The Social

Social Media in Singapore - 2023 Stats & Platform Trends

Last Updated: January 18, 2023
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Welcome! Here at OOSGA, we've combined insights from our partners across various markets and our own hands-on experience to bring you this brief. If you are interested in partnering with us on social media marketing & research within Singapore, let us know!
The Outlook

How does social media look like in Singapore?

Singapore, a city economy, have a matured internet infrastructure and a population with high digital literacy. This and other factors have drive the growth of internet economy and a wide range of social media use in the country.

Table of Contents
Internet Population|% of Population
Mobile cellular subscriptions|Per 100 Peopel
The Demographics

How are users distributed in Singapore?

Throughout 2022, on average there are about 4.9 million active social media users in Singapore on a monthly basis with an annual growth rate of 6.9 % in 2021-22 . This represents about  89.5 % of the total population. These social media users on average spend about 2.52 hours on social media and each on average have accounts on 7.5 platforms.

% of Total Social Media Users|Note: Meta's figure as reference, 2022

Main Drivers Behind Using Social Media?

Source: Survey by GWI. Users in Singapore that are aged 16-64 years old

What kinds of accounts do users follow?

Source: Survey by GWI. Users in Singapore that are aged 16-64 years old
The Platforms

What kinds of platform is used in Singapore?

WhatsApp has long dominated the social media landscape in Singapore. With 83.7% of internet users reportedly using the chat app. While a separate data source has shown the usage rate of 98%, however the data source lacks information such as survey audience, size, and what questions were asked.

Facebook and Instagram also have a significant market share among internet users in Singapore, with around 65-80% actively engaging on these platforms. However, in recent years, Telegram has been growing rapidly, primarily by attracting users who are concerned about privacy issues with Facebook-owned platforms such as WhatsApp. According to a survey conducted by Blackbox, a research team in Singapore, among those who are leaving WhatsApp or considering alternative chat apps, 51% have chosen Telegram and 35% have chosen Signal.

TikTok, the other fastest growing service, is a beast of its own. growing from 3.5% of users using it to now around 50%. Recently, TikTok has even launched their e-commerce solution TikTok Shop in Singapore, right after UK, Indonesia, Malaysia, Vietnam, Thailand, and the Philippines.

Most Used Platforms (% of Internet Users)|Note: 2022
Most Loved Platforms (% of Internet Users)|Note: 2022
Platform Figure (% of Population)|Source: OOSGA Analytics; eMarketer, Napoleon Cat, Facebook, ByteDance, Microsoft | Note: No LinkedIn Data Prior to 2019/8
Explore Social Media in Other Countries

Facebook Overview in Singapore

With the latest data published in January 2023, we can see that at the growth rate of 1.02%, there is now around 4.91 million Facebook users in Singapore . With male users account for around 49.02% and female users account for around 50.98%.

% of Total Population | 2022
Facebook Users | Unit: a Thousand People
Facebook User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

Instagram Overview in Singapore

With the latest data published in January 2023, we can see that at the growth rate of 1.14%, there is now around 2.91 million Instagram users in Singapore . With male users account for around 44.97% and female users account for around 55.03%.

% of Total Population | 2022
Instagram Users | Unit: a Thousand People
Instagram User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

TikTok Overview in Singapore

With the latest data published in January 2023, we can see that at the growth rate of 1.91%, there is now around 2.3 million TikTok users in Singapore . With male users account for around 0.465 and female users account for around 0.535.

TikTok Users | Unit: a Thousand People
TikTok User Growth | % of Population

LinkedIn Overview in Singapore

With the latest data published in January 2023, we can see that at the growth rate of 1.11x, there is now around 3.65 million LinkedIn users in Singapore.

% of Total Population | 2022
LinkedIn Users | Unit: a Thousand People
User Growth By Age | Unit: a Thousand People

Reference

  • Internet & Cellular Subscription:World Bank, ITU
  • Currency Exchange: Based on IMF data in 2023/1
  • Demographics: UN Population Database
  • Social Media Behavior: GWI, Hootsuite 2022 Digital Report
  • Meta, LinkedIn Data: Napoleon Cat Stats
  • Data Calculation & Regression:OOSGA.org
  • Analysis:OOSGA Analytics
  • Note: The data for monthly platform usage and the data for the most frequently used platforms are sourced from different research, hence there may be discrepancies in the numbers as both are estimated rather than real figure.
Author: Consumer Research

Our CR team is dedicated to keeping a pulse on the ever-evolving demographics and behavior of consumers globally. We stay informed on the latest trends and developments across major economies to ensure that we are providing the most up-to-date insights for our clients

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