This is the December 2011 edition of We Are Social Singapore’s guide to Social, Digital and Mobile in Singapore. You can find more of these Asia reports at http://wearesocial.sg

1. SOCIAL, DIGITAL
AND MOBILE IN
SINGAPORE
we are social
DECEMBER 2011

2. we are social
FOR MORE INFO ON THIS REPORT, PLEASE
CONTACT SIMON KEMP AT WE ARE SOCIAL:
SIMON.KEMP@WEARESOCIAL.SG
@WEARESOCIALSG
+65 9146 5356
DJESKI
HTTP://WEARESOCIAL.SG
we are social

3. SINGAPORE
5,076,700 100%
TOTAL POPULATION URBAN
3,658,400 72 %
INTERNET USERS INTERNET PENETRATION
2,602,920 51 %
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION
7,322,553 100+ %
MOBILE SUBSCRIBERS MOBILE PENETRATION
SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;
we are social LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011

4. 80%
OF SINGAPOREAN INTERNET USERS
ACCESS THE WEB ON A DAILY BASIS
we are social SOURCE: NIELSEN

5. 97%
OF SINGAPOREANS
AGED 15 – 19
ACCESS THE INTERNET
we are social SOURCE: NIELSEN

6. 25
AVERAGE HOURS SINGAPOREAN
VS 12
AVERAGE HOURS SINGAPOREAN
NETIZENS SPEND USING NETIZENS SPEND WATCHING
THE INTERNET EACH WEEK BROADCAST TV EACH WEEK
we are social SOURCE: MILLWARD BROWN DYNAMIC LOGIC

7. 80% VS
34%
REACH OF FACEBOOK ACROSS REACH OF THE STRAITS TIMES
SINGAPOREANS AGED 25-34 ACROSS SINGAPOREANS AGED 25-34
we are social SOURCE: MAXUS

8. 42%
OF SINGAPOREAN NETIZENS WATCH TV
CONTENT AND MOVIES VIA THE INTERNET
we are social SOURCE: NIELSEN

9. 66%
OF SINGAPOREAN WEB USERS STREAM OR
DOWNLOAD ONLINE VIDEO CONTENT EACH MONTH
we are social SOURCE: NIELSEN

10. SINGAPOREANS SPEND OVER
25,000,000
HOURS WATCHING ONLINE
VIDEO EACH MONTH
we are social SOURCE: ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK, 2O11

11. THAT EQUATES TO ABOUT
32,500 YEARS
WATCHING ONLINE
VIDEOS EVERY YEAR
we are social SOURCE: BASED ON DATA IN THE ADMA SOCIAL AND DIGITAL MEDIA YEARBOOK 2011

12. SINGAPOREAN WEB USERS
SPEND MORE THAN
7 HOURS
ON SOCIAL MEDIA
SITES EACH WEEK
we are social SOURCE: TNS DIGITAL LIFE

13. FACEBOOK DEMOGRAPHICS IN SINGAPORE
55-64: 65+:
3% 2%
45-54: 13-17:
8% 12%
35--44: MALE: FEMALE:
18% 18-24: 50% 50%
26%
25-34:
32%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011

14. TOP FACEBOOK PAGES IN SINGAPORE
# BRAND PAGE LIKES GROWTH
1 BLACKBERRY SINGAPORE 193,107 4.15%
2 STARBUCKS SINGAPORE 148,622 2.05%
3 SINGAPORE AIRLINES 124,567 4.79%
4 KFC SINGAPORE 103,978 3.16%
5 SUBWAY SINGAPORE 56,567 2.52%
6 SONY ERICSSON - SINGAPORE 44,292 5.10%
7 CHANGI AIRPORT 39,491 4.89%
8 CADBURY DAIRY MILK - SINGAPORE 39,075 0.00%
9 SAMSUNG MOBILE SINGAPORE 33,246 3.43%
10 IKEA SINGAPORE 28,086 0.00%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011

15. NUMBER OF LINKEDIN USERS IN SINGAPORE:
688,000
we are social SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011

16. SINGAPOREAN USERS ON FOURSQUARE:
48,000
we are social SOURCE: PENN OLSON

17. MORE THAN
HALF
OF SINGAPOREAN INTERNET USERS
PLAY ONLINE GAMES EACH MONTH
we are social SOURCE: TNS DIGITAL LIFE

18. THE AVERAGE SINGAPOREAN HAS
1.5
MOBILE SUBSCRIPTIONS
we are social SOURCE: OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOVEMBER 2011

19. 35%
OF SINGAPOREAN INTERNET USERS
ACCESS THE WEB VIA A MOBILE DEVICE
we are social SOURCE: NIELSEN

20. 70%
OF SINGAPOREANS
OWN A SMARTPHONE
we are social SOURCE: NIELSEN

21. SINGAPORE HAS
THE HIGHEST
RATE OF
SMARTPHONE
PENETRATION
IN THE WORLD
we are social SOURCE: MOBITHINKING

22. MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS:
HTTP://WEARESOCIAL.SG
we are social

23. SIMON KEMP LAM CAI YU
MANAGING DIRECTOR ACCOUNT EXECUTIVE
@ESKIMON @HICAIS
SIMON.KEMP@WEARESOCIAL.SG CAIYU.LAM@WEARESOCIAL.SG
HTTP://WEARESOCIAL.SG HTTP://WEARESOCIAL.SG
we are social