FGDs with teenagers aged 10-17 revealed that most of them are in Facebook. Their participation in the social networking site was encouraged by their friends where they connect with others, ’hang out’ and otherwise feel part of a community. Many joined or formed groups to keep each other updated of school activities and share common interest. Facebook as well has become a convenient way to stay connected with family members in distant provinces or abroad. Most of the participants use mobile phone to access Facebook, saying telecommunication companies provide promo or at times unlimited access to Facebook for a very cheap price.

Adolescent Girls have both good and bad experiences in using Facebook

The FGD revealed girls have both good and bad experiences in using Facebook. Many shared it facilitated group activities such as school works in which creating a Facebook group serves as a forum to discuss a certain project, providing real time feedback. One girl who came from a broken family shared, it is also a safe space to communicate with her mom without the knowledge of her father. However, some also talked about the harassment they suffered in using Facebook including violations of their privacy. One shared that a certain person grabbed the photo of her former boyfriend and edited it alongside her photo. The edited photo was circulated online and she started receiving demeaning comments. Another girl said her photo was used without her consent in a Facebook contest called “Face-Off”, a game wherein two photos of girls are placed alongside each other and the girl with the most number of likes is declared as the winner or the most beautiful. People started posting comments including offensive remarks and eventually led to physical fight.

Adolescent Girls do not diligently practice privacy in Facebook

The FGD revealed varying privacy practices in Facebook. As a response to the harassment the girls experienced in Facebook, their action is to either block, ignore or unfriend people on their friends list. Adjusting the privacy setting of their Facebook account was not intuitive for them. Majority was aware of privacy concerns in Facebook but did not see the importance of meticulously applying privacy settings in their accounts.

Majority of the girls have over thousand friends in Facebook. Some said they add only people they know, either they have a close relationship with the person or know them by name. However, they shared as well that they do not mind adding another person in their network as long as they have a common friend. One girl for example admitted she has over 4,000 Facebook friends but only 20% of them are known to her personally. Like other studies of teenagers’ social media practices, they are even happy to overshare information online. The girls’ personal homepages contained information about their daily activities with friends and families ranging from important occasions such as birthdays, school events to activities they do on their idle time. They also post status about their relationship may it be with friends or romantic ones.

Is privacy still present in social media? An Analysis of the Philippine Experience  

Perspectives on Privacy  

The overview of the legal landscape of privacy in social media and the lived experiences of adolescent girls in the Philippines showed contrasting views on privacy online in the Philippines, it is either an anomaly or a human right.

Privacy is an Anomaly

The very purpose of the Internet and the Web is to increase the accessibility of persons to information. Social media are created primarily for communication, often interpersonal communication. It embeds itself into the lives of users and plays many roles, providing entertainment, supporting friendships, and hosting debates. Facebook identifies members of an online extended social community as “friends,” though often the social connection may be rather loose, such as a classmate or “friend of a friend.” Thus, a Facebook profile, which makes the user’s friend base visible to others, provides a means of creating and displaying the person’s social sphere. Facebook also links its users to others in the same “network”, or example, a university or place of employment. Social networking platforms encourage users to post and share personal information as part of their online social interactions.

The term hyper-sharing has been used to describe the rapid sharing and exchange of information in the use of social media. In Facebook, everybody can track a person by just following likes and shares. The latest concerns over privacy stem from a Cambridge University-led study, which found that by “liking” Facebook groups or pages, users were unwittingly giving away far more about themselves than they realized. [12]   As the Guardian reported , the researchers were able to infer “race, IQ, sexuality, substance use, personality or political views” from the data – and so could anyone else who wanted to. [13] The prevalence of federated authentication in which one has to use Facebook account to be able to use a certain service has resulted as well to the movement of information across border. Many are also in the habit of snacking in which one access mobile net when there is an opportunity to do so, allowing one to keep track of online behavior. In some instances context aware applications force many into behavior that actually allows people to collect more information about them. It goes right away to one’s computer. The pieces of information people routinely collect are location, browsing behavior, relationship status, pictures and facial recognition and contacts. The era of social media has seen personal data collected everywhere and every time with many saying that privacy nowadays is an anomaly. [14]

Privacy is a fundamental human right.

