Each year, the “We Are Social” Digital Report by Meltwater is one of the most trusted and widely cited sources on digital and market behavior trends worldwide.
Since 2017, I’ve been distilling its insights into practical, bite-sized takeaways for my MBA marketing students at the Ateneo Graduate School of Business—making the data more accessible and actionable for classroom and professional use. For reference, here was my last comparison of annual trends in the Philippines. (generated a modest 4,849+ views and counting).
However, the pace of digital transformation and lifestyle shifts in the Philippines has accelerated so dramatically that static insights from older reports quickly become outdated. That’s why I now point students and readers directly to the latest edition.
Here’s the 2025 report, with highlights that matter most for marketers, leaders, and anyone shaping strategies in our urbanizing, digital-first world.
📊 Digital 2025 Philippines Report
Aside from this report, there are also insights that can be generated from reports by Nielsen and other research agencies. There may be fees associated to access these reports.
As of July 2025, here are some other publicly available reports on marketing in the Philippines:
August 2024: Pinoy Gen Zs emerging as self-rewarding, intelligent consumers–study. An article in the Philippine Daily Inquirer
May 2024: The Filipino Consumer Behavior: A Guide for Entrepreneurs by the Yondu Team
Oct 2023: Consumer Trends in the Philippines for Business Success by Inquiro
No Date: Unravellling Filipino Consumer Behavior by Kadence International
“If beauty is in the eye of the beholder, then insight is in the eye of the researcher or strategist.”
Just as we each perceive beauty differently, the same set of data can reveal different truths—shaped by the observer’s intent, curiosity, and context. Rather than impose a fixed interpretation, I invite you—the reader—to explore the tables and uncover the insights most relevant to your own strategic lens.
However, I will offer a thought provoking headline for each of my favorite tables from the “We are Social” 2025 Philippine report- to serve as a catalyst for your own exploration and reflection on how it applies to your context and need.
For reference, here was my last comparison of annual trends in the Philippines. (generated a modest 4,849+ views and counting).
This was the first comprehensive analysis for 2017 data. Why is it useful? Because some cities or provinces are several years behind. So, these may still be relevant for them…