Digital Marketing

Know Your Audience: This Is How Each Generation Consumes Digital Content In the Philippines in 2024

11 minute read | June 13, 2024 Share Share

Did you know that Filipinos have a well-known appetite for digital content? 

 

This year alone, there are approximately 86.98 million internet users in the country, and this number is expected to rise in the coming years. From this gargantuan number, 86.75 million of them (that’s 99.74% of Filipino internet users!) are active social media users who consume digital content daily.

The modern Filipino netizen's internet and social media behaviors paint a clear picture: if you want to reach your audience, you have to go digital. However, the digital world is expansive, and each target audience can co-exist on various platforms depending on multiple factors influencing how they digest your marketing campaigns.

 

By now, we know that digital marketing is not as simple as uploading your content to the most popular platform. There is a need to know who your audience is, what they want to see, and where they want to see it. For a successful marketing strategy, dissecting this demographic is an essential step to come up with a concrete digital strategy that works for you, your brand, and your target audience. 


To better understand current internet user behavior in the Philippines, we conducted a survey that directly asked the netizens how they consume online content and their answers delivered clarity. In this survey, we gathered more than just their insights; we delved into the intricacies of their online behavior, preferences, social class, and of course, generational differences.

As of January 2024, 73.45% of Filipinos identified as internet users. In this article, we will find out how the members of this population consume online content based on their generation. 

Know Your Audience: This Is How Each Generation Consumes Digital Content In the Philippines in 2024

From the Baby Boomers to Generation Z, each age group has its own digital content consumption behavior. Because of this, modern content creation requires more than just developing the most creative and engaging content. The truth is, it pays more to use the right platform, rather than to upload your content on the most popular one. 

 

Think of it this way: would you prefer to take your chances by selling your products in a crowded, clashing market? Or would you rather know where your buyers are and deliver it straight to them? While the first option can be good publicity, the second one guarantees conversions. And at the end of the day, that’s what drives the business. 

 

Below is a helpful infographic that showcases each generation’s most used social media platform (a.k.a. where your buyers are!)

 


 

 

Generational Marketing

 

Differences between generations can be obvious. In fact, generational marketing is a common strategic approach that segments the audiences based on their age groups. Why? Because while they are not set in stone, the majority of people who belong to the same age group typically hold onto the same values and experiences that marketers and creators can use to make content that they can resonate with. 

 

This approach does not mean putting generations in very specific inflexible labels. Rather, this allows marketers and creators to know what approach has the highest efficacy. Let’s dig deeper into the digital content consumption patterns of each generation. 

 

Social Media Behavior Of Each Age Group 2024

 

 

 

 

In 2024, digital consumption in the Philippines reveals Boomers and Millennials spend 6 hours daily on social media, leading usage. Gen Z follows at 5.5 hours, and Gen X at 5 hours. This highlights strong social media engagement across all generations.

 

 

 

 

Analyzing digital consumption behavior across generations in the Philippines unveils intriguing patterns. While Baby Boomers predominantly consume media, Gen Z emerges as the most active creators and sharers. Millennials strike a balance between consumption and creation, while Gen Xers lean slightly more toward consumption. This dynamic landscape highlights the diverse engagement styles within each generation, shaping the digital ecosystem with a blend of consumption and contribution.

 

Below is the social media participation breakdown of each generation in percentage:

 

Baby Boomers

Mainly consumes media: 60%

Mix of both: 40%

Mainly creates and shares media: 0%

 

Gen X

Mainly consumes media: 45%

Mix of both: 41%

Mainly creates and shares media: 14%

 

Millennials

Mainly consumes media: 56.4%

Mix of both: 40.2%

Mainly creates and shares media: 3.4%

 

Gen Z

Mainly consumes media: 73.13%

Mix of both: 23.88%

Mainly creates and shares media: 2.99%

 

Our data also showed clear indication that the younger generations interact more with social media “non-follower” accounts compared to other age groups. Baby Boomers and Gen Xers seem to prefer a more passive approach to social media, while Millennials and Gen Zers are actively engaging beyond their circles. 

 

 

 

 

Millennials and Gen Zs grew up during the boom of the digital age—both generations are more comfortable with online interaction. This suggests a shift towards greater connectivity and a desire for diverse perspectives. Understanding these nuances can be crucial for businesses looking to tailor their online strategies effectively in this dynamic market.

 

 

Brand Interaction Behaviors of The Different Generations

 

Identifying brand interaction behaviors across generations provides invaluable insights for businesses aiming to create targeted marketing strategies. Understanding how different age groups engage with brands allows companies to tailor their messaging, content, and platforms accordingly—maximizing resonance and impact. 

 

By catering to the preferences and habits of each generation, businesses can foster stronger connections, drive engagement, and ultimately, enhance brand loyalty and long-term success in a rapidly evolving digital landscape. Let’s check out how each generation interacts with brands and their content online. 

