As of April 2025, Facebook held the largest share of the mobile social media platforms market in Singapore, accounting for approximately ***** percent. It was followed by X (formerly Twitter), which captured nearly one-third of the market during the same period.

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 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.

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 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 the third quarter of 2024, WhatsApp was the favorite platform among active social media users in Singapore, with around ** percent indicating it as their leading choice. Facebook ranked second, favored by **** percent of social media users.

Singapore Internet Usage: Social Media Market Share: All Platforms: Hi5 data was reported at 0.000 % in 16 Mar 2025. This stayed constant from the previous number of 0.000 % for 15 Mar 2025. Singapore Internet Usage: Social Media Market Share: All Platforms: Hi5 data is updated daily, averaging 0.000 % from Mar 2025 (Median) to 16 Mar 2025, with 9 observations. The data reached an all-time high of 0.070 % in 12 Mar 2025 and a record low of 0.000 % in 16 Mar 2025. Singapore Internet Usage: Social Media Market Share: All Platforms: Hi5 data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Singapore – Table SG.SC.IU: Internet Usage: Social Media Market Share.

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 2022, around 3* percent of influencers in Hong Kong were using Instagram. In comparison, Facebook was the most commonly used platform for influencers in Vietnam that year, with ** percent using the platform. Moreover, YouTube was a popular platform for many countries, including Cambodia, Japan, and Singapore.

In 2023, the number of smartphone users in Singapore reached about *** million. This number has been increasing since 2020 and is expected to grow to over *** million by 2029. The use of smartphones and the internet Smartphones and internet use are growing hand in hand. In Singapore, internet penetration has been steadily increasing and is expected to rise even further in the following years, with the mobile internet penetration rate there among the highest in the world. Thanks to its well-developed telecommunications infrastructure, Singapore has one of the fastest mobile internet connection speeds in the region, becoming the first country in the world to achieve nationwide 5G coverage. Social media use The smartphone penetration in Singapore is high and social media are widely used. Meta’s platforms are the most popular, with WhatsApp and Facebook leading the way. Twitter has the largest advertising audience in the country. The growing use of social networks allows advertisers to reach a broad audience, resulting in revenues that are expected to reach ****** million U.S. dollars in 2022.

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.

（停止更新）互联网使用：社交媒体市场份额：所有平台：Hi5在03-16-2025达0.000%，相较于03-15-2025的0.000%保持不变。（停止更新）互联网使用：社交媒体市场份额：所有平台：Hi5数据按日更新，03-08-2025至03-16-2025期间平均值为0.000%，共9份观测结果。该数据的历史最高值出现于03-12-2025，达0.070%，而历史最低值则出现于03-16-2025，为0.000%。CEIC提供的（停止更新）互联网使用：社交媒体市场份额：所有平台：Hi5数据处于定期更新的状态，数据来源于Statcounter Global Stats，数据归类于全球数据库的新加坡 – Table SG.SC.IU: Internet Usage: Social Media Market Share。

This statistic depicts the share of respondents who trust the news they read or hear on social media as of August 2018, by type. During the survey period, ** percent of those surveyed indicated that they trust the news found on social media in general. The least-trusted social media platform for news was Twitter, with only ** percent of respondents agreeing that they trusted the news they found there.

Facebook was Singapore’s most popular social media app with an average penetration rate of ** percent as of June 2016. Nevertheless, Facebook does not seem to be the platform of the future. Only about ** percent of respondents aged 15 to 24 years old had a Facebook app installed on their mobile phone, slightly less than Instagram, which had an installation rate of ** percent.

Importance of social media in Singapore

In a country where almost everyone has access to the internet, social media plays an important role in the purchasing behavior of Singaporeans. With **** million inhabitants and *** million internet users, Singapore has one of the highest Internet penetration rates in the world. It was forecasted that around *** million inhabitants use social media on their mobile phones, representing almost ** percent of all Singaporean internet users.

Does the most popular app reflect the most popular platform too?

Not necessarily – there are many ways to be on social media without installing an app. Those users were not taken into account in this survey. Other than that, it depends on what was considered a social media platform too. If you count YouTube and WhatsApp as social media platforms, they would emerge as the most popular. However, considering only the traditional platforms, Facebook remains by far the market leader, followed by Instagram and Twitter.

