REPUBLIQ GROUP OF COMPANIES

2024 CREDENTIALS
Link to episode Link to episode Link to episode Link to episode
Platform
Assimilation
(Facebook, Instagram & TikTok)

Powered by:
Facebook
 Facebook Users in the Philippines
Throughout the years, Philippines had a rapid and steady growth of Facebook users with a notable peak happening during the year of
2017 and 2020. The 1st peak was related to the “Android Open Source Project” leading to an easier adoption of installing apps for the
end-users. While the 2nd peak was mainly due to Covid-19 pandemic era.

96% 97%

57% 57% 57%

26%
21%
 3

v PLATFORM
USAGE
 In terms of day and time of usage of this platform, PH and VisMin perspectives have
almost the same results. Respondents reflected on using Facebook in a range of 1 to 4
v hours on an average day. PH and Vismin got 85% on its usage, as it shows that people
use Facebook more than once a day.

PHILIPPINES VISMIN
2 hours to 4 hours 25% 2 hours to 4 hours 26%
1 to 2 hours 15% 1 to 2 hours 18%
2 to 3 hours 14% 2 to 3 hours 14%
3 to 4 hours 14% 3 to 4 hours 13%
4 to 6 hours 13% More than 10 hours 13%
More than 10 hours 12% 4 to 6 hours 12%
6 to 10 hours 11% 30 minutes to 1 hour 11%
30 minutes to 1 hour 11% 6 to 10 hours 9%
Less than 30 minutes 7% Less than 30 minutes 7%
Do not use 4% Do not use 3%
 Watching videos had the highest response rate as the latest action done in Facebook
by the respondents followed by viewing facebook stories. On the other hand, It is
v worth noting that the Facebook marketplace was in the 4th place in which it can
possibly mean that small businesses, buyers & sellers were utilizing this Facebook
tool these days.

PHILIPPINES VISMIN

Watched a video 79% Watched a video 76%

Facebook Stories 65% Facebook Stories 69%

Facebook Groups 51% Facebook Groups 48%

Facebook Marketplace 48% Facebook Marketplace 48%

Facebook Messenger Rooms 42% Facebook Messenger Rooms 44%

Facebook Watch (a video-on-demand service) 37% Facebook Watch (a video-on-demand service) 36%

Facebook Events 24% Facebook Events 26%

Facebook Live (broadcasting real-time video) 23% Facebook Live (broadcasting real-time video) 23%

Facebook Gaming 22% Click on a sponsored / promoted post or ad 22%

Click on a sponsored / promoted post or ad 20% Facebook Gaming 21%

Facebook Dating (Select Markets Only) 9% Facebook Dating (Select Markets Only) 12%

None of these 1% None of these 2%

 Philippines VISMIN
Friends, family or other people you know 65% 60%
Actors, comedians or other performers 51% 52%

As for their choices on who they follow on Entertainment, memes or parody accounts 49% 48%
Facebook which is aside from their friends TV shows or channels 49% 45%
and family, it appears that accounts Influencers or other experts 46% 46%
related to entertainment and expertise Bands, singers or other musicians 44% 43%
v
have the highest response rate in which
Restaurants, chefs or food personalities 44% 41%
perhaps it is connected with the interest
Gaming experts or gaming studios 34% 34%
of the respondents to cheer and learn
something new since the limitation in Sports people and teams 34% 33%
mobility was still there. Companies and brands you purchase from 32% 29%
Companies and brands you're considering purchasing from 30% 28%
Wildlife organizations or animals 27% 29%
Journalists or news companies 28% 25%
Politicians, royalty and other people of standing 26% 23%
Companies relevant to your work 26% 22%
Instagram
 Instagram Users in the Philippines
Instagram users also had a steady increase in the 7-year period which is attributed to the development of smartphones and the
COVID-19 pandemic in 2020. The Philippines turned up to have an average growth rate of 11% per year.
% represents total # of PH population using the platform in the past month

73%
64% 64%

34% 36%

9% 12%

2015 2016 2017 2018 2019 2020 2021

 3

v PLATFORM
USAGE
 Philippine Instagram users as a whole used Instagram on average for 1 to 6 hours a
day. Interestingly in VisMin, 18% of the respondents use the platform for 6 to 10
v hours which is more than what users use in the Philippines.

