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SOCIAL, DIGITAL
  AND MOBILE IN


SINGAPORE
  we are social
   DECEMBER 2011
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
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
80%
                OF SINGAPOREAN INTERNET USERS
                ACCESS THE WEB ON A DAILY BASIS




we are social                                     SOURCE: NIELSEN
97%
                 OF SINGAPOREANS
                   AGED 15 – 19
                ACCESS THE INTERNET



we are social                         SOURCE: NIELSEN
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
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
42%
                 OF SINGAPOREAN NETIZENS WATCH TV
                CONTENT AND MOVIES VIA THE INTERNET




we are social                                         SOURCE: NIELSEN
66%
               OF SINGAPOREAN WEB USERS STREAM OR
            DOWNLOAD ONLINE VIDEO CONTENT EACH MONTH




we are social                                          SOURCE: NIELSEN
SINGAPOREANS SPEND OVER

                25,000,000
                HOURS WATCHING ONLINE
                  VIDEO EACH MONTH



we are social                             SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK, 2O11
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
SINGAPOREAN WEB USERS
                   SPEND MORE THAN

                7 HOURS
                   ON SOCIAL MEDIA
                   SITES EACH WEEK



we are social                           SOURCE: TNS DIGITAL LIFE
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
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
NUMBER OF LINKEDIN USERS IN SINGAPORE:


                        688,000

we are social                                     SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011
SINGAPOREAN USERS ON FOURSQUARE:


                       48,000

we are social                                      SOURCE: PENN OLSON
MORE THAN

                        HALF
                OF SINGAPOREAN INTERNET USERS
                PLAY ONLINE GAMES EACH MONTH

we are social                                   SOURCE: TNS DIGITAL LIFE
THE AVERAGE SINGAPOREAN HAS

                         1.5
                   MOBILE SUBSCRIPTIONS




we are social                     SOURCE: OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOVEMBER 2011
35%
                 OF SINGAPOREAN INTERNET USERS
                ACCESS THE WEB VIA A MOBILE DEVICE




we are social                                        SOURCE: NIELSEN
70%
                 OF SINGAPOREANS
                OWN A SMARTPHONE




we are social                      SOURCE: NIELSEN
SINGAPORE HAS
                  THE HIGHEST
                    RATE OF
                  SMARTPHONE
                  PENETRATION
                 IN THE WORLD



we are social                   SOURCE: MOBITHINKING
MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS:
                          HTTP://WEARESOCIAL.SG


we are social
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

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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
  • 16. SINGAPOREAN USERS ON FOURSQUARE: 48,000 we are social SOURCE: PENN OLSON
  • 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