WhatsApp tops as preferred social media app in Singapore

The "Digital 2024: Singapore" report by Meltwater, a global authority in social and media intelligence, and the socially-led creative agency We Are Social, reveals that WhatsApp is Singaporeans' favourite and most used social media app. According to the findings, 27.2% of locals favour the messaging platform, and it also commands the most significant usage in the region, with a 74.7% user base. Singaporeans logged an average of 978 sessions on the Android app each month.

The study suggests that Singaporeans spend an average of 2 hours and 14 minutes daily across approximately 6.9 social media platforms monthly. Facebook stands as the second favourite and most used app in the country, with 16.7% preference and 72.7% usage, respectively. However, most of the time is spent on TikTok, with users committing more than 33 hours monthly to the Android app. This aligns with previous statistics, as TikTok was the most downloaded app in Singapore in 2023.

The report suggests that 5.13 million Singaporeans, roughly 85% of the population, are social media users, placing Singapore tenth globally for social media adoption relative to the total population. Chatting, messaging, and staying connected take precedence for Singaporean users, accounting for 97.5% of app or website visits, followed by social networks, which make up 95.8%. Aside from keeping in touch with family and friends, which accounts for 43.4% of usage, 35.5% of users utilise social media platforms to spend spare time and 32.6% to read the news.

It comes as no surprise then that Singapore people's favourite personalities to follow on social media are restaurants, chefs, and food personalities. Moreover, Singaporeans' use of gaming consoles grew by 20.9%, with users spending an average of 1 hour and 2 minutes each day using such devices.

There is also a noticeable shift in advertising expenditure. Singaporeans saw a growth of 10.5% in digital ad spending in 2023, tallying up to SG $2.34 billion and accounting for 59.7% of total ad spending. A significant portion of this, 24.5%, was allocated to social media ad spending, which increased by 11.8% in 2023 to SG $573.5 million.

Moreover, consumers in Singapore spent SG $1.45 billion on digital media subscriptions and downloads in 2023, marking a 9.1% increase year-on-year. In light of these growing digital trends, it is important to note that 65.2% of consumers expressed concern about online privacy and security, specifically about the distinction between real and fake content on the internet.

The "Digital 2024: Singapore" report establishes key insights into the digital habits and preferences of Singaporeans. The over 130-page report draws from a broad range of data sources, including private and public companies, government agencies, and market research firms, providing a comprehensive view of digital trends in Singapore.