2012 Singapore Social Media Study by RockPublicity.com


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The 2012 Rock Publicity Singapore Social Media Study is the largest ever survey of corporate, business and consumer social media conducted on Singapore. It details in depth a larger snapshot of the SM environment in the country unlike ever before.

Rock Publicity invested over three months, $60K SGD, 6 human beings, 2000 hours and came up with more than 1700 pages of raw data to be left with what you find in this 64-page report.

We detail how Singaporeans are using social media for consumer and personal use, as well as stats on how local companies in Singapore are using social media to promote, sell, connect, communicate and build their brands to their online communities.

This is by far the largest ever survey, study and statistic report on social media in Singapore ever conducted.

Social media consultants RockPublicity have come up with something truly special and we implore you to check out this extremely detailed chunk of Singapore social media stats in order to help your company, or view of social media in Singapore!

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2012 Singapore Social Media Study by RockPublicity.com

  2. 2. COPYRIGHT  NOTICEThis document is Copyright © 2012 ROCK PUBLICITY and LeonHill, All Rights Reserved. This document may be shared withothers for free providing it is not edited, modified or changed in anyway. This document may not be resold, republished, reproduced orredistributed in any other way without express written permissionfrom ROCK PUBLICITY. DISCLAIMERWhile ROCK PUBLICITY invested a considerable amount of time,energy and money, took the greatest care and attention (and somemay even say love) in creating this study and maintaining itsaccuracy for your benefit, we cannot guarantee data, information,statistics or any other part of this study are 100% accurate. LANGUAGESCurrently, the 2012 ROCK PUBLICITY Singapore Social MediaStudy is only available in ENGLISH, though it is currently beingtranslated into MANDARIN CHINESE. To be advised of when thetranslated version will be available, please emailcontact@rockpublicity.com and we will alert you at the relevanttime. SHARING  THIS  DOCUMENTThe 2012 ROCK PUBLICITY Singapore Social Media Study maybe shared with other people, within your company, within themedia and other organisations freely, providing it is kept whollyintact and not split into parts, destroyed or disseminated. CREDITSYou are free to use any data within this study, providing it iscredited to ROCK PUBLICITY if it is used in your own material.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  3. 3. DISCUSSING  THIS  STUDYTo further discuss any information in this study, or to findout how your company fits in, please contact Leon Hill orJasmine Moore at ROCK PUBLICITY. EMAIL contact@rockpublicity.com leon@rockpublicity.com PHONE (SINGAPORE  SKYPE  ID)  rockpublicity (AUSTRALIA)  +61439  2222  05 TWITTER @rockpublicity WEB http://rockpublicity.com/© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  4. 4. TABLE  OF  CONTENTS *      *      *Contacting  ROCK  PUBLICITYOur  Services                                                                                                                                                                                  Introduction  to  the  2012  Singapore  SocialMedia  StudyThe  ROCK  PUBLICITY  DeKinition  of  Social  MediaImportant  Note  on  Data  CollectedExecutive  Summary  &  OverviewData  on  the  2012  Singapore  Social  Media  StudyBasic  Data  on  Communications  in  SingaporeSocial  Media  Statistics  for  SingaporeConsumer  Buying  &  Selling  via  Social  MediaCorporate  Social  Media  in  SingaporeThe  Lighter  Side  of  StatsConclusions  Based  on  the  2012  SingaporeSocial  Media  StudyForecasts  for  Singapore’s  Social  Media  in  2013Advice  for  Singaporean  CompaniesMore  Information  About  ROCK  PUBLICITYThanks  and  Credits© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  5. 5. CONTACTING  ROCK  PUBLICITYFor anything relating to the 2012 ROCK PUBLICITY SingaporeSocial Media Study, or advice relating to corporate social media,you can get in touch with us, or our head consultant Leon Hillusing any of the following details.EMAIL:  http://rockpublicity.com/contactBLOG:  http://rockpublicity.com/blogPHONE  (Singapore  Skype  ID  ):  rockpublicityPHONE  (Australia):  +61439 2222 05EMAIL:  contact@rockpublicity.comLINKEDIN:  http://www.linkedin.com/profile/view?id=24222347TWITTER:  http://twitter.com/rockpublicity OUR  SERVICESROCK PUBLICITY deals almost exclusively with large companies,corporate entities and government organisations. Large-scalesocial media and real-time media is what we do best, so we stickto it.- Social Media Consulting- Social Publicity- Social ROCKstar Program- Real-Time Sales Mastery- Research & InsightFind out more at: http://rockpublicity.com/For corporate consulting, Leon will be in Singapore fromDecember 2012 through to May 2013 so may be available to workwith your company during that period, Please be aware we mayneed several months notice for large contracts, however shortconsulting contracts (~1 week long) are usually available given aweek or two notice, depending on client needs.We look forward to working with you.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  6. 6. “If  you  can’t  explain  it  simply,  you  don’t  understand  it well  enough.”                                                                                                                                                                      -­‐  Albert  Einstein© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  8. 8. INTRODUCTION to the 2012 Singapore SocialMedia StudyHi, I’m Leon Hill and I am the Chief Consultant, founder and faceof ROCK PUBLICITY. Over the next few pages I’ll be introducingyou to the 2012 SINGAPORE SOCIAL MEDIA STUDY, somedefinitions and information to help you understand the detailswithin the pages of this world-class survey.While introductions aren’t always that important in documents orbooks, I implore you not to skip the next few pages as you willmiss out a lot of detail in what makes this information so special.To start with, what you’re about to read is the biggest study andsurvey on social media in Singapore that has ever beenundertaken – this alone makes our 2012 study the best sourceever in history on understanding consumer and business use ofthe platform in Singapore.For me personally however, Singapore has always held a specialplace in my heart as I’ve travelled there many times; it was actuallythe very first nation I ever visited outside my home country ofAustralia (that is, if you don’t count a stop-over in the KL airport onmy way there). Combined with my passion for social media,learning about the impact of the medium on Singapore has alwayssomething I wanted to be a leader in. I also wrote a great deal ofmy upcoming book Social Mind in Singapore and I plan to releaseit there before the rest of the world.However, as my company is planning quite a lot of business inSingapore over the next two years, I decided in June that theresimply wasn’t enough data or understanding of Singapore’s socialmedia scene and digital communications environment. No matterwhere I looked, I was met with incomplete or lacking information.If we were going to provide our Singaporean corporate clients withthe absolute best service and results possible, we had to knowmore.The solution?© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  9. 9. In June I decided we needed to not only fill in the gaps, but comeup with the most conclusive, detailed and complete set of datasurrounding social media and real-time Internet usage inSingapore. After spending a couple of months formulating anaction plan with my team and an external research company, webegan work in August.Over the next 95 days we surveyed tens of thousands ofSingaporean Internet users, collected data on hundreds of localcompanies, calculated figures and forecasted as accurately aspossible what the future of the nation’s social media would be like.I invested over $20,000 SGD per month in staff, data collection,expertise and outside knowledge, as well as drawing on my yearsof industry experience to make certain we were covering all basesand extracting as much as we could, as accurately as we could.And in early November 2012, I was satisfied we’d done absolutelyeverything possible.This is our first ever study of social media in Singapore, however Iknow for a fact it’s the largest, most complete and most accuratestudy of the way Singaporean people and companies use theplatform.To give you some idea of how much blood, sweat and tears weinvested in our study on Singaporean social media, here are someinteresting facts about what went into it: - 2,160 hours research over 95 days - $63,118 SGD invested - 51,750 Singaporeans surveyed - 4 staff and 2 outside researchers used - 217 Singapore-based companies studied - 379 phone calls made - 1,761 pages of raw dataAs you can see, we really did our homework to create what you’llsee in this 60-page report!© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  10. 10. Whatever your role, whether social media junkie, techentrepreneur, business owner, statistics lover or corporatemarketing executive, you’ll get something from this study. Morethan anything, it will give you the most definitive view on what thesocial media and digital communications scene is like right now inSingapore, as well as snapshot of how it will progress next year.Like most our clients, if you have a role anywhere in the corporateworld in Singapore, the later parts of this study should especiallybe of great interest to you. It’s towards the end of the study that weuncover how the nations companies are using social media, howthey’re interacting with communities and how they’re driving sales.However you find the study, I’d like to invite your comments on theROCK PUBLICITY blog, via Twitter, or directly via email. And ifyou’re a company who would like to discuss any further how thisstudy affects your business in Singapore, myself or one of my staffwould love to chat to you further about this.And finally, be sure to find out more about ROCK PUBLICITY afterthe close of the study, as well as some interesting, amusing andentertaining facts we came up with about Singaporeans when weconducted our research.From here, in all its magnificent glory, here you’ll find the 2012ROCK PUBLICITY Singapore Social Media Study. I truly hope ithelps you create, nurture and grow a better online community inSingapore.Kindest Regards,Leon HillFounder, Chief ConsultantROCK PUBLICITYhttp://rockpublicity.com/FB: http://facebook.com/RockPublicityTW: @rockpublicity© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  11. 