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.

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

As of June 2023, the Gen Z or those between the ages of 19 to 25 years old, made up the majority of Instagram user base in Singapore, with ***** percent. This was followed by the Millennials between the ages of 26 to 32 years, comprising around ***** percent of Instagram users.

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.

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).

According to the results of a survey conducted in Singapore in April 2022, ** percent of respondents aged between 18 and 33 years stated that they used social media as a news source. In contrast, **** percent of respondents aged 65 years and older reported using social media for news.

In 2024, ** percent of residents aged 18 to 39 years in Singapore used the internet. In comparison, ** percent of residents over the age of ** used the internet. Overall, the share of residents using the internet has decreased slightly in the last two years,

The purpose of study is to investigate how individual features, such as personality traits, biological sex, age, influence the quantity and type of usage of social media platforms across the spectrum of psychological well-being during the time of circuit breaker due to the Covid-19 pandemic. Results found that personality traits were differently predictive for active and passive usage of Facebook, Instagram, and Twitter during the pandemic. Moreover, results highlighted that psychosocial aspects of social media usage were correlated to anxiety and depressive symptoms experienced during the circuit breaker. The research protocol has been approved by NTU Institutional Board (NTU-IRB). The NTU-IRB reference number for this study is IRB-2020-04-041.

As of February 2025, approximately ** percent of the TikTok's advertising audience in Singapore were between 25 and 34 years old and male. This age group represents approximately ** percent of the overall advertising audience.

As of February 2025, approximately **** percent of YouTube's advertising audience in Singapore were between 45 and 54 years old and female. This age group represents around ** percent of the overall advertising audience.

As of February 2025, around ** percent of Meta’s advertising audience in Singapore fell within the ** to ** age group. This segment comprised ** percent males and ** percent females. Meanwhile, females accounted for nearly * percent of Meta’s advertising audience within the ** to ** age group.

As of June 2023, Millennials or those between the ages of 26 to 32 years old, made up the majority of Facebook user base in Singapore, with ***** percent. This was followed by Gen Z between the ages of 19 to 25 years, comprising around ***** percent of Facebook users.

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.

The number of Instagram users in Singapore was forecast to continuously decrease between 2024 and 2028 by in total 0.5 million users (-15.82 percent). According to this forecast, in 2028, the Instagram user base will have decreased for the eighth consecutive year to 2.64 million users. User figures, shown here with regards to the platform instagram, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.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).Find more key insights for the number of Instagram users in countries like Vietnam and Malaysia.

IntroductionDespite the many benefits of smartphones, researchers have raised concerns over problematic smartphone use (PSU) and its negative effects on physical and psychological well-being. Studies examining PSU and its impact among adults remain limited. Hence, we aim to examine the prevalence of PSU among adults in Singapore, and explore its associations with smartphone activities, sleep quality, and psychological well-being, as well as age and gender-related differences in these associations.MethodsA household survey (n = 1200) was conducted among multi-ethnic Singapore adults aged 21 to 60. The survey employed a proportionate stratified random sampling approach. The Smartphone Addiction Scale–Short Version was used to determine risk of PSU. Adjusted multivariable logistic regressions, age-stratified (21–30, and above 30) analyses and sensitivity analyses were performed.ResultsThe survey response rate was 45.7%. PSU prevalence rate was estimated to be 34.0%. Adults at risk were younger (OR = 3.72, p < 0.001), had poor sleep quality (OR = 2.94), reported depressive (OR = 2.84, p = 0.001) or anxiety symptoms (OR = 2.44, p < 0.001), tend to use smartphones for social media (OR = 2.81, p = 0.002) or entertainment (OR = 2.72, p < 0.001). Protective factors include higher levels of social support (OR = 0.76, p = 0.007), using smartphones for calling family (OR = 0.39, p = 0.003) and friends (OR = 0.53, p = 0.030), and spending four hours or less of smartphone usage duration (OR = 0.40, p < 0.001). Sensitivity analyses confirmed these findings. Associations between PSU and poor sleep quality (OR = 3.72, p < 0.001), depressive (OR = 3.83, p < 0.001), and anxiety symptoms (OR = 2.59, p = 0.004) and social media usage (OR = 3.46, p < 0.001) were more pronounced in adults over 30. PSU was more prevalent among females in those aged 21–30 (OR = 2.60, p = 0.022). Social support appears to be a protective factor for adults over 30 (OR = 0.64, p < 0.001) but was not observed in those aged 21–30. Among males, younger age (21–30 years), poor sleep quality, depressive symptoms, and anxiety symptoms, and using social media and entertainment apps were significantly associated with PSU. Females showed similar associations. Social support appears to be a protective factor for females (OR = 0.70, p = 0.018), but this association was not observed for males. Shorter smartphone usage times were inversely associated with PSU in both genders.ConclusionA substantial proportion of adults exhibited PSU. Findings highlight the differential associations between PSU and psychological well-being, social support, interactions with technology, and sleep quality. These associations are influenced by age which has implications for preventive efforts.

According to a survey on social media advertising conducted by Rakuten Insight in June 2025, ** percent of respondents aged from 16 to 24 years in Singapore indicated that they found advertisements developed by reliable brands to be the most influential among social media advertisements. Meanwhile, *****percent of the respondents from that age group did not find any type of social media ads impactful.

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.

The number of Twitter users in Singapore was forecast to continuously decrease between 2024 and 2028 by in total 0.2 million users (-13.51 percent). After the seventh consecutive decreasing year, the Twitter user base is estimated to reach 1.29 million users and therefore a new minimum in 2028. User figures, shown here regarding the platform twitter, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period.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).Find more key insights for the number of Twitter users in countries like Philippines and Laos.

The number of LinkedIn users in Singapore was forecast to continuously increase between 2024 and 2028 by in total 0.1 million users (+3.15 percent). After the ninth consecutive increasing year, the LinkedIn user base is estimated to reach 3.25 million users and therefore a new peak in 2028. Notably, the number of LinkedIn users of was continuously increasing over the past years.User figures, shown here with regards to the platform LinkedIn, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.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).Find more key insights for the number of LinkedIn users in countries like Indonesia and Malaysia.

The number of WhatsApp users in Singapore was forecast to continuously decrease between 2024 and 2029 by in total 0.1 million users. After the third consecutive decreasing year, the WhatsApp user base is estimated to reach 4.76 million users and therefore a new minimum in 2029. User figures, shown here regarding the platform whatsapp, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period.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).Find more key insights for the number of WhatsApp users in countries like Philippines and Cambodia.