PHILIPPINES VISMIN
2 hours to 4 hours 29% 2 hours to 4 hours 38%
2 to 3 hours 18% 2 to 3 hours 18%
3 to 4 hours 14% 6 to 10 hours 18%
4 to 6 hours 14% 4 to 6 hours 13%
1 to 2 hours 14% 3 to 4 hours 13%
6 to 10 hours 12% More than 10 hours 12%
More than 10 hours 10% 1 to 2 hours 11%
30 minutes to 1 hour 10% 30 minutes to 1 hour 8%
Less than 30 minutes 6% Less than 30 minutes 7%
Do not use 1% Do not use 0%
 Instagram users both in the PH and VisMin have watched videos and created Stories
on the platform for the past quarter. Other notable actions are watching or creating
v Reels, using filters, and engaging in polls or questions on Stories. The behavior has
shown to be both consuming and creating content for both PH and VisMin.

PHILIPPINES VISMIN

Watched a video 74% Watched a video 68%

Created Stories 71% Created Stories 63%

Watched / uploaded content to Instagram Reels 54% Watched / uploaded content to Instagram Reels 55%

Used filters 53% Used filters 49%

Reacted to polls / questions on Stories 39% Reacted to polls / questions on Stories 33%

Clicked on a link sticker on Stories to see more 27% Clicked on a link sticker on Stories to see more 18%

Used Instagram Discovery 23% Click on a sponsored / promoted post or ad 18%

Click on a sponsored / promoted post or ad 21% Posted polls / questions on Stories 17%

Used IGTV 19% Used IGTV 17%

Posted polls / questions on Stories 18% Used Instagram Discovery 16%

Used Instagram Shopping Bag 7% Used Instagram Shopping Bag 4%

None of these 0% None of these 0%

 Philippines VISMIN
Friends, family or other people you know 71% 68%
Actors, comedians or other performers 65% 59%
Bands, singers or other musicians 60% 57%
Entertainment, memes or parody accounts 56% 58%
As for the accounts the users follow, the
Restaurants, chefs or food personalities 49% 54%
“friends, family or other people” and
“actors, comedians or other performers” TV shows or channels 52% 38%
were the top results. Companies and brands you purchase from 41% 32%
v
Sports people and teams 37% 31%
This was followed by performers / Beauty experts 33% 33%
entertainers, musicians, entertainment, and 31%
Travel writers and companies 34%
personalities within the restaurants and
Companies and brands you're considering purchasing from 37% 27%
food industries.
Fitness experts or organizations 31% 22%
Companies relevant to your work 27% 25%
Gaming experts or gaming studios 24% 27%
Journalists or news companies 27% 22%
Influencers or other experts 51% -
 TikTok Usage In
vv
The PH
In particular the Visayas and Mindanao regions
TikTok Users Philippines Statistics, Data, and Trend
There are 17,246,883 TikTok users in the Philippines in 2022. This figure is expected to reach 24,506,659 by
2026 – Which represents a 42% growth in 2026.

2021 2022 2023

15,432,766 17,246,883 19,019,527

2024 2025 2026

20,820,311 22,639,658 24,506,659
General motivations in using the platform
SOCIAL MEDIA LOOK FOR FUNNY OR FOLLOW OR RESEARCH KEEP UP TO DATE MESSAGE FRIENDS POST OR SHARE
PLATFORM ENTERTAINING CONTENT BRANDS AND PRODUCTS NEWS AND CURRENT EVENTS AND FAMILIES PHOTOS OR VIDEOS

TIKTOK 78.6% 33.8% 31.6% 16.4% 35.4%

INSTAGRAM 61.4% 62.7% 51.5% 51.0% 70.2%

LINKEDIN 13.7% 27.2% 30.1% 15.4% 18.0%

PINTEREST 24.2% 38.5% 16.1% 8.5% 16.3%

REDDIT 37.5% 30.4% 33.8% 12.5% 18.5%

SNAPCHAT 35.6% 23.1% 21.5% 36.0% 42.7%

FACEBOOK 55.1% 55.7% 60.1% 71.3% 64.5%

TWITTER 36.3% 37.4% 61.0% 22.2% 30.1%

Top percentages for general motivations in using the app also includes looking for funny or entertaining content (78.6%), research on brands and products (33.8%),
following up to date with brands and products(33.8%), keeping up to date with news and current affairs (31.6%), connecting with friends and family (16.4%),
posting/sharing of photos or videos (35.4%)
Activities made when using TikTok (PH)
PH Vis-Min
Liked or Commented on videos 41.40% Liked or Commented on videos 39.70%

Followed user or creator accounts 35.30% Followed user or creator accounts 34.90%

