Social media has become an integral part of life for many people around the world. In Singapore, social media usage is widespread across all demographics. Singapore has one of the highest social media penetration rates globally, with over 4.2 million social media users in a population of around 5.7 million people. This means that around 74% of Singapore’s population are active social media users. The most popular social networks used by Singaporeans are Facebook, YouTube, Instagram, LinkedIn, Twitter, WhatsApp, Telegram, Snapchat, and TikTok. However, Facebook remains the dominant platform in Singapore.
Facebook Dominates Social Media Landscape in Singapore
Facebook is by far the most popular social media platform in Singapore with around 4.2 million users. This represents nearly 100% penetration amongst internet users in the country. Facebook’s growth in Singapore has been nothing short of phenomenal. Back in 2011, Singapore had around 2 million Facebook users. But over the past decade, Facebook has consolidated its leadership position in the social media space in Singapore.
Some key facts about Facebook’s popularity in Singapore:
– 4.2 million users out of total population of 5.7 million
– 74% penetration of total population
– Nearly 100% penetration among internet users
– Users spend average of 2.5 hours per day on Facebook
Facebook allows Singaporeans to stay connected with friends, family, colleagues, brands, public figures, groups and pages. The platform is used for networking, messaging, sharing updates, consuming news, entertainment and more. Facebook’s groups feature is especially popular in Singapore for connecting with special interest communities.
With such high penetration, Facebook provides unrivalled access to the Singapore market, both for consumers as well as businesses/advertisers. It is undoubtedly the most influential social media platform in the city-state.
YouTube is Second Most Popular Platform
YouTube takes the second spot in terms of popularity and users in Singapore. With over 3.5 million users, YouTube has a penetration rate of around 61% in Singapore. The Google-owned video sharing platform has shown robust growth in the city-state over the past few years.
Some key highlights about YouTube usage in Singapore:
– 3.5 million YouTube users
– 61% penetration of total population
– 88% penetration among internet users
– Average 1 hour 40 minutes spent per day per user
– Majority of usage via mobile devices
YouTube is Singaporeans’ go-to online video platform for entertainment, music, news, tutorials, product reviews and more. A growing number of Singaporeans are also using it for streaming movies, shows, live events and more. Many Singaporean celebrities, influencers, musicians and content creators have built substantial followings on YouTube.
The platform provides a diverse range of content to Singapore users. It is also an impactful marketing channel for brands targeting consumers in Singapore through video ads and content marketing.
Instagram at No.3 Among Singapore Social Media
Owned by Meta, Instagram takes the third spot in the ranking of most popular social platforms in Singapore. It has around 2.8 million users in Singapore which equates to a 49% penetration rate. The visually driven platform has gained immense traction among internet users in Singapore over the past few years.
Here are some key statistics on Instagram’s usage in Singapore:
– 2.8 million users
– 49% penetration of total population
– 72% penetration among internet users in Singapore
– Average daily time spent per user – 53 minutes
– Strongest uptake among Millennials and Gen Z users
Instagram is the social media of choice for sharing visually appealing content like photos and videos in Singapore. Influencers, bloggers, celebrities, brands, businesses, artists, and creators are flocking to the platform. Instagram shopping and Instagram stores are also gaining traction in the country. Instagram usage is highest among younger demographics in Singapore.
LinkedIn at No. 4 in Singapore Social Media Landscape
With around 2 million users in Singapore, LinkedIn takes the 4th spot in terms of popularity. It is the dominant social media platform for professional networking and career development in the country.
Key highlights about LinkedIn in Singapore:
– Around 2 million users
– 35% penetration of total population
– Close to 50% penetration among internet users
– Popular among white collar professionals
– Significant user overlap with Facebook
As a business/career focused platform, LinkedIn has carved a niche for itself in Singapore. It is extensively used for professional networking, job searching, career development,thought leadership and personal branding. Both individual professionals and companies/employers actively leverage LinkedIn for networking and recruitment. LinkedIn’s user base in Singapore skews towards white-collar professionals compared to platforms like Facebook, Instagram and TikTok which have more mass market appeal.
Twitter Stands at No. 5 Among Singapore Social Media
Although Twitter lags behind other social platforms in Singapore with around 1 million estimated users, it still stands tall at number 5. The microblogging network has a niche user base in the country comprising mainly of media personalities, journalists, bloggers, industry experts, celebrities and the elite.
Key Twitter Statistics for Singapore:
– Approximately 1 million users
– 17% penetration of total population
– 25% penetration among internet users
– Politicians, journalists, experts, influencers, celebrities, and media personalities dominate discussions
– Strong penetration among the affluent and educated demographics
Unlike Facebook and Instagram which boast much higher overall users, Twitter has found stickiness among opinion leaders, influencers, experts and thought leaders in Singapore. Public discourse on news, current affairs, policy, governance and different industries thrives on Twitter in the country. Brands also leverage Twitter for PR, thought leadership and real-time engagement with audiences.
Messaging Apps – WhatsApp, Telegram, Snapchat
Messaging platforms like WhatsApp, Telegram and Snapchat are also extensively used in Singapore. WhatsApp leads this category with around 5 million users. Telegram and Snapchat have found strong traction among the youth demographic. These apps are used for private communication and messaging instead of public sharing or broadcasting.
WhatsApp penetration in Singapore:
– 5 million estimated users
– 87% penetration of total population
– 115% penetration of internet users in Singapore
– Owned by Meta (Facebook parent company)
– Used for messaging, calls, payments and business
Telegram adoption in Singapore:
– 2 million users
– 35% penetration among population
– Used predominantly by millennials and Gen Z
– Seen as a secure alternative to WhatsApp
– Allows large broadcasting groups
Snapchat in Singapore:
– 1.5 million users
– 26% penetration of population
– Core user base under 30 years old
– Popular for sharing ephemeral photos and videos
TikTok’s Meteoric Rise in Singapore
The short video app TikTok has seen massive uptake among Singaporeans in the past 2-3 years. It has quickly become one of the top social media platforms in the country on the back of its virality among the youth.
Current TikTok user statistics for Singapore:
– 2.5 million estimated users
– 44% penetration of total population
– Strongest uptake among Gen Z and younger millennials
– Average time spent per day – 45 minutes
– Lip syncing, dancing, comedy, talent videos are popular
TikTok has given birth to a number of Singaporean celebrities and influencers. Brands are also experimenting with viral marketing campaigns on the buzzworthy platform. TikTok’s influence on Singaporean internet culture has grown remarkably over a short span of time.
Top Social Media Platforms in Singapore by Users
| Platform | Users | Penetration Rate |
|---|---|---|
| 4.2 million | 74% | |
| YouTube | 3.5 million | 61% |
| 5 million | 87% | |
| 2.8 million | 49% | |
| 2 million | 35% | |
| Telegram | 2 million | 35% |
| 1 million | 17% | |
| Snapchat | 1.5 million | 26% |
| TikTok | 2.5 million | 44% |
Conclusion
In summary, Facebook still remains the most popular and dominant social media platform in Singapore by a huge margin in terms of total users and penetration rate. However, YouTube, Instagram, LinkedIn, Twitter, WhatsApp, Telegram, Snapchat and TikTok have also gained traction in the city-state among various user demographics. While the social media landscape keeps evolving, Facebook’s top position seems largely unchallenged for now. But some emerging platforms like TikTok are growing rapidly, especially among the younger internet users in Singapore.