Social media statistics in Singapore

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The stats should give you an idea of what’s trending online, what platforms are the most popular, and how Talkwalker’s tools can help you find value in the social jungle.

Before diving into individual social media stats, let’s briefly review Singapore’s population.

Population

• Singapore currently has a population of 5.83 million
• Median age is 34.6, 18.5 years below Monaco’s, but almost 38 years above Niger’s
• Second-densest sovereign state in the world
• Average life expectancy is 82

Let’s have a quick look at the age and language distributions on social media, using Talkwalker’s Quick Search.

Age distribution

Age distribution on social media in Singapore
Source: Talkwalker Quick Search

As can be seen in the graph, 18-24 year-olds make up the largest proportion, 45.6%. 25-34 year-olds are the runners-up with a share of 36.3%. Completing the third, fourth and fifth spots are 13-17, 35-44, and 45-54 year-olds respectively.

Language distribution

Language distribution on social media in Singapore.
Source: Talkwalker Quick Search

Singapore is one of the few Asian countries that recognizes English as an official language, so it’s not a big surprise to see that 77.3% of the country’s social media conversations happen in English. Very far behind is Korean (4.4%) and Japanese (4.4%), followed by Tagalog (2.8%), and then Indonesian (2%).

General social media stats

• Number of social media users has decreased 4.2% to 4.6 million this year, which represents 79% of the total population
• Mobile social media users meanwhile have increased by 6.7% to 16 million
• The average daily time spent on social media per user is currently 2 hours and 8 minutes
• 99% of users visited or used a social network or messaging service in the past month
• Social media penetration rate is 85%

Facebook stats

• 4.3 million Singaporeans are on Facebook, where 48% are female and 52% male
• Growth has been flat the past quarter
• Three brands with the most likes are Ministry of Villas (1+ million), Pioneer Car Entertainment (0.84 million), and Halal Trip (0.67 million)
• Fastest-growing brands are 1 Play Sports, Mary Chia, and Singapore Airlines
• After English, Chinese is the most common language on the platform (11.9%)
• The Straits Times is the page with the highest engagement on Facebook in 2019
• The most engaging post in 2019 so far came from Walt Disney Studios

Top 10 Facebook influencers in Singapore 
(ranked by engagement)

• 1. The Straits Times
• 2. Walt Disney Studios
• 3. Mothership.sg
• 4. All Singapore Stuff
• 5. Lianhe Wanbao
• 6. TODAY
• 7. Stomp
• 8. 8world News
• 9. Lianhe Zaobao
• 10. Changi Airport

Instagram stats

• 2.2 million people are be reached by Instagram ads, 55% women and 45% men
• Quarter-on-quarter growth has been negative by 4.3%
• Users aged between 25 and 34 are the largest group (830,000)
• Instagram penetration in Singapore is 44%

Top 10 Instagram influencers in Singapore 

• 1. Yoyo Cao (@yoyokulala)
• 2. Wendy Cheng (@xiaxue)
• 3. Brad Lau (@ladyironchef)
• 4. Christabel Chua (@bellywellyjelly)
• 5. Leslie Tay (@ieatishootipost)
• 6. Benjamin Kheng (@benjaminkheng)
• 7. Daniel Ang (@danielfooddiary)
• 8. Carrie Wong (@carriewst)
• 9. JianHao Tan (@thejianhaotan)
• 10. Bryan Choo (@thesmartlocalsg)

View this post on Instagram

She’s busy living life

A post shared by YOYO CAO (@yoyokulala) on Jul 29, 2019 at 5:26am PDT

Twitter Stats

• 1.01 million Singaporeans are on Twitter
• Quarter-on-quarter growth has been negative by 0.05%
• Men outnumber women on the platform almost 1.8 to 1
• 26% of internet users report using Twitter
• The most engaging Tweet in 2019 came from @iamfarahlola

Thanos on the way to the club https://t.co/rz4dWivKPm

— LOLA (@iamfarahlola) April 30, 2019

Top 10 Twitter influencers
(ranked by engagement)

• 1. The Seoul Story (@theseoulstory)
• 2. 슈 (@intoblackpivk)
• 3. SK (@SubjectKpop)
• 4. human error. (@blxcknicotine)
• 5. Mothership.sg (@MothershipSG)
• 6. Justin Sun (@justinsuntron)
• 7. babie tae (@taeforguk)
• 8. Mystarmyangel (@mystarmyangel)
• 9. Before Our Spring (@RealUnkle1932)
• 10. Molly Scott Cato MEP (@MollyMEP)

WhatsApp stats

• 86% of internet users use the messaging app
• WhatsApp is the number one mobile app by monthly active users
• Ranks as number one mobile app by downloads
• 12th most viewed website in Singapore
• With 73%, WhatsApp has the highest penetration rate of social networks
• 4 million Singaporeans choose WhatsApp as their most used app

LinkedIn stats

• 2.6 million LinkedIn users in Singapore
• Quarter-on-quarter growth hit 13%
• 13th most visited website in the country
• 24% penetration rate
• 24% of internet users report using LinkedIn
• Singapore is the third most connected country on LinkedIn
• Users have an average of 152 connections
  

Stats across all social media

Only 1.3 million unique authors were responsible for all social media activities in Singapore during 2019 so far!

Top 10 hashtags in Singapore

• 1. #TRON - 767,189
• 2. #TRX - 675,805
• 3. #BTS - 553,271
• 4. #BBMAsTopSocial - 505,728
• 5. #TWICE - 351,418
• 6. #BTT - 329,610
• 7. #GOT7 - 275,762
• 8. #TwitterBestFandom - 248,785
• 9. #MGMAVOTE - 245,012
• 10. #EXO - 237,047

Top themes in Singapore

Top themes cloud Singapore
Source: Talkwalker Quick Search

Top emojis in Singapore

Top emojis cloud Singapore
Source: Talkwalker Quick Search

Top visited websites and search queries

According to Alexa, the 5 most visited websites are:

• 1. Google.com
• 2. YouTube.com
• 3. Facebook.com
• 4. Google.com.sg
• 5. Wikipedia.org

According to SimilarWeb, the 5 most visited websites are:

• 1. Google.com
• 2. Youtube.com
• 3. Facebook.com
• 4. Google.com.sg
• 5. Instagram.com

No surprise here, Google dominates the search engine market, maintaining an 88.47 percent market share as of April 2019.

The top 5 search queries on Google are:

• 1. Singapore
• 2. Google
• 3. YouTube
• 4. You
• 5. News

The top 5 search queries on YouTube are:

• 1. Song
• 2. Music
• 3. Songs
• 4. Full Movie
• 5. Live