USAGE STATS

• 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.

HOW IT'S USED

•  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.