The right to privacy is a human right and an element of various legal traditions, which may restrain both government and private party action that threatens the privacy of individuals. The international human rights law provides the universal framework against which any interference in individual privacy rights must be assessed. In 2013, the United Nations General Assembly adopted a resolution affirming that the rights held by people offline, must also be protected online. It called upon all States to respect and protect the right to privacy in digital communication. [15]

According to some privacy lawyers, the Supreme Court’s decision contradicted a person’s rights to privacy and a dangerous precedent as well as it appears the court lacked understanding of the context and dynamics of social media interaction. Privacy advocates underscore the existence of privacy in social media which is the person’s right to selectively control who accesses his/her personal information, including contact information and personal communication, and control over the contexts in which the information can be used. The control over the contexts in which information is used should be emphasized because of the ease with which web content can be recycled or forwarded. This is particularly relevant in the STC case. One lawyer shared that STC did not violate privacy of the students as the school was merely a recipient of information. The school acted based on the photos presented to them. The photos showed acts that were contrary to the school’s policy regarding students’ conduct. The posting on the photos online, constituting a different act, was a repeat violation. According to her, it was the friends of the students who violated the privacy. She questioned the extent of authority of the friends to share and use the photos.

Gender perspectives are significantly missing

Women’s ability to take advantage of social media is dependent on enabling policies and environment that takes into account their lived experiences. For instance, women were not consulted in the creation of the Cybercrime Prevention Act of 2012, thus, they called for the removal of the cybersex provision as it discriminates women. The elements of the crime are not well-defined, too vague and overboard that it endangers women’s sexual rights and freedoms. The crimino-legal approach to online violations experienced by women generally looks at these online spaces as site of women’s oppression and does not consider it a space for women’s empowerment. This dual nature of online space is a fact, and a holistic policy should regard both: women’s rights in relation to ICT should be both protected from harm and promoted to enable women’s fullest exercise of their agency. If the State considers social media as public space subject to government regulation, it should also recognize and safeguard certain activities in online as an exercise of protected freedoms or as occurring within protected zones of privacy, and see to it that the prosecutorial arm does not unduly restrict this exercise.

For women’s rights advocates, the decision of the Supreme Court disproportionately affects women and girls. Gender is important for understanding privacy in social media. Women and girls’ vulnerability to privacy problems are rooted to the perceived notion that they are inferiors, ancillaries and safe targets. Women’s privacy is sometimes probed by others who implicitly assume that they should be more accountable for their private conduct than their male counterparts. This attitude stemmed off from the historically unequal power relations between women and men in public and private life, patriarchy and men’s desire to control women’s sexuality. [16] Women’s privacy online is often violated and policed due to imposed modesty and chastity and to ensure that ‘women stay in their place’. The case of high school students from a Catholic school, who were not allowed to graduate or participate in graduation rites due to their alleged immodest posts in Facebook, is just one of the many examples. STC legal counsel shared this view and justified their action to discipline the students as guardian of Filipino society’s moral.

Under the law schools have some form of authority over the students more so if they are minors. They shed their right to privacy once they enter school. Internet blurs the line as to when a student is inside or outside of school. However, one should question the extent of authority the school has over the students. The school’s intention of disciplining them is suspicious as well. Are they after the welfare of the students or the reputation of the school as Catholic institution?

Conclusions and Recommendations

Affordability and Accessibility to Internet

Despite increasing trend in Internet penetration in the country, many areas have limited or at times no access at all to Internet and broadband services. There is an inadequate communal/collective public access to ICT facilities throughout the country. For those living in urban poor communities or rural areas, their means of access are public Internet shops where they have to pay five pesos for every 10 minutes. Everybody should have access to affordable Internet as this is a precursor to a person’s other rights such as right to information. The FGD with Cebu students revealed that lack of access to ICT/internet resulted to vulnerability of young people to privacy breaches. One gay student shared, many times his Facebook account was vandalized and hacked due to accessing it in Internet shops. He said, “The computer closes before I could log out. I don’t check the time always as it takes away my Internet time for Facebooking.” Further, he shared that his lack of knowledge for privacy measures in Facebook is due to lack of regular access to Internet. Adding,

“The time I spent on Facebook is talking with friends rather than checking on privacy settings. I have limited money and limited time.”

