Note: This blog is based on the Global Digital Report 2024 – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Changing World of Digital in 2024. Download the Global Digital Report 2024 and the Global Digital Report 2023 for free.
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In a technologically savvy metropolis like Singapore, keeping up with the ever-changing digital world as we enter 2024 is essential. Thanks to its highly connected population and digitally proficient consumers, Singapore is home to a wide online audience with the potential to be reached through strategic digital marketing and social media engagement. We look at the most recent social media statistics for Singapore in 2024, and we see how these sites are changing and impacting anything from everyday conversations to effective advertising campaigns.
With such a wide range of social media tools, Singaporeans remain in touch with international tech trends. Comprehending these developments is more essential than ever for anybody hoping to interact with a highly digital audience, whether an influencer, marketer, or company owner. In addition to showcasing important trends, this updated overview for 2024 dives into the strategic uses of social media to boost your brand's growth and propel expansion in the Lion City. Discover how social media has shaped Singapore's flourishing online economy and how it has made a lasting mark on the rest of the world.
In this article, we'll look at the numbers and metrics that matter for Singapore's ever-evolving digital media landscape.
Table of Contents
Population essentials in Singapore
Internet usage statistics in Singapore
General social media statistics in Singapore
Social media usage statistics in Singapore
Mobile usage statistics in Singapore
Ecommerce statistics in Singapore
Digital marketing statistics in Singapore
What's ahead for social media in Singapore in 2024?
Population essentials in Singapore
As we enter 2024, Singapore—a country that is transforming itself to become a Smart Nation—has continued raising the bar for digital adoption. The country's population has grown slightly to 6.03 million, a rise of 0.6%. The country is completely urbanized with a dense population, and technology is integral to people's everyday lives.
Singapore's 9.78 million cellular mobile connections show a penetration rate of 162.2%, with many of its people owning more than one mobile line. With a 4.9% increase over last year, mobile connection has undoubtedly become increasingly vital in Singaporean society and its economy, attesting to the widespread use of mobile devices.
With 5.79 million people, or 96% of the population using the internet, Singapore's internet usage is also rising. At a slight increase of 0.6% over the previous year, this nearly universal internet use has supported every aspect of the country's smart nation initiatives—from commerce to healthcare, education, and even travel.
The people of Singapore have also continued to rely on social media, as the number of verified social media entities has increased to 5.13 million, up 1.0% from the previous year. This figure, which is 85% of the population, demonstrates how pervasive social networks are in the daily lives of Singaporeans.
These general statistics show us a very linked society and provide us with a look at the opportunities that companies, content creators, and social media influencers have in a market where almost everyone is online. In the Singaporean digital landscape this 2024, social media has grown rapidly, influencing how Singaporeans communicate, shop for goods and services, and build communities.
Males form slightly more than half of the population at 52.2%, while females comprise 47.8%, indicating Singapore's well-balanced gender demographics. With a population median age of 43.1 years, Singapore's population leans towards the more mature side of the spectrum. The demographics reflect many parts of Singapore's online dynamics, shaping its digital consumer market and social media usage statistics.
As mentioned, Singapore is a city-state free of any rural areas, with its urban population at 100% saturation, which is a big reason for its advanced technological development. Singapore is known for its high living standards, maintained through constant innovation in infrastructure, real estate, transportation, and social services. An increasingly digital and convenient way of life is being shaped by this increasing reliance on technology - and as we'll see later, Singaporeans have significantly relied on digital transactions for these kinds of services.
The high literacy rate in Singapore is evidence of the quality of its education system and an indicator of the preparedness of its workforce to participate in modern forms of online communication, with males at 98.5% literacy and females at 95.8%.
For example, a highly educated and urbanized populace is representative of a customer base comfortable with online shopping and navigation—skills essential for businesses seeking to reach this demographic.
Internet usage statistics in Singapore
Statistics on internet usage from the previous year show that 5.79 million Singaporeans use the internet, which is 96% of the population. Even though the number of people using the internet has increased by 0.6% year-over-year, the average amount of time spent daily has decreased slightly. Singaporeans now spend 6 hours and 49 minutes online daily, 2.2% less than last year and 9 minutes fewer than the year before.
The internet habits of Singaporeans in January 2024 reveal a distinct preference for some web-based across the internet. Chat and messaging systems are leading the way, with 97.5% of Singaporeans using these services. This means immediate communication is very important in Singapore, whether for personal or business matters. Also, social networks are a big part of Singaporeans' online lives; 95.8% of users regularly visit these sites as part of their day to day. As we'll elaborate later, Singaporeans perform many of their daily tasks online, and being able to meet with others, share knowledge, and have fun are made possible by social media, as shown by this high participation rate. On the other hand, 85% of internet users go to search engines or websites as their main way to find information, study, and get around the vast internet.
