WhatsApp is Singapore’s Favorite Social Media App

A new report finds that Singaporeans use WhatsApp 978 times a month and spend over 33 hours on TikTok.

 

WhatsApp is Singapore’s Favorite Social Media App

A new report finds that Singaporeans use WhatsApp 978 times a month and spend over 33 hours on TikTok.

 

According to new research from We Are Social and Meltwater, Singaporeans’ social media app of choice is messaging platform, WhatsApp.

While Instagram is the world’s ‘favorite’ social media app, WhatsApp takes the top spot in Singapore for both favorite (27.2 percent) and most used social media platform (74.7 percent) with local users clocking an average of 978 sessions per month in its Android app, said the report.

“While Instagram may be the favored social media app in other markets, in Singapore we see social media users favor platforms that offer focused utility,” said James Honda-Pinder, Head of Strategy at We Are Social Singapore.


 

The findings come from the Digital 2024: Singapore report released by We Are Social, the socially-led creative agency, and Meltwater, a global leader in social and media intelligence.

The report found that Singaporeans are spending an average of 2 hours and 14 minutes a day on social media across an average of 6.9 social media platforms each month. There are 5.13 million social media user identities in Singapore which equates to 85 percent of the nation’s population and sees the nation rank tenth globally for social media adoption versus total population.


 

According to the findings, Facebook ranks second place as favorite (16.7 percent) and most used (72.7 percent) social media platform in Singapore, while TikTok tops the spot for most time spent in the Android app with a total of 33 hours, 23 minutes per month.

“For connection and increasingly for business communication, WhatsApp is a clear leader. But elsewhere, TikTok continues to its staggering rise, as it becomes a bonafide platform for search and discovery, not just entertainment.”

TikTok was also the most downloaded app in Singapore in 2023, followed by messaging app Telegram and Bytedance-owned video editing tool Capcut.

Chat and messaging (97.5 percent) are the number one type of app or website they visit, followed by social networks (95.8 percent).

Aside from keeping in touch with family and friends (43.4 percent), filling in spare time (35.5 percent) and reading the news (32.6 percent) are the primary reasons that more than a third use social media.

Other Key Highlights

We are social provided the following highlights.

  • After people they know, Singaporeans’ favorite social media users to follow are restaurants, chefs and food personalities.
  • Singaporeans spend an average of 1 hour, 2 minutes each day using a gaming console, up 20.9 percent year-on-year.
  • Digital ad spend in 2023 grew 10.5 percent to SG$ 2.34 billion to make up 59.7 percent of total ad spend.
  • Social media ad spend makes up 24.5 percent share of total digital advertising spend, increasing 11.8 percent in 2023 to $573.5 million.
  • Consumers in Singapore spent $1.45 billion on digital media subscriptions and downloads in 2023, up 9.1 percent year-on-year.
  • When it comes to online privacy and security, 65.2 percent of consumers expressed concern about what is real versus fake on the internet.

“For connection and increasingly for business communication, WhatsApp is a clear leader. But elsewhere, TikTok continues to its staggering rise, as it becomes a bonafide platform for search and discovery, not just entertainment,” added James Honda-Pinder.

“In an era of fragmented attention where brands are vying to capture the attention of consumers, TikTok’s platform continues to show strong engagement with average usage amounting to more than 33 hours a month – that’s more than one whole day on the app. It’s a rocketship.”

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