Singapore's digital environment

In 2020, it was estimated that about 5.2 million residents accessed the Internet, indicating a penetration rate of 88.5 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 88.4 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. Furthermore, about 62 percent of the users stated that they regularly visit a social media platform. YouTube, WhatsApp and Facebook are considered to be the largest social media platforms exceeding penetration rates of 80 percent.

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 as of June 2020. They use social media to attract potential buyers and to promote their brand. By June 2020, they 160 thousand followers on Facebook. On the other hand, Xiaxue, a Singaporean blogger, only uses social media platforms to promote herself. By blogging about life, fashion and local issues she gained about 1.6 million followers and has now earned jobs in mainstream media and sponsorship deals from many companies keen to tap into her audience reach. The reach of Xiaxue and others has increased so much that, according to a survey, 51 percent of respondents have already bought something that has been endorsed by an influencer.

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