Social media penetration rates SEA 2025, by country

As of February 2025, social media usage penetration in Singapore reached around 88 percent, followed by the Philippines at 78 percent. In contrast, Indonesia, Southeast Asia's most populous country, had a social media penetration of around 50 percent that year. 

What is the social media penetration rate, and what is the global average? 

The social media penetration rate refers to the percentage of a population that actively uses social media platforms. It is a key metric for understanding how widely social media is adopted in a specific region, country, or demographic group. Southeast Asia has a social media penetration rate of about 61.5 percent, slightly lower than the global average of nearly 64 percent. Northern Europe has the highest social media penetration rate worldwide.

How much time do Southeast Asians spend on social media? 

Users in Southeast Asia spend, on average, more time daily on social media compared to their East Asian counterparts. Users in the Philippines spend on average more than three and a half hours daily engaging with social media platforms, the highest figure in the Asia Pacific (APAC) region. Following the Philippines, Indonesia, Malaysia, and Thailand see their users lead the APAC region in daily social media usage, spending at least two and a half hours on average each day on these platforms.