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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.
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.
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.
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%.
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%.
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.
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.
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