11. The ROCK PUBLICITY definition of Social MediaAlthough everyone is familiar with the term ‘Social Media’ and it’sstill the most widely-used name to describe the industry,communications medium and platform, I don’t think it’s necessarilyan accurate title most of the time.For us here at ROCK PUBLICITY, the term used by author DavidMeerman-Scott who calls it ‘Real-Time Media’ is much moreaccurate.Sure, it’s still social, but ‘real-time’ describes the main benefit ofsocial media much better. It really hammers home that yourcompany can track, listen, contribute to and start conversation withpeople online immediately, as well as discover and act-on salesopportunities online as they happen.This is why we like ‘Real-Time Media’ much more. And althoughwe’ll continue to refer to ‘Social Media’ in this study as it’s still themost common way of describing it, we’d like you to keep the ‘real-time’ aspect of it in your mind at all times.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  12. 12. IMPORTANT NOTE ON DATA COLLECTEDPLEASE  NOTE: 1. All data was collected via our own and various external sources, then cross-referenced, checked and confirmed by outside researchers as best as possible. We maintained as high a standard for accuracy as we possibly could, however please keep in mind there is no way to be 100% certain figures are exactly correct. In all cases they will be accurate or extremely close to accurate, however please allow a margin for error in each statistic. 2. Whenever an age group is expressed in this study, please be aware we ONLY surveyed Singaporeans 15 years and above when it came to age splits. No data relating to age splits of users on social networks reflects the entire population of Singapore, simply the group of Singaporeans of ages 15 years and above. 3. All numbers are expressed as a number with a single decimal place. Figures have been rounded up or down to the nearest 0.1 point. 4. All population figures were rounded up or down to the nearest whole number. No population figures are expressed as decimals. 5. This report is only available in ENGLISH at present, though is currently being translated into MANDARIN CHINESE. Please contact us at contact@rockpublicity.com to be alerted when this translated version is available. 6. Population figures are based on the World Bank figure for Singapore in December, 2011.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  14. 14. EXECUTIVE SUMMARYThe objective of the 2012 Singapore Social Media Study has beento attain a comprehensive understanding of how consumers andcompanies use social media in Singapore. The study was carriedout due to the lack of information available relating to social mediain Singapore, as a source of information for Singaporeancompanies and to give ROCK PUBLICITY the most detailed viewpossible on the SM environment in Singapore.The study was based around two major fields: 1. General Internet and consumer social media usage in Singapore, and; 2. The way companies in Singapore use social media to communicate, interact with and sell to locals.Within these fields, we focused on many key lines of inquiryincluding: • How frequently Singaporeans use social media and what sites do they most regularly use, • What devices locals use most frequently to access social media, • Singapore’s online buying habits and how social media fits into this, • How consumers in Singapore use social media as a tool for research and review before buying products online, • What local companies use social media for and how effectively it’s being used, • How social media use will grow in Singapore in 2013 and beyond.The study has been carried out over a period of 95 days, betweenAugust and October 2012, by ROCK PUBLICITY and with theassistance of a partner research organisation based in Singapore.Specifically, we surveyed more than 50,000 Singaporean locals, aswell as 217 companies in various industries.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  15. 15. The present report draws upon the data collected during the periodof this study and is expressed as openly as possible, with ourcomments based on industry experience, knowledge of the globalsocial media environment and current global trends, facts andfigures.While the report can be considered as a stand-alone andcomprehensive look at the overall social media environment inSingapore, it should be looked at as a complimentary part of amore detailed research campaign into online interactions as awhole in Singapore. Also, in the interest of maintaining the themeof the report we have omitted more detailed and specificinformation relating to specific industries specified in the report.(NB: If your company fits within one of the researched industrieslisted in the report, we request you contact us for furtherinformation)The research we conducted followed well-accepted approaches tocollecting data relating to online usage, as well as surveying alarge volume of people in order to attain their views on a certaintopic and their actions relating to specific activities.In relation to attaining general data on Internet usage in Singapore,as well as very basic social media statistics, we utilised severalreputable sources of information including the SingaporeGovernment Department of Statistics (http://singstat.gov.sg/) andthe World Bank (http://worldbank.org/) in order to maintainaccuracy to the best of our abilities.In relation to attaining data on social media usage in Singapore,we carried out thorough and detailed data collection by surveyinglocals via the Internet, over a period of approximately threemonths. In total we surveyed 51,750 Singaporean locals, howeverdata from 1,329 of these surveys was removed from the study andnot considered due to incomplete, duplicate or inaccurateinformation.In relation to attaining data on corporate and business socialmedia usage in Singapore, we collected data by individually© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  16. 16. studying the social media presence of 217 Singapore-basedcompanies and the way they were using the medium, over aperiod of around three months. Using basic social mediamonitoring tools, we looked at things like how often thesecompanies were using social media sites like Twitter, Facebookand online forums to communicate with Internet users, theircustomers and potential new markets. We also analysed how theywere using these sites to promote and sell their products and howoften consumers were responding. The companies studied werespread over several industries and included major names such asSingTel, Singapore Airways and the Singapore Flyer.Overall we learned much invaluable knowledge regarding thesocial media landscape in Singapore, • The nation’s consumers are extremely heavy users of social media, both at home and on mobile devices. Not only are they leaders in the Asian region as a whole, but in some areas also global leaders. Most locals have accounts on more than one social media site meaning the potential reach for companies to target consumers via social media is extremely high. • Singaporeans are the highest smartphone users on the planet per capita, as well as some of the highest tablet users. This also reflects their online spending habits via mobile devices. • Singaporeans spend quite a large sum of money every year online in general, but also directly through social media sites. In total we estimate around one quarter of all online sales in 2012 had something to do with SM, for example being directly referred from a relevant site • While Internet and social media use in Singapore is extremely high for consumers, this does not translate to businesses. We found local companies do not frequent the platform anywhere near as much as consumers and are actually dangerously behind not just their Asian counterparts, but a large portion of the developed world. Our belief is that most of this is down to lack of training and education of Singaporean companies, though possibly in a small part due to complacency or seeing social media as not worthwhile.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  17. 17. • Due to the lack of corporate social media performance, the satisfaction level of Singaporean consumers towards local companies is quite low. This means that while businesses for the most part aren’t using SM effectively or simply not at all, their followers and customers are noticing this. • Also because of poor social media performance by companies, we found potential sales and revenue driven by the medium reflected this. We estimate that while local companies earned over $750 million (SGD) through SM in 2012, they missed out on a further $809 million (SGD) due to lack of strategy, not knowing how to target and take advantage of sales opportunities, ignoring communication by community members and bad brand image. • Social media usage with rise again noticeably in 2013; however there are no indications that consumer or business use will change much beyond increases in use. For local companies this means further increases in sales, but also sales losses if current social media practices (or lack thereof in some cases) do not change.To conclude, the study provides a deep insight into the overallsocial media landscape of Singapore and how it is being used in2012, as well as basics on where we expect it to go in 2013.MAJOR FINDINGS and OverviewOverall, we found Singapore a paradox when it came to socialmedia in general. On the one hand, the nation leads Asia in termsof social media usage and general tech-savviness across theboard, as well as owning some interesting stats such as being theheaviest Facebook users in the world in terms of average use persession.Singaporeans are also some of the heaviest mobile users onaverage in Asia and use social media on mobile devices more than96% of the rest of the world. Also, Singaporeans buy more tabletdevices per capita than any other nation in Asia and lead theregion in social media use on these devices also. Singapore alsoleads the world in smartphone use, per capita being the highest onthe planet.