Due to the continuous increase in Singapore’s total population to about 5.83 million, there has also been a rapid growth in the number of internet users within the country over recent years.
There are about 4.92 million internet users in Singapore in which 4.30 million are active social media users. In addition, the penetration rate for social network and social media users is 72% and 79% respectively (source: We Are Social’s annual The Global State of Digital in 2019 Report).
Eight in ten Singaporeans are active social media users, and this amount is almost double the global average of 45%.
Furthermore, Singaporeans spend at least 7 hours and 2 minutes every day online with 2 hours and 8 minutes for social media platforms.
Over 80% of Singapore’s population use smartphones, resulting to the city-state having one of the highest smartphone penetration rates in the world, among other mobile devices such as tablets and wearable devices.
- Average daily time spent using the internet on any device: 7 hours 02 minutes.
- Average daily time spent using social media via any device: 2 hours 08 minutes.
- Average daily TV viewing time (broadcast, streaming and video on Demand): 2 hours 26 minutes.
- Average daily time spent listing to streaming music: 1 hour 01 minute.
Internet use: Device perspective based on active internet user data, and active use of internet-powered mobile services
- Total number of active internet users: 92 million
- Internet users as a percentage of total population: 84%
- Total number of active mobile internet users: 58 million
- Mobile internet users as a percentage of total population: 79%
Internet users by different perspectives
- Internet world stats: 84 million
- ITU (International Telecommunication Union): 92 million
- World Bank: 92 million
- CIA world Factbook: 68 million
Internet users on different perspectives
- Internet world stats: 4.84 million
- ITU (International Telecommunication Union): 4.92 million
- World Bank: 4.92 million
- CIA world Factbook: 4.68 million
Frequency of internet user
(How often internet users access the internet for personal reasons with any device)
- Every day: 93%
- At least once per week: 5%
- At least once per month: 1%
- Less than once per month: 1%
Device usage
- Mobile phone (any type): 95%
- Smart phone: 91%
- Laptop or Desktop computer: 71%
- Tablet device: 42%
- Television (any kind): 86%
- Device for streaming internet content to tv: 15%
- E-reader device: 4%
- Wearable tech device: 7%
Mobile connection by type
Based on the number of cellular connections
- Total number of mobile connections: 37 million
- Mobile connection as percentage of total population: 144%
- Percentage of mobile connections that are pre-paid: 36%
- Percentage of mobile connections that are Post-paid: 64%
- Percentage of mobile connections that are Broadband (3G&4G): 99% (The Global State of Digital in 2019 Report).
Social Media Marketing
- Mobile subscriptions: 37 million. Percentage of total population is 144%
- Internet users: 92 million; penetration: 84%
- Active social media users: 60 million; penetration: 79%
- Mobile social media users: 20 million with penetration 72%(The Global State of Digital in 2019 Report).
Annual digital growth (from Jan 2018-Jan 2019)
- Internet users: increased by 1.9% which is +93 thousand
- Active social media users: decreased by 4.2% which is -200 thousand
- Mobile social media users: decreased by 2.3% which is -100 thousand
Facebook users in Singapore
- There were 4 430 000 Facebook users in Singapore in September 2019, which accounted for 6% of its entire population.
- The majority of them were men – 51.1%.
- People aged 25 to 34 were the largest user group (1 540 000).
- The highest difference between men and women occurs for people aged 25 to 34, where men lead by 80 000 (Com, September, 2019).
Instagram users in Singapore
- There were 2 005 000 Instagram users in Singapore in September 2019, which accounted for 8% of its entire population.
- Women: 2%
- Men: 8%
- The majority of them were women – 56.2%.
- People aged 25 to 34were the largest user group (810 000).
- The highest difference between men and women occurs within people aged 35 to 44, where women lead by 80 000 (Com, September, 2019).
Messenger users in Singapore
- There were 2 285 600 Messenger users in Singapore in September 2019, which accounted for 5% of its entire population.
- Women: 49.8%
- Men: 50.2%.