Social Media Education and Etiquette

Being considered social media capital of the world, there is a need to stress for social media education and etiquette. The interview conducted with parents and teachers of high school students underscored the need to use social media responsibly. All agreed for the inclusion of social media etiquette in the education curriculum either as a separate subject or integrated in good manners and right conduct. Social media can attain many can things in terms of social good. How can social media be use to affect positive change?

“Protection of teens is a parental responsibility. But the education of teens and their parents to the growing privacy problem will require an educational effort that involves schools, social networking organizations, and government agencies.” [17]

Women and Girls’ Safe Participation in Social Media

Ensuring women’s safety and privacy online requires the involvement of all online users, Internet intermediaries, organizations, the state and the media. For women, the first defense in protecting their privacy online is the awareness that both in an online and offline environment they are entitled to have their human rights respected, protected and fulfilled. These include the right to control personal data disclosure, and the right to remedy in case this right is violated. It is important as well that women are responsible social media users. There are precautionary measures women can exercise when engaging in social media such as keeping their passwords safe, checking privacy and security settings and making sure to log out of any accounts when finished surfing the net.

Internet and mobile providers have a responsibility in ensuring the privacy and safety of women using their services. It is imperative that they adequately inform users of available safety features such as privacy mechanisms. There should also be an effective redress mechanism that allows users to report violations they experience in social networks and that women should be involved in developing such a mechanism.

A Woman-Centered Privacy Policy and Legislation

The availability of multiple platforms for posting and re-posting information and the speed to which information is being shared has affected women’s privacy. Viral circulation of private pictures and videos is a common problem in social media along with unwanted comments, sexual solicitation, obscenity and stalking. A woman-centered perspective on privacy is necessary because only with such a perspective can we begin to evaluate how the proliferation of social media has affected the privacy predicament. A central challenge to governance is the need to strengthen data privacy and security measures that benefits women and allows them to better engagement online. There has to be a principle based ecosystem that ensures the protection of privacy of individuals but at the same one that is fluid enough to make sure there are no hindrances to the exchange of information whether that is cross border or within the country.

In addition, capacity building in the form of education and trainings for judges and lawyer is essential to help them understand gender concerns. A regular training on women’s rights, gender perspectives and women’s issues would be valuable in their legal practice as it would give them a nuanced understanding of women’s problems and concerns, therefore, it would result to better judgement.

New technologies as well presented new legal challenges. Cyber-related crimes such as violence against women and invasion of privacy have implication on jurisdiction and sometimes definition of the crime is not adequately defined or it is not defined at all. There is a need too to conduct capacity-building on how law can catch up with new technologies. Legal professionals themselves should take an effort to understand these new technologies so that they are better guided in their decisions.

 References:

[1] For this paper social media or social networking sites refers to Facebook, Twitter, Tumbler, Instagram etc.

[2] http://wave.umww.com/assets/pdf/wave_6-2011_international_results.pdf

[3] http://www.comscore.com/Insights/Presentations-and-Whitepapers/2013/2013-Southeast-Asia-Digital-Future-in-Focus

[4] http://qz.com/333313/milliions-of-facebook-users-have-no-idea-theyre-using-the-internet/

[5] http://www.academia.edu/9642794/Political_Participation_through_Social_Media_in_the_Philippines

[6] https://lawphilreviewer.wordpress.com/tag/constitutional-law-chapter-v-the-right-to-privacy/

[7] http://scholarship.law.georgetown.edu/cgi/viewcontent.cgi?article=1819&context=facpub

[8] Supreme Court Resolution, GR No. 202666 of 2014.

[9] http://ojs.st-andrews.ac.uk/index.php/jtr/article/view/226/243

[10] http://pinoyspy.com/judge-ma-cecilia-austria-sexy-photos-on-friendster-account-tickles-congressman-padillas-fantasies/

[11] Supreme Court Resolution, GR No. 202666 of 2014.

