Digital marketing has been a global trend in the business industry. It’s such a strong force that’s driving massive changes with over 38% or $77 billion of the total ad spending expected to go to digital next year, whereas TV ad spending only stands at 35.8% or $72 billion.

From being a marketing strategy that no one bats an eye on, it’s now what every marketer prefers to utilize. Digital marketing is at a pace no one expected it to be because it works wonders in many countries such as the Philippines who spends a lot of time in the digital realm. In the 3.8 billion Internet users all over the world, 1.6% of those is from the Philippines.

Do you wonder how to roll out effective digital marketing campaigns for the Filipino market? Below are some key numbers and figures to consider for your digital marketing strategy in the Philippines.

 

Online Filipinos by the Numbers

  • There are 60 million Filipino internet users. (source)
  • 34% go online every day. (source)
  • 45% access the Internet at least once a week.  (source)
  • On the average, Filipinos spend 21.5 hours online on a weekly basis. (source)

If you want to put your marketing in the fast lane, then you should start investing in digital marketing. You can single-handedly reach them in this channel just because Filipinos are Internet-savvy.

 

Demographics of Filipino Internet Users

  • 65% of the Filipinos aged 15-19 years old use the Internet. (source)
  • In the same age bracket, 75% of access the Internet through various devices (e.g. Internet cafes). (source)
  • Other age groups use the internet fairly lower at 48% (20-29 years old), 40% (30+ years old), 13% (40+ years old), and 4% (50+ years old). (source)

These brackets of your target market in the Philippines help you segment your audience correctly.

 

Filipinos’ Preferred Devices for Digital Access

  • Filipinos spend 5.5 hours online on desktop and 3.5 hours on mobile (source)
  • In 2016, there are 119 million mobile phone subscriptions. 95% of that number is prepaid. Others access the Internet through mobile broadband subscription (55%) and broadband subscription (less than 10%). (source)
  • Mobile internet users are at 54 million. (source)
  • In the Philippines, the internet is accessed through mobile at 38%. (source)

Filipinos find the way to access the internet either through desktop or mobile. This means that your marketing efforts can be present in both desktop and mobile. Also, this gives you higher chances of engagement and conversion.

 

Social Media and Other Online Activities

  • From those Internet users, 12 million of those allot most of their time on social media. (source)
  • 4 hours per day on the average on Facebook alone. (source)
  • Online shopping comes in at second place with 29% of the total Filipino Internet users. (source)
  • Other online activities are watching videos (19%), playing online and mobile games (15%), d searching based on location (13%). (source)

Businesses can start having a solidified social media presence. Across all available social media such as Facebook, companies can market their product or service. However, you should make sure you are publishing valuable and relevant content. Filipinos know how to skip content that doesn’t add value to them.

 

Filipinos’ Online Purchasing Habits

  • By 2017, the e-commerce sales in the Asia Pacific Region is projected to reach $707 billion. (source)
  • Philippine e-commerce is growing with 5 out of 10 Filipinos recently made an online purchase. (source)
  • Filipinos pay their online purchases in different ways: cash (53%), credit cards (36%), and bank transfers (10%). (source)
  • 64% of online Filipinos check information first online before making a purchase. (source)
  • Also, they value other people’s brand review and opinion at 89%. (source)

Filipinos have embraced online transactions. They find the accessibility of products and services within their fingertips convenient. If your digital marketing strategy has given great results, then your target audience will convert eventually. It’s crucial that you set up e-commerce for your business to take advantage of this opportunity.

 

How do Filipinos Feel About Online Ads?

  • According to Nielsen, Filipinos are okay with getting targeted by online ads at 35%. (source)
  • 83% of them appreciate online ads because they said it made their lives better. (source)
  • Furthermore, 43% of them don’t bother that their online activity is being tracked as long as they see ads that are relevant. (source)

Filipinos are receptive to online advertising. The numbers above only mean that if they see an ad for your business, they’ll most likely engage with it, but only if it adds value to their lives.

In these ads, make sure that you highlight the benefits of availing your product or service.

 

What About Other Digital Marketing Strategies?

  • Search Engine Marketing (SEM) in the Philippines has a reach of 84.7%. (source)

Since a lot of Filipinos search about a product or service first before making a purchase, you should tap this chance to implement a SEM strategy. Your digital marketing can be completed with SEM because it converges social media and other digital marketing channels.

 

These huge numbers only tell that digital marketing in the Philippines has nowhere to go but up. There are a lot of opportunities in digital marketing both for professionals and businesses. As a marketer, you can take courses to become a digital marketing specialist and be a master of these statistics.

APEX offers an “Online Marketing Certified Associate” course to guide you in jump starting digital marketing in your business if you haven’t yet. You can use this current state to your business’ marketing advantage.

