Singapore – Singaporeans are among the heaviest users of social media, ranking fourth globally at 88.2%, according to a report from We Are Social and Meltwater.
The report shows Singaporeans as one of the most engaged in internet use, spending an average of 6 hours and 33 minutes online daily.
Singaporeans aged 16 and above use approximately 7.24 different platforms each month. Specifically, Reddit sees the highest engagement in the country, with users opening the app an average of 116.9 times monthly. Telegram is also a popular app, with Singaporean users opening it 237 times per month.
Meanwhile, TikTok is also widely used in Singapore as users spend an average of 34 hours and 29 minutes in the app monthly. This number falls nearly 30 minutes less than the global average.
However, a significant 71.4% of Singaporean adults are concerned about discerning real from fake information online.
Data privacy is also a concern, with 36% of internet users worried about how companies use their personal data. As a result, 39% of Singaporean internet users reject website cookies, more than the global average of 34.5%.
The global report sees an acceleration in the use of artificial intelligence, the importance of social media in brand discovery, and a surge in ad spend.
“With digital ad spend exceeding $790 billion in 2024 and social media ad spend growing more than 15% within that, it’s clear that businesses are investing more than ever in capturing consumer attention. Along with this growing investment comes the growing need to prove ROI and show results based on marketing campaigns. With user behavior on social platforms continuing to shift, teams need data to inform decisions about what platforms to prioritize and create strategies for,” Alexandra Bjertnæs, chief strategy officer at Meltwater, commented.
“Social is where brands can win or lose – it’s central to brand discovery, consumer engagement, and commerce. At the same time, AI is revolutionising how we search, create, and interact, while influencers continue to shape content trends and consumer behaviours. The opportunities for marketers to drive meaningful engagement have never been broader, but the complexity of digital and social media – evident in our 630+ page report – means there’s no single route to success. To create effective work, brands need to understand the cultural nuances of the online world, and create ideas worth talking about. Those who do will make an impact,” Toby Southgate, global group CEO at We Are Social, said.
