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Social media in Singapore - statistics & facts

Singapore is one of the most technologically developed countries in Southeast Asia, if not the world. Social media platforms act like permanent companions for most Singaporeans and therefore have a significant impact on their lives as well as the success of many digital strategies in the future. Understanding the current state of social media in Singapore is increasingly important to be successful in the digital environment.

Singapore's digital environment

In 2021, it was estimated that about 5.29 million residents accessed the Internet, indicating a penetration rate of 89.5 percent. However, since most users access social media platforms over a mobile device, mobile internet penetration was more significant. The mobile internet penetration was just as high at around 90 percent. Smartphones are the preferred device for accessing the mobile Internet. It is therefore not surprising that the penetration rate of smartphones was the same. Meta platforms are considered to be the largest social media platforms, with WhatsApp, Facebook and Instagram leading in penetration rates.

Businesses' need for social media

Social media platforms, however, are just tools to reach people. The content on the platform and the information they provide is what makes them valuable. While WhatsApp is mainly used for chatting privately and in groups, YouTube and Facebook offer a variety of options to publicly express private opinions. As soon as a user or a profile attracts a larger audience, the profile itself becomes of interest to companies and society. It is therefore even more important to know the user activities and the largest influencer or influencing group within the desired industry. For example, “Audi Singapore” was ranked the most popular car brand on Facebook. They use social media to attract potential buyers and to promote their brand. On the other hand, digital ad spending has been growing, with brands spending an increasing portion of their budget on social media ads to reach consumers. As of April 2022, Singapore had one of the highest Youtube ad reach rates in the Asia-Pacific region, while Facebook had the highest ad engagement rate in the country.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Nov 17, 2022

Key insights

Major social network in Singapore
WhatsApp
Number of Facebook users in Singapore
4.68mn
Active social media user penetration in Singapore
89.5%
Get more insights

Editor’s Picks Current statistics on this topic

Penetration rate of top social networks in Singapore as of the 3rd quarter of 2021

Social Media & User-Generated Content

Social network penetration in Singapore Q3 2021

Number of social network users in Singapore from 2017 to 2021 and a forecast up to 2028 (in millions)

Social Media & User-Generated Content

Number of social media users Singapore 2017-2028

Average daily time spent using social media in the Asia-Pacific region in 3rd quarter of 2021, by country (in hours and minutes)

Social Media & User-Generated Content

Daily time spent spent using social media APAC 2021, by country

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