[12] http://www.theguardian.com/technology/2013/mar/11/facebook-users-reveal-intimate-secrets

[13] http://www.theguardian.com/commentisfree/2013/mar/12/privacy-facebook-lesbians-relax-online

[14] http://firstmonday.org/ojs/index.php/fm/article/viewArticle/1394/1312%2523

[15] The Right to Privacy in the Digital Age, Report of the Office of the United Nations High Commissioner for Human Rights. http://www.ohchr.org/EN/Issues/DigitalAge/Pages/DigitalAgeIndex.aspx

[16] WLB’s Unpublished paper on ICT, VAW and Sexuality

[17] http://firstmonday.org/ojs/index.php/fm/article/viewArticle/1394/1312%2523

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Political Participation through Social Media in the Philippines

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The 2024 digital landscape in the Philippines – report

I MAGINE spending almost a third of your day online. That's the reality for many Filipinos, including myself, who clock in an average of over 8 hours of daily internet use. To understand it all, let us look into the Digital 2024 Global Statshot Report (from We Are Social and Meltwater).

The Philippines stands out with its remarkably balanced demographics. In January 2024, the population reached 118.2 million, featuring a near-even split between men (50.8 percent) and women (49.2 percent). Since slightly more Filipinos live in rural areas (51.5 percent), ensuring everyone has good internet access and digital skills is a priority.

Internet connectivity, usage

With 86.98 million internet users, the Philippines has achieved a commendable 73.6 percent internet penetration rate. Despite this progress, a significant digital divide persists, with almost a quarter of the population still needing internet access. The Philippines continues its reign as a digital powerhouse, ranking alongside South Africa and Brazil for internet usage. Filipinos clock in an impressive average of over 8 hours and 52 minutes online daily. Interestingly, this marks a slight 21-minute decrease from the previous year, a shift worth exploring further. Globally, the average remains steady at 6 hours and 35 minutes.

Mobile connectivity

Filipinos spend a whopping 60.1 percent of their daily internet time on mobile devices. This means businesses and content creators must prioritize mobile-friendly websites and experiences to reach their audience effectively. While the Philippines' widespread mobile connectivity of 117 million lays a strong foundation, the untapped potential of 26 percent of the population is significant. Strategies that prioritize affordable internet access and digital skills development, especially in currently underserved areas, will be needed to unlock the full power of the country's digital transformation.

Social media usage

Filipinos embrace social media, with over 73 percent of the population actively using it — a number that continues to rise. As of January 2024, there were 86.75 million users, a substantial increase of 6.5 million (an 8 percent increase) compared to early 2023. However, discrepancies in user numbers over time highlight potential issues with data accuracy and the presence of duplicate or false accounts.

Internet speeds

Internet speeds are up, which matters because Filipinos are heavy consumers of streaming content (75.1 percent). The 92.19 Mbps fixed internet median means smoother video calls for remote workers and better online learning for students. Data published by Ookla indicate that the median mobile connection speed has risen to 27.75 Mbps, a 15.4 percent increase over the past year.

Platform-specific insights

– Facebook's substantial user base of 86.75 million in the Philippines underscores its continued influence. Recent trends hint at evolving dynamics. Despite expanding its potential advertising reach by 6.5 million, data shows the number of users marketers could reach with ads on Facebook decreased by 7.9 million between October 2023 and January 2024.

– YouTube captivates 58.1 million Filipino viewers, fostering a high level of engagement. Its advertising reach extends to 49.1 percent of the total population, which continues to climb steadily. This reach shows YouTube's significant influence on Filipinos' media consumption habits, making it a powerful tool for businesses and content creators.

– Instagram is resonating with 21.35 million users, particularly younger ones. Its rapid 21.7 percent potential ad reach suggests the platform is finding a solid audience, likely driven by its focus on visual content. While Instagram already reaches 18.1 percent of the Philippine population, its potential for further expansion is significant, particularly among older users.

