More than half of Filipinos now shop online weekly, while over two-thirds pay for digital content monthly, placing the Philippines among the world’s most digitally engaged nations, according to the Digital 2026 Report by Meltwater and We Are Social.
The study shows that 83.8% of Filipinos are active internet users, ranking the country 12th globally with over 98 million people online. Filipinos spend an average of 54 hours a week consuming digital media, the second-highest in the world after Kenya. Over 80% use TikTok and YouTube, making the Philippines the top YouTube user base globally.
“APAC remains one of the most dynamic digital regions in the world. Internet and social media usage in several markets consistently outpaces global averages, and audiences are increasingly embracing emerging technologies like AI,” said Mimrah Mahmood, Meltwater’s APAC vice president.
Notably, 42.4% of Filipinos aged 16 and above use ChatGPT monthly, placing the country sixth globally and far above the world average of 26.5%. This reflects the Philippines’ growing integration of generative AI into daily digital habits.
E-Commerce and Paid Content on the Rise
Online shopping continues to thrive, with 56.4% of Filipinos buying online weekly, surpassing in-store preferences. Meanwhile, 67.1% pay for digital content each month, matching global averages. Social media remains a key channel for brand discovery, with 41.9% finding new products through digital platforms, underscoring the country’s shift toward digital-first consumer behavior.
Global Trends in a Connected World
Globally, the report marks several milestones: 6 billion internet users, 5.66 billion social media identities (68.7% of the global population), and over 1 billion monthly generative AI users, led by ChatGPT.
“A ‘supermajority’ of the world is now active on social media—this is where brands win or lose,” said Toby Southgate, We Are Social’s global group CEO.
Produced by Meltwater and We Are Social, Digital 2026 analyzes online behavior, marketing trends, and social media use across more than 240 countries, cementing its status as one of the world’s most comprehensive digital studies.