Together, these numbers show how important Singapore's online environment is and how much people depend on digital platforms for daily exchanges and information usage. Knowing how connected almost all its people are, understanding the heartbeat of public opinion in Singapore through effective social media listening is key to developing social marketing campaigns that work.
At 62.7%, finding information is the top use, highlighting how the internet serves as a resource for quick access to a worldwide database of information. Singaporeans use extensive online information to learn, improve themselves, and make smart choices in a world of data.
Meanwhile, the need to be up-to-date on current events and news is a major driver for 54.5% of internet users. In this age of instant information sharing, an educated public such as Singapore’s requires to be informed of international and local events via the internet.
The 54.3% who say they research how to do things have a proactive attitude to learning and personal growth. Because of the abundance of varied information, instructional videos, and DIY tips available online, people can improve their skills and knowledge independently.
As the social glue that holds the community together, 50.4% of users use the internet to stay connected with loved ones. The internet offers a practical and effective way for people in fast-paced cities like Singapore to stay in touch with loved ones no matter where they are. 49% of internet users engage in entertainment online, demonstrating a strong preference for digital media and recreational pursuits.
Ultimately, the way people in Singapore use the internet reveals a society that is highly dependent on technology. They appreciate the convenience of reading the latest news, learning at their own pace, staying in touch with friends and family, and enjoying various online entertainment options.
General social media statistics in Singapore
5.13 million user identities have been recorded, making up 85% of Singapore's population as of 2024. Although the identities of social media users did not rise this past quarter, there was a constant 1% increase over the previous year.
Singaporeans spend an average of 2 hours and 14 minutes on social media platforms. On top of that, the variety of platforms is rather remarkable; Singaporeans use 6.9 social network platforms each month on average, spreading this relatively short amount of time to serve multiple facets of daily life, from staying connected with acquaintances, being familiar with the latest news, and keeping up with the latest trends online.
In terms of gender dynamics in social media usage, females account for 47.2%, and men account for 52.8% of total social media identities. Communities and the material they provide. In Singapore, most social media users are adults, as 87% of all accounts belong to those aged 18 and over. Finally, 88.6% of internet users are active on at least one social media platform, proving that for most people who use the internet, social media is an integral part of their daily routine. Social media and internet use go hand in hand, meaning these platforms are pivotal for online engagement across a digitally connected Singapore.
First and foremost, 43.4% of users use social media to stay in contact with loved ones. In an age when digital communication often enhances or replaces conventional face-to-face encounters - especially in the corporate setting - this highlights the platforms' critical function in cultivating and sustaining human connections.
The next most popular is filling spare time, as 35.5% of social media users say they use these sites for recreational purposes. Reading news stories is also one of the primary activities for 32.6% of Singaporeans on social media. Singaporeans keep up with local and worldwide news in real-time using social media platforms, particularly in the global community, where headlines are always developing and fast-moving.
The significance of keeping up with trends, public opinion, and social discourse is also shown by the 28.7% of social media users actively participating in seeing what others are talking about. When popular topics, ideas, and videos become viral, they show relevant trends and social chatter that Singaporeans can listen to and interact with each other about.
Also, 26.4% rely on social media to discover material like articles and videos. By catering to each social media user's unique tastes and habits, platforms like Facebook and TikTok provide a tailored entrance to a wealth of knowledge and enjoyment. Social media usage in Singapore reflects the distinctive social constructs of this digitally-empowered nation.
Social media usage statistics in Singapore
Singaporeans spend their time on various social media platforms for many reasons, with some being favored over others. On average, users spend 33 hours and 23 minutes each month on TikTok, making it the most popular app in terms of time spent. This is a sign of the platform's addictive appeal, which is driven by its short-form content that caters to users' fast-paced consumption patterns and the simplicity of making and sharing material that goes viral.
Next on the list is YouTube, where social media users spend an average of 27 hours and 39 minutes each month. Singaporean viewers are still very interested in the platform's vast content holdings, which include any interest users can think of when spending their leisure time or learning something new.
With an average of 16 hours and 7 minutes spent on Facebook every month, It is still a mainstay in the digital diet. Because of its versatility as a place for Singaporeans to do everything they need on social media—whether to connect, read, or enjoy various forms of media—Facebook continues to be popular even with the rise of the global phenomenon of TikTok.
Singaporeans rely on WhatsApp to make personal and business connections daily. With 16 hours and 3 minutes of usage every month, WhatsApp is a main tool for communication, facilitating fast text exchanges, phone calls, and video chats with anyone, from loved ones to business partners and workmates.