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  18. 18. Average online growth in the region is around 7%-13% for 2012 inmost areas of social media, from Internet use, to social mediagrowth and similar figures, which you’ll read about later in thereport. We forecast this growth should continue through 2013.However, despite this apparent attraction to social media by users,social media marketing and communication as a whole bycompanies in Singapore is lagging behind the Western world andis in the bottom 50% when compared to the rest of its Asiancounterparts who use similar sites.In all, we found that Singaporean companies are either very slowto take up using social media as a tool for advertising andpromotion, as well as customer relations and brand building. Agreat number of the corporate businesses and brands in thecountry had no real social media presence at all. Of the ones thatdid, very few were doing anything that could be called properimplementation.Mostly we attribute this to lack of proper training and knowledge insocial media by local corporations, as well as Asia’s generally lateradoption of the medium than in the Western world. Though despitethis, we think some companies still simply don’t see the value insocial media as any kind of platform, or simple complacence.In terms of driving sales online, again Singapore is extremelyadvanced when compared not only to Asia, but a large portion ofthe globe. And direct sales via social media are rapidly increasing,as are consumers using the platform to find out more aboutproducts and services before buying.Despite this, we found that Singaporean companies are actuallymissing out on more sales than they’re making in social media, thisyear totaling close to $1 billion, possibly more. Again, we believethis is due to poor implementation, strategy and lack of knowledge.From here we’re going to let the data and our commentary speakfor itself. Over the next 40 pages or so, you’ll be shown a betterpicture of social media in Singapore than you’ve ever been offeredbefore.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  20. 20. BASIC DATA on Communications in SingaporeIn this initial section, you’ll find basic data on how Singaporeansare using social media. This covers things like the ages ofpopulation using it, penetration of people in the country who use itregularly and everything in between. We recommend you use thissection to give yourself a better understanding of the social mediaand basic online environment in Singapore, how many people arein your target audience and other details like that.STATS:1. Singaporeans with household Internet access2012:  80.8% of total population or 4,188,430 peopleAround four-fifths of Singaporeans have access to the Internet intheir home, totaling almost 4.3 million people.2. Singaporeans who regularly use the Internet2012:  4,032,919 people or 77.8% of total population.This year, more than 4 million Singaporeans used the Internetregularly, at least three times per week. This accounts for morethan three-quarters of every person in the country, which shouldrise to well over 80% in 2013.3. Singaporean daily Internet users2012: 3,457,600 people or 84.7% of Internet usersOf Singaporeans with household Internet access, a massive84.7%, or almost 3.5 million people, use the Internet on a dailybasis.4. Time spent online per month© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  21. 21. 2012: 103.6 hours2013: 110.1 hoursThe average Internet user in the country spends just over 25 hoursonline every single week, including Internet usage on mobilephone devices and tablet computers. This makes Singaporeanssome of the heaviest users not just in Asia, but in the world as well.5. Internet user age demographics for Singapore15-­‐24: 31.0%25-­‐34: 32.1%35-­‐44: 19.6%45-­‐54: 8.7%55+:  8.6%Almost two-thirds of all Singapore’s Internet users are agedbetween 15-34, with the remainder6. Internet user age split in SingaporeMALE: 50%FEMALE: 50%In Singapore, users are split by gender almost exactly. While thisnever varies much from nation-to-nation, some countries likeAustralia have a MALE/FEMALE split of 47/53, with Malaysiabeing 53/47 percent respectively.7. Blog reach in Singapore2012:  57.6%2013:  60.1% (Forecast)Blogs in Singapore reached over 57% of the nation’s totalpopulation this year, meaning people are extremely familiar andcomfortable in using this medium for finding information online.8. Search engine market share in SingaporeGOOGLE:  82.2%© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  22. 22. YAHOO:  15.9%BING:  1.9%These shares are based on both International .com as well aslocal .sg domains of these search engines. While Google droppedslightly over last year, it still holds the vast majority of the searchmarket share.9. Mobile subscribers in Singapore2012:  7.1 million2013:  7.3 millionAlthough this figure is actually well over Singapore’s population, itis accurate as it takes into account people who have more thanone mobile subscription service such as a mobile contract, prepaidphone service and mobile data plan for a tablet device or similar.While this will increase in 2013 further, we estimate it won’t be amassive jump in terms of percentage.10. Smartphone use in Singapore2012: 3,685,611 people or 71.1% of total population2013: 3,747,815 people or 72.3% of total populationAt present, more than 70% of all Singaporeans own a smartphone,which is estimated to rise slightly in 2013. This smartphonepenetration of population is the highest anywhere in the world.11. Tablet use in Singapore2012: 2,078,664 people or 40.1% of total population2013: 2,721,443 people or 52.5% of total populationAs it stands now, around 40% of Singapore’s population own atablet device, accounting for more than 2 million people. Thisshould rise dramatically next year, accounting for over half thenation’s people owning a device such as an iPad or Galaxy Tab.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  23. 23. SOCIAL MEDIA STATISTICS for SingaporeIn this section you’ll discover specific social media statistics forSingapore, including what sites users have accounts, how oftenthey’re using social media and how they’re interacting within theirown circle of influence.STATS:1. Singaporeans who regularly use social media2012:  3,530,100 people or 68.1% of total population:2013:  3,835,938 people or 74.0% of total population (Forecast)In 2012, more than 3.5 million Singaporeans used social media ona regular basis, at least once per week. This usage is well abovethe average for the rest of Asia and very close to world averages indeveloped nations. Based on growth trends, we estimate this willrise sharply next year to 74% of total population.2. Facebook users in Singapore2012:  3,220,500 people or 62.2% of total population2013:  3,499,490 people or 67.5% of total populationOver 60% of all Singaporeans have used Facebook in 2012 andthis will rise next year to cover more than two-thirds of thepopulation.3. Facebook penetration of populationTOTAL  POPULATION:  62.2%ONLINE  POPULATION:  76.9%Of people in Singapore with household Internet access, more thanthree-quarters are Facebook users in 2012. This figure is theleader in the region, making Singaporeans the most prolific‘Facebook-ers’ in Asia.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  24. 24. 4. Facebook usage in Singapore2012:  19.6 hours active use per month2013:  20.7 hours active use per month (Forecast)2012:  47.5 hours logged in per month2013:  50.1 hours logged in per month (Forecast)Singaporeans spent almost 20 hours active on Facebook everymonth, averaging out to 39.2 minutes browsing and posting onFacebook every single day.5. Facebook average session time2012:  37.9 minutes per session2013:  38.1 minutes per session (Forecast)This is one of the most interesting statistics in social media inSingapore; the average single session time for a Singaporean in2012 was 37.9 minutes, meaning they spend more time persession on the social networking site than any other country on theplanet. Proof they love social media, Facebook in particular.6. Average number of status updates per month (per user)2012:  18.72013:  20.3The average Singaporean posts updates their Facebook statusaround 19 times every month, which is around the world average.This did not include comments on other people’s updates. Aninteresting note is that some locals surveyed admitted to postingup to 500 times in a single month in 2012.7. Average number of Facebook friends2012:  319.52013:  372.0 (Forecast)© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  25. 25. Singaporeans are popular, on Facebook at least. The averageuser has over 300 friends, which will rise dramatically next year asgrowth trends continue.8. Average Facebook ‘likes’ per month (per user)2012:  37.02013:  39.1 (Forecast)When it comes to ‘liking’ other people’s content on Facebook,Singaporeans do this almost twice as much as they update theirstatuses. With increased usage this trend will rise next year,though not by a large margin.9. Average Facebook shares per month (per user)2012:  22.62013:  30.1 (Forecast)Much higher than the world average by around 50%,Singaporeans love sharing content on Facebook, from photos toother people’s status updates. In 2013 this should continue to risefurther based on current trends, making Singapore’s Facebookusers some of the most prolific sharers in the world.10. Percentage of Singaporean Facebook users accessing thesite via mobile2012:  64.4%2013:  77.1% (Forecast)Almost two-thirds of Singapore’s Facebook users accessed thesite using a mobile device this year, which includes mobile phonesand tablet devices. With Singapore’s intense growth in app usageand the tablet market, this will increase considerably next year.11. Twitter users in Singapore2012:  2,561,240 people or 49.4% of total population2013:  2,790,500 people or 53.8% of total population (Forecast)© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  26. 