A new report by We Are Social and Meltwater, “Digital 2025,” reveals that Southeast Asia boasts a vibrant and engaged social media landscape. With 61.5% of the population actively using social media, the region surpasses the global average and contributes significantly to the global social media user base of 5.24 billion.
We Are Social In Partnership with Meltwater Digital 2025 Report
The region’s number of platforms used exceeds the global average, with nations such as the Philippines, Malaysia, and Indonesia leading the way. Over a third of the population relies heavily on social media for news, and time spent on these platforms much exceeds the global norm, especially in the Philippines, where users spend an average of 3 hours and 32 minutes each day.
Key Findings:
- High Usage: Southeast Asian users spend an average of two hours and 21 minutes daily on social media, exceeding the global average.
- Platform Diversity: The region uses multiple social media platforms extensively, with the Philippines, Malaysia, and Indonesia leading the way.
- Influencer Dominance: Filipinos exhibit a strong affinity for influencer content, highlighting the significant impact of social media personalities within the region.
- Brand Discovery: Social media plays a crucial role in brand discovery for Southeast Asian consumers, with many actively seeking out and researching brands on these platforms.
- Platform Preferences: YouTube enjoys significant popularity in Thailand, while TikTok dominates in Indonesia and Malaysia.
The report underscores the critical importance of tailored social media strategies for Southeast Asian markets. Understanding users’ unique preferences and behaviors within each country is crucial for brands to engage effectively with their target audiences.
Source: Gadget Pilipinas
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