Instagram users spend 10 hours and 26 minutes monthly engaging with the app. The platform’s combination of visual material, narrative, and social interaction, combined with its increasing involvement in social commerce through its influencers, contributes to its success.
Based on these social media statistics, Singaporeans spend much time on engaging, visually appealing, and flexible platforms. Platforms that give users a way to communicate and a wealth of information that may educate, inspire, and amuse them are becoming more popular.
Top Social Media Platforms in Singapore
With 74.7% of Singaporeans using it for communication, WhatsApp is social media's most popular platform. Facebook and Instagram follow, with 72.7% and 60.3% monthly usage, respectively. The social component of online interaction is met by these two platforms, which provide areas for exchanging images, daily updates, and life experiences. Integrated communication options offered by their built-in messaging systems, such as Facebook Messenger and Instagram Direct, further ease remaining connected with loved ones.
TikTok, the social media platform where its users spend the most time every month, is used by 52.5% of Singaporeans; it isn't just a chat medium but a platform for Singaporeans to remain aware of the latest trends. Telegram, another messaging service, is utilized by 43.5% of the population, demonstrating a desire for interaction among Singaporeans. Users who prioritize privacy and uninterrupted connection will like Telegram's advanced features, which specialize in speed and security.
As we mentioned, keeping in contact with loved ones is the most common reason Singaporeans use social media, and these platforms' main use as instant messaging applications fits right in with that. Two of the top five applications are texting alone, while the others also include features that let users interact with others and exchange media. In a fast-paced and digital culture like Singapore's, the need for immediate and dependable ways of interaction is becoming increasingly apparent.
Again demonstrating the significance of social media in sustaining and cultivating personal ties, the most followed accounts are those of friends, family, or people they know, accounting for 43.5% of all profiles. 23.3% of people follow culinary accounts, including those of eateries, chefs, or food celebrities. Sharing food and trying new restaurants is an important element of Singaporean society, and this passion reflects the culinary melting pot that comes with the country's culture.
Actors, comedians, and other entertainers also attract a large audience, as 21.5% of social media users follow them. Meanwhile, 20.3% of users follow influencers or other experts who create content about anything and everything that Singaporeans can fill their spare time with. By providing insights, evaluations, lifestyle inspiration, or simply just comedy and entertainment, influencers and experts on social media may alter customer decisions, as we'll see later on when we discuss the impact of social influencers on e-commerce.
Finally, 20.3% of the following are TV programs or channels, establishing media having made the leap into social media, where they can connect with a wider audience via real-time, user-generated content and other online mediums based on current social chatter.
The types of accounts social media users in Singapore follow highlight the multi-purpose nature of social media in Singapore, where users find inspiration, knowledge, and amusement, among other things.
When looking at the available data, there is no denying the dominant position of TikTok in Singapore's social media landscape heading into 2024. From an advertising standpoint, TikTok has seen a significant increase in ad reach among social media platforms, rising by 41.4%, or around 989,000 more users from the previous year. Such an increase highlights how TikTok is doing more than just growing—it's booming—as arguably the most popular social media platform in Singapore. For brands hoping to attract TikTok users, this change represents a promising new potential to engage an expanded Singaporean audience.
Furthermore, these statistics show that 56% of Singapore's population gets hit by TikTok ads, giving the app a potential ad reach of 3.38 million. In terms of adult and gender demographics, 65.2% of users aged 18 and over have adopted TikTok for ad reach, while its gender breakdown is almost even, with 49.3% female and 50.7% male ad reach.
These numbers demonstrate how valuable TikTok is for companies looking to advertise in the Singaporean digital market. With its attractive content and excellent user base growth rates, it offers companies a unique chance to interact with a constantly expanding online audience. In Singapore, the dynamic platform of TikTok is becoming an integral part of current digital marketing strategies to raise brand recognition and promote products.
Despite not topping any social media statistics, such as usage or popularity, X (formerly Twitter) has the most broad advertising reach of any of Singapore's popular social media platforms. Thanks to its potential ad reach of 5.88 million, X can influence the whole nation, representing 97.5% of its total population.
At first look, X's 101.6% ad reach relative to all internet users may raise eyebrows; even if this figure points to how ads potentially reach the same user through their multiple X accounts, it still stands above other platforms. X's ads can reach almost all internet users in Singapore, which shows how wide the platform's reach is, making it a top choice for digital marketing efforts to reach the widest potential online audience.
