A change in social media tastes in the middle of Singapore creates a scene that is very different from the world stage. With its user-friendly interface and many features, the messaging software WhatsApp has surpassed Instagram as the preferred platform among Singaporeans. This information is contained in the “Digital 2024: Singapore” research, which was painstakingly put together by We Are Social and Meltwater. The report explores the online habits and preferences of the people living in Singapore.
The report unveils that a significant 27.2% of locals have a preference for WhatsApp, with a whopping 74.7% using it more than any other platform. This translates to an average of 978 sessions per month on its Android app, underscoring the app’s pivotal role in the daily digital routines of Singaporeans.
Diving deeper into the “Digital 2024: Singapore” findings, it’s clear that Singaporeans are not just passive consumers of digital content. On average, they dedicate 2 hours and 14 minutes each day to social media, navigating through an average of 6.9 platforms every month. With 5.13 million social media identities, which represents 85% of the population, Singapore stands proudly in the tenth position globally for social media adoption relative to its total population.
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While Facebook secures a respectable second place in terms of preference (16.7%) and usage (72.7%), TikTok steals the spotlight in terms of engagement, with users dedicating over 33 hours a month to the app. The year 2023 saw TikTok as the most downloaded app in Singapore, with Telegram and the video editing tool Capcut trailing behind.
The report also sheds light on the types of digital platforms that captivate Singaporeans the most. A staggering 97.5% of the population gravitates towards chat and messaging apps, marking it as the top category of digital platforms visited. This is closely followed by social networks, with a 95.8% usage rate. The primary motivations driving more than a third of Singaporeans to social media include staying connected with family and friends (43.4%), filling in spare time (35.5%), and catching up on news (32.6%).
Among the standout insights from the report are the digital trends shaping Singapore’s online landscape:
- Singaporeans have a penchant for following restaurants, chefs, and food personalities on social media.
- The daily usage of gaming consoles has seen a significant uptick, with an average of 1 hour and 2 minutes spent each day, marking a 20.9% increase year-on-year.
- The digital advertising sphere in 2023 witnessed a growth of 10.5% to SG$2.34 billion, accounting for 59.7% of the total ad spend. Within this, social media advertising carved out a 24.5% share, with an 11.8% increase to $573.5 million.
- Expenditure on digital media subscriptions and downloads climbed by 9.1%, reaching $1.45 billion in 2023.
- Concerns over online privacy and the authenticity of internet content were voiced by 65.2% of consumers.
James Honda-Pinder, the head of strategy at We Are Social Singapore, offers a nuanced perspective on the findings, “While Instagram may be the favoured social media app in other markets, in Singapore we see social media users favour platforms that offer focused utility. For connection and increasingly for business communication, WhatsApp is a clear leader. But elsewhere, TikTok continues its staggering rise, as it becomes a bona fide platform for search and discovery, not just entertainment. In an era of fragmented attention where brands are vying to capture the attention of consumers, TikTok’s platform continues to show strong engagement with average usage amounting to more than 33 hours a month – that’s more than one whole day on the app. It’s a rocketship.”
The “Digital 2024: Singapore” report, spanning over 130 pages, is a comprehensive analysis compiled from a wide array of sources, including market research firms, government agencies, and both public and private companies. It offers an in-depth exploration of Singapore’s digital ecosystem as it stands today, providing valuable insights for marketers, strategists, and digital enthusiasts alike.
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