Shared a video with friends 25.60% Shared a video with friends 25.40%

Watched a live stream 25.60% Watched a live stream 24.95%

Uploaded Videos 22.40% Uploaded Videos 23%
Used an effect 21.60% Used an effect 21.70%

Used the discover page / searched for Used the discover page / searched for
19.70% 19.40%
something something

Followed brand accounts 16.20% Followed brand accounts 15.30%

Participated in a trend (e.g. using Participated in a trend (e.g. using

14.70% 15.70%
trending sounds and music) trending sounds and music)

Participated in a Hashtag challenge Participated in a Hashtag challenge

7.90% 8.25%
initiated by a brand initiated by a brand
None of these 3.1%% None of these 2.90%

*Q1 2022
INSIGHTS
Vis-Min users are seen to participate more with regards
hashtag challenges initiated by brands, while also
maintaining higher percentages regarding the usage of the
discover page or have searched for something. Similar to
the rest of the PH, the Vis-Min region maintains a high
number of individuals who use TikTok to follow creator
profiles.
LATEST TRENDS IN
TOURISM & HOSPITALITY
LATEST TRENDS IN TOURISM & HOSPITALITY

BLEISURE TRAVEL

The emerging business and leisure travelling segment

poses hotels and its public spaces to be able to cater
to the needs of travellers who are on-the-go—this
includes access to a fast and reliable connection, plug
sockets, and other necessities.

ADVENTURE TOURISM

Adventure is out there, and travellers, ranging from

Baby Boomers to Gen Zs, are looking forward to it,
putting hotels near nature spots at an advantage.
LATEST TRENDS IN TOURISM & HOSPITALITY

WELLNESS TOURISM

Being on top of causes such as mental health and

sustainability are also what hotels have to prepare for,
which include holistic and wellness activities,
farm-to-table food, among many others.

STAYCATIONS ARE HERE TO STAY

Travelling can still be a luxury to others and that is

why staycations are also in demand, making
tourism-driven local destinations the place to be.
LATEST TRENDS IN TOURISM & HOSPITALITY

CONVENIENCE IS KING

These days, it’s all about convenience, which makes

access to mobile check-ins, cashless transactions, and
other smart technologies a bonus point for consumers
to patronize hotels.
UNDERSTANDING
TODAY’S TRAVELERS
UNDERSTANDING TODAY’S TRAVELERS

Hotel Booking Behavior

BOOKED HOTEL RESERVATIONS ONLINE REASONS FOR TRAVELLING OR BOOKING RESERVATION

Insights:
Online mentions reveal Agoda as the preferred platform for hotel reservations, securing the top spot at 21.2%.
Users prioritize relaxation, unique experiences, cultural exploration, and excellent facilities for family and friends.
Seeking coupons, promotions, and booking deals also significantly influence reservation decisions.
UNDERSTANDING TODAY’S TRAVELERS

Travelers today are SMART.

Today's travelers in the Philippines significantly rely on online research and planning for their
vacations, particularly emphasizing:

Accommodation Places to Eat Places to Visit Expenses Itinerary

Choosing based on Searching for Identifying Budgeting by Planning travel
online reviews to top-rated local must-see comparing prices schedules using
find the best value restaurants online. attractions through online. online tools and
and comfort. online resources. reviews.

A study has shown that online travel reviews, especially on platforms like TripAdvisor, play a
crucial role in informing accommodation choices and other travel-related decisions, with
gender and age differences impacting how these reviews are utilized. This underlines the
importance of digital tools in the modern traveler's planning process.
UNDERSTANDING TODAY’S
TRAVELERS
Finding inspiration for things
(e.g. places to visit, things to buy, etc.) 46.2%

are thinking of going for

(domestic) vacations in
the next 3 to 6 months.

source:
UNDERSTANDING TODAY’S TRAVELERS

Travelers today are

DIGITAL-FIRST.
TOP 10 Recent Online Brand Interactions Devices used to Access the Internet

A B C

Smartphone 98.4% 98.4% 98%

Personal PC/Laptop 75.7% 73.6% 57.3%

Television 50.9% 44.9% 34.5%

Tablet Device 45% 37.4% 27.7%

Work PC/Laptop 31.6% 27% 19.4%

Insights:
Using smartphones are still in its peak as data shows that markets A, B, and C shared it as the
top device to use in accessing the internet having a 98% to 98.4% response rate.
UNDERSTANDING TODAY’S TRAVELERS