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Oct 2 - Oct 3Business Continuity Management PractitionerManila, Philippines
Oct 9 - Oct 12Project Management Professional (PMP)® Training - REP #4536Manila, Philippines
Oct 10 - Oct 11DRP - Disaster Recovery PractitionerManila, Philippines
Oct 12 - Oct 13ITIL Foundation (2011)Manila, Philippines
Oct 16 - Oct 19ITIL OSA - Operational Support AnalysisManila, Philippines
Oct 19 - Oct 20Better Business Efficiencies Using MS Excel Advanced Features (2010/2013)Manila, Philippines
Oct 19 - Oct 20Intro to Project ManagementManila, Philippines
Oct 23 - Oct 25Certified Business Analysis Professional (CBAP®) TrainingManila, Philippines
Oct 23 - Oct 24CompTIA Cloud EssentialsManila, Philippines
Oct 23 - Oct 27OMCA™ - Online Marketing Certified AssociateManila, Philippines
Nov 6 - Nov 6BCP - Business Continuity PlanningManila, Philippines
Nov 6 - Nov 7HR Business PartneringManila, Philippines
Nov 13 - Nov 14Certified Data Center Professional (CDCP)® TrainingManila, Philippines
Nov 14 - Nov 15DevOps FoundationManila, Philippines
Nov 14 - Nov 16SDA - Service Desk AnalystManila, Philippines
Nov 14 - Nov 17Big Data Hadoop AdministratorManila, Philippines
Nov 16 - Nov 17Agile SCRUM PractitionerManila, Philippines
Nov 20 - Nov 21PRINCE2 FoundationManila, Philippines
Nov 21 - Nov 24Project Management Professional (PMP)® Training - REP #4536Manila, Philippines
Nov 23 - Nov 24Business Continuity Management PractitionerManila, Philippines
Nov 23 - Nov 27Accelerated Six Sigma Green BeltManila, Philippines
Dec 4 - Dec 5CQP - Certified Quality ProfessionalManila, Philippines
Dec 4 - Dec 5HR Metrics and Workforce AnalyticsManila, Philippines
Dec 6 - Dec 7ITIL Foundation (2011)Manila, Philippines
Dec 6 - Dec 7Integrated Metrics Management (People, Process & Organization)Manila, Philippines
Dec 7 - Dec 8Agile SCRUM PractitionerManila, Philippines
Dec 7 - Dec 8CCP - Crisis Communication Planner (ICOR Certified) TrainingManila, Philippines
Dec 7 - Dec 8HR Metrics and Workforce AnalyticsManila, Philippines
Dec 7 - Dec 8DevOps FoundationManila, Philippines
Dec 11 - Dec 12Better Business Efficiencies Using MS Excel Advanced Features (2010/2013)Manila, Philippines
Jan 18 - Jan 19Complaints Management - Turning Complaints to ComplimentsManila, Philippines
Jan 22 - Jan 23Enterprise Risk ManagementManila, Philippines
Jan 23 - Jan 24Big Data FoundationManila, Philippines
Jan 25 - Jan 26Intro to Project ManagementManila, Philippines
Jan 29 - Jan 31OMCA™ - Online Marketing Certified AssociateManila, Philippines
Feb 1 - Feb 2PRINCE2 FoundationManila, Philippines
Feb 5 - Feb 7Certified Business Analysis Professional (CBAP®) TrainingManila, Philippines
Feb 7 - Feb 8ITIL Foundation (2011)Manila, Philippines
Feb 12 - Feb 15Project Management Professional (PMP)® Training - REP #4536Manila, Philippines
Feb 13 - Feb 14ISMS (Information Security Management Systems) PractitionerManila, Philippines
Feb 20 - Feb 21DevOps FoundationManila, Philippines
Feb 22 - Feb 23CompTIA Cloud EssentialsManila, Philippines
Feb 26 - Feb 28Certified Data Center Professional (CDCP)® TrainingManila, Philippines
Mar 1 - Mar 2Certified Data Center Specialist (CDCS)® TrainingManila, Philippines
Mar 1 - Mar 2BIA - Business Intelligence and Analytics FoundationManila, Philippines
Mar 5 - Mar 9OMCA™ - Online Marketing Certified AssociateManila, Philippines
Mar 6 - Mar 8CQL - Certified Quality LeaderManila, Philippines
Mar 6 - Mar 8BCM Lead Implementer - ISO 22301 (ICOR Certified)Manila, Philippines
Mar 12 - Mar 13COBIT 5 FoundationManila, Philippines
Mar 12 - Mar 13Complaints Management - Turning Complaints to ComplimentsManila, Philippines
Mar 14 - Mar 16CPRE - Certified Professional for Requirements EngineeringManila, Philippines
Mar 19 - Mar 20Big Data FoundationManila, Philippines
Mar 22 - Mar 26Accelerated Six Sigma Green BeltManila, Philippines
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