A new report finds that Singapore remains one of the world’s most digitally advanced societies, with 98.4% of the population online and 90.6% active on social media. Yet, the study also highlights a shift in behavior—Singaporeans are becoming more deliberate in how they connect and consume, placing greater value on trust, authenticity, and transparency.
The findings come from Digital 2026: Singapore, the latest annual report by Meltwater and We Are Social, which analyzes the nation’s digital, social, and online behaviors.
According to the report, digital adoption globally continues to accelerate, reaching more than 6 billion internet users and over 5.5 billion social media identities, while more than one billion people now use AI tools monthly.
“Within this context, Singapore’s digital citizens stand out for their maturity and selectivity,” says a release, adding that on average, users in Singapore spend 6 hours 44 minutes per week on social media, 5 hours 38 minutes on short online videos, and 5 hours 18 minutes on streaming TV, demonstrating strong engagement balanced by discernment over the content they consume.
Trust and privacy remain top priorities
The report shows that 71.1% of Singaporeans are concerned about misinformation online. Meanwhile, 36.8% regularly decline cookies, and 34.4% worry about how companies use their data.
This heightened awareness reflects a broader cultural shift, says the report. Beyond participating in digital spaces, people are also evaluating them, actively managing what they see and share.
At the same time, AI-driven discovery tools are changing how consumers interact with information and brands. Platforms like ChatGPT are becoming part of everyday routines, influencing what people read, watch, and buy. In Singapore, where digital literacy is already high, this trend is viewed through a lens of accountability. Technology adoption is rapid, but audiences expect it to be transparent and ethically applied.
36.8% regularly decline cookies, and 34.4% worry about how companies use their data.
E-commerce continues to anchor Singapore’s digital economy, with 4.7 million people shopping online – a 9% year-on-year increase.
Annual consumer spending reached about S$7.65 billion (US$5.63 billion), up nearly S$1 billion (US$732 million) from 2025, with mobile devices driving over 70% of all purchases. Fashion, electronics, and food remain top categories, while cross-border and subscription-based buying continue to grow.
This steady rise reflects both convenience and the integration of discovery, community, and content throughout the shopping journey, notes the report.
These patterns peak during major regional events such as Singles Day (11.11), when conversations and engagement begin weeks before the sale. Meltwater’s insights show Shopee leading in reach and TikTok Shop driving engagement through creator-led content and livestreams.
“Singapore mirrors these trends, though with a more measured approach, where credible sellers and verified information remain key to conversion,” said the report.
“Meltwater’s data shows that Singapore’s digital landscape is evolving through both technology and behaviour,” said Mimrah Mahmood, APAC Vice President of Meltwater.
“People here are informed, intentional, and selective about what they engage with, and AI is influencing how we create and connect. Singapore demonstrates that progress is strongest when innovation is guided by discernment. The opportunity now is to apply intelligence with integrity and use technology to build authentic human connections.”
The report added that Singapore’s findings point to a larger shift across Asia, where digital growth is no longer measured by time spent online but by the depth of trust between audiences and brands.
“As AI and social commerce evolve, Singapore stands as a benchmark for responsible innovation – a market proving that progress can be both fast and fair, built on transparency, ethics, and human connection,” said a release.
Read the full report here.
Featured image by Luke Lung
