According to a survey on social commerce conducted by Rakuten Insight in Singapore in 2025, approximately ** percent of respondents between 16 and 24 years answered that they used TikTok for purchases during the last 12 months. The same survey indicated that around ** percent of Singaporean consumers regularly shopped on social media.

It comes as no surprise that the largest social network in Singapore is the messenger app WhatsApp and the social media giant Facebook. With Singapore home to one of the fastest internet connection speed in the world, the convenience of using these social networks on a daily basis has driven the growth of online content. There are over *** million social media users in Singapore As of 2024, Singapore’s population has reached over *********** people. These are, however, on an island with an area of only ***** square kilometers. The high technological standard has led to the internet penetration being extraordinarily high compared to other Southeast Asian countries. A high Internet penetration rate is usually a first indication that social media has great importance for the country too. In this case the general number of social media users amounted to **** million people, reaching **** percent of the population. While WhatsApp is still the most popular social media channel in Singapore, it seems like Facebook is currently losing their younger users. Young Singaporean social media users would instead be flocking to Instagram, Snapchat or TikTok.

According to a survey on social commerce conducted by Rakuten Insight in Singapore in 2025, approximately ** percent of respondents answered that they used TikTok for purchases during the last 12 months. The same survey indicated that around ** percent of Singaporean consumers regularly shopped on social media.

As of January 2023, 89.5% of the total population in Singapore uses social media. That is 5.30 million Singaporean social media users.

According to a survey in Singapore as of July 2022, around ** percent of respondents stated that they used Instagram the most among other social media platforms. It was followed by Facebook, TikTok, and Telegram, respectively.

According to a survey conducted by Rakuten Insight in February 2025, ** percent of respondents in Vietnam have purchased items on TikTok. TikTok was also the most used social commerce platform in Thailand, Singapore, the Philippines, Malaysia, and in China as of February 2025.

In 2023, Android users in Singapore spent an average of ** hours and ** minutes per month on TikTok. Youtube followed with ** hours and ** minutes spent on the platform. In 2023, the number of YouTube users in Singapore amounted to approximately **** million.

The number of social media users in Singapore was forecast to continuously increase between 2024 and 2029 by in total 0.2 million users (+3.6 percent). After the eleventh consecutive increasing year, the social media user base is estimated to reach 5.75 million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

As of the third quarter of 2024, nearly 46 percent of social media users in Singapore followed accounts belonging to friends, family, or acquaintances. Food-related accounts, such as those of restaurants, chefs, and culinary personalities, were the second-most popular, attracting followers from approximately 25 percent of users.

As of October 2025, social media usage penetration in Singapore reached around 90.6 percent, followed by the Philippines at 81.9 percent. In contrast, Indonesia, Southeast Asia's most populous country, had a social media penetration of around 62.9 percent that year. What is the social media penetration rate, and what is the global average? The social media penetration rate refers to the percentage of a population that actively uses social media platforms. It is a key metric for understanding how widely social media is adopted in a specific region, country, or demographic group. Southeast Asia has a social media penetration rate of about 61.5 percent, slightly lower than the global average of nearly 64 percent. Northern Europe has the highest social media penetration rate worldwide. How much time do Southeast Asians spend on social media? Users in Southeast Asia spend, on average, more time daily on social media compared to their East Asian counterparts. Users in the Philippines spend on average more than 3.5 hours daily engaging with social media platforms, the highest figure in the Asia Pacific (APAC) region. Following the Philippines, Indonesia, Malaysia, and Thailand see their users lead the APAC region in daily social media usage, spending at least 2.5 hours on average each day on these platforms.

According to a survey on influencer marketing conducted in Singapore in ************, Instagram was the most used platform for influencers, with around ** percent. YouTube followed, with approximately **** percent.

This dataset comprises a set of Twitter accounts in Singapore that are used for social bot profiling research conducted by the Living Analytics Research Centre (LARC) at Singapore Management University (SMU). Here a bot is defined as a Twitter account that generates contents and/or interacts with other users automatically (at least according to human judgment). In this research, Twitter bots have been categorized into three major types:

Broadcast bot. This bot aims at disseminating information to general audience by providing, e.g., benign links to news, blogs or sites. Such bot is often managed by an organization or a group of people (e.g., bloggers). Consumption bot. The main purpose of this bot is to aggregate contents from various sources and/or provide update services (e.g., horoscope reading, weather update) for personal consumption or use. Spam bot. This type of bots posts malicious contents (e.g., to trick people by hijacking certain account or redirecting them to malicious sites), or promotes harmless but invalid/irrelevant contents aggressively.

This categorization is general enough to cater for new, emerging types of bot (e.g., chatbots can be viewed as a special type of broadcast bots). The dataset was collected from 1 January to 30 April 2014 via the Twitter REST and streaming APIs. Starting from popular seed users (i.e., users having many followers), their follow, retweet, and user mention links were crawled. The data collection proceeds by adding those followers/followees, retweet sources, and mentioned users who state Singapore in their profile location. Using this procedure, a total of 159,724 accounts have been collected. To identify bots, the first step is to check active accounts who tweeted at least 15 times within the month of April 2014. These accounts were then manually checked and labelled, of which 589 bots were found. As many more human users are expected in the Twitter population, the remaining accounts were randomly sampled and manually checked. With this, 1,024 human accounts were identified. In total, this results in 1,613 labelled accounts. Related Publication: R. J. Oentaryo, A. Murdopo, P. K. Prasetyo, and E.-P. Lim. (2016). On profiling bots in social media. Proceedings of the International Conference on Social Informatics (SocInfo’16), 92-109. Bellevue, WA. https://doi.org/10.1007/978-3-319-47880-7_6