- The slight majority of them were men – 50.2%.
- People aged 25 to 34were the largest user group (870 000).
- The highest difference between men and women occurs within people aged 25 to 34, where men lead by 50 000 (Com, September, 2019).
Linkedin users in Singapore
- There were 2 691 000 Linkedin users in Singapore in September 2019, which accounted for 3% of its entire population.
- People aged 25 to 34were the largest user group (1 600 000) (NapoleonCat.Com, September, 2019).
Twitter audience overview
Based on twitter’s total addressable advertising audience
- Number of people that Twitter reports can be reached with adverts on Twitter: 1 million
- Percentage of adults aged 13+ that can be reached with adverts on Twitter: 19%
- Quarter on quarter growth in twitter advertising reach: -0.05%
- Percentage of Its ad audience that twitter reports is Female: 38%
- Percentage of Its ad audience that twitter reports is male: 62%(The Global State of Digital in 2019 Report).
Snapchat Audience overview
Based on Snapchat’s total addressable advertising audience
- Number of people that Snapchat reports can be reached with adverts on twitter: 0 thousand
- Percentage of adults aged 13+ that can be reached with adverts on Snapchat: 11%
- Quarter on quarter growth in Snapchat advertising reach: -21%
- Percentage of Its ad audience that Snapchat reports is Female: 59%
- Percentage of Its ad audience that Snapchat reports is male: 40%(The Global State of Digital in 2019 Report).
Search Marketing
Top 10 websites in Singapore 2019
Rank Website
- google.com
- youtube.com
- facebook.com
- instagram.com
- google.com.sg
- wikipedia.org
- twitter.com
- yahoo.com
- reddit.com
- xhamster2.com
Top 10 websites Singaporeans visit comprise mostly search engines and social media sites:
- Google.com.sg
- YouTube
- Google.com
- Facebook.com
- Yahoo.com
- Wikipedia.org
- Reddit.com
- Live.com
- Qoo10.sg
Top YouTube Search Queries
Search query-index
- Song-100
- Movie-91
- Songs-83
- Full movie-53
- Live-47
- Dance-39
- Singapore-32
- Music-29
- Baby-28
- BTS-26
Trending Searches in Google Last Year (2019 results not out yet)
- World Cup
- Malaysia Elections
- Australian Open 2018
- Najib Razak
- Stan Lee
- Thai Cave Rescue
- Black Panther
- Trump-Kim Summit
- Meghan Markle
- Avengers: Infinity War
The Malaysia elections, which saw the Pakatan Harapan coalition ending the 61-year rule of Barisan Nasional, also came in second on the trending international news list. Former Malaysian Prime Minister Najib Razak came in fourth among trending searches and international news.
The Trump-Kim summit was also on Singaporeans’ minds, as it topped the Singapore news trends. The summit, which was held at the Capella Hotel in Sentosa, was the first-ever meeting between a sitting United States president and a North Korean leader. Tech and electronics exhibitions were also popular among locals, with the Singapore Comex 2018 and IT Show 2018 being the top trending events in Singapore this year. Apple’s new flagship smartphone, the iPhone XS, was No. 1 among trending gadgets.
Singaporeans also had their eyes on superhero movies this year, with Marvel blockbusters Black Panther and Avengers: Infinity War featuring on the list of trending searches (source: straitstimes.com, 2019).
Trending Singapore News searched in Google Last Year (2019 results not out yet)
- Trump-Kim Summit
- Crazy Rich Asians
- GST Voucher
- Polar Bear Inuka
- SG Bonus
- Daryl Aiden Yow
- Budget 2018 Singapore
- Ben Davis
- Asean Summit 2018
- Habitat by Honestbee
Singaporeans prefer to shop online using desktop rather than mobile device, according to the Picodi survey 2019
Based on a survey released by Picodi, Singaporeans prefer to shop online using their desktops (62%) compared to their smartphones (35%). Despite the global blooming of mobile commerce, only 1 out 3 transactions was made with the use of a mobile device in 2018.
