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Singapore Digital Marketing Statistics 2021

Keep up to date with the latest digital marketing statistics.

General Internet Statistics

  • Singapore has a 88% Internet penetration rate. Out of the 5.83 million population, 5.14 million people use the internet (We Are Social x Hootsuite, 2020).
  • Singaporeans of all age groups use the Internet, with most users in the 15 - 34 age range at 100%.

7 - 14: 96%

15 - 24: 100%

25 - 34: 100%

(Data Government, 2018).

35 - 49: 98%

50 - 59: 88%

60 and above: 55%

  • Share of population that owns digital devices in Singapore as of Q3 2019 according to device: 

Laptops and desktops 78%

Mobile phones 96%

Tablet devices 47%

(Statista, 2019).

  • About 93% use the Internet everyday. On average, Singaporeans are on the internet for seven hours and nine minutes every day (We Are Social x Hootsuite, 2018).
  • 100 percent of internet users between the ages of 15 and 34 were accessing the internet every day (Data Government, 2018).
  • Singaporeans engage their phones in many various ways. Percentage of the total population (adult internet users):

Use a search engine 64%

Visit a social network 62%

Play games 24%

(We Are Social x Hootsuite, 2018).

Watch videos 56% 

Look for product information 39%

  • Speedtest data as of August 2020 shows that Singapore has an average fixed broadband download speed of 218 Mbps (Statista, 2020).
  • There has been an increase of 62% in mobile usage in 2020 (Unruly, 2020).
  • The most used device for online transactions is computers, with 62% and followed by smartphones at 35% and tablets at 3% (Picodi, 2019).
  • Singapore ranks 2nd in mobile connectivity with a score of 86.6 in the global connectivity index 2020, trailing behind Australia which scored 88.4 (Straits Times, 2020).
  • Total number of mobile connections 8.61 million
  • Mobile connections as a percentage of total population 150%
  • Percentage of prepaid mobile connections 39%
  • Percentage of postpaid mobile connections 61%
  • Percentage of mobile connections that are broadband (3G/4G) 100%
    (We Are Social x Hootsuite, 2018).
  • There are currently 11, 485, 100 broadband users (includes all retail broadband Internet access subscriptions (i.e., for connection speeds equal to, or greater than, 256 kbit/s, in one or both directions) provided via wireless platforms such as 3G, 3.5G/HSDPA, 4G/LTE, WiMAX or its equivalent and Wi-Fi hotspots (including Wireless@SG subscriptions) and 9, 971, 700 total wireless broadband (IMDA, 2020).
  • 2 in 5 consumers (44%) are playing more online games, followed by social network activities (38%) and online video streaming (36%) (Nielsen, 2020).

Social Media Marketing

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

1. Ministry of Villas 
2. MDSCollections
3. Flyscoot

(Social Bakers, 2021).

  • In 2020, 58% of Singaporeans have increased time watching online videos while 57% have increased time on social media (Unruly, 2020).
  • The most popular social media sites in Singapore are Facebook (3.5 million),  LinkedIn (2.7 million), Instagram (2.1 million) and Twitter (1.37 million). Most users visit these platforms to stream video content (Statista, 2020).
  • Facebook reports that 3.7 million Singaporeans can be reached with adverts while Instagram reports that 2.10 million Singaporeans can be reached with adverts (We Are Social x Hootsuite, 2020).
  • Facebook Pages Stats in Singapore:

1 Aaron Aziz
2 Thomas Ong
3 CNA

(Social Bakers, 2020).

4 Lawrence Wong
5 Josephine Teo

Search Marketing

  • The market's largest segment is Search Advertising with a market volume of US$359m in 2021 (Statista, 2021).
  • Singaporeans’ top 10 searches on Google in 2021 in order are:

1. Google.com.sg
2. YouTube
3. Facebook.com
4. Yahoo.com
5. Netflix.com
6. Wikipedia.org

(Alexa, 2021).

7. Myshopify.com
8. Amazon.com
9. Live. com

10. Reddit

  • Mobile phones and smartphones are the most used devices for browsing the Internet, used by 95% and 91% of the population, respectively (Singapore Business Review, 2018).
  • Top 10 websites Singaporeans visit comprise mostly search engines and social media sites:

1. US Election 2020
2. Student Learning Space (sls)
3. Coronavirus
4. Google Classroom 
5. Zoom 
6. NBA

(Google Trends, 2020).

7. Google Meet 
8. Joe Biden
9. Kobe Bryant
10. English Premier League 

Web Design and Optimization

  • E-commerce platforms in Singapore experienced a two-digit growth (23%) in total web visits (desktop & mobile web) throughout the first half of 2020, signifying a strong consumer confidence in e-commerce retail and further growth in the digital economy (iPrice, 2020).