26. Almost half of the country’s total population have a Twitter account,which is higher than the world average. Again, this will increasenext year to cover over 50% of Singapore’s people.12. Twitter penetration of populationTOTAL  POPULATION:  49.4%ONLINE  POPULATION:  61.2%While less than half of the total population are on Twitter, themicro-blogging site covers almost two-thirds of people will Internetaccess at home.13. Twitter usage in Singapore2012:  7.7 hours active per month2013:  9.1 hours active per month (Forecast)2012:  40.6 hours logged in per month2013:  44.0 hours logged in per month (Forecast)While less than half of how often they use Facebook,Singaporeans still use Twitter quite a lot, in fact more than the totalworld average. They spent over 7 hours active on the site permonth tweeting and checking out other people’s updates, whilebeing logged in for an average of 40 hours per month. Based ontotal usage as a city, Singapore ranks 11th in the world.14. Average number of Twitter followers2012:  1472013:  177 (Forecast)Around a quarter of Singaporeans had less than 20 followers,however the average was raised by the percentage that had manyhundreds, or even thousands of followers. The average in SG is147 followers per account.15. Average number of tweets per month© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  27. 27. 2012:  77.0 per user2013:  79.4 per user (Forecast)The average Singaporean Twitter user tweets more than twice perday, though a decent chunk of users posted only around once perweek. Many users had an average of around 20 tweets per day,showing how active some of the nation’s account holders can be.16. Average number of re-tweets per month2012:  21.1 per user2013:  23.2 per user (Forecast)While slightly lower with the world average when compared withnumber of tweets, Singapore’s Twitter users re-tweet something onaverage once every business day.17. Average number of Twitter ‘favourites’ per month2012:  15.6 per user2013:  18.2 per user (Forecast)Similar though slightly lower than re-tweets, Singaporeans actuallyfavourite items on Twitter more than the rest of the world onaverage. Based on current trends, this will increase quitesubstantially in 2013.18. Percentage of Singaporean Twitter users accessing thesite via mobile2012:  59.9%2013:  66.4% (Forecast)Again this number is less than Facebook, though more than half ofthe nation’s micro-bloggers accessed the site via a mobile devicethis year.19. YouTube users in Singapore2012:  3,937,125 people or 76% of total population© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  28. 28. 2013:  4,251,898 people or 82% of total populationThis figure took into account people in Singapore who watched atleast one video on YouTube in 2012. This was not onlySingaporeans who actually had a YouTube account.20. YouTube users age split15-­‐24:  20.8%25-­‐34:  25.3%35-­‐44:  25.9%45-­‐54:  19.8%55+:  8.2%Of all Singapore’s YouTube users above the age of 15, this is hownumbers were split. Percentages are a fairly constant split until wereach the over 55 age bracket, which accounts for less than halfthe usage of each other age bracket.21. YouTube usage in Singapore2012:  Average 151 videos per user, per month2013:  EST Average 176 videos per user, per month2012:  Average 11.6 hours per month usage2013:  EST Average 12.4 hours per month usageEach YouTube user in Singapore watches around 5 videos everysingle day on the site, which is similar to the global average. Thisalso means the nation’s online video viewers spend almost half afull 24 hour day watching YouTube content every month.22. Average minutes consumed on YouTube per month(Singapore total)2012:  695.02013:  744.6 (Forecast)When split into minutes, this is Singapore’s average time spentbrowsing and watching content on YouTube per person, every© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  29. 29. month. In the next section you can find out more on how this issplit over age groups in Singapore.23. Average minutes consumed on YouTube per month (agespecific)15-­‐24:  1011.025-­‐34:  603.335-­‐44:  512.445-­‐54:  647.655+:  700.8When split into age brackets, the youngest and oldestSingaporeans spent the most time on YouTube per month. Theseusages dropped the closer age brackets got to the middle bracketof 35-44, who used the site least frequently among the nation’susers.24. LinkedIn users in Singapore2012:  522,030 or 10.1% of total population2013:  630,266 or 12.2% of total population (Forecast)1 in 10 Singaporeans have accounts on the world’s largestbusiness networking site, which means the nation’s social mediausers care less about business networking than they do in terms ofpure social use, or as consumers.25. LinkedIn penetration of populationTOTAL  POPULATION:  10.1% or 522,030 peopleONLINE  POPULATION:  12.5% or 522,030 peopleBecause of low initial number, the difference between penetrationof total and online population does not vary considerably, with12.5% of Singapore’s total Internet users having an account on thesite.26. LinkedIn usage in Singapore© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  30. 30. 2012:  1.8 hours active per month2013:  2.6 hours active per month2012:  10.4 hours logged in per month2013:  13.0 hours logged in per monthThe average LinkedIn user of Singapore spent much less timethan the average global user, though this will grow significantlynext year.27. Average number of LinkedIn Connections2012:  72.22013:  90.3An average user is connected with over 70 people on LinkedIn inSingapore, however connection trends indicate much highergrowth in this area than with Facebook friends or Twitter followers,which will make a noticeable difference in 2013.28. Average number of LinkedIn updates per month2012:  6.62013:  8.3LinkedIn users are much more likely to browse other people’scontent than post their own status updates and Singapore followsthis global trend fairly closely. The nations members post onlyaround 1.5 times per week.29. Average number of LinkedIn Groups user is member of2012:  4.12013:  4.6Quite similar to the global average, the average Singaporean onLinkedIn is a member of around 4 groups.30. Pinterest users in Singapore© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  31. 31. 2012:  96,750 or 1.7% of total population2013:  197,772 or 3.8% of total population (Forecast)Although growing extremely rapidly in popularity, only a tonyportion of Singaporeans have an account on Pinterest. Thisaccounts for less than 2% of the nation. Although reasonably new,this should more than double next year.31. Pinterest penetration of populationTOTAL  POPULATION:  1.7% or 96,750 peopleONLINE  POPULATION:    2.3% or 96,750 peopleDue to the relative new presence of Pinterest globally, less than2.5% of the nation’s online population are on the site.32. Pinterest usage in Singapore2012:  1.9 hours active per month2013:  2.3 hours active per month2012:  9.9 hours logged in per month2103:  12.1 hours logged in per monthSingaporeans are slightly more active on Pinterest than they areon LinkedIn, however at least this year they spent less time loggedin comparatively. In With the rapid growth of Pinterest, both ofthese figures are looking to surpass LinkedIn next year.33. Singapore’s multiple-network social media usage1-­‐3:  19.6% or 691,900 people4-­‐6:  41.3% or 1,457,931 people7-­‐9:  26.1% or 921,356 people10+:  13.0% or 458,913 peopleWe surveyed Singaporeans who said they regularly used socialmedia how many accounts on different social networks they had.Nearly half the population on social media had somewhere© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  32. 32. between 4-6 accounts on social networks, with 13% havingaccounts on more than 10 social sites.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  33. 33. Consumer BUYING & SELLING via Social MediaOne of the main things we wanted to know was how Singaporeanswere using social media to buy and even sell things via the weband social media in general. We found that most residents of thenation were not only comfortable with buying and selling servicesonline, but on average bought something at least once per month.Not only that, a large portion of social media users in Singaporeresearched products and services online before buying.STATS:1. Singapore online sales2012:  $3.1 billion SGD2013:  $4.4 billion SGD (Forecast)While worth only $1.1 billion SGD two years ago, the online salesmarket has almost tripled since then to what will close the year at$3.1 billion Singaporean dollars.2. Spend on local vs. overseas websitesLOCAL:  37.4%OVERSEAS:  62.6%For most countries outside the USA, it’s often estimated the vastpercentage of online sales come from outside the country,however we found that in 2012 almost 40% of all online sales weregenerated via companies or websites based in Singapore.3. Singaporeans who buy products/services online2012:  3,614,615 or 69.7% of total population2013:  3,907,399 or 75.4% of total population (Forecast)Of the almost 4.2 million regular Internet users in Singapore, thevast majority have bought at least once online this year – in total,almost 70% of the country’s entre population. This should increasedramatically in 2013 and we estimate next year three-quarters of© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  34. 34. all Singaporeans will make a purchase online at some stage.4. Number of online purchases per month<1:  6.0%1-­‐2:  44.3%3-­‐5:  28.6%6+:  21.1%Of the nation’s population who bought online, nearly half bought atleast one item every single month on the Internet. There were only6% of Singaporeans who stated they bought less than once permonth, with more than one-fifth saying they bought six or moretimes in the same period.5. Average transaction per sale online2012:  $101.34 SGD2013:  $104.19 SGD (Forecast)Singaporeans closely match other countries in terms of averagevalue of an online transaction, this year at just over $100 SGD persale. While this is slightly lower than countries like the USA andUK, this will grow as a large percentage of Singaporeans said theyare would be more likely to increase online spending in 2013.6. Percentage of online sales via mobile devices2012:  26.2% or $812 million SGD2013:  29.5% or $1.3 billion SGD (Forecast)This year, more than a quarter of all online sales were made onmobile devices, more than $800 million is total sales. This is anotable increase on last year and a massive jump on the 5% sharemobile devices accounted for in 2010. While this growth will slowslightly next year, it will still increase and it’s estimated almost 30%of all online sales next year will be made on mobile devices.7. Percentage of Singaporeans who use Internet banking© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  35. 