This document provides insights and statistics about Facebook usage in Singapore based on data from April 2013. It finds that the number of monthly active Facebook users in Singapore grew 3.7% from the previous year. Most Singaporeans like an average of 37,000 fan pages, and local brand fan pages in Singapore post more content per day than global averages, though they are less responsive to queries. The top fan pages in Singapore belong to media channels and brands like Singapore Airlines and NTUC FairPrice. The document also shares the most engaging brands and most socially devoted brands on Facebook in Singapore.

1. WHAT TICKLES SINGAPORE
ON FACEBOOK?
An insight into what we

2. Its been a year since PM Lee
entered the world of Facebook!
Following Facebook’s recent acquisition of Instagram, he
has now made his presence felt there as well;)
Amongst APAC
PMs, he perhaps
ranks 3rd in terms
of his Facebook
fan base!

3. Monthly Active Facebook Users
in Singapore in April 2013
The user base grew by 3.7%
since May 2012

4. Still a pretty young
crowd on Facebook!
Although they say the fastest growing
segment is the 55-64 category!

5. Things we love the most in
Singapore!
Wonder why women seem to enjoy
Food & Dining more?!

6. How many fan pages does an
average Singaporean like on
Facebook?
Tweet your answer to
@hmarketer with #trivia1
TRIVIA#1

7. While our average fan base is
understandably much lower than
global benchmarks…..
37,000+ fans
per page on
average

8. ….we have crossed the global
benchmark in terms of post-level
engagement rate!
SG: 0.34%
vs.
Global: 0.24%

9. Our local brand fan pages love
to post a lot of content…..
SG: 1.12/day
vs.
Global: 0.83/day

10. …..but they aren’t great in terms
of responding to queries!
SG: 8.9%
vs.
Global: 12.16%

11. What kind of content do Singapore
users share the most on Facebook?
a. Photos
b. Text Status
c. Links
d. Videos
Tweet your answer to
@hmarketer with #trivia2
TRIVIA#2

12. Top 10 Brand Fan Pages by
Number of Local SG Fans
206,935 201,585 189,255 184,243 181,288
177,929 171,305 167, 812 164, 491 156, 804

13. Top 10 Media Channel Fan
Pages by Number of Local SG
Fans
120,985 71, 635 68, 637 63, 868 61, 939
59, 937 54, 496 53, 616 51, 798 46, 717

14. Top 5 Most
Engaging Brands
3.2%
2.4% 1.62%
1.57%
1.04%

15. Top 5 Most Socially Devoted &
Responsive Brands
92%
88%
75%
82%

16. What is the average
response rate of fan pages
in Singapore?
Tweet your answer to
@hmarketer with #trivia3
TRIVIA#3

17. TOP 9 WALL POSTS
THAT WE LOVED THE MOST
IN 2013

18. 1

19. No we ain’t perverts, read the whole wall post.
It’s an informative one!
https://www.facebook.com/121736167844852/posts/5
82649295086868
2

20. 3

21. 4

22. 5

23. 6

24. 7

25. 8

26. 9

27. ARE WE REALLY THE LEAST
EMOTIVE NATION?
MAYBE WE JUST EXPRESS
DIFFERENTLY!

28. If you loved the
deck, please do share it
& send in a thanks to
@pranmaz

29. All data & insights are
derived from our partner
DISCLAIMER