Advertise in Philippines

Philippines has an internet penetration of 43.5% so based on their total population of 102,250,133 people 44,478,808 are online, leaving 57,771,325 non-internet users.

Compare this to the Asia Pacific region which has an internet penetration of 36.9% with a total online population of 1,506,275,447 for the region as a whole.

Advertise in Philippines 2017-08-31T19:20:50+00:00

Philippines’s internet advertising sector is a $224.8M industry, segmented as follows:

Display Advertising

amounts to $44.3M (19.7% of the total) and will grow by an annual CAGR of

12%

Video Advertising

amounts to $46.4M (20.64% of the total) and will grow by an annual CAGR of

34.77%

Search Advertising

amounts to $75.7M (33.67% of the total) and will grow by an annual CAGR of

10.45%

Social Media Advertising

amounts to $29.5M (13.12% of the total) and will grow by an annual CAGR of

8.86%

47% of the population (48,057,562) are on social media, they spend an average of 3.7 hours per day on social platforms, 40% of them use their mobile devices to access social platforms which makes sense because 74% of the population has a mobile phone.

Classifieds Advertising

amounts to $48.9M (21.75% of the total) and will grow by an annual CAGR of

8.14%

Mobile Advertising

as a standalone segment, including parts of the above segments, is growing fast and will amount to

$219M

Philippines’s annual growth:

+7%

internet users

20%

active social media users

+4%

mobile subscriptions

+28%

active mobile social users

Digital Device Ownership

87%

mobile phone

55%

smart phone

43%

PC

24%

tablet

8%

TV Streaming Device

N/A

Handheld Gaming Console

5%

E-Reader Device

5%

Wearable Tech Device

Time Spent with Media

5h 12m

Average daily use of the internet (PC/Tablet)

3h 14m

Average daily use of the internet (Mobile)

3h 42m

Average daily use of social media (any device)

2h 33m

Average daily use of television

Frequency of Internet Use

46%

Every day

30%

Once per week

16%

Once per month

8%

Less than once per month

Share of web traffic by device

64%

PC

29%

Mobile

7%

Tablet

0.01%

Other devices

Top Active Social Platforms

26%

Facebook

23%

Facebook Messenger

17%

Google+

16%

Skype

14%

Viber

13%

Twitter

12%

Instagram

11%

Line

11%

Linkedin

9%

Pinterest

9%

Wechat

Mobile Activities

33%

Mobile Messengers

26%

Watching videos

23%

Playing games

21%

Banking

25%

Maps

E-Commerce By Device (past 30 days)

29%

Purchased a product or service online

39%

Searched online for a product of service

31%

Visited an online retail store

24%

Made an online purchase via PC

18%

Made an online purchase via Mobile

Philippines is one of the countries which has higher total internet advertising growth and lower mobile internet penetration.

This means there is plenty of room for growth but mobile internet penetration will remain relatively low even in 2019 as smartphones are prohibitively expensive for a sizeable proportion of the population. Poor Internet infrastructure and slow adoption of fixed broadband slowed the early development of Internet advertising in many of these markets, but this is set to change as an emerging middle classes boosts consumption and economic growth increases advertising budgets.

Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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