A newly released study has found that Internet users in the Philippines spend the longest time in social media with over four hours on the average.
The survey, conducted by social media management platform Hootsuite and social media agency We Are Social, also revealed that the user base of social media in the Philippines saw strong double digit growth in 2016.
Internet and social media users in the country expanded by over 25%, up 13 million and 12 million, respectively, according to the report.
The report also noted that mobile is emerging as a fast-growing medium for the Web, with the platform accounting for 38% of Web traffic in the Philippines, close to a third higher than 2016.
The study, which was released on Tuesday, Jan. 24, found that 50% of the world is now connected to the Internet. It examined data from 238 countries.
Other key findings include:
• Internet penetration increased by 10% in the last 12 months to hit 3.773 billion, or 50% of the world’s population.
• Global social media use has increased by 21% in the last 12 months, reaching 2.8 billion users globally.
• Mobile social media use has increased by 30% year-over-year to surpass 2.5 billion users globally, with 91% of social media users accessing social from mobile.
In the Asia Pacific region, mobile data traffic led significantly over other regions, with 4.12 billion gigabytes consumed, compared with 1.24 gigabytes from North Europe, Middle East, and Africa.
Social media growth rates also increased by over 50% year-on-year in the region. More than 1.5 billion people across Asia Pacific now use social media on a monthly basis, 95% of whom access social via mobile devices — the highest ratio in the world.
As a result, the report said organizations in the region should plan to transform their communications strategy to increase customer engagement and real-time interaction across the customer journey.
“One of the greatest opportunities of a digitally connected world is the ability to have immediate conversations, wherever and whenever customers want,” said Roger Graham, senior director for growth and marketing at Hootsuite.
“Social media not only enables organizations to amplify its brand, but also build trust, credibility and human relationships at scale. It is now as much the responsibility of the top executive as the social media manager.”
“Half of the world’s population is now online, which is a testament to the speed with which digital connectivity is helping to improve people’s lives. The increase in internet users in developing economies is particularly encouraging,” said Simon Kemp of We Are Social.
“Given this latest data, it’s probably time for us to stop referring to social as ‘new media’, and integrate it more seamlessly into our day-to-day activities.”