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Research Outline
Prepared for Cristina M. | Delivered October 1, 2019
Singapore Social Media Use
Goals
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.
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Early Findings
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
o
f
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
S
n
a
p
c
h
a
t
and Instagram
actively ignore branded advertising
. The younger generation in particular is more likely to trust peers and bloggers for information.
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Prepared By
Michelle A.
1090 assignments | 5.0