As of February 2025, the number of X (formerly Twitter) users in Singapore reached 13.2 million. This represented more than a twofold increase from nearly six million users in 2024.X (formerly Twitter) in SingaporeAs of January 2025, X (formerly Twitter) accounted for around six percent of the social media market in Asia. In Singapore, X is the eighth most used social media platform. Singaporeans primarily use X to look out for trending topics and events that take place locally and internationally. Current developmentsIn an effort to reduce misinformation and online falsehoods, the government has been working with Facebook and X since 2019. Academics, journalists and civil society groups have taken to the platform to discuss political, social and cultural issues while some others have used it to spread hate speech. For instance, police reports were made against a user that published racially insensitive tweets regarding migrant workers.

This dataset comprises a set of information cascades generated by Singapore Twitter users. Here a cascade is defined as a set of tweets about the same topic. This dataset was collected via the Twitter REST and streaming APIs in the following way. Starting from popular seed users (i.e., users having many followers), we crawled their follow, retweet, and user mention links. We then added those followers/followees, retweet sources, and mentioned users who state Singapore in their profile location. With this, we have a total of 184,794 Twitter user accounts. Then tweets are crawled from these users from 1 April to 31 August 2012. In all, we got 32,479,134 tweets. To identify cascades, we extracted all the URL links and hashtags from the above tweets. And these URL links and hashtags are considered as the identities of cascades. In other words, all the tweets which contain the same URL link (or the same hashtag) represent a cascade. Mathematically, a cascade is represented as a set of user-timestamp pairs. Figure 1 provides an example, i.e. cascade C = {< u1, t1 >, < u2, t2 >, < u1, t3 >, < u3, t4 >, < u4, t5 >}. For evaluation, the dataset was split into two parts: four months data for training and the last one month data for testing. Table 1summarizes the basic (count) statistics of the dataset. Each line in each file represents a cascade. The first term in each line is a hashtag or URL, the second term is a list of user-timestamp pairs. Due to privacy concerns, all user identities are anonymized.

According to a survey on social commerce conducted by Rakuten Insight in Singapore in 2025, approximately ** percent of female and ** percent of male 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.

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 Asian media and advertising industry is anticipated to expand at a robust CAGR of 15.30% during the period of 2025-2033, with the market size estimated to reach a significant value in 2025. This growth is primarily driven by factors such as rising disposable incomes, increasing urbanization, and the proliferation of digital technologies in the region. The adoption of digital advertising channels, including social media, mobile advertising, and online video, is driving industry expansion as businesses recognize the effectiveness of reaching consumers through these platforms. Key trends in the Southeast Asian media and advertising industry include the growth of programmatic advertising, the rise of influencer marketing, and the increasing focus on data-driven campaigns. The integration of artificial intelligence and machine learning technologies is also transforming the industry, enabling more personalized and targeted advertising approaches. However, challenges such as fragmented media landscapes, regulatory constraints, and the need for skilled professionals remain. The competitive landscape consists of established players such as SPHMBO (Singapore Press Holding Ltd) and Moove Media Pte Ltd, along with emerging players entering the market. 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: High Installation and Maintenance Costs. Notable trends are: Transit Application is Expected to Hold the Highest Market Share.

The Southeast Asia media and advertising industry is experiencing robust growth, projected to reach a market size of $24.59 billion in 2025 and maintain a Compound Annual Growth Rate (CAGR) of 15.30% from 2025 to 2033. This expansion is fueled by several key factors. The increasing penetration of smartphones and internet access across the region is driving digital advertising expenditure, particularly in mobile advertising and social media marketing. A burgeoning young population, increasingly engaged with digital platforms, creates a highly receptive audience for targeted advertising campaigns. Furthermore, the rise of e-commerce and the growing adoption of digital payment systems are further stimulating demand for online advertising solutions. The increasing sophistication of programmatic advertising and data analytics also contributes to this growth, enabling more precise targeting and improved ROI for advertisers. However, challenges remain. While digital advertising is booming, traditional media channels like out-of-home (OOH) advertising still hold significant market share and face competition from newer forms of advertising. The industry is also navigating the complexities of data privacy regulations and evolving consumer preferences. Competition amongst established players like SPHMBO (Singapore Press Holding Ltd), Moove Media Pte Ltd, and JCDecaux Singapore Pte Ltd, alongside emerging tech-driven companies, is intense. Sustaining this growth trajectory necessitates continued innovation, strategic partnerships, and adaptability to the rapidly changing technological and regulatory landscape. The market's segmentation continues to evolve, with a growing focus on niche audiences and specialized advertising solutions, creating opportunities for both established and new market entrants. Key drivers for this market are: Increase in Public Transit Infrastructure, Increasing Adoption of Digital Screens. Potential restraints include: High Installation and Maintenance Costs. Notable trends are: Transit Application is Expected to Hold the Highest Market Share.