 

The digital consumption habits among different generations in the Philippines paint a clearer picture for content creators and marketers. Baby Boomers are embracing online trends with the highest proportion at 75%, showcasing a significant leap in digital adoption. However, Gen Z's slightly lower participation at 38.75% indicates a narrowing gap, suggesting a potential shift in digital behavior patterns.

 

 

 

 

Meanwhile, both Gen X and Millennials exhibit comparable engagement levels, hovering around the 40% mark. These insights underscore the evolving digital landscape, where each generation navigates the online realm at its own pace and preference.

 

Each generation also showed a different preference when it comes to brand research. While Millennials lead in using social media as their primary source for brand research with a significant 76.08% response rate, Baby Boomers closely follow at 75%. Gen X demonstrates a notable inclination, albeit slightly lower, with 68.75%. Interestingly, Gen Z, despite being digital natives, displays a comparatively lower engagement at 58.73%. 

 

 

 

 

These results suggest a shifting trend towards digital reliance across generations, with Millennials and Baby Boomers particularly embracing social media for brand exploration, indicative of evolving consumer behaviors in the digital age.

 

 

 

 

The widespread reliance on social media for brand research across all age groups is emphasized by our research. According to our data, Baby Boomers unanimously affirmed their use of social media for this purpose. Among Gen X, only 6.25% dissented. Similarly, Millennials displayed a strong inclination towards social media, with just 10.26% indicating otherwise. Gen Z also predominantly favored social media with only 2.99% opposing its influence on their brand research habits. These findings underscore the significant role of social media in shaping purchasing decisions across generations in the Philippines.

 

 

Understanding Generational Differences In Digital Content Consumption

In dissecting generational disparities in digital content consumption, a striking trend emerges: the pervasive influence of social media across all age groups. Baby Boomers, Gen X, Millennials, and Gen Z paint a clear picture of how they consume online content. Baby Boomers showcased a surprising behavior, despite a common stigma that suggests their hesitation to engage with the digital world. Meanwhile, Gen X, Millennials, and Gen Z exhibit high levels of engagement, with dissenting voices only forming a small minority. 

 

The findings of our survey are significant. It underscores the impact of social media on brand interaction, purchasing decisions, and how each generation consumes digital content. As digital landscapes continue to evolve, understanding these nuances becomes imperative for businesses that are seeking effective ways to target and engage a diverse consumer demographic. By recognizing and adapting to these digital consumption behaviors, companies can strategically position themselves to navigate and thrive in an ever-changing marketplace.

 

Studying the behavior of our audiences is crucial for the development of modern digital strategies. Our survey revealed that there are quite a few factors that influence the preferences of each generation, and it is important to consider them whenever we design a strategy or marketing campaign that will be effective for our target audience. PurpleBug's social media solutions offer extensive research, insights, and analytics on how you can approach your consumers in an era where social media reigns supreme. 

 

Are you looking for an effective solution that will help you improve your social media presence? PurpleBug it! Visit our website and discover all the social media solutions we can offer you. 

As of January 2024, 73.45% of Filipinos identified as internet users. In this article, we will find out how the members of this population consume online content based on their generation. 

Know Your Audience: This Is How Each Generation Consumes Digital Content In the Philippines in 2024

From the Baby Boomers to Generation Z, each age group has its own digital content consumption behavior. Because of this, modern content creation requires more than just developing the most creative and engaging content. The truth is, it pays more to use the right platform, rather than to upload your content on the most popular one. 

 

Think of it this way: would you prefer to take your chances by selling your products in a crowded, clashing market? Or would you rather know where your buyers are and deliver it straight to them? While the first option can be good publicity, the second one guarantees conversions. And at the end of the day, that’s what drives the business. 

 

Below is a helpful infographic that showcases each generation’s most used social media platform (a.k.a. where your buyers are!)

 


 

 

Generational Marketing

 

Differences between generations can be obvious. In fact, generational marketing is a common strategic approach that segments the audiences based on their age groups. Why? Because while they are not set in stone, the majority of people who belong to the same age group typically hold onto the same values and experiences that marketers and creators can use to make content that they can resonate with. 

 

This approach does not mean putting generations in very specific inflexible labels. Rather, this allows marketers and creators to know what approach has the highest efficacy. Let’s dig deeper into the digital content consumption patterns of each generation. 

 

Social Media Behavior Of Each Age Group 2024

 

 

 

 

In 2024, digital consumption in the Philippines reveals Boomers and Millennials spend 6 hours daily on social media, leading usage. Gen Z follows at 5.5 hours, and Gen X at 5 hours. This highlights strong social media engagement across all generations.