On top of that, when Singaporeans do use their phone for shopping, the average order value was only S$96, which is about S$8 lesser than when they use desktops (S$104) and S$25 lesser when using tablets.
Apart from Singapore, other Asian countries that do more desktop shopping compared to mobile shopping are Malaysia (68%) and Indonesia (57%).
However, if we look at countries that have the highest online purchases made with smartphones, Peru tops the chart with 76%, followed by Nigeria (62%) and Thailand (56%). (source: https://www.theonlinecitizen.com)
Web Design and Optimization
Desktop Windows Version Market Share in Singapore – September 2019
- Win10 —72.47%
- Win7—18.31%
- Win8.1—5.07%
- Win8—2.96%
- WinXP —0.47%
- Win98—0.38%
Mobile & Tablet Android Version Market Share in Singapore – September 2019
- 9.0 Pie58.–77%
- 8.1 Oreo9.–85%
- 8.0 Oreo8.–14%
- 6.0 Marshmallow6.–13%
- 7.0 Nougat5.–45%
- 7.1 Nougat5.–36%
Being mobile optimised is more important than ever as Singaporeans are switching from PC to mobile platforms.
|
Mobile Operating Systems |
Percentage Market Share |
|
Mobile Operating System Market Share in Singapore – September 2019 |
|
|
Android |
62.95% |
|
iOS |
36.3% |
|
Samsung |
0.39% |
|
Unknown |
0.18% |
|
BlackBerry OS |
0.15% |
|
Windows |
0.02% |
Source: https://gs.statcounter.com
96% of marketers agree that mobile marketing works, with two thirds already incorporating mobile as a regular marketing channel (Experian, 2019)
Email Marketing
In 2019, many Singaporeans who do manage to go on a holiday still stay connected to work, the survey found. About five in 10 admitted that they tend to stay connected to work during their holidays.
Almost 80 per cent checked their emails or voicemail at least once. Of these, 27 per cent do so at least once a day.
One in three said that they are expected to be available constantly by their supervisors. This is the third highest percentage across the globe, behind India and Malaysia. Source: https://www.todayonline.com
Here’s a summary of the email marketing statistics for 2019:
- The number of active email users is forecasted to reach 4.3 billion in 2022.
- 269 billion emails were sent and received each day.
- Average expected ROI is $32 for every $1 you spend on email marketing.
- 81% of small businesses rely on email as their primary customer acquisition channel, and 80% for retention.
- The average open rate for a welcome email is 82%.
- Emails with personalised subject lines generate 50% higher open rates.
- Sending 3 abandoned cart emails results in 69% more orders than a single email.
- Videos added to your email increase click rates by 300%.
- 49% of consumers would like to receive promotional emails from their favourite brands.
- 49% of all emails are opened on mobile devices.
Source: https://www.oberlo.com/blog/email-marketing-statistics
E-commerce & M-commerce
Financial inclusion factors
- Has an account with a financial insituation: 98%
- Has a credit card: 49%
- Has a mobile money account: 5%
- Makes online purchases and/or pay bills online: 57%
- Percentage of women with a credit card: 49%
- Percentage of men with credit card: 49%
- Percentage of women making online transactions: 57%
- Percentage of men making online transactions: 56%(The Global State of Digital in 2019 Report).
E-commerce activities:
Percentage of internet users who report performing each activities in the past month [survey based]
- Seared online for product or service to buy: 89%
- Visited an online retail store on the web (any device): 87%
- Purchased product or service online 9any device): 73%
- Make an online purchase via a laptop or desktop computer: 47%
- Make an online purchase via a mobile device: 54%(The Global State of Digital in 2019 Report).
E-commerce spend by category
The total annual amount spend on consumer e-commerce categories, in US. Dollars
- Fashion and beauty: $999.0 million
- Electronics and physical media: $1. 080 billion
- Food and Personal care: $647.0 million
- Furniture and appliances: $726.0million
- Toy, Diy & Hobbies: $658.0 million
- Travel (Including accommodation): $3.641 billion
- Digital music: 26.0 million
- Video games: $85 million(The Global State of Digital in 2019 Report).
