The Digital 2024: Global Review Report of Meltwater and We Are Social details something we’ve known for a while: Filipinos love following influencers and watching vlogs.

This is the same study that ranked the Philippines number 1 in watching any content online. The report also said that 43.9% of social media users aged 16 to 64 in the Philippines follow “influencers or other experts” online. That’s the highest in the world and almost double the worldwide average of 22.6%.

Top countries that follow influencers on social media

  1. Philippines: 43.9%
  2. Nigeria: 43.5%
  3. Brazil: 41.0%
  4. Morocco: 35.6%
  5. South Africa: 34.1%
  6. Indonesia: 32.7%
  7. Portugal: 30.8%
  8. Malaysia: 30.4%
  9. UAE: 29.3%
  10. Colombia: 28.3%

The report also detailed how much Filipinos love watching vlogs. It shows that 50.7% of users 16 to 64 years of age say they “watch vlogs or influencer videos” every week. Not only that it’s more than double the worldwide average of 23.8%, but it’s much higher than the second placer, Morocco, with only 32.7%.

Top countries that watch vlogs or influencer videos

  1. Philippines: 50.7%
  2. Morocco: 32.7%
  3. India: 31.9%
  4. UAE: 30.9%
  5. Indonesia: 30.4%
  6. Taiwan: 30.1%
  7. Brazil: 30%
  8. Malaysia: 26.6%
  9. South Africa: 26.3%
  10. China: 25.7%

Here’s the full report for you to check out.

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