Advertise in Singapore

Singapore has an internet penetration of 82.5% so based on their total population of 5,696,506 people 4,699,204 are online, leaving 997,302 non-internet users.

Compare this to the Asia Pacific region which has an internet penetration of 36.9% with a total online population of 1,506,275,447 for the region as a whole.

Advertise in Singapore 2017-08-31T19:51:43+00:00

Singapore’s internet advertising sector is a $225.4M industry, segmented as follows:

Display Advertising

amounts to $70.2M (31.14% of the total) and will grow by an annual CAGR of

13.22%

Video Advertising

amounts to $10.2M (4.52% of the total) and will grow by an annual CAGR of

23.34%

Search Advertising

amounts to $96.6M (42.86% of the total) and will grow by an annual CAGR of

9.41%

Social Media Advertising

amounts to $45.1M (20% of the total) and will grow by an annual CAGR of

6.79%

64% of the population (3,645,764) are on social media, they spend an average of 1.6 hours per day on social platforms, 58% of them use their mobile devices to access social platforms which makes sense because 85% of the population has a mobile phone.

Classifieds Advertising

amounts to $33.2M (14.73% of the total) and will grow by an annual CAGR of

5.49%

Mobile Advertising as a standalone segment, including parts of the above segments, is growing fast and will amount to $125.7M of the total in 2020.

Singapore’s annual growth:

+1%

internet users

0%

active social media users

+2%

mobile subscriptions

+3%

active mobile social users

Digital Device Ownership

96%

mobile phone

88%

smart phone

71%

PC

42%

tablet

12%

TV Streaming Device

N/A

Handheld Gaming Console

2%

E-Reader Device

4%

Wearable Tech Device

Time Spent with Media

4h 14m

Average daily use of the internet (PC/Tablet):

2h 03m

Average daily use of the internet (Mobile):

1h 39m

Average daily use of social media (any device):

1h 38m

Average daily use of television:

Frequency of Internet Use

84%

Every day

11%

Once per week

4%

Once per month

1%

Less than once per month

Share of web traffic by device

52%

PC

41%

Mobile

7%

Tablet

0.02%

Other devices

Top Active Social Platforms

46%

Whatsapp

43%

Facebook

26%

Facebook Messenger

18%

Instagram

14%

Google+

14%

Linkedin

13%

Skype

13%

Twitter

12%

Wechat

Mobile Activities

58%

Mobile Messengers

42%

Watching videos

33%

Playing games

38%

Banking

48%

Maps

E-Commerce By Device (past 30 days)

57%

Purchased a product or service online

67%

Searched online for a product of service

52%

Visited an online retail store

50%

Made an online purchase via PC

30%

Made an online purchase via Mobile

Singapore is one of the countries which has higher total internet advertising growth and higher mobile internet penetration.

These countries usually have strong economies with established Internet advertising sectors. Extensive telecoms infrastructure prompted early consumer adoption of both fixed broadband and mobile internet access. Most fixed broadband markets are not yet saturated, leaving room for further wired internet advertising revenue growth as connectivity increases. Stable macroeconomic forecasts will continue to boost internet advertising expenditure in the future.

Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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