Another look at Philippine Facebook Stats

The last time we did an analysis of PH Facebook stats, the results appeared to surprise some who still believed that Friendster occupied the top dog position in the Philippines, as it still did for the first part of 2009. A quick glance at this Google Trends screenshot shows where things went horribly wrong for Friendster:
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Friendster started off 2009 as clearly the top dog in this three-way race, while Multiply (which also claims the Philippines as one of its strongholds) was almost at par with Facebook.

Facebook traffic surpassed Friendster sometime in August 2009, and just keeps on going. Multiply has been moving along steadily at its distant 3rd place position (its Alexa ranking is #10, just below Twitter.com).

Of course in 2010, Facebook is the undisputed top dog, not only worldwide (500 million users served) but in the Philippines as well. Alexa still ranks it the #1 site in terms of traffic, and it’s PH user base now stands at over 14M (as of today, 14,880,000 exactly, and the Philippines is ranked #8 in the world. We’re just a thousand users less than Canada.)

Other figures in the tale of the tape, from PH stats obtained from Google’s Doubleclick Ad Planner took:

Facebook (May 2010):
Monthly Unique visitors: 9M
Page Views: 5.4 B
Total Visits: 200M
Avg Visits per visitor: 20
Avg time spent on site: 28:20

Friendster (May 2010):
Monthly Unique Visitors: 3.5M
Page Views: 370M
Total Visits: 16M
Avg visits per visitor: 4.6
Avg time on site: 15:30

Multiply (May 2010):
Monthly Unique Visitors: 1.5M
Page Views: 41M
Total Visits: 4.2M
Avg visits per visitor: 2.8
Avg time on site: 11:20
Based on these Ad Planner statistics, I’d say if you’re planning an an online ad campaign, Facebook remains your best bet. Doubleclick also defines Facebook’s “reach” (a stat that roughly combines a percentage of total internet audience with an ideal demographic) at 75.2%, which is uncommonly high. Consider that everyone from your nephew to your Lolo is probably on Facebook, there might be some truth in that. A much more detailed look at Philippine statistics (drilling down to such miscellany as the ratio of male to female users) is available from this page on Facebakers.com.
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