35. 2012:  33.6%2013:  35.1%Almost one-third of all Singaporeans used online banking services– either via home-based computer or mobile – in 2012. This is thelargest reach in Asia in terms of what percentage of the populationuse Internet banking.8. Mobile devices online sales percentage breakdownSMARTPHONES:  71.0% or $576.5 million SGDTABLET:  29.0% or $235.5 million SGDWhile tablets are still rapidly growing in popularity, smartphoneslike offerings from Apple, Samsung and Sony are still the mostpopular portable devices for making purchases online bySingaporeans at 71%. The remainder is made up of transactionson devices like the Galaxy Note and iPad.9. Singaporeans who bought via social media2012:  24.3% of online buyers or 878,351 people2013:  27.1% of online buyers or 1,058,905 people (Forecast)Singaporeans are more than willing to buy products when referreddirectly from social media, with almost a quarter of all people whobought something online this year doing so as a direct result ofsocial media, by being directed via a link from a social site.However, compared with countries like Australia and the UK thisfigure is quite low, simply because of poor promotional practices bythe vast majority of Singaporean companies using social media.It’s expected over 1 million people in Singapore will buy somethingdirectly via social media in 2013.10. Estimated sales via social media2012:  $753.3 million SGD2013:  $1.0 billion SGD (Forecast)Over three-quarters of a billion dollars in sales were generated bySingaporean businesses, as a direct result of consumerspurchasing via links on, or being referred by social media sites in© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  36. 36. 2012. Even if poor company online sales practices do not improvein Singapore next year, this figure will dramatically increase in2013 simply due to the large increase in general online sales andpurchasing trends.11. Singaporeans who researched products/services viaSocial Media before buyingONLINE  POPULATION:  46.2% or 1,935,055 peopleTOTAL  POPULATION:  37.3% or 1,935,055 peopleOf people in Singapore who bought online this year, around 46%said they used social media to discover more about a product orservice before placing an order. Specifically, purchasers searchedfor companies via sites like Twitter and Facebook in order to findout more before spending money, or uncover reviews by otherconsumers.12. Singaporeans researching via Social Media used thefollowing sitesFACEBOOK:  59.8%TWITTER:  61.0%YOUTUBE:  27.3%LINKEDIN:  2.7%%PINTEREST:  12.2%FORUM:  42.3%BLOG:  39.6%OTHER:  67.6%Surprisingly, Twitter was the highest-ranking site, with 61% ofSingaporeans who said they used social media for researchingproducts and services, saying they’d used the micro-blogging siteat one point in time to find out more. Usual obvious choice to findout more about a company’s services, Facebook, came a closesecond. A large portion of Singaporeans also said they used onlineblogs and forums to research online before buying.13. Online buyers who searched for coupons beforepurchasing via the web© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  37. 37. 2012:  17.3% of online buyers or 625,328 people2013:  21.1% of online buyers or 824,461 people (Forecast)Over one-sixth of all online shoppers searched for some kind ofcoupon on social media or the Internet before making a purchaseonline. However, as we detailed later in the study, less than 0.5%of companies using social media in Singapore were found to beoffering any kind of discount, special offers or coupons via socialmedia in order to help boost sales. This means that manyopportunities for increased revenue were being missed by SGbusinesses.14. People searching for coupons who used social media todo so2012:  81.7% or 510,893 people2012:  86.6% or 713,983 people (Forecast)Of the 17.3% of the online public in Singapore who searched theInternet for coupons before making a web purchase, the vastmajority of these at some point used a social media site or tool todo so. Over half a million Singaporeans searched social media foronline purchasing coupons this year, which should surge to wellover 700,000 in 2013.15. Singaporeans who sold something online2012:  31.1% of online population or 1,302,602 people2013:  35.7% of online population or 1,495,270 people (Forecast)In 2012, almost one-third of all Singaporeans with householdInternet access had something sold online, either themselves or bya family member or friend. This was using any online means,including online sales or community sites like eBay or Gumtree.16. Singaporeans who sold something via social media2012:  22.6% of online population or 946,585 people2013:  24.9% of online population or 1,042,919 people (Forecast)© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  38. 38. Of people with household Internet access in Singapore, more than20% said they’d sold at least one item to someone via socialmedia, for example to a friend or family member on Facebook. Associal media use becomes more prevalent next year and morepeople are using social portals to sell items, this is expected toincrease to almost a quarter of all online Singaporeans in 2013, orover 1 million people.17. Singaporeans who used social media to make a purchasedecision2012:  51.2% of online buyers or 1,850,682 people2013:  66.4% of online buyers or 2,594,512 peopleOf all online buyers in Singapore this year, more than half said thatsomething they’d read on social media about a product, service orcompany helped them to make a decision before choosing to buysomething. With the increased use of social media and howSingaporeans are using it to buy, sell and make purchasedecisions, this will increase to two-thirds of the online buyingpopulation next year.18. Factors Singaporeans took into account when makingpurchase decisions (using Social Media for research)NEG-­‐  FEEDBACK:  91.4%POS+  FEEDBACK:  87.0%LACK  OF  INFO:  46.6%We asked thousands of Singaporeans what were key factors inhelping make them a purchase decision when it came to searchingfor information via social media before buying. More than anything,negative consumer feedback stood out, followed closely bypositive feedback. However, a large volume of people surveyedalso said lack of information or communication in social mediarelating to a company or their products and services was alsosomething that mattered to them.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  39. 39. CORPORATE SOCIAL MEDIA in SingaporeAs ROCK PUBLICITY deal exclusively in corporate, governmentand big business social media consulting, of course we wereinterested in how Singaporean companies were marketing,promoting and communicating on the digital medium. It’s in thissection you’ll discover the paradox of social media in Singapore.While the nation’s population are leaders in Asia and almost equalin terms of social media use and knowledge, the companies of thecountry are extremely far behind in taking advantage of real-timemedia; companies here lag behind Malaysia, Hong Kong and thePhilippines.STATS:1. Number of companies studied2172. Notable companies includedSingapore Flyer, MasterCard Singapore, SingTel, Resorts WorldSentosa, Singapore Airlines, Hong Leong Bank, FlyScoot, MILO,Starbucks, Marina Bay Sands, Changi Airport, Tiger Airways, TigerBeer, YourSingapore, KFC, M1, JetStar, McDonalds, OCBC, DBSBank, UOB, Far Eastern Bank, Subway, IKEA, Raffles, Citibank.3. Industries surveyedTRAVEL/LEISURE:  26.6%FOOD/DRINK:  26.5%RETAIL:  17.3%TECH:  15.6%OTHER:  7.1%BANKING/FINANCE:  4.6%TELCO:  2.3%Of the 217 companies we surveyed, most fit within six industrycategories. Over 50% were in the TRAVEL/LEISURE andFOOD/DRINK industries combined. The 17.3% in RETAIL madeup chain stores such as department stores, fashion outlets and© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  40. 40. similar companies, with TECH being companies like Sony whosold digital consumer products. BANKING/FINANCE made upbanks and credit card companies, with TELCO being entities likeSingTel and M1. Anything else went into the OTHER category.4. Site usage by Singaporean companiesFACEBOOK:  82%TWITTER:  69%LINKEDIN:  51%YOUTUBE:  22%PINTEREST:  4%OTHER:  37%Of the companies surveyed in Singapore, the vast majority hadsome Facebook presence (though not all regularly used it) andwell over 50% had an official Twitter account. However on mostother interactive portals this dropped sharply. One note was thataround half of all companies had some kind of official presence onLinkedIn, which was well over the individual 1 in 10 Singaporeanswho had a personal account on the business-networking site. Also,companies on average used Pinterest more than individuals,though YouTube much less.5. Number of social sites company had presence10+:  12%5-­‐9:  13%1-­‐4:  48%0:  22%Here we asked companies how many social media sites they hada presence on. While around half had a presence on a few of themajors (Facebook, Twitter, etc.), very few branched out onanything more than that. The most shocking fact is that almost aquarter of all companies surveyed had no social media presenceat all, even on a single social networking site.6. Frequency of posting to social media:© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  41. 41. 5+  TIMES  PER  DAY:  7%2-­‐4  TIMES  PER  DAY:  26%ONCE  PER  DAY:  22%LESS  THAN  ONCE  PER  DAY:  45%Of the companies we surveyed that had a social presence, this ishow often we found they were posting to their social mediaaccounts on a daily basis. What’s scary is that even for thosebusinesses that did have a presence in social media, almost halfwere still posting less than once per day.7. Average time invested in social media marketing per day10+  HOURS:  13.0%5-­‐9  HOURS:  25.5%1-­‐4  HOURS:  51.0%LESS  THAN  1  HOUR:  9.5%Whilst the vast majority of Singaporean businesses on socialmedia are doing some kind of social marketing on a daily basis,most aren’t doing nearly enough. Only 39% are doing more thanthe bare minimum, with more than half doing very little or almostnothing on a daily basis.8. Companies engaging followersENGAGING:  49.0%NOT  ENGAGING:  51.0%  Here we looked at every company and found what percentagewere replying to, or communicating with their followers and fansover a one-month period. This part only took into accountcommunication where the company was directly contacted viasocial media first, for example, when someone asked them aquestion on Twitter. Keep in mind that only just over half of allcompanies were doing this at all.