US-based consumer intelligence company Meltwater has released its annual Global Digital Report for 2025, showing essential data, charts, and interesting stats on digital behavior worldwide.
The report includes valuable statistics from platforms, companies, and institutions to gather relevant data, such as GWI, Statista, Data.AI, GSMA Intelligence, Similarweb, Semrush, Ookla, and more.
The state of digital behavior in the Philippines
With a population of over 116 million (the 14th most populous country in the world), the report showed that over 97.5 million Filipinos use the Internet. This amounts to 83.8% of the total population, much higher than the global average of 67.9% of the world’s population.
The country also saw a 13.4% jump in cellular mobile connections to 142 million connections, or 121.8%, compared to the total population. This means some people use more than one device when connecting to the Internet.
Device ownership of global Internet users aged 16+ shows that 97.8% use smartphones, 58.3% are on a laptop or desktop computer, and 48.2% are connected to the Internet through their smart TVs. Social media user identities also increased by 4 million (4.6%) to 90.8 million today.
The research also showed that the top reasons people use the Internet (regardless of age) include finding information, staying in touch with family and friends, keeping up to date on news and events, and watching videos, TV shows, or movies based on GWI.
- PH fixed and mobile Internet speed still lag behind world average — study
- Pinoys listen to music 126 minutes daily, longest in the world – NRCP
Top mobile apps around the world
The study showed that chats and messaging apps, social networking sites, search engines, emails, and e-shopping are the top website types visited and apps used.
Data AI showed that YouTube, Chrome, Google, WhatsApp, and Facebook have the most active monthly users. While YouTube, TikTok, Facebook, WhatsApp, and Instagram are the apps users spend the most time on.
TikTok, Instagram, WhatsApp, Facebook, and Threads lead the list of the most downloaded apps. While TikTok, YouTube, Disney+, Tinder, and Google One are the apps consumers spend the most on.
On the e-commerce side, the report also shows that brands and companies spend $790.3 billion on ads across all channels. 51% of Internet users use search engines to research brands, and 55.8% buy something online each week, with an emphasis on free delivery.
Meltwater typically releases reports for individual countries, which may come out soon.