Reasons for using the Internet Top favorite Social Media Platform

Insights:
Aside from staying connected with their family & friends, the target market’s top reasons for using the internet is
to find information (86.4%) and researching how to do specific things (79.8%) which can be related to home
improvement, cooking, and more.
Facebook (54%) is the top social media platform being used followed by Messenger (24%) and TikTok (13%). It
seems that they spend at least an hour to more than 10 hours of their time on exploring different social media
platforms on an average day.
ROLE OF SOCIAL MEDIA IN TODAY’S
TRAVEL & TOURISM
ROLE OF SOCIAL MEDIA IN TODAY’S TRAVEL & TOURISM

Utilizing Each Platform Differently

Having distinct strategies for each social media platform in marketing is important for:

Audience Tailoring Engagement Optimization Resource Efficiency

Matches content to the Utilizes unique features of Directs efforts towards
specific audience platforms for deeper platforms with the best ROI
demographics of each engagement. for specific goals.
platform.

Message Consistency Creative Opportunities Competitive Advantage

Ensures coherent brand Exploits platform-specific Differentiates brand presence
messaging across diverse tools for innovative marketing by strategically leveraging
channels. campaigns. each platform's strengths.

Given the data showing how today’s travelers are digital-first and how NUSTAR’s content performance is doing
good, putting the right content in the right platforms will maximize the reach even more and centralize the
contents so consumers know where to find the information they need.
ROLE OF SOCIAL MEDIA IN TODAY’S TRAVEL & TOURISM
TikTok significantly
influences vacation
planning in several ways,
leveraging its vast and
diverse content to guide
users through every step
of their travel journey.
● Inspiration and Discovery: TikTok's algorithm personalizes content, allowing
users to discover unique travel destinations, experiences, and activities they
might not find through traditional travel sources. Videos showcasing breathtaking
landscapes, hidden gems, and cultural experiences inspire users to explore new
locations.
● Travel Tips and Hacks: Users share practical advice, from packing tips and travel
hacks to the best times to visit certain places, helping others plan more
efficiently.
● Local Insights: Content creators often share insights into local cuisine, customs,
and etiquette, providing a deeper understanding of the destination's culture and
making the travel experience more immersive.
● Accommodation and Dining Recommendations: TikTok videos often feature
hotels, resorts, and restaurants, giving viewers a firsthand look at where to stay
and eat.
● Itinerary Ideas: Travelers and influencers post videos outlining their itineraries,
including must-see spots and activities, helping others to craft their travel plans.
● Reviews and Experiences: Real-time reviews and personal narratives offer an
authentic glimpse into what to expect, helping users make informed decisions
about their destinations.
ROLE OF SOCIAL MEDIA IN
TODAY’S TRAVEL & TOURISM

Using TikTok
Efficiently
Taking advantage of being the center
of discovery, TikTok can highlight
tourist and local activities,
attractions, food spots, and more.
● What To Do in Cebu
● Must Tries!
ROLE OF SOCIAL MEDIA IN TODAY’S TRAVEL & TOURISM

Instagram aids in vacation planning by:

● Inspiring destinations: Showcasing beautiful, often lesser-known locations

through posts and stories.
Instagram acts as a ● Travel tips and advice: Users share experiences, dos and don'ts, best
comprehensive platform travel times, etc.
for both discovering new ● Accommodation and dining options: Featuring hotels, resorts, and local
places and planning the foods.
logistics of a trip, ● Itinerary ideas: Influencers post detailed travel routes and activities.
leveraging the power of ● Real-time reviews and updates: Up-to-date information on destinations.
● Visual planning tool: Visuals help in making informed decisions based on
visual content and
the aesthetic appeal of places.
community insights.
 ROLE OF SOCIAL MEDIA IN
TODAY’S TRAVEL & TOURISM

Using
INSTAGRAM
Efficiently
Instagram can be a platform
that connects them and
brings the experience to
their market.

● Stories: Build
Relationships with
Your Audience
● Static Feed Posts:
Lifestyle-Driven with
Personalities
● Reels: Tourism-Driven
Contents
● Highlights: General
Information
ROLE OF SOCIAL MEDIA IN
TODAY’S TRAVEL & TOURISM

Using
Facebook
Effieciently
Facebook can play as the
information hub to showcase tourist
attractions and municipality events.
● Static Posts: General
Information
● Reels: Tourism-Driven
Contents
● Facebook Groups: Travel
Discussions
ROLE OF SOCIAL MEDIA IN
TODAY’S TRAVEL & TOURISM

Influencers &
Personalities
THANK YOU!