 

 

 

 

Analyzing digital consumption behavior across generations in the Philippines unveils intriguing patterns. While Baby Boomers predominantly consume media, Gen Z emerges as the most active creators and sharers. Millennials strike a balance between consumption and creation, while Gen Xers lean slightly more toward consumption. This dynamic landscape highlights the diverse engagement styles within each generation, shaping the digital ecosystem with a blend of consumption and contribution.

 

Below is the social media participation breakdown of each generation in percentage:

 

Baby Boomers

Mainly consumes media: 60%

Mix of both: 40%

Mainly creates and shares media: 0%

 

Gen X

Mainly consumes media: 45%

Mix of both: 41%

Mainly creates and shares media: 14%

 

Millennials

Mainly consumes media: 56.4%

Mix of both: 40.2%

Mainly creates and shares media: 3.4%

 

Gen Z

Mainly consumes media: 73.13%

Mix of both: 23.88%

Mainly creates and shares media: 2.99%

 

Our data also showed clear indication that the younger generations interact more with social media “non-follower” accounts compared to other age groups. Baby Boomers and Gen Xers seem to prefer a more passive approach to social media, while Millennials and Gen Zers are actively engaging beyond their circles. 

 

 

 

 

Millennials and Gen Zs grew up during the boom of the digital age—both generations are more comfortable with online interaction. This suggests a shift towards greater connectivity and a desire for diverse perspectives. Understanding these nuances can be crucial for businesses looking to tailor their online strategies effectively in this dynamic market.

 

 

Brand Interaction Behaviors of The Different Generations

 

Identifying brand interaction behaviors across generations provides invaluable insights for businesses aiming to create targeted marketing strategies. Understanding how different age groups engage with brands allows companies to tailor their messaging, content, and platforms accordingly—maximizing resonance and impact. 

 

By catering to the preferences and habits of each generation, businesses can foster stronger connections, drive engagement, and ultimately, enhance brand loyalty and long-term success in a rapidly evolving digital landscape. Let’s check out how each generation interacts with brands and their content online. 

 

The digital consumption habits among different generations in the Philippines paint a clearer picture for content creators and marketers. Baby Boomers are embracing online trends with the highest proportion at 75%, showcasing a significant leap in digital adoption. However, Gen Z's slightly lower participation at 38.75% indicates a narrowing gap, suggesting a potential shift in digital behavior patterns.

 

 

 

 

Meanwhile, both Gen X and Millennials exhibit comparable engagement levels, hovering around the 40% mark. These insights underscore the evolving digital landscape, where each generation navigates the online realm at its own pace and preference.

 

Each generation also showed a different preference when it comes to brand research. While Millennials lead in using social media as their primary source for brand research with a significant 76.08% response rate, Baby Boomers closely follow at 75%. Gen X demonstrates a notable inclination, albeit slightly lower, with 68.75%. Interestingly, Gen Z, despite being digital natives, displays a comparatively lower engagement at 58.73%. 

 

 

 

 

These results suggest a shifting trend towards digital reliance across generations, with Millennials and Baby Boomers particularly embracing social media for brand exploration, indicative of evolving consumer behaviors in the digital age.

 

 

 

 

The widespread reliance on social media for brand research across all age groups is emphasized by our research. According to our data, Baby Boomers unanimously affirmed their use of social media for this purpose. Among Gen X, only 6.25% dissented. Similarly, Millennials displayed a strong inclination towards social media, with just 10.26% indicating otherwise. Gen Z also predominantly favored social media with only 2.99% opposing its influence on their brand research habits. These findings underscore the significant role of social media in shaping purchasing decisions across generations in the Philippines.

 

 

Understanding Generational Differences In Digital Content Consumption

In dissecting generational disparities in digital content consumption, a striking trend emerges: the pervasive influence of social media across all age groups. Baby Boomers, Gen X, Millennials, and Gen Z paint a clear picture of how they consume online content. Baby Boomers showcased a surprising behavior, despite a common stigma that suggests their hesitation to engage with the digital world. Meanwhile, Gen X, Millennials, and Gen Z exhibit high levels of engagement, with dissenting voices only forming a small minority. 

 

The findings of our survey are significant. It underscores the impact of social media on brand interaction, purchasing decisions, and how each generation consumes digital content. As digital landscapes continue to evolve, understanding these nuances becomes imperative for businesses that are seeking effective ways to target and engage a diverse consumer demographic. By recognizing and adapting to these digital consumption behaviors, companies can strategically position themselves to navigate and thrive in an ever-changing marketplace.

 

Studying the behavior of our audiences is crucial for the development of modern digital strategies. Our survey revealed that there are quite a few factors that influence the preferences of each generation, and it is important to consider them whenever we design a strategy or marketing campaign that will be effective for our target audience. PurpleBug's social media solutions offer extensive research, insights, and analytics on how you can approach your consumers in an era where social media reigns supreme. 

 

Are you looking for an effective solution that will help you improve your social media presence? PurpleBug it! Visit our website and discover all the social media solutions we can offer you. 

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