Singapore – Singapore continues to lead the world in digital maturity, with nearly all of its citizens online and a strong focus on trust, privacy, and authenticity.
According to the report released by Meltwater and We Are Social, 98.4% of Singaporeans are connected to the internet, while 90.6% are active on social media.
Despite high engagement, users are increasingly selective, spending an average of 6 hours 44 minutes per week on social platforms, 5 hours 38 minutes on short videos, and 5 hours 18 minutes on streaming TV.
Concerns about misinformation and data privacy are also shaping behaviour.
Meanwhile, 71.1% of Singaporeans worry about online falsehoods, while 36.8% regularly decline cookies and 34.4% are cautious about how companies use their data.
AI-driven tools, such as ChatGPT, are becoming part of daily routines, influencing content consumption and shopping choices.
“People here are informed, intentional, and selective about what they engage with, and AI is influencing how we create and connect,” said Mimrah Mahmood, APAC vice president of Meltwater.
“Singapore demonstrates that progress is strongest when innovation is guided by discernment,” Mahmood added.
E-commerce remains a core pillar of the digital economy, with 4.7 million online shoppers spending S$7.65 billion (US$5.63 billion) annually, a nearly S$1 billion increase from 2025.
Shopee leads in reach, while TikTok Shop drives engagement through creator-led content and livestreams, reflecting Singapore’s measured approach that favours credible sellers and verified information.
Mobile devices now account for over 70% of purchases, with fashion, electronics, and food leading the way.
Singapore’s experience highlights a broader regional trend: digital progress is increasingly measured by trust and ethical engagement rather than time online.
