Singapore has very high rates of internet and broadband penetration, with over 4.8 million broadband connections. The majority of online users are aged 25-44 and earn moderate incomes. Singaporeans spend much of their online time using search engines like Google, social networks like Facebook, and engaging in online shopping and product research. Digital advertising is growing rapidly in Singapore, especially display advertising, and new forms of online and mobile media are expected to continue integrating and converging in the coming years.

1. Consumption of Digital Media By Aaron Gomez

2. Contents Basic online penetration in Singapore What people are doing online? Online Advertising & Top sites What to expect in the next couple of years

3. Online Penetration

4. Are Singaporeans Connected? There were 2.52 million unique visitors online in Feb’2009 There are a total of 4.8 million broadband connections in total Singaporeans spend an average of 1,246 minutes online, averaging 35.5 visits per user Source: IDA Singapore 2009 Yes They Are Connected! In fact Singapore is now the most wired nation in the world, with more broadband connections than homes – household broadband penetration rates now stand at 102.1%

5. Who are they? The largest cluster of users online are aged between 25-44 years Breakdown of income shows a the top percentage earning between S$4001-5000 and S$7001-10,000 a month.

6. What are people doing online?

7. Source: Nielsen Media Index Singapore, All persons 15+

8. Online Behaviour In General More than 80% of the population uses Google. Singapore has the 2 nd highest online gaming penetration (49.6%) in the region Nearly all Singaporeans, 96%, own a mobile phone Singaporeans use their phones for making calls (40%), texting (45%), MMS (2%) and Internet Access (3%) Young Singaporeans use a wide variety of media and spend a good 12.6 hours a day doing so . This covers surfing the web, playing video games, watching DVD/VCD/videos, reading newspapers and magazines, talking or texting on the phone or listening to the radio Singaporeans in general are well informed on the uses of web, new media and communications technology with the majority of the younger generation having a larger digital mindshare Source: Comscore, Source: Comscore, Source: Synovate Source: Universal Mcann Source: Synovate

9. Online Behaviour Social Networks & Blogs According to a survey, 51% of Singaporeans trust a blog as much as they do traditional media. There are as many as 3.2 million Singaporean social media users out of an overall population of 4.6 million people. Social networking accounts for 8% of Singaporeans time spent online . Facebook is the most popular with 48%, followed by Friendster at 43% and Windows Live Spaces at 27% Source:, OglvyOne Social Networks provide Singaporeans with a voice which now gives them the power to feedback and comment on current events, products and activities in social circles over the web. Source:, OglvyOne Source:, Comscore/Synovate

10. Online Behaviour Product research & online spending In One survey, 24% of Singaporeans said that the online presence of brands “significantly increases their interest” in them Singaporeans are amongst the highest online spenders in Asia, spending on average US$3,480 online over the period of one year, ahead of Japan, South Korea and Hong Kong (source:Visa) 80% of the population have shopped online at least once, and two fifths (39%) have bought something online in the past month (Source: The Nielsen Company & Purpleclick) Singaporean online shoppers like to plan their purchases rather than buy on a whim, with only 10% of them making frequent opportunistic purchases (Source: MasterCard Worldwide Insights) Singaporeans are open to the idea of online shopping. There is a close relationship between researching for product information online and making calculated decisions before purchasing online, as seen on slide 13 >> Source:, OglvyOne

11. Online Advertising

12. Ad Spending In Singapore Type of digital media that have made biggest impressions are brand websites (54%), Sponsored content (49%), banner ads (46%) and pop-ups (33%) Singaporeans appear to be big fans of viral marketing, in a survey asking if users had passed on viral marketing messages, a sizable 70% said they had Most likely to pass on the messages are found between the age 35-39 Display (banner) advertising makes up the majority of the online ad market, generating US$23.99 million in 2008, while search advertising brought in US$17.46 million Search advertising is expected to grow to about US$23.46 million in 2009, closing the gap between display and search spending Source:Yahoo, Nielsen Online, With Singaporeans looking to be exposed to more digital advertising, there will be a significant shift in budgets and media planning moving forward Source:, TNS/MediaOne Source:, TNS/MediaOne Source:, TNS/MediaOne Source:Yahoo, Nielsen Online,

13. What media do consumers believe in? Source, TNS /Digital Media With the likes of social networks, consumers are much more inclined to believe other users as compared to the standard forms of advertising, when it Comes to research of product information.

14. What types of Digital Media Are Popular Source, TNS /Digital Media Websites, sponsored advertising, banner ads and e-mail are still the hottest forms of advertising for brands in Singapore

15. Top Sites

16. Hottest Digital Commodities Source: Comscore Media Metrix, Feb 2009, All persons 15+ at Singapore home/work locations A couple of years ago, Facebook, Wikimedia and Friendster were just fads and used by heavy internet users only. Now it appears to be catching up to the top three media owners in terms of reach

17. Other sites by category Source: Comscore Media Metrix, Feb 2009, All persons 15+ at Singapore home/work locations The trend of watching videos on the Internet is on the rise with more and more online broadcasting social networks providing an alternate avenue for entertainment –viral videos, product reviews, updated news broadcast by the general public, comedy, and the opportunity to be the next star!

18. What to expect in the next couple of years…

19. 4 Key Changes To Look Out For Convergence of mobile phones into personal mobile computers Seeing the mobile phone link up for more usage, such as links to social networks, payment gateways and better broadcasting capabilities It will be the gadget that links your physical presence real time via the worldwide web.

20. Social networks will include what consumers have bought and where they are Imagine having your shopping trends and whereabouts logged as feeds on your Facebook page. Well it could soon be a trend with Facebook having affiliations with other online e-tailers like Amazon and map application developers such as Google maps.

21. Search Engine Improvements Improvements in search engine technology would soon see consumers searching much more than just documents and information online. Allowing much more detailed and complex search results, such as statistical data and trends, making the information on the world wide web easier to access and consume.

22. Integrated advertising campaigns linking offline and online assets As consumers get mobile and cosmopolitan, it’s a lot harder to interest or gain their attention. Advertising will soon see much more online mediums linking to offline activation of consumers on ground or at retail outlets