E-commerce growth by category
Annual Change in the total amount spend on consumer e-commerce categories
- Fashion & beauty: +30%
- Electronics and physical media: +31%
- Food and Personal care: +47%
- Furniture and appliances: +35%
- Toy, DIY & Hobbies: +40%
- Travel (Including accommodation): +7.9%
- Digital music: +11%
- Video games: +16%
E-commerce for consumer goods
- Total number of people purchasing consumer goods via E-commerce: 4 million within +5.3% year on year change
- Penetration of consumer goods e-commerce (total population): 69%
- Value of the consumer goods e-commerce market (total annual sales revenue): $4.110 billion with +35% year on year change.
- Average annual revenue per user of consumer goods e-commerce (Arpu): $1,037 with +31% year on year change. (The Global State of Digital in 2019 Report).
E-commerce spending in context:
Comparing e-commerce spend to point of sale spends, with e-wallet details
- E-commerce spend per capital: $889 US dollar
- Point of sale spend per capital in US dollars: $21,481
- E-commerce spend as a share of retail spend: 4%
- E-wallets’ share of e-commerce spend: 10%
- E-wallets’ share of point of sale spend: 4%
Top Google Shopping Queries: Based on searches
- Adidas: 100 index
- Lazada: 80 index
- Amazon: 60 index
- Ikea: 48 index
- Qoo10: 45 index
- Google: 31 index
- YouTube: 26 index
- Ebay: 19 index
- Q10: 12 index
- Lazada Singapore: 10 index
Connected money
Understanding internet users’ online financial activities
- Use money banking: 64%
- Make mobile payments: 36%
- Purchase Items online using a mobile phone: 54%
- Own some Form of Cryptocurrency: 6.4%
E-publishing
One of the main trends within Social Media Advertising is the progressing monetisation of social networks and messenger apps. The integration of shopping and payment solutions into social networks combined with exact localisation will increase user engagement, conversions and performance of advanced targeting. Besides the growth potential in the field of social networks, an integration or proliferation of advertising spaces within messenger apps such as WhatsApp or Instagram will rapidly increase the revenue potential of current market key players like Facebook.
Ad spending in the Social Media Advertising segment amounts to US$63m in 2019.
Ad spending is expected to show an annual growth rate (CAGR 2019-2023) of 19.0%, resulting in a market volume of US$126m by 2023.
68% of Singaporeans watch videos online not only on YouTube but also on special media platforms such as Instagram and Facebook. This makes video ads one of the best ways to reach out Singapore customers (MediaOne, 2019)
Social media has revolutionised the way Singaporeans communicate with each other and across borders. It has diversified and bettered the approach marketers use on both potential and current clients. For years now, here in Singapore, social media continues to be the best tool for marketers. You can testify to this if you were ‘online’ in the days of Friendster and Myspace.
Having been ranked with the 3rd highest GDP per capita by the UN Human Development Index, this is a clear indication that the economy of Singapore is prospering at a high rate. And, social media sites play an integral role in Singapore’s flourishing economy.
The primary reasons behind the penetration of social media into Singapore’s society include; the prevalence of internet and smartphone use as well as an increase in literacy levels. Currently, the number of internet users in Singapore is 4.83 million. Out of this enormous number, at least 4.71 million of them would rather access social media sites via mobile gadgets such as tablets, laptops, and smartphones. From early last year to date, Singapore has gained a 9% increment in the number of active social media users. Here is an analysis of the social media in 2019 for digital marketers in Singapore.
Additional Info
Over 80% of Singapore’s population use smartphones, resulting to the city-state having one of the highest smartphone penetration rates in the world, among other mobile devices such as tablets and wearable devices.
- Mobile subscriptions: 37 million. Percentage of total population is 144%
- Internet users: 92 million; penetration: 84%
- Active social media users: 60 million; penetration: 79%
- Mobile social media users: 20 million with penetration 72%
Based on a survey released by Picodi, Singaporeans prefer to shop online using their desktops (62%) compared to their smartphones (35%). Despite the global blooming of mobile commerce, only 1 out 3 transactions was made with the use of a mobile device in 2018.