– TikTok's massive user base of 49.09 million Filipinos in early 2024 gives it the power to shape trends, opinions, and even buying decisions across the country. With an ad reach extending to 56 percent of Filipino internet users, the platform is undeniably attractive to marketers seeking a vast audience.

– LinkedIn's user base of 16 million users reflects a 23.1 percent increase from last year, suggesting a shift toward online career development and building business connections. As a professional networking site, LinkedIn's user base indicates a significant interest in professional development and networking in the Philippines.

– X (formerly Twitter) reported having 10.77 million users in the Philippines early this year. Ad reach is about 9.1 percent of the total population and 12.4 percent of the country's internet users. It is essential to distinguish these ad reach figures from monthly active users, as they might not accurately represent the user base.

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Gain valuable insights into the Philippines' digital landscape with DataReportal's latest data and trends here: datareportal.com/reports/digital-2024-philippines

Philippine Center for Investigative Journalism

State of Media Freedom in the Philippines 2024

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This report was presented during the “1st Philippine Media Safety Summit: Surviving Pandemics and Other Provocations by Challenging Current Paradigms” on May 2 at the Luxent Hotel in Quezon City in observance of the 31 st World Press Freedom Day.

IT HAS become a tradition for the Center for Media Freedom and Responsibility (CMFR) to present its findings on the state of media freedom in collaboration with other organizations. For some eight years now, it has undertaken this exercise with co-founders of the Freedom for Media, Freedom for All (FMFA) network which includes the Philippine Center for Investigative Journalism (PCIJ), the Philippine Press Institute (PPI), MindaNews, and the National Union of Journalists of the Philippines (NUJP). 

All those letters may be just a bowl of alphabet soup for many members of the media. But these acronyms are an expression of solidarity among journalists which stands out in Asia where few countries have been able to demonstrate the capacity to confront and counter the perils they face as a community. It stands on the principle that an attack on one is an attack on all. We know how often some media groups are tempted to go it alone, holding back from joint action and thus unable to put up a stronger defense of their freedom and autonomy. 

The FMFA has been holding a World Press Freedom program focused on the data collected and analyzed by CMFR Alerts staff. CMFR corroborates its data with reports filed by the NUJP. 

CMFR started to review cases reported in the news and write up case studies on journalist killings in 1992. We have since added another database to track other attacks and threats that do not involve killings but are just as chilling on the freedom and autonomy of the press.

Why is this important? 

As in any battle, effective defense requires knowing the reality, the landscape, and the terrain of journalism and news. Knowing the sources of threat and attack and understanding the means of perpetration is half the battle. We must know what is going on, share the knowledge about it and the nuances and changes through different periods, studying the cases that indicate the quality of press freedom under different administrations. The process exposes the outlook of public officials and those in power, especially the conduct of law enforcement agents. 

These developments must be tracked and reported so everyone knows how their effects can be mitigated and what we as a community can do to encourage a societal or all-of-nation approach. 

Despite the change in style and outlook of President Ferdinand Marcos Jr., the current president has yet to act on his words upholding the place of the press as a pillar of democracy.  melinda quintos de jesus, center for media freedom and responsibility

The cases however can be an inert resource if all we do is present them as a ritual involving little action. Lately, our efforts have been focused on spreading the word, understanding how the dangers can be rooted in the mindset or outlook of those in power, of those assigned to police and other law enforcement agencies – who may tend to regard the work of the press as inimical to their work. 

The writing of this report involved a quick recall of President Rodrigo Duterte’s treatment of the press, his response to even a simple question about his health, and the crude insult to the journalist who dared. The deployment of social influencers, of troll armies to demonize mainstream press succeeded in promoting the disinformation through social media bloggers and vloggers, who turned the public against the newspapers, TV, and online news, which produced news and information through a process of verification. Up to now, we have yet to know the extent of harm Duterte has inflicted on the press and its freedom in the Philippines. 

Unfortunately, despite the change in style and outlook of President Ferdinand Marcos Jr., the current president has yet to act on his words upholding the place of the press as a pillar of democracy. 

The change in style in the presidency of Marcos Jr. has been welcomed by so many groups and sectors. It is important however to measure how much he has done, and what action he has taken to dismantle the apparatus to establish the free press as an “enemy of the state” just because it is critical of the government. 

