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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Aug 8 - Aug 10Certified Business Analysis Professional (CBAP®) TrainingManila, Philippines
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Aug 9 - Aug 10BCMP - Business Continuity Management PractitionerCebu City, Philippines
Aug 9 - Aug 13Accelerated Six Sigma Green BeltManila, Philippines
Aug 15 - Aug 16HRMET - HR Metrics and Workforce AnalyticsManila, Philippines
Aug 16 - Aug 17CCP - Crisis Communication Planner (ICOR Certified) TrainingManila, Philippines
Aug 16 - Aug 17MS Excel Advanced Features (2010/2013)Manila, Philippines
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Aug 16 - Aug 17PRINCE2 FoundationKuala Lumpur, Malaysia
Aug 16 - Aug 17PSM I - Professional Scrum MasterManila, Philippines
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Aug 28 - Aug 29BIA - Business Intelligence and Analytics FoundationManila, Philippines
Aug 29 - Aug 31Certified Business Analysis Professional (CBAP®) TrainingManila, Philippines
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Sep 10 - Sep 15Combined Lead Auditor (CLA) Training - ISMS, BCMManila, Philippines
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Nov 15 - Nov 16MS Excel Advanced Features (2010/2013)Manila, Philippines
Nov 20 - Nov 23Project Management Professional (PMP)® Training - REP #4536Manila, Philippines
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Dec 3 - Dec 4BIA - Business Intelligence and Analytics FoundationManila, Philippines
Dec 6 - Dec 7ITIL Foundation (2011)Manila, Philippines
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Dec 10 - Dec 11BCMP - Business Continuity Management PractitionerCebu City, Philippines
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Jul 24 - Jul 27Project Management Professional (PMP)® Training - REP #4536Manila, Philippines
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Jul 26 - Jul 27MS Excel Advanced Features (2010/2013)Manila, Philippines
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Aug 9 - Aug 10BCMP - Business Continuity Management PractitionerCebu City, Philippines
Aug 9 - Aug 13Accelerated Six Sigma Green BeltManila, Philippines
Aug 15 - Aug 16HRMET - HR Metrics and Workforce AnalyticsManila, Philippines
Aug 16 - Aug 17CCP - Crisis Communication Planner (ICOR Certified) TrainingManila, Philippines
Aug 16 - Aug 17MS Excel Advanced Features (2010/2013)Manila, Philippines
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Aug 16 - Aug 17PRINCE2 FoundationKuala Lumpur, Malaysia
Aug 16 - Aug 17PSM I - Professional Scrum MasterManila, Philippines
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Sep 18 - Sep 19CQP - Certified Quality ProfessionalManila, Philippines
Sep 19 - Sep 20SDA - Service Desk AnalystManila, Philippines
Sep 20 - Sep 21COBIT 5 FoundationManila, Philippines
Sep 20 - Sep 21Enterprise Risk ManagementManila, Philippines
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Sep 20 - Sep 21Intro to Project ManagementManila, Philippines
Sep 21 - Sep 22Agile SCRUM PractitionerManila, Philippines
Sep 24 - Sep 25CompTIA Cloud EssentialsManila, Philippines
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Oct 15 - Oct 16PRINCE2 FoundationKuala Lumpur, Malaysia
Oct 18 - Oct 19BIA - Business Intelligence and Analytics FoundationManila, Philippines
Oct 18 - Oct 19DevOps FoundationManila, Philippines
Oct 18 - Oct 19Intro to Project ManagementManila, Philippines
Oct 23 - Oct 26Project Management Professional (PMP)® Training - REP #4536Manila, Philippines
Oct 25 - Oct 2MS Projects 74-343Manila, Philippines
Oct 29 - Oct 30ITIL Foundation (2011)Manila, Philippines
Nov 8 - Nov 9MS Excel Advanced Features (2010/2013)Manila, Philippines
Nov 12 - Nov 14Certified Business Analysis Professional (CBAP®) TrainingManila, Philippines
Nov 12 - Nov 13DevOps FoundationManila, Philippines
Nov 13 - Nov 15BCM Lead Implementer - ISO 22301 (ICOR Certified)Manila, Philippines
Nov 15 - Nov 16MS Excel Advanced Features (2010/2013)Manila, Philippines
Nov 20 - Nov 23Project Management Professional (PMP)® Training - REP #4536Manila, Philippines
Nov 21 - Nov 23Certified Business Analysis Professional (CBAP®) TrainingManila, Philippines
Nov 21 - Nov 23CPRE - Certified Professional for Requirements EngineeringManila, Philippines
Nov 22 - Nov 23ITIL Foundation (2011)Manila, Philippines
Nov 22 - Nov 23ITIL Foundation (2011)Manila, Philippines
Nov 26 - Nov 28OMCA™ - Online Marketing Certified AssociateManila, Philippines
Nov 27 - Nov 28Certified Data Center Professional (CDCP)® TrainingManila, Philippines
Nov 27 - Nov 28Enterprise Risk ManagementManila, Philippines
Nov 28 - Nov 29Big Data FoundationManila, Philippines
Dec 3 - Dec 4BIA - Business Intelligence and Analytics FoundationManila, Philippines
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