Singapore – Singaporeans are using more social media platforms monthly, despite the overall decline in their average time spent online, according to Meltwater and We Are Social’s report.
According to the report, the average Singaporean uses 7.2 social media platforms monthly, increasing by 4.3% from last year. However, daily time spent on social media has dropped by 8.4% to 2 hours and 2 minutes.
Out of the top ten most downloaded mobile apps in Singapore, social media platforms accounted for six spots. TikTok remains the top platform consuming users’ time, averaging 34 hours and 29 minutes per month. YouTube ranks second, with users spending an average of 29 hours and 45 minutes monthly.
WhatsApp is the most preferred platform, used by 80.1% of Singaporeans monthly, with 30.4% favouring the messaging app. Meanwhile, 15.3% prefer Facebook and 14.2% opt for TikTok.
Chat and messaging remain the most used apps and websites by Singaporeans (97%) followed by social networks (95.9%).
Additionally, social media advertising continues to grow, seeing a 15.9% increase in advertising spend while influencer advertising rose by 13.6%.
Nai Yen Wang, managing director at We Are Social Singapore, commented, “The latest Digital 2025: Singapore report highlights the impact that the emergence of newer platforms has had on social media consumption in the nation. With more platforms and less total consumption time, brands need to invest in smart social media strategies to ensure they stay top of mind with their target audience.”
