A look into Singaporean consumers social media interactions. Insights on how consumers interact with brand online and what they expect from the brands they admire. Consumer interaction on social media varies across product categories and this is further substantiated through this peice of qualitative research.

1. Social Media And Singaporeans
- Navigating The Digital Social Maze
June 2012
By Amit Phatak
p.amit@marketprobe.com
The views expressed in the presentation are those of the author
The presentation is meant for analytical purpose

2. Background
The following slides are based on in-depth interviews conducted with 32
individuals from Singapore across varying life stage and demographic profile
The insights presented can be seen as strong directional indicators, but the
author does not claim statistically validation as this research was qualitative in
nature rather than a sample based survey

3. Singaporeans Are Avidly Social
Majority have an online
Social Media Presence
A few underprivileged 26 out of 32 interviewed
and older individuals are spend at least 1.5 hour each
not social media savvy day on some form of social
media site
Over half the individuals
use multiple devices to go
One third do some form of online and connect to social
online shopping once a websites
month

4. Singaporeans Still Rely on Notebook & PCs
Amongst those who have multiple devices, almost all
prefer notebook/tablet over mobile when not on a move
Lack of text clarity, form
factor, application speed and
availability drives preference
of notebook/tablet over
mobile phone
Increased bandwidth /speed
But the experience of younger together with cheaper or low cost
generation especially below 25 is tariff plans has driven the social
way different on mobile, they media interaction multifold in the
prefer mobile phone over all last 12 - 18 months
other devices

5. Social = Facebook + YouTube + Twitter
Together make up 60% of the
time Singaporeans spend
Making real as well as virtual
online. Playing games
friends is one of the key
contributes another 20%
reasons for spending time on
amongst younger audiences
social networking sites
Interestingly almost half the social
media enthusiasts have fake
identities or use virtual/fictitious One third of Singaporeans are
identities (Facebook seems to generating and uploading 2GB of
have less fake identities) data each month in terms of videos,
pictures, blogs and creations.
Active- not Passive users.

6. Singaporeans Do Notice Brands On Social Media
- Discounts/promotions by far
the most important reason for
becoming a fan of a brand
- Engagement of these
Two third do not mind being fans of customers is 2X with those
brands that they like or have brands (most willing to
interacted in the past purchase)
- Social media presence (such as having
a Facebook/ fan page) is thus a mere
extension of brands in digital space but
does cannot stand on its own
- Two third do visit official website
On the other hand customers
do not become fan of a brand
they do not know, just for Engaging one’s customer segments
getting something free through social media interactions is
perhaps the most effective way

7. Teens and Young Moms Hyperactive on Social
Brand categories mapped across two axis  Cosmetics, baby products and
High toys, electronic gadgets, sports,
Cosmetics, Sports
related, Baby products books and review sites, Travel
Online engagement with brands
and toys, Electronic related categories show highest
Gadgets, Books and online and social engagement
outlets, Travel, amongst customers
Beverage and drinks,  The result may be indicative of
Hobby related the brands and categories that
have a higher emotional bonding
Cigarettes, Clothes, with their customer segment
Milk, Toiletries and Cars, Healthcare
tissue papers, related, Banking and  On the other hand it is also
Office/School Insurance, Alcohol reflective of the nature of
Stationary engagement a customer segment
has with particular categories
Low
Low General Social Media Engagement High
 Almost all teens and moms that were interviewed are a fan of at least 3 brands
online
 Not only are they a Facebook fan (if such a page is available) but they also visit the
brands website quite often for promotions and discounts

8. Fans Of Brands Willing to Purchase Thrice As much
Ability to interact with the socially
active group of a particular brand
Individuals who have become fans of a is a big driver apart from
particular brand intend to purchase thrice promotions and discounts for fans
as much as those who are not fans but say of that particular brand
they are loyal to those brands
 Fans of particular brands trust other fans far more
than the brand ambassador or official online voice
of that particular site/ fab club
 Fans get irrigated when host/brand personnel lead
the discussion. A open ended discussion with both
good as well as bad comments are trusted far
better than a moderated site
 Almost two third of those interviewed indicate they
may un-like a brand if the online
discussion/interaction is often tweaked/deleted
Brands that facilitate online forum and fan clubs can be more successful than those seen as intrusive

9. Social Media Active Singaporeans Claim Interaction With 65+ Brands
Regularly
Online interaction is defined as being a fan on the fan page or regularly speaking in online forums, websites (all brands not shown)

10. Consumer category specific social
media interaction and behavior differs
For Category specific insights and other queries contact
- Amit Phatak
p.amit@marketprobe.com