How social is Singapore? Part 3 – Conclusion

Conclusion - How Social are we Singaporean?In Part 2 of the series, I’ve explored the various social media Singaporeans are accessing. In the last part of the series, I will go in-dept on the various social media. Thus, to understand this better, I continued my search hoping to get more concrete data.

As such, I chanced upon Social Bakers’ website which it provides more statistics on the various social media.  I also found out that they have statistics by country for Facebook and LinkedIn and here was what I’ve found.


Singapore was ranked number 53 among other countries by number of accounts. But interestingly, I realize that the penetration of population was 60.53% when America had only a penetration rate of 53.17%. That means Singapore’s penetration was way higher than many other countries. With a total of 2.84 million users, Facebook is certainly the top choice for social marketing in Singapore.


With about 952 thousands of LinkedIn users, Singapore was ranked 18th by the number of accounts. The penetration of population was at 20.25%; every 1 out of 5 person in Singapore has a LinkedIn account. That statistics isn’t too bad, since it is primarily for professionals in Singapore to network.


In the report published by comScore on the 3rd of June 2010, key findings that are recorded in April 2010 include:

  • Each Singaporean, Age 15 and above, have watched 631.9 minutes of videos.
  • Of which, 63.8% was watched on Google Sites (with the fact that Google has bought over YouTube).
  • In terms of total unique viewers, of the 2.46 million unique viewers, about 2 million watched videos on Google Sites.

In conclusion, as of April 2010, each Singapore Internet user spent an average of about 21 minutes each day watching videos and 13.5 minutes are watched on Google / YouTube. If we know that there were about 2 million unique visitors who watched an average of 631.9 minutes of videos on YouTube, then Singaporeans viewed a total of 21.7 million hours of videos on YouTube in April 2010; an average of 0.72 million hours of videos per day.


In terms of Twitter, I found a report published by comScore on the 14th of January 2010. Within the report, comScore tracked 13 million unique Twitter accounts that demonstrated tweeting activity from 16th October to 16th December 2009. Here was what I’ve found:

  • Of the 13 million Twitter accounts, about 0.69% of them are from Singapore. That totals up to about 89,700 accounts in Singapore.
  • Comparing it with Singapore’s 2.485 million internet users, only about 3% of the Singapore Internet users has a Twitter account.
  • In terms of the number of tweets, Singapore sent about 0.88% of the tweets worldwide; ranked 12 among the many countries.

It was also interesting to see another website I’ve found which provides stats of Tweets sent almost instantly. At A World of Tweets by Frog Design, this website uses geo-location information captured by Twitter Streaming API to show where people are tweeting at from the past hour.

A World of Tweets

As of today, Singapore was ranked 23rd and are only contributing 0.35% of tweet sent worldwide. It seems like Twitter is losing ground in Singapore?


Over the three-part series, I’ve covered many statistics and data from many sources. As much as possible, I’ve tried to keep the stats as accurate and comparable as possible. Even though the data are based generally in the year 2010 to 2011, I would still assume that the percentage of social media usage won’t change much.

With that said, I’ve concluded that the penetration rate of Social Media in Singapore is pretty high, with many rankings within the top 20 among other countries.

Marketers will be expecting about 2 million hours or more of Singaporeans spent on social media every day; with Facebook having the largest number of users.

For business to business dealings, it will be a good choice to choose LinkedIn as the primary tool to reach out to potential clients.

Even though Twitter is generally easier to manage with its text-based content, the usage in Singapore was still considerably low. On the contrary, YouTube has a significant amount of viewership; it would probably be difficult to produce quality videos in terms of budget and resources required.

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Johnny Koh

A project manager and a brand strategist, I have over six years of experience in advising businesses of various industries as well as the public sector in their branding and communications need.

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