2015 social media trends in Singapore

By | January 9, 2016

2015 social media trends in Singapore

Social media is an integral part of our lives whether we like it or not. However, do you know what are the 2015 social media trends in Singapore. More importantly, how can you take advantage of these trends to develop a successful social media strategy.

In Singapore, the exponential growth of social media platforms is possible given our robust infrastructure and the government relentless push in providing affordable data rates for Singaporeans. By now, you will agree with me that most Singaporeans probably know about the basics of social media such as shares, re-tweets, likes etc but our guess is that they probably do not know the social media trends.

In this post, you will understand in details the 2015 social media trends in Singapore through the use of an infographic. This infographic is especially important if you need to devise a social media strategy to drive opportunities for your business or to simply promote brand awareness.

Most popular social media platforms

Singapore most popular social media platforms

Singapore most popular social media platforms

As more and more Singaporeans are expected to spend more time on social media platforms, having a presence on the most popular social media tool is extremely vital. According to Hubspot, 92% of marketers in 2014 indicated that social media marketing was important to their businesses and 80% claimed that it helped them with driving traffic. In essence, social media helps increased brand recognition, improved brand loyalty and drive higher conversion rates.

Recognizing the benefits associated with social media is important but bear in mind that you probably do not have infinite resources to deploy around. Therefore understanding which social media platform Singaporeans are using should be of paramount consideration to you in order to extract the maximum ROI possible.

As you can see from the above infographic, Singaporeans are active Facebook users at 70% followed by Youtube at 50%. Hardly surprising given that Facebook’s appeal as a simple and straightforward social media tool to communicate with others. As for Youtube, with 300 hours of video uploaded per hour and 5 billion videos viewed every day, its popularity is definitely undisputed. However all these means nothing if you do not know how to leverage these social media platforms correctly.

Hours spend on each device

Number of hours Singaporeans spend on each device

Number of hours Singaporeans spend on each device

With the proliferation of smartphone devices, there is a steady decline in the number of desktop users. As Singaporeans tend to spend a lot of travel time on public transport, it is inevitable that they will log on to the social media tool via their smartphone to relief boredom. Figures indicate that desktop usage had declined to 71% since 2013 while smartphone usage stands at 88% which is one the highest within the region.

However Singaporeans tend to spend more time on desktop at 5 hours vs 2 hours on smartphone on average. With smartphone getting more popular as a primary form of usage, you should ensure that mobile marketing is part of your social media strategy. For a start, evaluate if your website is mobile friendly as a recent Google survey shows that ¾ of respondents are more likely to revisit a mobile friendly site. Once your website is mobile friendly, consider having creating a page for blogging as search engine favours fresh content which helps in ranking.

mobile friendly sites

Mobile friendly sites attract more revisits

Market share of OS

Singapore market share of mobile OS

Singapore market share of mobile OS

Android had penetrated the Singaporean smartphone market successfully and becomes the dominant OS with 60% of the OS market. This is not surprising given that Android remains an open source OS which many smartphone manufacturers adopted given its ability to be customized for different hardware and the huge base of Android based applications meaning they do not need to spend time on OS development. There are reasons on why Google and Apple decides on different strategic approaches to their OS but we will skip that as this is not the main discussion topic in this post. Suffice to say it all boils down to revenue and controllability at the end of the day. Another reason why Android is winning in the OS market is the fact that Apple tends to price its smartphone at the higher end and this inevitably limits the market to the more affluent and branded conscious users. This is a smaller market segment compared to the rest but then again, it is also the most profitable market given the revenue per handset.

Within the next few years, Android is expected to dominate the OS market with China and Korea being its largest market. More importantly, the immediate danger for iOS is that a lot of Asia based startups will give priority to the development of Android based applications.

Michael Smith, Chief Product Officer at Indian video content startup Spuul and formerly with Yahoo Asia, in a blogpost in 2013 noted that Android has grown to a point where it can’t be ignored — although Apple’s much-rumored iPhone 5C could disrupt that:

For Spuul we have no choice but to support both iOS and Android. We also see that Android is growing like mad and in some emerging markets is bigger than iOS and continues to grow faster than iOS. I don’t see this changing unless Apple comes out with a cheaper phone and I really hope they do since users with an option to purchase something from Apple probably will if the price makes it more affordable.

Either way we will keep working on both and we know that with Android it will take more time, more money and more bodies to equal what we do with iOS. It is just that simple.

Given Android as the rising OS market player, you may want to consider giving priority to it if you are planning or in the midst of developing mobile applications.

Top Online Activities

Singapore top online activities

Singapore top online activities

According to the consumer barometer from Google, Singaporeans spend majority of their online activities on search engine and social network at 71% respectively. To dig deeper, the truth is that Singaporeans actually spend a lot of time using search engine for research purposes and to maintain connection with their friends via social media platform.

For those who wants to gain brand awareness or drive traffic to their website, you need to be on the top rankings of the search engine. To do that, you need to optimize your website for search engine otherwise known as search engine optimization (SEO). Essentially, SEO comprises two components: on site optimization and off site optimization. These two components can be further divided into 3 parts: keyword research, content optimization and backlinks. Again we will not go in-depth for the purpose of this post.

A rising trend that we are encountering is that Singaporeans are increasing their online purchases due to convenience, attractive pricing and wider variety. According to a 2014 Visa Consumer Payment Attitudes study , Singaporeans are the top online shoppers within the region with 26% shopping online at least a week and 58% at least once a month.

Ooi Huey Tyng, Visa Country Manager for Singapore and Brunei said that online shopping continues to grow in popularity in Singapore with 19 per cent year-on-year (YoY) growth in eCommerce transactions performed by Singaporean Visa cardholders vs domestic face-to-face Visa transactions which grew at 6 per cent YOY.

There is a growing trend of consumers spending more time and money shopping online. As technology evolves, we see the blurring of lines between shopping at a retail store and online.

Conclusion for 2015 social media trends in Singapore

Now that you understand the 2015 social media trends in Singapore, have you thought about the changes that you need to implement. Leave a comment below and tell me one change that you intend to implement after reading this post.

2015 social media trends in Singapore references

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