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Apr 27 · 19 min read

Singapore Social Media Statistics and Facts 2022

Singapore’s passion for social media continues to grow year in, and year out, creating new opportunities for advertisers and affiliate marketers. This detailed guide on Singapore social media statistics gives you the lowdown on how this landscape has been evolving in 2022.

Here are some Singapore social media statistics you probably weren’t aware of.

The city state now has 5.3 million social media users out of a total population of 5.92 million.1

Which means nearly every citizen of Singapore uses social media in some form.

In the past year, the number of social media users in Singapore increased by 340,000 (+6.9%), taking the number to 89.5% of the total population in February 2022.

Why is social media growing so fast?

Because, as with the rest of the world, social media platforms have grown increasingly vital to Singaporeans’ everyday lives in the wake of the pandemic.

Out of its total population, 92% used the internet as of February 2022. The number of internet users in Singapore has increased by 43,000 year on year (+0.8%).

That's not all, two-thirds of Singaporean children between the age of seven and nine reportedly use smartphones every day.2 A 2019 survey by Google, meanwhile, found that Singaporeans received their first connected device at the age of eight - two years younger than the global average.3

Who profits from this young digital native market? Clearly, social media platforms. However, advertisers and content creators can also benefit from Singaporeans’ widespread adoption of social media.

 

Singapore’s Social Media Habits

Singapore’s active social media users spend on average about 2.5 hours every day across around seven social media platforms.1

One reason for this high rate of usage is Singapore’s mobile penetration rate.

The US has a penetration rate of 85%,4 which is surpassed by Singapore’s mobile penetration rate of around 88% - a figure calculated from 96% of the city state’s internet users owning a smartphone.1

With access to mobile internet across a huge proportion of the population, it makes sense that people are connecting with social media platforms as part of their daily lives.

 

Which are the Most Popular Social Media Platforms in Singapore?[1] 

Globally, Facebook is the dominant social platform by membership, with 2.91 billion monthly active users (MAUs) at the end of 2021 - an increase of 4% year on year.5

However, Singaporeans are actually spending more of their social media time on YouTube, while rating WhatsApp as their favourite platform.1

YouTube is the world’s second most popular social media platform after Facebook. With over 2 billion monthly logged-in users and an estimated 1 billion hours of video consumed daily.6

YouTube has a potential audience of 5.08 million users1 in Singapore - which is a huge proportion of Singapore's population. Many brands are now using YouTube to host longer-form content and, unlike other social networks, where users scroll passively through news feeds, YouTube users intentionally search for videos to watch.

That's the case with Singapore's population, where almost 9 in 10 (85.8%) of users visit YouTube on a daily basis. Singaporeans prefer YouTube over offline channels for long-form content, including traditional TV shows and other general media.7

According to YouTube, more than 450 channels in Singapore have over 100,000 subscribers, with an increase of over 35% year-on-year.8

It was local content that captured the attention of Singapore viewers in 2021, according to YouTube’s lists of top trending videos in Singapore. The same statistics show six out of 10 of 2021's top videos were locally created.9

However, Google Singapore country director Ben King said in a statement that more than 90% of watch time on content produced by channels in Singapore comes from outside of the country.

For online communication, 83.7% of those on the internet will choose WhatsApp, while rival social media platforms Facebook Messenger and WeChat trail with 79.4% and 66.3% respectively.

Globally, more than 60 billion messages are sent through WhatsApp every day, and it is the third largest social networking platform in the world. In Singapore, the statistics tell a similar story with WhatsApp boasting 4.32 million users.7

Following YouTube and Whatsapp as the third most popular social media platform in Singapore is Facebook.

Facebook users numbered 4.06 million in 2021, with 98.7 million total visits.

Instagram had 3.2 million users and 21.8 million total visits, followed by professional social networking platform LinkedIn with 1.87 million users.