When we examine the platform's expansion, we find that X's ad reach has increased by 6% over the past year, increasing the total number of users by 331,000. Demographic data shows that X ads reach a disproportionately large number of men, making up 71.3% of all X ads hit by users aged 18 and up. Compared to the whole male population, that number spikes up to 149.4%, which sums up the online audience of the social media platform; according to these statistics, X's ads can target all males above 18 years old - and their multiple accounts.
X may not have the highest number of active users, but these numbers show that it can be a social media platform that businesses can utilize to hit a vast and specific Singaporean target audience.
According to the demographic breakdown of Meta's ad viewership in Singapore as of January 2024, 25-34-year-olds had the largest reach, with men making up 15.9% and females 15.8% of this age group. After that comes the 35-44 age bracket, where men comprise 11.3% and females 11.9%. Meanwhile, Singapore's social media audience in the 18–24 age bracket comprises 7.1% of males and 9% of females, making them the third biggest demographic.
As we’ll see in a few sections, the digital age in Singapore is characterized by a sophisticated e-commerce ecosystem where Millennials and Generation X are significant and financially empowered internet users. This trend indicates an online customer base that values ease, affordability, and value and uses the internet to its full potential to improve their lives, especially reflected in tourism, health and wellness, transportation, and digital media sectors. Financially secure and technologically savvy, these populations are fueling a rise in net spending on these necessities.
Mobile usage statistics in Singapore
Singapore's mobile use in 2024 still indicates the country's high level of connectivity. With a penetration rate of 162.2%, the number of cellular mobile connections has reached 9.78 million, more than the entire population. This further demonstrates the importance of mobile technology in Singaporeans' lives since many utilize multiple mobile connections, with almost every other Singaporean having more than one.
There has been a rise of 459,000 connections, or 4.9%, in mobile connections in Singapore over the last year. With 99.3% of these connections having broadband, high-speed internet is widely available, which is crucial for today's consumers who want consistent and speedy connectivity.
The typical Singaporean spends 4 hours and 31 minutes on their mobile phone daily. The distribution of mobile time across different app categories is varied: Singaporeans spend 33.2% of their mobile time on entertainment apps, just slightly ahead of social networking applications at 29.5%. Meanwhile, apps that help with productivity take up 15.8% of mobile time. With 11.9% of all smartphone time spent on mobile games, it is clear that Singapore has a strong gaming culture and that using mobile devices as a main source of enjoyment is common.
To make up the rest of their mobile usage, Singaporeans use their cell phones for various other activities, including shopping, which accounts for 2.6%, general web scrolling, at 6.2%, and various other applications.
Ecommerce statistics in Singapore
With massive expenditure growth across various consumer goods categories, Singapore's e-commerce business is booming in 2024. With expenditure reaching $1.41 billion, up 5.4% from the previous year, electronics has the highest online spending among these categories. Similarly, the fashion industry continues to grow, with revenues of $990.9 million from a 15.5% rise.
With a 14.1% increase to $510.2 million, there is still a significant demand for online food purchases conveniently delivered to Singaporeans' doorstep. Meanwhile, the luxury goods industry, which has grown by 3.6% to hit $472.3 million, continues to be a category that a developed country such as Singapore purchases online. Beverages also contribute significantly, with a 12.7% rise reaching $372 million.
Among these gains, the most notable is the 17.3% jump to $68.31 million in household basics, indicating a rising desire for convenience when shopping for home goods and necessities.
Singaporeans prefer to make these transactions online for various reasons, including multiple incentives or purchase drivers. Of all the incentives for online purchases, 51.1% of internet users between 16 and 64 consider free delivery the most appealing. A significant reason for its rise is the time and money saved on food and home needs, some of the products Singaporeans require on demand.
After that, coupons and discounts drive 40.1% of customers, showing that price reductions are beneficial for online shops to appeal to savvy shoppers. In addition, loyalty points impact 36.8% of Singapore's online consumers, suggesting that rewards programs effectively encourage customers to purchase online repeatedly, which could lead to a continuous cycle of repurchasing. The significance of e-commerce in Singapore is driven by value-added services and savings, leading to a dependence on the convenience that it brings its citizens.
Increased online sales and the emergence of social commerce have led to an intensely competitive market. To survive and thrive, businesses need to use more sophisticated forms of digital marketing that use advanced data analytics.
Many other industries in Singapore are seeing significant gains in digital spending as its e-commerce scene continues to flourish. Among the most prominent areas seeing a surge are digital health treatments, which surged by 73.9% to $3.18 million, highlighting the importance of health and wellbeing in the technology age. As a result of a return to travel and leisure after years of limitations caused by the COVID pandemic, flight bookings have increased dramatically, growing by 230% to $1.27 billion. Similarly, vacation rental sales have risen by 31.2%, reaching $305.4 million.