The Southeast Asia media and advertising industry is experiencing robust growth, projected to reach a market size of $24.59 billion in 2025, expanding at a Compound Annual Growth Rate (CAGR) of 15.30%. This significant expansion is fueled by several key drivers. The increasing adoption of digital media, particularly mobile, across the region is a major catalyst. Southeast Asia's burgeoning young and tech-savvy population is driving demand for engaging online advertising formats, including video, social media, and influencer marketing. Furthermore, rising disposable incomes and increased urbanization are contributing to higher advertising spending across various sectors, from consumer goods to financial services. Economic growth in key markets like Indonesia, Vietnam, and the Philippines further bolsters this trend. However, challenges remain. The industry faces complexities in media fragmentation, the need for sophisticated data analytics to target specific demographics effectively, and the ongoing evolution of consumer preferences. Competition among established and emerging players is also intense, demanding continuous innovation and strategic adaptation. Regulatory changes and data privacy concerns also present ongoing hurdles for the industry's growth and sustainability. Looking ahead, the industry will likely see a continued shift towards digital channels, a greater emphasis on data-driven strategies, and a more nuanced understanding of regional cultural contexts to maximize advertising effectiveness. The analysis of regional markets shows varying levels of maturity. While advanced economies may exhibit steadier growth, emerging markets are expected to experience more rapid expansion driven by higher penetration rates of digital media and rising advertising budgets. The significant contribution of key players like JCDecaux, Clear Channel, and OOH Media underlines the dominance of established Out-of-Home (OOH) advertising alongside the emergence of digital-first companies. Future growth will depend on the continued investment in digital infrastructure, fostering greater trust in data privacy practices, and adapting creative strategies to effectively engage diverse audiences in the region. The industry’s success will hinge on successfully navigating the balance between technological advancement and cultural sensitivity to build meaningful connections with consumers. Recent developments include: February 2023: Foodpanda Singapore announced a strategic partnership with Clear Channel Singapore to launch a real-time, user-generated, out-of-home execution across Clear Channel Singapore's digital screens, Play+Display, as part of its 360-media campaign., August 2022: Vistar Media announced the launch of complete programmatic capabilities in Indonesia, Malaysia, the Philippines, and Hong Kong, expanding its already established Asia-Pacific presence, which includes Singapore, Australia, and New Zealand. The Vistar Demand-Side Platform (DSP) is the primary source of programmatic demand transactions for digital out-of-home. Advertisers and agencies in Southeast Asia can now use the Vistar DSP to design, purchase, and evaluate data-driven out-of-home (ooH) campaigns through open exchange and private marketplace partnerships.. Key drivers for this market are: Increase in Public Transit Infrastructure, Increasing Adoption of Digital Screens. Potential restraints include: Increase in Public Transit Infrastructure, Increasing Adoption of Digital Screens. Notable trends are: Transit Application is Expected to Hold the Highest Market Share.

According to a survey on social media advertising conducted by Rakuten Insight in June 2025, 40 percent of respondents in Singapore indicated that they rarely purchased items after viewing sponsored advertisements on social media platforms. Meanwhile, 20 percent of respondents have never purchased an item after viewing an ad on social media.

According to a survey by Rakuten Insight in Singapore on media consumption, ** percent of respondents said they used social media sites or apps. Search engines were the second most consumed media, with ** percent of the respondents.

As of May 2024, ** percent of Gen Z respondents spent more time on social media than they did a year ago. Millennials showed a similar dynamic, with ** percent stating that their social media use had increased compared to the previous year.

According to a survey on influencer marketing conducted in Singapore in October 2022, Instagram was the leading social media platform for influencer marketing campaigns with a share of almost ** percent. In comparison, TikTok accounted for a share of almost *** percent.

In Singapore, internet users aged between 16 and 64 years spent an average of approximately two hours per day using social media during the third quarter of 2024. In comparison, during the same period in 2021, users in the same age group spent around two and a half hours daily using social media.

As of April 2025, almost ** percent of Instagram users in Singapore fell within the age group of 25 to 34 years. This segment comprised almost ** percent of females and ** percent of males. Notably, approximately ** percent of Instagram users within the age group of 18 to 24 years were females. Instagram in general The Facebook-owned social network counts about **** billion active users worldwide. In Singapore, Instagram ranks third among the leading social media platforms . Compared to Facebook, Instagram is a more visual-based platform, originally designed as an online showroom for brands. Nowadays it provides the perfect environment for users to easily display their life to a larger audience and follow people/brands all over the world. Social media in Singapore Instagram has thus emerged as an important promotional platform for brands. In Singapore, brands could reach a target audience of up to *** million people or about ** percent of the population. Unlike traditional advertising channels such as in print media or television, social media advertising, especially Instagram, can be tailored to reach the intended audience. The private information that users share on the platform helps companies to address the right target group for their branding and advertising campaigns, therefore further enhancing their impact.

According to a survey conducted by Ipsos on predictions for global issues in 2020, ** percent of Singaporeans believed it unlikely that they would use social media less in the upcoming year. Singaporeans were pretty active on social media, and in 2018, the most frequently used social media channels there were YouTube, Whatsapp and Facebook.