Singapore Digital Marketing Statistics

Keep up to date with Singapore's latest trends and statistics.

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 80% of the Singapore population (5.5 million) use the internet. (Internet Live stats, 2014)

 Singaporeans of all age groups use the Internet, with most users in the 25 - 34 age range at 31%. 

15 - 24: 28%
25 - 34: 31%
35 - 44: 21%
45 - 54: 13%
55+: 8%
(Statista, 2013)

 Singaporeans have about 3.3 connected devices each, with Smartphones being the most used device.

Smartphone: 85%
Computers: 74%
Tablets: 40%
(Google Barometer, 2014)

 Singaporeans still spend significantly more time on the computer (4h 41m), compared to smartphones (2h 18m) per day. (We Are Social, 2015)

• Singapore has the highest download broadband speed in the world in January 15, 3rd time in a row since November 2014. (Ookla, 2015)

 Singaporeans who make purchases online still prefer using a computer.

Computer: 79%
Smartphone: 17%
Tablets: 4%
(Google Barometer, 2014)

 Singapore has a mobile penetration rate of 152%, with about 8.3m active mobile subscriptions. (We Are Social, 2015)

• Singaporeans from all age group use the internet daily, with 96% of the 25 - 34 age group being the most active.

15 - 24: 93%
25 - 34: 96%
35 - 44: 93%
45 - 54: 75%
55+: 78%
(Google Barometer, 2014)

 Singaporeans engage their phones in many various ways.

Taking photos and videos: 66%
Setting alarm: 61%
To play games: 49%
(Google Barometer, 2014)

 There are current 11.38m broadband users, and 9.98 wireless broadband users. This is way more broadband users then Singaporeans (Asia Digital Marketing Association, 2014)

• 37% of Singaporeans make purchases online, with 55% completing their transactions offline. (Google Barometer, 2014)

 Most Singaporeans use the internet mainly for research purposes before purchasing products offline. (Google Barometer, 2014)

Social Media Marketing

• Singaporeans embrace social media, with 96% of internet users having an account on a social media platform. (We Are Social, 2014)

• Most Singaporeans prefer to use social media on the go.

Smartphones: 69%
Computers: 43%
Tablets: 27%
(Google Barometer, 2014)

 As many as 3.2m Singaporeans are accessing social media through their mobile devices. (We Are Social, 2015)

• Both genders use Facebook almost equally, with 51.7% Males and 48.3% Females that use Facebook between the age group of 15-55+ (Facebook, 2014)

• The Top 5 Facebook brands pages ‘liked’ by Singaporeans are:

1. McDonalds Global
2. McDonalds Singapore
3. Samsung Mobile
4. Flyscoot
5. KFC
(Social Bakers, 2014)

 Singaporeans spend about 2 hours 27 minutes per day on average just on Social Media. (We Are Social, 2015)

• Singaporeans use a wide variety of Social Media sites.

Facebook: 92%
Twitter: 54%,
Google+: 45%
(We Are Social, 2014)

 As evident, Facebook is still the most popular social network with 3.2m active users. (We Are Social, 2014)

 The average number of fans the top 20 brands in Singapore have is 232k on Facebook, and 73k on Twitter. (Social Bakers, 2014)

• Majority of Singaporeans love watching videos in the afternoons and evenings.

Weekday afternoon: 19%
Weekday evening: 38%
Weekend afternoon: 30%
Weekend evening: 39%
(Google Barometer, 2014)

Learn more about Social Media Marketing

Search Marketing

 Singaporeans mostly use the internet to help them make purchasing decision, with the highest percentage using it for comparing choices.

Compare choices: 42%
Immediate purchasing of product: 26%
Looking for opinions and reviews: 25%
Looking for Inspiration: 25%
(Google Barometer, 2014)

 60% of Singaporeans used a Search Engine to help them in the purchase process before they bought their last product. (Google Barometer, 2014)

• Top 10 websites Singaporeans visit comprise mostly search engines and social media sites:

1. Google.com.sg
2. Google.com
3. Facebook.com
4. Youtube.com
5. Yahoo.com
6. Amazon.com
7. Wikipedia.org
8. Qoo10.sg
9. Hardwarezone.com.sg
10. Live.com
(Alexa, 2015)

• Singaporeans tend to Google more on their smartphones.

Smartphones: 77%
Computers: 58%
Tablets: 25%
(Google Barometer, 2014)

• 30% of the total Internet advertising Revenue in Singapore is spent on paid search results. (PWC, 2014)

 96% of smartphone users search in order to find local information from their smartphones. (We Are Social, 2014)

 Singaporeans’ top 10 searches on Google in 2014 in order are:

1. MH370
2. World Cup 2014
3. iPhone 6
4. MH17
5. Robin Williams
6. PSI Singapore
7. Interstellar
8. Jennifer Lawrence
9. Xiaomi
10. Anton Casey
(Google Trends, 2014)

Learn more about Search Marketing

Web Design and Optimization

 If the website is not mobile optimized, 42% of singaporeans would use the site on another device. (Google Barometer, 2014)

 Marketers have used marketing techniques to optimize a better user experience.

Optimizing Email for mobile/browser: 50%
Having a mobile optimized website: 35%
(Statista, 2012)

 28% of Singaporeans would just find another site that work better on mobile. (Google Barometer, 2014)

• 90% of marketers agree that mobile marketing works, with two thirds already incorporating mobile as a regular marketing channel. (Experian, 2013)

• Being mobile optimized is more important then ever as Singaporeans are switching from PC to mobile platforms.

Computers : 56% (-14% from 2014)
Smartphones: 34% (+34% from 2014)
Tablets: 9% (+8% from 2014)
Other Devices: 1% (No change)
(We Are Social, 2015)

Learn more about Website Optimization

Email Marketing

 Singaporeans check their email at least weekly, with most emails checked on smartphones.

Smartphone: 76%
Computer: 60%
Tablet: 21%
(Google Barometer, 2014)

 Singaporeans tend to trust personal advertising such as Emails more than intrusive adverts.

Emails they signed up for: 62%
Search Engines: 47%
Social Networks: 46%
Online Banner: 38%
(Statista, 2014)

Learn more about Email Marketing