Consumers' interest in and spending on digital media has remained strong, with a 9.1% growth to $1.08 billion. Video-on-demand services have followed closely, with a 16.6% increase to $193.9 million, supporting Singaporeans' use of social media for entertainment and leisure to fill spare time.
There is a significant growth of digital expenditure across the board, and these categories are only scratching the surface. Consumer spending in e-commerce continues to rise throughout Singapore, demonstrating its robust economic health and the growing familiarity and reliance on online purchasing.
Digital marketing statistics in Singapore
The digital marketing landscape in Singapore is seeing a mixed bag of trends in 2024, with a net rise in digital spending across e-commerce across almost all categories but a decrease in involvement from Singaporeans with specific online marketing efforts. Online brand research engagement before purchase has dropped by 8.4% to 49.3%, and the number of consumers visiting a brand's website within the last 30 days has fallen by 5.1% to 46.1%. Even more noticeably, banner ad click-through rates have dropped to 9.8%, a net decrease of 14% from the previous year. At 11.9%, however, interaction with sponsored social media posts remains constant, and at 13.2%, there has been a substantial increase in the download or usage of branded mobile applications from the previous year.
Digital expenditure is on the increase despite these varying degrees of engagement, which may indicate that, while conventional digital ad formats are losing some of their impact, customers still find their way to what they need in their own methods. For 50.2% of Singaporeans online, search engines are the go-to place for discovering new brands. Product and brand websites are essential, too, as 34.7% of Singaporeans value the user experience and interface when scanning through a brand's products online. Meanwhile, customer reviews also make up a big part of a consumer's purchase decision, with 33.3% relying on these.
Regardless of the behavior of Singapore's lessening digital marketing engagement, the rising spending and changing online habits show the booming markets that companies can take advantage of with the right marketing strategies. By actively looking for new ways to engage with brands through search engine research, social media discovery, and mobile apps, businesses can tap into the main ways Singaporeans can extend their exposure and capture their audience.
Companies in Singapore's growing digital economy have been aware of the nation's extensive spending in digital channels, strategically pumping their budget into digital ads. Total digital advertising spending in Singapore has significantly increased, totaling $1.74 billion, up 10.5%, or $166 million. Digital advertisements now make up 59.7% of Singapore's overall ad spending, reflecting a strong belief in digital platforms and their impact on consumer engagement.
Search advertisements led to digital spending of $603.1 million, up 13.3% from the previous year. Search engine marketing is crucial for reaching people actively searching for information online, and this shows, as we just discussed, how Singaporeans rely the most on search engines for product discovery.
Investing a considerable $489.3 million, display advertisements (including digital banner ads) increased by 9.3%, showing that the format successfully attracts customers' attention with eye-catching designs. Digital video advertising is the next major category, with $273.8 million, an increase of 6.4% from the previous year. This demonstrates that video is still effective for capturing people's attention, primarily with engaging content and the right influencers.
Spending on influencer marketing has also increased significantly, reaching $93.15 million, a 15.4% increase, showing the importance of influencers' capacity to change consumer attitudes and purchasing behaviors through their personalities. These digital marketing statistics display Singaporeans' search habits and where others are pouring in advertising budgets. Businesses have been trying to make the most of the many digital advertising options available, focusing on the formats with the highest ROI potential.
Tip: Take a look at the top Instagram influencers in Singapore, and the top fashion influencers in Singapore to find the right partnerships.
What's ahead for social media in Singapore in 2024?
Singapore's internet and social media usage represent a modern, technologically advanced, and forward-thinking society. In 2024, social media has become more than simply a connecting tool; it's been a driver for social and economic changes, adding depth and complexity to Singapore's developed nation. In addition to sustained internet and social media usage, Singapore is embracing e-commerce across varied industries, as shown by its significant growth across multiple categories.
Social media platforms are always changing to suit the tastes of an older demographic that prioritizes value, relevancy, and the strength of connections. Singaporeans' use of social media sites like TikTok, Twitter, and Instagram reflects the country's digital media consumption and dictates social engagement.
Despite disparities in engagement levels, the surge in digital ad expenditure reveals a growing and developing marketplace. This is done as companies and marketers adapt to the flexibility of Singapore's online market and tap into the vast opportunities the country presents with its digital boom. To maintain growth and relevance, it’s crucial to adapt and satisfy the evolving demands of an empowered digital audience.
Singapore faces both opportunities and challenges in the future of the digital domain and its consumers' online habits. As the rest of the world looks on, Singapore is demonstrating that even a small country can have a massive impact on the digital economy by continuing to lay the groundwork for digital integration among its citizens.
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