Research Outline

Singapore Social Media Use


To understand the most popular social media platforms in Singapore (based on number of users), how people use them (when, where, for what purpose), and how this differs from the rest of the world, in order to guide a future social media campaign.

Early Findings


  • A total of 4.6 million people in Singapore are active on social media, which represents 79% of the total population of the country. This represents a 4.2% drop in users from January 2018 to January 2019.
  • Singaporeans spend about 2 hours 8 minutes on social media each day, with the majority of that activity being dominated by millennials. The total time spent per day is very close to the global average of 2 hours 16 minutes.
  • Singaporeans who are on the internet have an average of 8.8 social media accounts.
  • Twenty-one percent of internet users in Singapore use social media for work purposes.
  • The top five most used social media platforms in Singapore are You Tube (87%), WhatsApp (86%), Facebook (82%), Instagram (59%), and FB Messenger (52%). Twitter. LinkedIn and WeChat also all have at least 1/3 of internet users with an account.
  • Eighty-three percent of people aged 13 or above can be reached with ads on Facebook. This is 42% on Instagram.


  • Twenty-five percent of people in Singapore use Facebook while watching TV.
  • Sixty percent of YouTube users do product research on the platform.
  • Local content is most popular on YouTube in Singapore.
  • "63% of internet-connected Singaporeans use Instagram to socialize with their friends and colleagues through photo and video sharing."
  • Almost a quarter of users on Snapchat and Instagram actively ignore branded advertising. The younger generation in particular is more likely to trust peers and bloggers for information.
Prepared By
Michelle A.
1090 assignments | 5.0