Singapore Consumers Spending 25 Hours Online per Week

According to Nielsen, digital consumers in Singapore are the heaviest Internet users in the region, averaging 25 hours online per week.

Rapid technological developments and increasing ownership of mobile connected devices, such as smartphones and tablets, are revolutionising digital media usage in Singapore. Internet usage is surpassing time spent on traditional media such as television, radio or print.

Nielsen also predicts that 89% of Singaporean digital consumers will own a smartphone by mid-next year. Facebook emerged as the dominating social media site across South-east Asia, with 77% of digital consumers in Singapore maintaining an active profile.

YouTube ranked as second or third most popular social networking site in South-east Asian markets, with 45% of digital consumers in Singapore having an active YouTube profile.

Download the latest Singapore Stats whitepaper here.

Singapore Facebook Users Spend The Longest

Experian Social Media Study

Experian Social Media Study

A recent Experian study found that Singapore Internet users spend the longest on Facebook, with an average of 38 minutes and 46 seconds per session. This study illustrates the importance of Facebook marketing to those who still wait and see.

Facebook is turning from an optional marketing channel to one that marketers shouldn’t miss. However, rushing to the Facebook to promote your products or services without proper strategy and planning will simply cost you a lot more than what you can gain.

Compelling and interactive content that engage the prospective customers is essential for your brand on Facebook.

APAC Shoppers Are Promotion Seeking

Asian Family Customers Shopping in The Super M...

Image by via Flickr

A recent Nielsen survey about impact of promotion on Asia Pacific shoppers found that shoppers in Vietnam and Malaysia were particularly motivated by promotions, followed by shoppers in China.

Here is a summary of this survey findings:

  • While Vietnamese shoppers are most focused on promotions, they scored among the lowest in terms of price consciousness across the region
  • Shoppers in India (88%) on the other hand, are the most price-conscious in the region, followed by Malaysian (68%) and Singaporean (62%) shoppers
  • Malaysia currently still has the distinction of having the highest proportion of males who say they are the main shoppers for the household (37%), and the Philippines (33%).  China (32%), which saw the highest jump in the proportion of male “main shoppers” from previous levels, also warrants a good re-look
  • Shoppers in India (33%), Hong Kong (30%) and the Philippines (29%) stand out as the most impulsive (i.e., they usually do not plan their shopping trips) shoppers in the region
  • Korean (98%) and Taiwanese (94%) shoppers were the most likely to plan their shopping trips
  • Shoppers in Hong Kong are also the most prolific “top-up” shoppers (followed by Singapore and Indonesia), averaging 10 such trips in a month, almost twice the regional average and more than thrice the monthly frequency of their “main” shopping trips

For retailers targeting Asia Pacific, this is very valuable information needed for developing the most effective digital strategies for each market.

Android Tablets Also Important for SEA Markets Besides iPad

Android robot logo.

Image via Wikipedia

According to market research company GfK Asia, some 261,000 tablets spanning almost ten brands were sold across seven Southeast Asian markets from January to April this year.

Tablets operating on Android has been rising in prevalence and is today the most popular platform embraced by users. In April, almost half of all tablets (46%) purchased by consumers was an Android compared to five months before.

So while you map out a strategy for your tablet apps, Android tablets should be in your consideration besides iPad apps.

Southeast Asia Consumers Highly Influenced by Online Advertising

Influence of Web Advertising on Southeast Asian Consumers

Influence of Web Advertising on Southeast Asian Consumers

In a recent Nielsen research indicates that consumers in Southeast Asia are highly influenced by online advertising; much higher than the global average. More than half (54%) completely or somewhat trust consumer opinions posted online.

The same survey also shows that 74% SEA consumers found “behavior targeted ads” useful (online ads that are delivered to consumers based on previous purchases or other web sites visited), compared to just 58% globally. Consumers in Philippines and Vietnam were most receptive to such ads (83% and 82%, respectively). [Read more...]

Consumers More Interested in Brands after Exposure in Digital Media

APAC Internet Users Whose Interest in Brands Changed After Viewing Digital Media

APAC Internet Users Whose Interest in Brands Changed After Viewing Digital Media

Across Asia-Pacific, which included China, Hong Kong, Malaysia, Singapore, Taiwan and Thailand, respondents showed an 83.8% increase in interest in using a brand after coming across it in digital media according to research commissioned by TNS and Campaign Asia. [Read more...]

How A Singapore Travel Company Wasted $ on Facebook Page

With the launching of big travel exhibition Natas Fair, August is a big month for travel business. Today, I spotted a Wego (a travel search website) campaign on Yahoo Singapore, clicked on one of the links and landed on a Facebook Page where I saw this warning message:

Secure connection (https) warning on Wego Facebook Page

Secure Connection (https) Warning on Wego Facebook Page

The contest page, set as default landing page for We Facebook Page, can not be displayed under secure connections. Holding a contest is one of the effective ways to increase Page fanbase if executed correctly; however, if the new Facebook Page tab for the contest is not set up properly like ignoring the obvious “https” issue here, thousands or millions of Facebook marketing dollars could be wasted. [Read more...]

Growth of Advanced Multidigital and Rich-media Segments



McKinsey have been tracking consumers’ digital habits through a series of surveys covering more than 100,000 respondents across North America, Europe, and Asia. Their 2010 US findings highlighted the growth of advanced multidigital and rich-media segments:

  • Digital-media junkies: the people most likely to be early adopters of new technologies; often younger men
  • Digital communicators: those spending more time on social networks; often women
  • Video digerati: those more likely to consume Internet-based video
  • Gamers: spend more time gaming than any other segments – over 2.5 hours a day – and are less likely to own smartphones
  • Professionals: like new gadgets and are more likely to pay for sleek designs; they primarily communicate by email, are heavy web browsers, and are less likely to watch video online
  • On-the-go workers: spend less time online than average and more time talking on mobile phones. Few buy the latest gadgets, such as e-readers
  • Traditionalists: are less interested in Internet browsing and social networking and are more likely to read print newspapers

At the beginning of developing any digital marketing campaigns, profiling the target audience is vital to the campaign success.

Mobile Phone Users and Penetration in Asia Pacific

Mobile Phone Users Penetration in Asia Pacific

Mobile Phone Users Penetration in Asia Pacific

eMarketer estimates over 2.1 billion people in Asia-Pacific will use a mobile phone at least monthly this year, representing over half the population of the region.

By the end of 2011, Asia-Pacific will account for 56% of all mobile users in the world. Growth will be steady, with penetration reaching 72.6% by 2015 for a mobile population of nearly 2.9 billion. [Read more...]