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  42. 42. 9. Companies ACTIVELY engaging followersACTIVELY  ENGAGING:  7.5%NOT  ACTIVELY  ENGAGING:  92.5%This is an important figure. While the previous statistic to this oneshows you what percentage of companies were doing some kindof communicating or replying to their online communities, this is adifferent figure altogether. Here we looked at what percentage ofSingaporean corporate entities were going out of their way toaddress mentions about their business, or talk to consumers orsocial media users, without being directly contacted first.Only 7.5% of companies were doing things like addressingindirectly-made complaints on Twitter, chatting to people whentheir company name was mentioned or other activity like this.Because all companies have the ability to see when they’re beingmentioned in social media, it’s unacceptable that 92.5% ofSingaporean companies were ignoring this completely.10. Percentage of company posts that were sales relatedMOSTLY  SALES/PROMOTIONAL: 46.0%EVEN  BALANCE  OF  SALES/CONVERSATION: 39.3%MOSTLY  CONVERSATION: 14.7%Here we studied what was the predominant kind of post thatcompanies in Singapore were promoting to their communities –either mostly sales and promotional content, mostly conversationwith their community, or an even balance of both.Almost half of all the nation’s corporate social media accountswere posting mostly promotional content, with only a small amountof other communication to followers. Another 39.3% had a fairlyeven mix of promotional content, as well as conversation buildingwith their communities.However, for best results corporate entities should becommunicating mostly with people, with only a small percentage ofposts being totally promotional. We found only 14.7% of© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  43. 43. Singaporean companies were posting in this manner via socialmedia.11. Average delay in Twitter responseAVERAGE  RESPONSE  TIME:  17 hours 44 minutes 16 secondsCOMPANIES  RESPONDING  WITHIN  3  HOURS:  4.5%COMPANIES  RESPONDING  WITHIN  1  HOUR:  <1.0%DID  NOT  RESPOND  AT  ALL:  44.6%ROCK PUBLICITY used several accounts to ask questions tolarge companies relating to their products, services or support ingeneral in the attempt to see how long on average it took for acompany to reply to us, during business hours Monday-Friday.To start with, more than 44% of Singaporean companies did notreply to us at all; effectively we were totally and utterly ignored. Ofthe remaining 56% that did, the average response time wasaround 18 hours -- hardly what you’d call timely, especially on aplatform where it’s possible to discover a conversation and replywithin seconds. While some companies did respond very timely,only around 5% in total got back to us within 3 hours. Severalcompanies regularly took up to 3 days to respond.These negative response statistics are around 95% worse whencompared to responses by companies in countries like the UnitedStates, Australia and Canada.12. Average delay in Facebook responseAVERAGE  RESPONSE  TIME: 15 hours 12 minutes 03 secondsCOMPANIES  RESPONDING  WITHIN  3  HOURS: 6.3%COMPANIES  RESPONDING  WITHIN  1  HOUR: 2.3%DID  NOT  RESPOND  AT  ALL: 57.1%Just like with the previous set of stats, we wanted to know whatcompany response times were on Facebook. While the averageresponse time was around 2.5 hours faster at 15h12m, as well asmore companies responding faster, in total more companies didnot respond at all. While only 44.6% of companies directlycontacted on Twitter didn’t reply at all, on Facebook this rose to a© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  44. 44. staggering 57.1%. Meaning on this Facebook at least, mostconsumers were being ignored by Singaporean companies.Again we attempted to ask questions or for help on Singaporeancompany official Facebook pages from Monday-Friday only.13. Average number of negative mentions by industry per dayTELCO: 1,752.9TECH: 468.7TRAVEL/LEISURE: 355.5BANKING/FINANCE: 312.1RETAIL: 307.0FOOD/DRINK: 177.0OTHER: 41.4Over a period of 30 days we used several pieces of social mediamonitoring tools to see how many times companies were beingspoken of negatively by online communities.Despite the fact that we only surveyed five companies in theTELCO industry in Singapore (SingTel, Starhub and M1, Pacnetand iCell), they alone averaged more than 1,700 negativementions in social media per day by Singaporeans. This was morethan all other industries surveyed combined. The TECH productsindustry, while mentioned on social media almost as often asTELCO companies, was mentioned negatively almost four timesless.14. Customer satisfaction by industryRETAIL: 64.4%OTHER: 61.0%TRAVEL/LEISURE: 55.3%TECH: 50.1%BANKING/FINANCE: 42.8%FOOD/DRINK: 30.0%TELCO: 22.2%Here we asked Singaporeans whether they were satisfied with thesocial media presence of companies they followed via social© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  45. 45. media. The RETAIL industry in Singapore is most favored when itcomes to communicating with their communities online, followersclosely by companies in the OTHER and TRAVEL/LEISUREindustries. Again, TELCO performed the worst in this section, withFOOD/DRINK and BANKING/FINANCE receiving mostly negativereviews from the nation’s online population.15. Sales opportunities per dayTELCO: 2991.6TECH: 2,974.1FOOD/DRINK: 2,570.5TRAVEL/LEISURE: 2,116.0BANKING/FINANCE: 1,444.2RETAIL: 1,091.0OTHER: 977.9Here we used some very basic social media monitoring software touncover opportunities to make sales via social media in Singapore,by companies in these industries. For example, we monitored forcertain keywords where people were chatting about a holiday orsomething referencing an industry, where we believed a companycould start a conversation in order to sell to someone.Technology industries were again leaders in this section and weuncovered almost 3,000 opportunities to start sales conversationswith people via social media in both TECH and TELCO sectors.FOOD/DRINK followed closely behind with over 2,500 potentialsales conversations per day in Singapore, TRAVEL/LEISUREfollowing with more than 2,100.16. Sales opportunities per monthTECH: 89,748.0TELCO: 89,223.0FOOD/DRINK: 77,115.0TRAVEL/LEISURE: 63,480.0BANKING/FINANCE: 43,326.0RETAIL: 32,730.0OTHER: 29,337.0© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  46. 46. With data pulled from the section above, we wanted to show youhow many opportunities for sales via social media were beingpresented to Singaporean companies every month.17. Sales opportunities missed per dayTECH: 99.3% or 2,953.3BANKING/FINANCE: 99.1% or 1,431.2FOOD/DRINK: 98.2% or 2524.2TRAVEL/LEISURE: 96.0% or 2,031.4RETAIL: 95.9% or 1,046.3OTHER: 95.0% or 929.0TELCO: 93.7% or 2803.1Of the opportunities to make sales via social media we uncoveredper day, we wanted to know how many Singaporean companieswere actually taking advantage of them. The results we found werestaggering.No industry we surveyed were taking advantage of more than 10%of these opportunities, with the TELCO industry performing best –but still missing out on over 93% of all potential salesconversations on social media. Worst performers were TECH,BANKING/FINANCE and FOOD/DRINK industries, all making useof less than 2% of all sales conversations discovered.18. Sales opportunities missed per monthTECH: 99.3% or 88,599.0BANKING/FINANCE: 99.1% or 42,963.0FOOD/DRINK: 98.2% or 75,726.0TRAVEL/LEISURE: 96.0% or 60,943.0RETAIL: 95.9% or 31,389.0OTHER: 95.0% or 27,870.0TELCO: 93.7% or 84,093With data pulled from the section above, we multiplied daily figuresby 30 as we wanted to show you how many opportunities for salesvia social media were being missed my Singaporean companiesevery single month.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  47. 47. 19. Average sale amount per industryBANKING/FINANCE: $314.9 SGDTRAVEL/LEISURE: $249.4 SGDTELCO: $201.6 SGDTECH: $196.7 SGDOTHER: $110.2 SGDRETAIL: $31.1 SGDFOOD/DRINK: $4.17 SGDTo find out how much money Singaporean companies werepotentially missing out on based on social media salesopportunities not acted on, we had to find out the averageexpected sale amount per industry.TRAVEL/LEISURE and BANKING/FINANCE lead by a margin,simply because of the potential dollar values involved. Forexample, a customer buying a week-long hotel stay or flight, or abank converting over a new credit card customer. TECH andTELCO were quite similar as both had some potentially high sales,including mobile contracts or devices, computers and consumerelectronics. And expectedly, FOOD/DRINK came out bottombecause of low average single sales amounts.20. Potential sales lost via social media per dayTECH: $580,914.6 SGDTELCO: $565,105.0 SGDTRAVEL/LEISURE: $506,631.2 SGDBANKING/FINANCE: $450,684.9 SGDOTHER: $102,375.8 SGDRETAIL: $32,539.9 SGDFOOD/DRINK: $10,525.9 SGDBased on these industries average sale value and the figures wefound for missed sales opportunities, this is what we estimateSingaporean companies are missing out on per day in socialmedia.TECH, TELCO, BANKING/FINANCE and TRAVEL/LEISURE allhad reasonably similar figures, potentially missing out on between$450K-$580K in sales every single day per industry. The© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  48. 