Who's on social media in Southeast Asia
Blog by GWI argues that across Southeast Asia in 2023, internet users spend an average of 3 hours a day on social media; 35 minutes higher than the global average. Facebook, Instagram, Whatsapp and TikTok are popular
Sources of influence may be important; users in SE Asia stand out for following music accounts, influencers, and entertainment. In the Philippines for example, 46% of social media users follow performers like actors or comedians, while in Indonesia, 44% follow music groups.
They’re 38% more likely than global social media users to discover new brands and products through posts or reviews from expert bloggers.
Social media data
- from The July 2024 Global statshot report by Meltwater and We Are Social
| Country | Internet penetration* | Social media penetration (number of accounts as % of total population)** |
Eng lang proficiency | twitter usage | Reddit usage |
|---|---|---|---|---|---|
| Vietnam | 79.1 | 73.3 | 58th, 505, "Moderate" | ||
| Thailand | 88.0 | 68.3 | 101st, 416, "Very Low" | ||
| Singapore | 96.0 | 85.0 | 2nd, 631, "Very High" | ||
| Malaysia | 97.4 | 83.1 | 25th, 568, "High" | ||
| Indonesia | 66.5 | 49.9 | 79th, 473, "Low" | ||
| Philippines | 73.6 | 73.4 | 20th, 578, "High" | ||
| *Note that the statistics are not the most reliable and vary between providers, as it requires f2f interviews | |||||
| **Number of active accounts not number of people. As people can have more than 1 account (some people have accounts for their pet or business for example) |
Reddit usage
According to Website traffic tracker SemRush Reddit usage in Southeast Asia uses reddit somewhat. The percentage of global traffic is:
- Vietnam: 0.4% 42nd
- Thailand 0.49% (above Greece) 33rd
- Singapore 0.66% (above Ireland) 28th
- Malaysia: 0.74% 27th
- Philippines 1.41% 19th
- Indonesia 1.74% 17th