So far there has been no dramatic change in actual conduct. The offensive operations remain; the official mechanisms are as they were, and the proper decorum and conduct of President Marcos can be a distraction, making us feel and believe that we are not as vulnerable under his watch. 

So let us examine the data: 

Attacks and threats against media workers

CMFR and NUJP recorded around 135 incidents of attacks and threats against media workers from 1 July 2022 to 30 April 2024. This number exceeds the number of attacks and threats in the first 22 months of Duterte’s term.

During the period, there were 75 cases of intimidation. These include 45 cases of red-tagging and 19 cases of surveillance. Eight journalists were charged with libel and cyber libel. In addition, four of the five arrests recorded during the period were for past cyber libel charges.

There were three killings during the period: Rey Blanco on 18 September 2022, Percy Lapid on 3 October 2022, and Cresencio Bundoquin on 30 May 2023. Lapid was a highly popular broadcaster who criticized Duterte, Marcos, and government actions. His killing was given prominence with each action taken by the Department of Justice reported by the media. Lapid’s killing involved a procedure closely similar to a plot of a local film, which presented the temporary release of convicts so they could do the job to return to prison after, with proper incentives or compensation. In Lapid’s case, convicts planned the killing inside the prison, outsourcing the gunman and his cohorts to carry out the crime. The entire scheme involved the complicity of prison officials. The police investigation identified a ranking official as the alleged mastermind, who remains at large as of press time.

Metro Manila had the highest number of incidents at 82; followed by Eastern Visayas, 16. Unfortunately, CMFR could not determine whether these numbers may have to do with the press in Metro Manila being more critical in its coverage of government. Tame and tepid reporting does not provoke attack or threat. Who needs to get their hands dirty eliminating a silent watchdog?  A critical press on the other hand would be endangered and may be subjected to all kinds of actions against life or livelihood. 

State agents as perpetrators

Of the 135 cases, 50 cases or 37 percent were allegedly perpetrated by state agents: 32 from state forces which include the military, police, and the NTF-ELCAC; nine from the National Government; eight from the local government; and one from a foreign government. 

This development should be noted as a focal point; actions of state agents must be taken as deeply disturbing and deserve focused strategic action, campaign, or advocacy.

Evaluation of press performance 

The state of the press, its safety and security should involve a review of press performance. Let us say at this point that coverage leaves much to be desired, although there are exceptions. It has not helped that public officials seem reluctant to be subjected to hard and tough questions. The Palace has been careful about choosing only members of the media who will not ask hard and tough questions to interview President Marcos. Unfortunately, perhaps, hoping for such access, the media have shown themselves generally compliant in covering policies and issues. 

Most reports are based on what the government has to say or initiated by the government, rather than set by an independent editorial agenda. The conduct of the Marcos government has not changed from Duterte’s time in that it has not been opened up and increased access to critical journalists. 

CMFR in its last report in 2023 at the FMFA World Press Freedom Day program in partnership with the University of the Philippines College of Mass Communication provided a matrix of the decrease in time and space given to news. The situation has not improved much.  

CNN Philippines closed down in January 2024, taking away a huge percentage of news and current affairs programming in free TV.

We are aware that the diminution of news space and time is also a global experience, given the continuing domination of social media as a source of news. This should offer little consolation. In a democracy that has held up press freedom since 1986, the shrinkage of news in media further weakens the state of public education. News has always been and should always remain one of the ways by which society continues to learn. 

Less news diminishes the vigor of our public forum and the quality of our public exchange. 

Media and human rights

Let me focus briefly on the issue of human rights.

We should note the organic connection between democracy and human rights and media and human rights. The state of human rights in a country is usually indicated in the news about these violations. But the reporting of human rights violations, involving activists or journalists are often reported only as ordinary crime, without the framework of understanding the place of human rights in society. 

Journalists must be sensitive to this need, that media can do much to promote citizen awareness of their human rights and how perhaps the legal community can assist in their defense against illegal police actions. 