TikTok is another leading social platform in Singapore. The short-video social app platform has soared in popularity around the world, hitting 1 billion MAUs in 2021.10

The platform's exponential growth has generated 1.36 million users in Singapore alone who crave the short video content and interaction with influencers and fellow consumers.7

By contrast, usage of Snapchat in the country has dropped dramatically.

In 2019, 18% of Singapore’s social media users spend time on Snapchat regularly. By 2021, this had decreased to 15.7% - a drop of almost 50,000 users.

 

Social Media Users by Age

Users of Meta products - Facebook, Instagram, and Facebook Messenger - were predominantly in the 25-44 age group. Those aged 25-34 years made up 35.8% of Meta’s ad audience, while those aged 35-44 accounted for 23.3%.

Meanwhile, video platforms including YouTube and Tiktok attract Singapore’s younger users. Nine in ten of YouTube watchers are aged 16-34 years.11 This age group prefers watching videos on mobile phones.

While no definite figure is available for Tiktok demographics in Singapore, it's likely to follow a similar trajectory as seen in the US, where 41% of users are aged 16-24.

Instagram also attracts the island's younger audiences with around 85% of the platform’s users aged 16-24 years.

For WhatsApp, data shows that usage is highest among Baby Boomers (100%) and lowest among Gen Xers (97%).12

 

Key Facts About Social Media Usage in Singapore in 2022

 

Social Media Is on the Rise in Singapore

By 2025, it is estimated that there will be around 5.6 million social media users in Singapore.13

Some 72.8% of Singapore social media users are accessing platforms solely through their smartphones.11

 

The majority of Singapore's internet users prefer social media for entertainment

Statistics show that almost 9 in 10 (88.7%) of Singapore’s social media crowd uses YouTube on a daily basis for general media consumption. Portrait format videos are highly popular, thanks to the rise of TikTok.

By contrast, only 37.9% of people on the internet in Singapore use social media for work or business purposes.

 

Singaporeans Spend 2.5 Hours Per Day on Social Media

The average time Singaporeans spend on social media is around 2 hours 31 minutes every day. This is more than the global average of 2 hours and 27 minutes.1

 

Singapore’s Millennials Dominate Social Media

The majority of social media activity on Meta in 2021 was dominated by consumers between the ages of 25 and 34.1

It's no surprise that most social media marketing activities are targeted towards these consumers.

 

Social Media Abuse in Singapore

With social media now integrated as part of Singaporeans' lives, these platforms are creating social dilemmas. Here are the top three forms of social media abuse:

 

Cyberbullying

Psychologists say that cyberbullying has been on the rise amongst adolescents due to increased access to electronic devices, the internet, and lack of supervision of online activity.16

Statistics show most cases of abuse take place on popular social media sites such as Facebook, Instagram, and Snapchat, with cyberbullies able to make hurtful and emotionally scarring comments anonymously.

In fact, nearly a quarter of Singaporeans (23%) revealed that they have a fake or alternative profile in order to stay anonymous.17 For those aged under 25, the figure is 27%.

One study shows that young people on YouTube are the most likely to be cyberbullied (79%), followed by Snapchat (69%), TikTok (64%), and Facebook (49%).18

What are the effects of cyberbullying?

Researchers have conducted studies on tween victims of cyberbullying and found that two-thirds of victims said that it negatively affected their self image, while 13% said it affected their physical health.

Cyberbullying statistics also reveal that 64% of cyberbullying victims said it has affected how safe they feel at school, their ability to learn, and had resulted in low self-esteem.19

Worse still, teens who experience cyberbullying are more likely to have suicidal thoughts and self-harm than those who haven’t.

The rise in cyberbullying has led to many digital platforms offering ways to mitigate bullying by restricting communications and reporting abusive content.

 

Cyber scams

Another form of abuse is cyber scams.

The latest crime figures released by Singapore Police revealed that victims in Singapore lost at least $633.3 million to scams in 2021.20

There were 1,614 cases of social media impersonation last year, down from 2,919 in 2020. The largest amount lost through one case of social media impersonation in 2021 was $1 million.