Email Marketing

  • On average, every $1 spent on email marketing, the expected return of the investment is $51 (Super Office, 2019).
  • The average email marketing behaviour in Singapore:
    Open rate: 11.89%
    Click-through rate: 2.10%
    Click-to-open rate: 17.64%
    Unsubscribe rate: 0.11%
    Spam rate: 0.01%
    (GetResponse, 2019).


E-Commerce & M-Commerce

  • Since the pandemic, 46% of 18-24 year olds are spending a lot more money on home entertainment (Unruly, 2020).
  • Over 40% of Singaporeans are spending more on takeaways on online groceries in 2020 (Unruly, 2020).
  • The most popular items bought online are food deliveries, clothing, groceries, travel and home & garden (Picodi, 2019).
  • There are currently 3.12 million eCommerce users in Singapore, with an additional 998,000 users expected to be shopping online by 2021. Four years from now, these 4.11 million eCommerce users will spend an average of 1234 USD online (eShopworld, 2018).
  • Total Singaporean eCommerce revenue across all product categories is 3.3 billion USD, and is expected to grow to 5 billion USD by 2021. Electronics and Media is currently the leading product category in Singapore, accounting for 918.1 million USD market share, followed by Toys, Hobby & DIY, which generates 843.7 million USD in sales (eShopworld, 2018).
  • In 2020, there has been an increase of online shopping activities (37%) with a decline of shopping in brick & mortar stores (31%) and consumers visiting malls (50%) (Nielsen, 2020).
  • COVID -19 has heavily impacted consumer behaviour, with a rise of 161% of online revenue in restaurants and delivery services and online investments transactions by 212% (Accenture, 2020).
  • Top industries that have noticed an increase of both online transactions and revenue in 2020 are Insurance (71%), Investments (73%), Beauty & Cosmetics (44%) and Luxury (94%) (Accenture, 2020).
  • Percentage of internet users aged 16 to 64 based on online shopping activities: 

Searched online for a product or service to buy: 87%

Visited an online retail store on the web: 89%

Purchased a product online: 74%

Made an online purchase via laptop or desktop computer: 41% 

Made an online purchase via a mobile device: 51%

 (We Are Social x Hootsuite, 2020)

  • Top E-commerce sites in Singapore in 2020:

1. Shopee (10.88 million visits) 

2. Lazada (8.57 million visits) 

3. Qoo10 (7.45 million visits) 

4. Amazon (3.65 million visits)

5. EZBuy (1.68 million visits)

6. Courts Singapore (1.17 million visits)

7. Zalora (0.94 million visits)

8. eBay (0.87 million visits)

9. Forty Two (0.33 million visits) 

10. Reebonz (0.33 million visits) 

 (Statista, 2020)

  • Survey showed that the pandemic has drove a higher penetration of online shopping for FMCG products (personal care, home care, beverages and packaged food), with 7 in 10 consumers shopping online to stock their pantry (Nielsen, 2020)
  • 69% of consumers bought household goods online in March 2020, and have reported to continue online shopping in the coming future (Nielsen, 2020).


E-Publishing

  • Digital Advertising in Singapore spending is expected to hit $965 million by the end of 2021 (Statista, 2021).
  • 52.4% of digital marketers are the sole digital marketer in their company/department. 11.4% are in a team of 6 or more within their organisations (CoolerInsights, 2018).
  • Only 1.6% of digital marketers say that they are good at social media marketing. 45.9% say that they are average skills in social media marketing (We Are Social x Hootsuite, 2018).
    • More than 50% of 18-24 Singaporeans prefer brands to communicate to them via advertisements on social media, while 36% prefer online video (Unruly, 2020).
  • The average revenue per user (ARPU) currently amounts to US$1,296.47 in Singapore (Statista, 2018).

Additional Info

  • 78% consumers here said that they are more likely to support homegrown brands in the future (Today Online, 2020).
  • Singaporeans spent an average of $113 online during the unprecedented period from Jan to June 2020. The average basket size increased by 51% when compared to the same period of 2019 (iPrice, 2020).
  • Shoppers spent an average S$150 on Singles’ Day, recording a 67% increase in 2019 as compared to previous years (2017 & 2018) (iPrice, 2020).
    • Survey showed that 6 in 10 Singapore residents were confident in making online transactions. The highest confidence was seen among the 25-34 years old (72%) while for the 60 and above were the least confident (42%) (IMDA , 2019).
      • The study revealed that mobile phones and smartphones are the most used devices for browsing the Internet, used by 95% and 91% of the population, respectively. Meanwhile, 71% use laptop or desktops, 42% use tablets, 86% use the television, 15% use a device for streaming internet content to their TV, 4% use an e-reader device, whilst 7% use a wearable tech device (We Are Social x Hootsuite, 2018).
  • About 89% of residents households had computer access, and about 98% households with school-going children had computer access at home. (IMDA, 2019).


  • The highest number of transactions in 2019 was in November, which amounts to 16.9% of all annual transactions (Picodi, 2019).


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