Everything you need to know about mobile, internet, social media, and e-commerce use in Singapore in 2011. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com

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

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

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

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

5. we are social SOURCE: MILLWARD BROWN DYNAMIC LOGIC
VS25AVERAGE HOURS SINGAPOREAN
NETIZENS SPEND USING
THE INTERNET EACH WEEK
12AVERAGE HOURS SINGAPOREAN
NETIZENS SPEND WATCHING
BROADCAST TV EACH WEEK

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

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

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

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

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

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

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

13. SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011we are social
# 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%
TOP FACEBOOK PAGES IN SINGAPORE

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

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

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

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

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

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

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

22. This report has been compiled by We
Are Social Ltd (“We Are Social”) for
informational purposes only, and relies
on data from a wide variety of sources,
including but not limited to public and
private companies, market research
firms, government agencies, NGOs,
and private individuals. While We Are
Social strives to ensure that all data
and charts contained in this report are,
as at the time of publishing, accurate
and up-to-date, We Are Social shall
not be responsible for any errors or
omissions contained in this report, or
for the results obtained from its use.
All information contained in this
report is provided “as is”, with no
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that relate to various geographical
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reference to these territories and
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This report is provided with the
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Accordingly, neither We Are Social
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