48. remaining industries – while having many missed opportunities aswell, did not achieve such high sales figures, simply due to lowaverage sale amounts.While this accounts for total revenue potentially missed, thesehuge daily numbers are simply a result of Singaporean companiesnot actively searching for sales opportunities or conversations insocial media, either due to complacency, lack of training/knowledge or low social media presence.21. Potential sales lost via social media per monthTECH: $17.4 million SGDTELCO: $17.0 million SGDTRAVEL/LEISURE: $15.2 million SGDBANKING/FINANCE: $13.5 million SGDOTHER: $3.1 million SGDRETAIL: $976,197 SGDFOOD/DRINK: $315,777.0 SGDTo give you an idea on what these potential losses are per month,we multiplied daily sales loss figures by 30.TECH, TELCO and TRAVEL/LEISURE are estimated to all bemissing out on over $15 million SGD in potential sales per montheach, with the BANKING/FINANCE industry over $13 million SGDper month.22. Total potential sales loss in social media (monthly)2012: $67.5 million SGD2013: $89.6 million SGDBy our estimated, research and study over the three months wecompiled the data in this report, we estimate Singaporeancompanies are collectively missing out on $67.5 million in salesevery 30 days.As stated before, it’s due to nothing more than a lack of training onhow to search for these opportunities via social media. Either that,© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  49. 49. or companies are still complacent and don’t see the value of theplatform as a marketing tool.If companies in Singapore don’t make a conscious effort tobecome informed and to use social media effectively as a salestool, in 2013 this will increase with social media use andpurchasing to nearly $90 million SGD per month.23. Total potential sales loss in social media (yearly)2012: $809.9 million SGD2013: $1.1 billion SGDWhen calculated over the year, Singaporean companies missedout on a potential $809.9 million in sales generated via socialmedia in 2012. We estimate this is actually more than the nation’scompanies made for the year.If social media use, sales trends and company actions continueinto 2013, Singaporean corporations will combined miss out onover $1.1 billion SGD in sales next year. Again, this will be morethan we forecast they will earn in total using social and real-timemedia.The Lighter Side of Stats© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  50. 50. This section was purely for fun and was our way of getting someentertaining, shocking and funny answers out of the people wesurveyed in Singapore. Although these stats are accurate, they’redefinitely for fun and will probably NOT be able to be used in anyof your marketing campaigns! 39.0%Singaporean social media users who said they access Facebookor Twitter at least once a month while on the toilet. 21.7%Percentage of Singaporean social media users who admittedregretting posting something on social media while drunk 9.1%Percentage of Singaporean social media users who said theyfound a date, met a partner, or entered into a relationship due tousing social media in some way. 3,567Number of Singaporeans who said they’d accidentally destroyed amobile device by dropping it into food or drink. 43.2%Percentage of surveyed people who said they’d ‘stalked’ someoneon Facebook in order to find out more information about them. 55.1%Percentage of Singaporeans surveyed who said they’d taken aphoto of their food at least once and uploaded it onto a socialnetwork 26,817 kg© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  51. 51. The weight of ink and paper if every tweet by Singaporeans onTwitter in 2012 were to be printed out. That equates toapproximately: 3  fully-loaded Apache Helicopters 12  standard empty 20’ shipping containers 23  Mini Cooper cars 4,500  long-tailed Macaques 44,700  serves of Singapore chilli crab 67,000  Singapore Slings 26%Singaporeans surveyed who said they had sworn or used profanityon social media. 17,456The number of times on an average day that people in Singaporemention something about food, or eating in general, on Twitteralone. That’s one tweet on average every 5 seconds. 2,736,301,875Minutes Singaporeans spend watching YouTube videos everymonth. This equates to: 45,605,031 hours 1,900,210 days 271, 59  weeks 4 5,220  years© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  53. 53. FORECASTS for Singapore’s Social Media in2013In many ways, forecasting social media in 2013 is an easy taskand a difficult one at the same time.Firstly, when it comes to consumer usage, Singapore will maintainits stance as social media powerhouse and leader in the Asianregion. There is no doubt (especially now with the data we have inthis study) that Singaporeans know their social media, use itheavily and will continue to do so.In fact, based on growth trends, we see no Asian nation who willbe able to compete with Singapore’s social media usage per capitagoing forward in 2013 and beyond.Along with general consumer usage, consumer spending via theInternet will grow steadily, though next year we will see majorincreases in the way Singaporeans buy and sell directly via socialmedia, as well as increased use of coupons and researchingproducts and services via digital communications media. Percapita, Singapore should maintain its place as one of the toponline and social media purchasing nations in Asia in 2013.As people of the nation are the heaviest smartphone users in theworld, it’s expected social media use on mobile will retainextremely high levels next year as well as beyond that and we seea serious increase in social media application development, aswell as better global social media integration for mobile devices,which will have a great impact on mobile users in Singapore.Forecasting consumer social media is easy as we have so manyreliable trends and statistics to look upon in this area. Howeverwhere forecasting becomes a little more difficult is in the area ofcorporate social media usage, integration and sales.As we’ve uncovered in this study, Singaporean companies arevery far behind the world average when it comes to social media,in basically every single area from engagement to customerservice, sales to promotion and everything in between.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  54. 54. While we are seeing increases in the way local companies aretaking social media on board, it’s nowhere near at the rateconsumer use is growing. Nor does it look like it’s trying to closethe massive gap that separates the way Singaporeans are usingsocial media personally and for business.Through 2013, more local companies will take social media onboard and increase their usage, however for the most part wedon’t see it at the level it should be. For example, we forecast thatonly around 1-in-4 Singaporean nations who implement socialmedia next year will create proper strategies, customer servicetechniques and methods of sales; for the vast majority, we still seethe “Oh, it’s just that social media stuff” mentality sticking, meaningthey’ll either not use it enough, or use it poorly.While this is what we see happening mostly with Singaporeancompanies in 2013, it will see a large opportunity for thecompanies who do it right.Next year will be the largest year on record for social mediaadoption by Singaporean companies and because there is such alarge gap in the market in this field, regardless of industry, productor service, it will be extremely easy for local businesses toincrease their promotion and profit heavily in online and socialmedia-based sales.As there’s such a gaping hole in the corporate social media marketin Singapore at present, we forecast that the companies who dobegin implementing it correctly will be able to market, promote andsell extremely easily, simply because of the lack of competition incorporate social media. This will not necessarily last long aseventually (possibly a year or three away) most companies, whileslow to adapt to social media, will eventually get on board.However, as with anything in business it will provide an initial leadfor those who adopted earlier.Whatever happens in the social media scene in Singaporethroughout 2013 and beyond that, there’s no doubt that the nationis growing at a fast pace both for consumers and companies. Andwhile consumer growth is extremely stable and self-generating,Singaporean companies will have to work to close the gap they’ve© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  55. 55. created over the last few years due to a lack of knowledge, trainingor simply being complacent. * * *ADVICE for Singaporean CompaniesWhile the people of Singapore are not only leaders in the regionwhen it comes to social media understanding, usage andengagement, we see from the data in this study that Singaporeancompanies definitely are not.Although companies in Asian nations as a whole are still notutilising social media as effectively when compared to counterpartsin Western countries, Singapore should be comparatively similar,due to how prevalent social media use is by the nation’s people.However, that is simply not the case.While no country can be considered perfect when it comes todriving communication and sales via social media, we were quitesurprised actually how complacent businesses in Singapore seemto be on the platform, when our findings were put in raw data form.And nothing stood out more than how many opportunities for saleswere being missed by the nation’s companies on a daily basis, aswell as how blatantly some companies were ignoring direct publiccommunications and questions by their communities, fans andfollowers.As far as specifics on sales are concerned, our research puts lostsales in social media in the realm of $809 million SGD. And ifSingaporean business don’t change their ways, this will rise toover $1 billion or more next year. The problem isn’t thatopportunities for making sales aren’t there, simply that the nation’sbusinesses aren’t doing anything to make them – either due to lackof education, or laziness.Companies in Singapore have a long way to go in order to get theirsocial media up to speed, to say the very least.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  56. 