CMFR has noted how media reports on unlawful arrests and detention do not refer to these as human rights violations, as perhaps, reporters are not informed enough about due process and legal requirements that must be observed in the enforcement of the law. 

Reporting on human rights requires more training and education for journalists. Producing human rights stories should be a goal, including the training required so that newsrooms can include these stories as an integral part of the news agenda.

CMFR recommends more human rights reporting on the part of the press. But it is also aware of the dangers of human rights reporting when dealing with public officials who believe that critical reports identify journalists among the enemies of the state. 

The condition makes it imperative for journalists to regain the public they have lost. We must work to connect with the people we claim to serve. Press freedom after all is not a value that only journalists can enjoy. Press freedom is designed to create a society where citizens are continually educated, learning what they must know, helping them develop the judgment to choose good leaders, and committed to democratic development so citizens can exercise their rights without fear. 

Public support for the press provide the best defense for press freedom. If people believe in the value of good journalism, they will hold accountable those who attack and threaten journalists.

Providing journalism as a public service is not going to be easy. Newsrooms may have to re-think the old ways and explore new approaches to engaging the people again. If news has lost its value and journalists their primacy as gatekeepers, it is time to review the situation and find ways of restoring these values.

This may involve creating new news models so you can connect with the new ways that people live their lives. 

In the end, we have no choice but to engage in a collective assessment of how we may have contributed to the loss of public confidence in the service we provided. 

We have no other option but to reclaim their confidence, earn it, win back the public, and innovate so we can engage their attention. For without the people’s engagement and their support, the journalism we produce would be pointless. 

Thank you very much for your attention. 

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PH slips to 134th in World Press Freedom Index 2024

The Philippines remains a "dangerous place" for journalists, slipping further to 134th place out of 180 countries ranked in the latest World Press Freedom Index by the Paris-based Reporters Without Borders (RSF).

This year's rank for the Philippines is two notches lower from its 132nd spot in 2023 , when the country improved 14 places in the index.

The RSF noted that "there seem to have been fewer and less violent attacks" against Filipino journalists under President Ferdinand Marcos Jr.'s administration, but such incidents were "still worrisome."

"Harassment by means of threats and 'red-tagging' persists, while defamation and cyber-defamation are still punishable by prison sentences," RSF said.

It added, "The Philippine media are extremely dynamic despite the government's targeted attacks and constant harassment of journalists and media outlets regarded as overly critical, especially since 2016, when Rodrigo Duterte became president."

While freedom of the press is guaranteed under the 1987 Constitution, the RSF said, the Philippine law "does not protect journalistic freedom in practice." It cited the legal debacle facing Rappler chief executive officer Maria Ressa, and the detention of alternative journalists Frenchie Mae Cumpio and Lady Ann Salem.

Compared to the Duterte administration's stance on journalists, the RSF said, Marcos "is more consensual, but the authorities still often resort to 'red-tagging.'"

The RSF again found the Philippines to be one of the world's most dangerous countries for journalists, highlighted by the 2009 Maguindanao massacre wherein 32 media practitioners died.

"At the regional level, many journalists are also the target of threats and lawsuits, while women journalists are subjected to specific gender-based threats, such as threats of rape, cyber-harassment, disclosure of personal details and so on," said RSF.

According to the latest data by the Center for Media Freedom and Responsibility (CMFR) and the National Union of Journalists of the Philippines (NUJP), there have been 135 incidents of attacks and threats against media workers since Marcos took the presidency from July 1, 2022 to April 30 this year.

GMA News Online has requested comment from the Presidential Communications Office (PCO) regarding the latest World Press Freedom Index rankings, but has yet to reply as of posting time.

On Press Freedom Day last Friday, Marcos praised journalists for their "courage in conveying unbiased reports" and "being stalwarts of truth and transparency."

The PCO, for its part, assured that the Marcos administration was committed to providing media practitioners with a safe environment .

Norway topped the World Press Freedom Index again due to its robust legal framework protecting press freedom. Meanwhile, Eritrea ranked last as it was allegedly notorious for detaining journalists longer than any other countries. — VDV, GMA Integrated News