KNOWLEDGE BASE Mobile - Internet Usage In Singapore

Digital devices on desktop

 Mobile and Internet Usage in Singapore

 

Not only do Singaporeans use digital technology at some of the highest rates of any country, Singapore is considered the most networked-ready country in the world.  Provided you have the right product or service and communication strategy, you will have no problem in finding users with devices and connectivity.  

 

Singapore Ranked #1 in Networked Readiness

First, let’s look at Singapore’s utilization of Information and Communication Technologies, or ICTs.

 

The World Economic Forum’s Global Information Technology Report 2016 features the latest iteration of the Networked Readiness Index (NRI), which assesses the factors, policies and institutions that enable a country to fully leverage information and communication technologies (ICTs) for increased competitiveness and well-being. The Networked Readiness Index reveals the correlation between a country’s level of ICT uptake and the economic and social impacts ICTs have on its economy and society.

 

In the most recent report, Singapore was ranked #1 out of 139 countries for networked readiness.  

For companies considering Singapore as a place to do business or base their operations, this ranking  means that Singapore is well-positioned to leverage information and communications technologies in the growth of its economy and the well-being of its people. The residents and government are savvy users and supporters, which means good things for companies that rely on ICTs to succeed.

 

Singapore and the online world

Singapore is a highly connected country and any company doing business there will want a sophisticated online presence. We have some good information to get you started in understanding Singapore and its mobile and internet usage. We could slice the information vertically (for instance, what devices people have and what social media platforms they visit) or horizontally (what they do with their devices and how they access their social media accounts). We've started here with a more vertical approach, but you'll see that there is naturally some crossover.  And, we also provide you with some excellent resources to dig deeper in the ways that are most relevant for your business.

 

We'll start by looking at Connected Devices, move on to the Internet, Social Media, and finally, Mobile. 

 

Singapore and connected devices

As reported by Google Consumer Barometer, there is no shortage of digital devices in Singapore.  23% of Singaporeans have 5 or more devices (Singapore came in at 23%, whereas the US was at 20% in the same study) .  Smartphones, computers, and TVs are ubiquitous, and even tablets are owned by more than 40% of the population (the US registered at 35% for tablets).  

Table with stats on device ownership in Singapore

 

Table showing rates of connected device ownership in Singapore

 

Internet usage in Sinagpore

Singaporeans use the Internet, most of them every day. It's a natural and fun medium and they access it with their computers and mobile devices.  In other words, it's a standard part of their lives and they use it as the resource that it is.  This is no surprise, as Singapore is a very sophisticated and advanced country. In the Google Consumer Barometer section below there are more insights into what people do online.

Table with stats on web usage in Singapore

Chart showing the preferred devices used in Singapore to access the internet

 

Social media in Singapore

Nine out of ten Singaporeans have social media accounts, and they spend 10% of their day accessing those accounts.  Singapore has the highest social media penetration rate in Asia, with WhatsApp and Facebook being their top preferred platforms. 

Table with stats on social media usage in Singapore

Chart showing active social media penetration in select Asian countries

Chart showing Singapore's top social media platforms

 

Mobile usage in Singapore

Hands with smartphones

 

Singaporeans love their smartphones. By any measure, it’s safe to say that Singapore has embraced smartphones and its people are using them in a myriad of ways.    

According to the same Google Consumer Barometer research mentioned above (and expanded on below), and specifically regarding Singapore:

 

  • Singapore has the highest smartphone adoption rate in the world, with on average 3.3 connected devices per user

  • Smartphones are used across all age groups in Singapore, with 99% of those 34 and under, and even 62% who are 55+

  • 37% of Singaporeans use their smartphone more often than other means to get online

  • 46% of Singaporeans use their smartphone equally with their computer/tablet

  • 60% of Singaporeans use their smartphones for product information

 
Chart showing smartphone penetration rates in select Asian countries
Table with stats on mobile usage in Singapore

 

Table showing Singapore smartphone activities 2014

 

Dig into the available data on Singapore's mobile and internet usage, devices, and online activities

As mentioned above, Google has also compiled a great deal of searchable information regarding the online world in its Consumer Barometer research from 2014 and 2015. They provide a wealth of information in the use of devices and the Internet, and how Singaporeans use them to research and make purchase decisions.  There are many ways to analyze and interpret the information, much of which can be useful in guiding your online strategy. They also offer their own key findings on Singapore, in addition to allowing you to build your own graphs

With an understanding of the Singaporean commitment to the internet, mobile, and social media, you can further analyze behavior. For instance, on a weekly basis here's an idea for what devices they use for certain online activities:

Table showing Singapore weekly internet activities by device

 

Here is some additional interesting information taken from the Google research:

  • Of those Singaporeans who learned about a product via research, 60% first learned about a product that they later purchased online via websites or apps

  • 35% of Singaporeans first learned about a product they later purchased through online advertising

  • 33% of Singaporeans made their purchase online, with 74% of them using their computer, 18% using their smartphone, and 5% using their tablet

 

The Consumer Barometer site is very straightforward and you can use it to search on parameters such as:

  • Singapore internet usage and segmentation

  • Connected devices and device usage in Singapore

  • Online shopping behaviors for Singaporeans

  • Online video viewing in Singapore

  • Apply filters for Singapore's demographics groups

 

There is really no question but that Singapore is digitally ready from both a networked and consumer perspective. Singaporeans are online and their internet and mobile usage is among the highest. You’ll have access to that digital readiness, and should plan your strategy around that advantage. It’s clear that a savvy online presence is key to your success and there are great resources to help you understand your market, some of which are available for free online and others through a subscription.

 
 

Globig Resources

World Economic Forum Global Information Technology Report 2016 Singapore Report

World Economic Forum Global Information Technology Report 2016 Full Report

Google Consumer Barometer

Google Consumer Barometer key findings for Singapore

Google Consumer Barometer build your own graphs for Singapore

GlobalWebIndex

Statcounter GlobalStats to filter on a number of factors such as type of platform, browser, and operating system

GSMA Intelligence

Akamai State of the Internet Report

Internet Live Stats shows users by country

 

KNOWLEDGE BASE Mobile - Internet Usage In Singapore