Singaporeans are one of the most active social media consumers in the world. The landscape of social media in Singapore is ever-changing. We have put together an infographic about social media in Singapore (usage statistics) to help you in planning your social media strategy and selecting the right platform available at the right time to achieve the greatest strategic impact for your business.
Social Media is here to stay and we can expect social media to continue evolving. By following up closely with these trends, you can actually peek into the future to see what are the up-and-coming social media platforms and how you can tap on them for brand building and marketing.
As the total population in Singapore continue to increase to about 5.638 million (Statistics Singapore), the number of internet users also increase rapidly over the years. Out of 4.59 million of the Singaporeans who are internet users (from Statista), 3.3 million of them are active mobile social media users (from eMarketer, 2018). The penetration rate for social media and social network users is 85% (from Facebook) and 62.58% (from Statista) respectively (2018).
The demographic breakdown of internet users:
- Under 25 years: 96%
- 25 – 34 years: 97%
- 35 – 44 years: 98%
- 45 – 54 years: 90%
Over 55 years: 82% (from consumerbarometer, 2018)
The behaviour of internet users:
Seven in 10 Singaporeans are active social media users and this amount is more than double the global average of 34% (from Hootsuite, 2017). The average amount of time spent on the Internet by children is 35hrs/ week which is 3hrs more as compared to the global average. Furthermore, mobile phone owners tend to spend an average of 45hrs/ week online (from Global DQ Index Report, Feb 2018). This could be due to the fact that the majority of Singaporeans use the Internet for research purposes prior to any purchase of product offline. 41% of them purchase online while only 29% purchase offline (from consumerbarometer, 2018).
What Type of Marketing Are You Looking to Execute for 2019?
Social Media Ranking:
Have you ever wondered which social media platform is the most viewed website in Singapore? We have gathered the following ranking list for you.
Singapore top website
(from alexa, 2018)
- 2nd YouTube
- 4th Facebook
- 8th Instagram
- 12nd WhatsApp
- 18th Twitter
- 21st LinkedIn
- 26th Tumblr
According to Global Web Index, the top social media platform will be WhatsApp with a penetration rate of 73% while YouTube and Facebook follow closely behind it.
Penetration of leading social networks in Singapore
(from Global Web Index, 3rd Quarter, 2017)
- WhatsApp (73%)
- YouTube (71%)
- Facebook (70%)
- Instagram (44%)
- Facebook Messenger (42%)
- Google Plus (29%)
- Skype (26%)
- Twitter (25%)
- LinkedIn (24%)
- WeChat (24%)
- Line (22%)
- Pinterest (20%)
(from Facebook ad manager, 2018)
- Total number of Facebook users in Singapore is 4.8 million (2018)
- 2% of Singapore Facebook users are aged between 13 to 17 years old (2018)
- 16% of Singapore Facebook users are aged between 18 to 24 years old (2018)
- 35% of Singapore Facebook users are aged between 25 to 34 years old (2018)
- 21% of Singapore Facebook users are aged between 35 to 44 years old (2018)
- 13% of Singapore Facebook users are aged between 45 to 54 years old (2018)
- 8% of Singapore Facebook users are aged between 55 to 64 years old (2018)
- 5% of Singapore Facebook users are aged 65 years old and above (2018)
(from eMarketer, 2016)
- 27% of Singaporeans use Twitter (2016)
- The number of active Twitter users in Singapore is expected to reach 0.5 million (2018)
- 56% of Singapore Twitter users are aged between 15 to 24 years old (2016)
- 28% of Singapore Twitter users are aged between 25 to 34 years old (2016)
- 19% of Singapore Twitter users are aged between 35 to 49 years old (2016)
- 16% of Singapore Twitter users are aged 50 years old and above (2016)
(from eMarketer, 2018)
- 73% of Singaporeans are WhatsApp users (2019)
- 4 million mobile users in Singapore choose it as their most used app (2019)
(from eMarketer, 2016)
- 51% of Singaporeans use Instagram (2016)
- 87% of Singapore Instagram users are aged between 15 to 24 years old (2016)
- 64% of Singapore Instagram users are aged between 25 to 34 years old (2016)
- 39% of Singapore Instagram users are aged between 35 to 49 years old (2016)
- 30% of Singapore Instagram users are aged 50 years old and above (2016)
Snapchat
(from eMarketer, 2016)
- 62% of Singaporeans use Snapchat (2016)
- 62% of Singapore Snapchat users are aged between 15 to 24 years old (2016)
- 20% of Singapore Snapchat users are aged between 25 to 34 years old (2016)
- 6% of Singapore Snapchat users are aged between 35 to 49 years old (2016)
- 8% of Singapore Snapchat users are aged 50 years old and above (2016)
YouTube
(from YouTube internal data and Kantar TNS Connected Life Study, 2016-2017)
- The total number of YouTube users in Singapore is more than 4 million (2016)
- Four out of five Singapore’s internet users select YouTube as their preferred choice to watch videos as compared to other platform (2016-2017)
- More than 60% of Singaporeans watch YouTube from mobile devices (2017)
- Internet users watch an average of 2 hours of online video per day (2016-2017)
- 45% of the users prefer YouTube over TV
- 60% of the users find that YouTube is useful when researching for products prior to any purchase (2016)
- 90% of the users aged between 16 to 34 years old watch at least once per month (2016)
- 87% of the users aged between 35 to 60 years old watch at least once per month (2016)
(from LinkedIn, 2018)
- Total number of LinkedIn users in Singapore is more than 2.3 million
- 66% of Singaporeans use LinkedIn
- 13% of Singapore LinkedIn users are aged between 18 to 24 years old
- 52% of Singapore LinkedIn users are aged between 25 to 34 years old
- 48% of Singapore LinkedIn users are aged between 35 to 49 years old
- 57% of Singapore LinkedIn users are aged 50 years old and above
- 64% of Singapore LinkedIn users did not indicate their age
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