This is the December 2011 edition of We Are Social Singapore’s guide to Social, Digital and Mobile in Singapore. You can find more of these Asia reports at http://wearesocial.sg
We Are Social's Guide to Social, Digital, and Mobile in Singapore, Dec 2011
1. SOCIAL, DIGITAL
AND MOBILE IN
SINGAPORE
we are social
DECEMBER 2011
2. we are social
FOR MORE INFO ON THIS REPORT, PLEASE
CONTACT SIMON KEMP AT WE ARE SOCIAL:
SIMON.KEMP@WEARESOCIAL.SG
@WEARESOCIALSG
+65 9146 5356
DJESKI
HTTP://WEARESOCIAL.SG
we are social
3. SINGAPORE
5,076,700 100%
TOTAL POPULATION URBAN
3,658,400 72 %
INTERNET USERS INTERNET PENETRATION
2,602,920 51 %
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION
7,322,553 100+ %
MOBILE SUBSCRIBERS MOBILE PENETRATION
SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;
we are social LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011
4. 80%
OF SINGAPOREAN INTERNET USERS
ACCESS THE WEB ON A DAILY BASIS
we are social SOURCE: NIELSEN
5. 97%
OF SINGAPOREANS
AGED 15 – 19
ACCESS THE INTERNET
we are social SOURCE: NIELSEN
6. 25
AVERAGE HOURS SINGAPOREAN
VS 12
AVERAGE HOURS SINGAPOREAN
NETIZENS SPEND USING NETIZENS SPEND WATCHING
THE INTERNET EACH WEEK BROADCAST TV EACH WEEK
we are social SOURCE: MILLWARD BROWN DYNAMIC LOGIC
7. 80% VS
34%
REACH OF FACEBOOK ACROSS REACH OF THE STRAITS TIMES
SINGAPOREANS AGED 25-34 ACROSS SINGAPOREANS AGED 25-34
we are social SOURCE: MAXUS
8. 42%
OF SINGAPOREAN NETIZENS WATCH TV
CONTENT AND MOVIES VIA THE INTERNET
we are social SOURCE: NIELSEN
9. 66%
OF SINGAPOREAN WEB USERS STREAM OR
DOWNLOAD ONLINE VIDEO CONTENT EACH MONTH
we are social SOURCE: NIELSEN
10. SINGAPOREANS SPEND OVER
25,000,000
HOURS WATCHING ONLINE
VIDEO EACH MONTH
we are social SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK, 2O11
11. THAT EQUATES TO ABOUT
32,500 YEARS
WATCHING ONLINE
VIDEOS EVERY YEAR
we are social SOURCE: BASED ON DATA IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011
12. SINGAPOREAN WEB USERS
SPEND MORE THAN
7 HOURS
ON SOCIAL MEDIA
SITES EACH WEEK
we are social SOURCE: TNS DIGITAL LIFE
13. FACEBOOK DEMOGRAPHICS IN SINGAPORE
55-64: 65+:
3% 2%
45-54: 13-17:
8% 12%
35--44: MALE: FEMALE:
18% 18-24: 50% 50%
26%
25-34:
32%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
14. TOP FACEBOOK PAGES IN SINGAPORE
# BRAND PAGE LIKES GROWTH
1 BLACKBERRY SINGAPORE 193,107 4.15%
2 STARBUCKS SINGAPORE 148,622 2.05%
3 SINGAPORE AIRLINES 124,567 4.79%
4 KFC SINGAPORE 103,978 3.16%
5 SUBWAY SINGAPORE 56,567 2.52%
6 SONY ERICSSON - SINGAPORE 44,292 5.10%
7 CHANGI AIRPORT 39,491 4.89%
8 CADBURY DAIRY MILK - SINGAPORE 39,075 0.00%
9 SAMSUNG MOBILE SINGAPORE 33,246 3.43%
10 IKEA SINGAPORE 28,086 0.00%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
15. NUMBER OF LINKEDIN USERS IN SINGAPORE:
688,000
we are social SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011
17. MORE THAN
HALF
OF SINGAPOREAN INTERNET USERS
PLAY ONLINE GAMES EACH MONTH
we are social SOURCE: TNS DIGITAL LIFE
18. THE AVERAGE SINGAPOREAN HAS
1.5
MOBILE SUBSCRIPTIONS
we are social SOURCE: OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOVEMBER 2011
19. 35%
OF SINGAPOREAN INTERNET USERS
ACCESS THE WEB VIA A MOBILE DEVICE
we are social SOURCE: NIELSEN
20. 70%
OF SINGAPOREANS
OWN A SMARTPHONE
we are social SOURCE: NIELSEN
21. SINGAPORE HAS
THE HIGHEST
RATE OF
SMARTPHONE
PENETRATION
IN THE WORLD
we are social SOURCE: MOBITHINKING
22. MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS:
HTTP://WEARESOCIAL.SG
we are social
23. SIMON KEMP LAM CAI YU
MANAGING DIRECTOR ACCOUNT EXECUTIVE
@ESKIMON @HICAIS
SIMON.KEMP@WEARESOCIAL.SG CAIYU.LAM@WEARESOCIAL.SG
HTTP://WEARESOCIAL.SG HTTP://WEARESOCIAL.SG
we are social