The social media penetration rate in Singapore was forecast to continuously increase between 2024 and 2028 by in total 4.6 (+4.86 percent). After the ninth consecutive increasing year, the penetration rate is estimated to reach 99.24 and therefore a new peak in 2028. Notably, the social media penetration rate of was continuously increasing over the past years.

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.

As of February 2025, social media usage penetration in Singapore reached around ** percent, followed by the Philippines at ** percent. In contrast, Indonesia, Southeast Asia's most populous country, had a social media penetration of around ** 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 **** percent, slightly lower than the global average of nearly ** 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 *** 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 *** hours on average each day on these platforms.

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 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 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.

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.

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.

As of the third quarter of 2023, **** percent of internet users in Singapore between 16 and 64 years who used social media used social networks to find information about brands and products. In total, **** percent of internet users who used social media in Singapore used these platforms to search for information about brands and products.

The number of Youtube users in Singapore was forecast to increase between 2024 and 2029 by in total 0.01 million users (+0.21 percent). This overall increase does not happen continuously, notably not in 2027 and 2028. The Youtube user base is estimated to amount to 4.68 million users in 2029. User figures, shown here regarding the platform youtube, 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 Youtube users in countries like Vietnam and Indonesia.

In Singapore, internet users aged between 16 and 64 years spent an average of approximately *** 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 ************** hours daily using social media.

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.

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.

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 May 2024, ** percent of respondents in Singapore spent up to **** hours on social media weekly. Only *** percent of respondents indicated not 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.

According to a survey conducted in January 2022 in Singapore, ** percent of respondents stated they had engaged with a Facebook ad in the past 12 months. Following Facebook, Youtube ranked second as the social media platform with the highest ad engagement.

As of the third quarter of 2024, approximately ** percent of Singapore’s population were active social media users. The proportion of users had previously peaked in the third quarter of 2021, when nearly ** percent of the population engaged with social media platforms.

As of the third quarter of 2024, nearly ** 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 ** percent of 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.