Why did scam incidents increase? One of the factors was the COVID-19 pandemic, when people were spending more time online.

Another common cyber scam in Singapore is the “love scam”, where scammers approach victims on social media, gain their trust and then ask for money as proof of love.21 There were 822 love scam cases reported in 2020, a massive increase from just 62 cases in 2011.

 

Social media rage

Another emerging challenge on social media is rage.

Social media is a hotbed for polarising viewpoints and scrutiny, and reports show that, since the COVID-19 pandemic began, people who use social media more frequently may experience more angst.22

There is a growing trend of people going online to seek “social justice”, which can serve to aggravate the situation and end up with various users abusing each other online.

 

Devices for Social Media

The number of mobile connections in Singapore is 8.7 million, which equates to more than one per person and one of the highest mobile penetration rates in the world.

With such a high percentage of mobile connections, it's no surprise that Singaporeans are using their mobile device to access the internet and mobile apps - in total, Singaporean users spent more than $417 million on mobile apps in January-September 2021.23

Take a look at Facebook users. Some 98.8% of users in the country access the social media app on their mobile phones. What's more, 72.1% access the platform on their mobile phones only, compared to 1.2% who only access it on their laptop or desktop computer.1

 

What are the most used mobile apps in Singapore?[2] 

Social media apps top the charts in the island country.  According to App Annie’s ranking of mobile apps, the top five by active monthly users included WhatsApp at number one, Facebook at number three and Instagram at number five, with the Government Technology Agency apps Tracetogether and Singpass ranking second and fourth.

 

Conclusion

Social media is the most common way Singaporeans connect in 2022, and it's not about to slow down in the near future.

Whether entertaining themselves with videos, keeping in contact with friends and colleagues, and generally spending time on the apps, the island nation is turning to the platforms every single day.

For brands and affiliate marketers, this opens the door to some major opportunities in 2022 and beyond.

Commission Factory is not only the Asia-Pacific region’s largest affiliate network, working with more than 700 of the world's biggest brands, but is also a performance marketing platform that allows content creators and influencers to earn money and online businesses to increase sales.

Register as an Affiliate or an Advertiser today.

 

References

  1. Digital 2022 - We Are Social Singapore
  2. Two-thirds of kids aged seven to nine use smartphones daily, many are on Facebook: Survey | The Straits Times
  3. Google reveals Singapore kids are youngest globally to get first internet device; Should we worry?
  4. US smartphone market – Statistics & Facts | Statista
  5. Meta Reports Fourth Quarter and Full Year 2021 Results
  6. YouTube for Press
  7. Fun Friday: YouTube, Whatsapp, Facebook are the most popular social media platforms in Singapore
  8. Top 10 YouTube creators in Singapore that audiences love
  9. What Singaporeans watched most on YouTube in 2021 - CNA Lifestyle
  10. TikTok hits 1 billion monthly active users globally - company | Reuters
  11. Insight: The complete guide to social media statistics in Singapore - adobo Magazine Online
  12. Singaporeans Pick WhatsApp as their No.1 Messaging Application
  13. Number of social network users in Singapore | Statista
  14. Where Millennials end and Generation Z begins | Pew Research Center
  15. Commentary: Cyberbullying just keeps getting worse. Even COVID-19 hasn't dampened its spread - CNA
  16. Cyberbullying Remains Rampant On Social Media
  17. Digital Personas: How Many of Us Fake It Online? - Blackbox Corp
  18. Cyberbullying: Twenty Crucial Statistics for 2022 - Security.org
  19. Crucial Cyberbullying Statistics, Trends, and Facts 2022 - Learn Digital Marketing
  20. Scam victims in S'pore lost $633.3 million in 2021 | The Straits Times
  21. https://www.straitstimes.com/singapore/courts-crime/internet-love-scams-cost-victims-33-million-in-2020
  22. Pandemic rage: It's time to seek help when not getting that last chicken wing makes you throw a chair - TODAY
  23. Digital 2021 Singapore

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