Interestingly, social media usage across APAC saw a 4% drop in daily time spent since the pandemic peak in Q2 2020, equivalent to a reduction of 6 minutes. Similarly, Singapore registered a 5% drop, amounting to a 7-minute reduction. This suggests that the zenith of social media usage has been reached, and fluctuations are now the norm. Notably, Singapore’s usage pattern appears more volatile, with a 3% dip below the APAC average in 2022 despite higher usage in 2021.
Social Media Usage: A Generational Perspective
Intriguingly, Baby Boomers have exhibited increased social media and mobile device usage, even post-pandemic. The Baby Boomers in APAC increased their use by 18% in three years since Q1 2020, whereas in Singapore, it rose by 33%. Gen Z continues to dominate in terms of time spent on social media (SM) but is also exhibiting concerns about excessive online time and are seeking more real-world interactions.
Preferred SM Platforms: Unveiling Top Choices
When it comes to platform preferences, Gen Z’s top pick is Instagram in both APAC and Singapore, followed by WhatsApp. Millennials prefer Facebook, followed by Instagram, while Baby Boomers lean towards WhatsApp and Facebook. Chinese users prefer WeChat and TikTok across generations.
Emergence of TikTok: The New Contender in SM
As for emerging platforms, TikTok is gaining increasing traction across APAC and Singapore. Despite TikTok’s popularity, Facebook’s usage remains robust, particularly among younger consumers. Concurrently, WhatsApp is flourishing, benefiting international brands experimenting on the platform.
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Motivations and Behavior
When we dive into the reasons behind social media usage, motivations vary across platforms. Live streams are a popular motivation for usage across age groups in APAC and Singapore. Twitter users, for instance, predominantly use the platform for news updates. Gen Z, in particular, employs social media as a tool of discovery and inspiration.
Gen Z: The New Audience to Focus On
Markedly, Gen Z has emerged as a significant audience, with 27% of APAC and 29% of Singaporean Gen Z users utilizing social media to find inspiration. This trend is also catching up among other age groups, including Baby Boomers, who are using social media increasingly to discover products for purchase.
The Modern Day Discovery Tool for Brands
In a surprising twist, social media has surpassed search engines in Singapore when it comes to discovering new brands or products. APAC Gen Z relies heavily on social networks for gathering brand information. The presence of likes and positive comments indicates real interest and satisfactory experiences with products/services.
Power of Social Videos and Live Shopping
In the realm of content, short-form videos are rapidly gaining popularity, especially with the rise of platforms like TikTok. These videos generate significantly more shares than text and image content combined. Meanwhile, live streams are building a more personal connection with audiences, leading to higher-end purchases, particularly from luxury retailers.
Influencer Marketing: The Changing Landscape
Lastly, the influence of content creators and influencers continues to evolve. Content creators, who are perceived as more authentic and trustworthy, are gaining ground. However, authenticity remains the key for followers when it comes to influencers. Consumers expect brands to sever ties with influencers who engage in offensive behavior, stressing the importance of genuine and ethical online interactions. The insights are based on GWI’s latest research that delves into social media behaviours across APAC, uncovering key insights around the top platforms browsed as well as consumers’ evolving relationship with social media.