Mobile connection by type
Based on the number of cellular connections
- Total number of mobile connections: 37 million
- Mobile connection as percentage of total population: 144%
- Percentage of mobile connections that are pre-paid: 36%
- Percentage of mobile connections that are Post-paid: 64%
- Percentage of mobile connections that are Broadband (3G&4G): 99%
Mobile connectivity index
GSMA Intelligence’s assessment of key enablers and drivers of mobile connectivity; Out of the maximum possible score of 100
- Overall country index score: 55, out of the maximum possible score of 100
- Mobile network infrastructure: 63, out of the maximum possible score of 100
- Affordability of devices and services: 03, out of the maximum possible score of 100
- Consumer readiness: 40, out of the maximum possible score of 100
- Availability of relevant content and services: 86, out of the maximum possible score of 100(The Global State of Digital in 2019 Report).
Mobile activities
- Percentage of internet users using mobile messengers: 92%
- Percentage of internet users watching videos on mobile: 89%
- Percentage of internet users playing games on mobile: 66%
- Percentage of internet users using mobile banking: 64%
- Percentage of internet users using mobile map services: 83% (The Global State of Digital in 2019 Report).
Mobile apps
Installs vs. usage: A closer look at the number of apps downloaded and installed, compared to the number of apps usage
- Number of mobile apps download during fall year 2018: 4 million
- Total consumer spending on mobile apps during 2018 (US dollars): $399.3 million
Rankings of top mobile apps and games by average monthly active user throughout 2019
Ranking of mobile apps by monthly active users
- Whatsapp messenger
- Facebook Messenger
- Grab
- Carousell
- Spotify
- Telegram
- DBS Digibank
Ranking of mobile games by monthly active users
- Pokemon GO
- Mobile legends: Bang Bang
- PUBG Mobile
- Clash Royale
- Candy Crush Saga
- Rules of Survival
- MapleStory M
- Brawl Stars
- Clash of Clans
- Candy Crush Soda Saga
Mobile app rankings: Downloads: Rankings of top mobile apps and games by the number of downloads
Rankings of mobile games by downloads
- PUBG Mobile
- Jump
- Mobile legends: Bang Bang
- Rules of Survival
- Word Link
- Love Balls
- Brawl Stars
- Toon Blast
- Hole.io
- Happy Glass
Ranking of mobile apps by downloads
- Facebook Messenger
- Grabfood
- Grab
- TikTok
- OFO
- DBS Paylah
- Lazada
Mobile app rankings: Revenue
Ranking of mobile apps by revenue
- Netflix
- BIGO LIVE
- Tinder
- Smule
- Carousell
- Viu
- 17-Your Life’s Moments
- Google Drive
- Coffee Meets Bagel
Ranking of mobile games by revenue
- Mobile legends: Bang Bang
- Slotomania
- Lords Mobile
- Pokemon GO
- Be the King
- MapleStory M
- Summoners war
- Lineage 2: Revolution
- Dragon Nest
- Clash Royale
In 2019, many Singaporeans who do manage to go on a holiday still stay connected to work, the survey found. About five in 10 admitted that they tend to stay connected to work during their holidays (The Global State of Digital in 2019 Report).
Almost 80 per cent checked their emails or voicemail at least once. Of these, 27 per cent do so at least once a day.
The total annual amount spend on consumer e-commerce categories, in US. Dollar fashion and beauty: $999 million, electronics and physical media: $1.080 billion, food and Personal care: $647 million, furniture and appliances: $726 million
Average daily Time spend using the internet via any device: 7 hours 02 minutes. Average daily Time spend using social media via any device: 2 hours 08 minutes. Average daily TV viewing time (Broadcast, Streaming and Video on Demand): 2 hours 26 minutes. Average daily time spend listing to streaming music: 1 hour 01 minute.
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