56. While we can never give any specific advice relating to anyindividual companies until we assess their needs, we do have thefollowing to suggest most businesses in Singapore take on board,especially going into 2013 and beyond.Firstly, your company needs to understand the value of socialmedia. It isn’t just a platform where your customers can follow yourbrand for more information; in our opinion, this is the way the vastmajority of Singaporean companies look at it.Social media, while being an excellent tool for updating peopleabout company news, is so much more than that. It’s a mediumthat allows you to find out every single conversation or commentsomeone is making on the Internet about your industry, theproducts you sell, your company and your competitors – all at thevery moment they happen.You need to start looking at it as the only tool that can offer you theability to connect with people who are searching for what you sellthe moment they search for it, something to resolve any customerissue the moment they make it public, as well as being able toinfluence more people at one time to think differently about yourcompany.In short, social media is the only thing that can offer your companyall this and it’s sad to see the vast majority of Singaporeancompanies aren’t using it effectively, if at all.For the companies who are heavily using social media, especiallyas a tool for communicating with people and giving support, youneed to focus more on response times.As we discovered in the study, it was taking the average companysomewhere between 15-17 hours to respond to a question viasocial media, specifically on Facebook and Twitter. However evenworse was that around 50% of companies weren’t evenresponding at all.The first reason this isn’t anywhere near acceptable is that socialmedia offers you the ability to discover this communicationimmediately; there is absolutely no reason your company (unless© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  57. 57. under-staffed) should take this long to respond to a simplecustomer question on a portal like Twitter. Secondly, it shows anextreme lack of care for your customers, which is viewable by theentire public.And if you need any more convincing how bad this practice is, justask yourself this: how disappointed would you be with a companyif you asked them a simple, one-sentence question on socialmedia and didn’t get a response for hours. Or even worse, not atall.Next, your company needs to really grasp the concept of thepotential for an increased brand image and how you can truly getyour community not just to like your brand, but how you can usethis personal and mass-communications tool to generate extremebrand loyalty and love for your products and services.For example, when your company helps someone out online,solves a problem, gives free advice or offers above-standardservice via social media – even if it’s only directed at one person –the entire online community can see this. If you’re going out ofyour way to show you care, thousands upon thousands ofSingapore’s Internet users will see this and start to see your brandas a corporate entity who cares for people who buy from you.While increased loyalty and brand image may not drive immediatesales, any corporate marketing expert will know the better yourbrand’s image, the more loyal your customers and the more lovethey have for what your company does, then the easier it becomesto sell anything. In fact, in some cases selling isn’t even required –people will continue to buy your products and services because ofthe way they perceive you.Not only that, but social media offers your company the ability tobe seen as not just another boring corporate entity, but a brandwho does things differently and likes to have fun with theircommunity.These principles work so well in social media that we base ourentire “Social ROCKstar” consulting program around them; how to© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  58. 58. get people to fall in love with your brand because of how you’reinteracting with your community.While these few nuggets of advice are only the tip of the iceberg, itdoesn’t begin to really show the extent of what Singaporeancompanies aren’t getting right, or missing out on altogether. And ifalmost $1 billion in lost revenues in social media doesn’t show youthe extent of the issue, not much will.All-in-all, the biggest hurdle we see is the lack of faith in socialmedia’s value as a communications, marketing and brand-buildingplatform by companies in Singapore. And hopefully with the facts,figures and data we’ve found in this study, the nation’s bigbusinesses will start to see what they’re missing out on.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  60. 60. About ROCK PUBLICITYHi, my name is Leon Hill and to put it quite simply, I am ‘RockPublicity’.Although we are a social marketing agency, apart from my smallteam of accounting, marketing, support staff and my personalassistant Jasmine, I’m effectively the only consultant, strategistand advisor in the company. So despite my agency behind me, I’meffectively a sole consultant and that’s the way I like things to be.Over the years my work took me from working with SMEs to whatis now my specialty of corporate social media. These days, I workalmost exclusively with government agencies, large corporationsand entities similar to these. I’ve been lucky enough to call some ofthe biggest names in the world my clients, including departmentsof governments in over 20 countries.On top of this I’ve worked with world-class musicians signed tomusic labels such as EMI and Virgin Records, as well as TV starsfrom shows such as Game of Thrones and CSI, to some of thebiggest sports stars in the world like American MLB players.Although I live and run my business from Brisbane, Australia, Itravel quite regularly to Singapore, Hong Kong, Malaysia andrecently the United Arab Emirates to consult with corporate clients;Singapore by far being my favourite place on Earth.My company specializes in large corporate social media, with over70% of our clients reporting revenues of over $1 billion per annum.We handle most areas of social media in this field, however myfocuses have always been on creating brand loyalty and customerretention through social media, creating new, interactive andexciting brand images, as well as showing large companies how toexpose and, capitalise on every possible sales opportunity thatappears in real-time through excellent online monitoring.Despite the ‘norm’ in the big-business world, I hate jargon. And bythat I mean being one of those people who insist on talking in© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  61. 61. words like ‘leverage’, ‘engagement’, ‘vertical’ and otherunnecessary stuff like that. For me, simplicity is always key.In my experience there is always an easier way of expressingsomething (even in the sometimes dull world of big companies)and most people in my industry that over-use terms or try to makesomething sound more important than it is, are most of the timeusing this tactic to make them sound more experienced than theyreally are, or over-compensate for a lack of knowledge.Whether it be with my clients, in my blog posts, books or reports, Ialways make sure I’m making things as easy to understand aspossible – as if I’m writing for someone who has no initialknowledge of the subject I’m talking about.However above all this, my main goal in social media is to make itas entertaining and interesting as possible, in whatever way Ipossibly can. I find most companies treat the platform as justanother means of advertising and don’t give their communities anyreason to ever come back to their pages, or talk about their brand– in other words, they make things unbearably boring.For any private, corporate or celebrity consulting inquiries, pleasecontact us using the details below. CONTACTING  ROCK  PUBLICITYFor anything relating to the 2012 ROCK PUBLICITY SingaporeSocial Media Study, or advice relating to corporate social media,you can get in touch with us, or our head consultant Leon Hillusing any of the following details.EMAIL:  http://rockpublicity.com/contactBLOG:  http://rockpublicity.com/blogPHONE  (Australia):  +61439 2222 05PHONE  (Singapore  Skype  ID):  rockpublicityEMAIL:  contact@rockpublicity.comLINKEDIN:  http://www.linkedin.com/profile/view?id=24222347TWITTER:  http://twitter.com/rockpublicityFACEBOOK: http://facebook.com/RockPublicity© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  62. 62. * * *THANKS and CreditsMost of the 2012 Singapore Social Media Study was completed byROCK PUBLICITY in-house, however there are a ton of people itwouldn’t have been possible without the help of.Firstly, we’d like to thank Dave Phua of Training Edge International(http://trainingedgeasia.com/) for being such an incredible sourceof help, advice and an amazing connector of people. You’vehelped us out in such a short amount of time already, probablymore than you know!To Brendan Yong at Demospin (http://demospin.com/), we’d like tothank you for being a great partner to us and assisting with contentcreation as well as some advice on Singapore. You’re always agreat help!To our graphics expert Harris Moshin, thank you for being sopatient with us! As well as dealing with a heavy number of edits,changes and alterations we always need in every design you dofor us (simply because of how often we seem to change ourminds!), we’d love your work simply due to how high-quality italways is.We’d like to thank David Alexander of Pixelloop (http://pixelloop.org/) for being such a prompt, reliable andknowledgeable web designer and coder. You always seem to bethere when we need you and we couldn’t be happier witheverything you do for us!For providing data, we’d like to thank World Bank (http://worldbank.org/), Singapore Department of Statistics (http://singstat.org/), Internet World Stats (http://internetworldstats.com/)and Paypal (http://paypal.com/) for their publicly-available anddetailed information that we used as a basis for being able tocreate this study.© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  63. 63. To Leon’s personal assistant Jasmine, thank you so much for theendless coffee runs for all the staff and people who worked on thisstudy. We think that without you, we’d probably be huddledunderneath a desk somewhere sleeping because of so muchnumber-crunching!And finally, we’d like to say thanks to the people and the nation ofSingapore. Without you this study wouldn’t be possible.…and P.S. – thanks for the chilli crab!© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING
  64. 64. THE 2012 SINGAPORE SOCIAL MEDIA STUDY All material, data, statistics and information courtesy ofRockPublicity.com for the use and information of consumers and companies in Singapore. Copyright 2012, RockPublicity.com. All Rights Reserved. -­‐-­‐      ROCKPUBLICITY.COM      -­‐-­‐© 2012 ROCKPUBLICITY.COM – SOCIAL MEDIA CONSULTING