More Filipinos in rural areas are getting connected online while continuously engaging with traditional media: report

Manila, Philippines — A recent nationwide survey on rural audiences has revealed that Filipinos living outside major cities are increasingly connected online while continuing to engage with traditional media such as radio and television.

According to the study conducted by Nielsen, the findings show that 91% of rural Filipinos now own a smartphone, with 87% reporting access to the internet. This marks a significant shift in connectivity, narrowing the digital gap between urban and rural populations, with rural Filipinos representing an estimated 46% of the national population, or about 38.4 million people.

Despite this digital growth, radio and television remain central to rural life. AM radio, in particular, continues to have a stronger listener base in rural communities than in urban areas, suggesting that broadcast media still serves as a vital communication channel. Television dramas from other Asian countries also appear to resonate more with rural viewers than with city audiences.

Moreover, consumer habits in food and drink were also found to differ by geography. Powdered juice and coffee were cited as more commonly consumed in rural households compared with those in urban settings.

According to the data, these behavioural insights provide opportunities for marketers and advertisers to design campaigns that reflect the unique media and consumption habits of rural Filipinos, particularly as connectivity expands and entertainment choices diversify across the country.