Social media Singapore users rank among the most active globally, showcasing the nation’s exceptional internet connectivity and digital adoption. With over 96% of the population online and spending an average of 6 hours and 49 minutes daily, platforms like YouTube, TikTok, and Instagram dominate their digital routines. Are you leveraging this immense potential for your brand? At Mapletree Media, we help businesses unlock opportunities in the ever-evolving world of social media. In this article, we’ll dive into social media Singapore trends, user behaviour, and actionable insights to help you grow your presence and connect with your audience effectively.

How Is Social Media Impactful In Singapore?

Social Media (gif) by Jen Maestas on Dribbble Social media Singapore continues to play a significant role in connecting people, driving innovation, and shaping consumer behaviour. With an internet penetration rate of 96% as of 2024, Singapore leads the region in digital adoption. Singapore social media statistics show that over 85% of the population actively uses social platforms, spending an average of 2 hours and 14 minutes daily engaging online.

Key Highlights of Social Media Use in Singapore:

  • High Mobile Dependency: Over 92% of Singaporeans access social media exclusively through mobile devices. With 8.65 million mobile connections in 2024 (145% of the population), Singapore remains one of the most mobile-connected nations globally.
  • Most Popular Platforms:
    • YouTube: Tops the list with 5.15 million users, thanks to its extensive video library and entertainment content.
    • WhatsApp: Used by 88.5% of internet users for messaging and group communication.
    • Facebook: Still relevant with 4.48 million users engaging in social networking, groups, and marketplaces.
    • TikTok: Rapidly growing, with over 1.8 million active users, appealing to younger audiences.

Why Platforms Like YouTube and TikTok Thrive

YouTube dominates due to its versatility, serving as a hub for tutorials, entertainment, and business content. TikTok’s short, engaging videos resonate strongly with Gen Z and Millennials, offering a unique platform for creativity and self-expression.

Decline of Snapchat

Snapchat, once a pioneer in ephemeral content, has seen a steady decline in Singapore. Features like Instagram Stories and TikTok have effectively replaced its appeal.

Social Media Use by Devices

A majority of social media Singapore users rely on smartphones, reflecting the convenience and accessibility of mobile platforms. Meanwhile:
  • Desktop-only usage accounts for less than 2% of users.
  • The average mobile internet speed, currently at 95.18 Mbps, supports seamless social media consumption.
As we approach 2025, social media in Singapore will continue to grow, powered by evolving platforms and the increasing integration of AI and AR technologies. Businesses must adapt by understanding the latest Singapore social media statistics to stay ahead in a highly competitive digital market.

Why Mapletree Media is Your Trusted Partner in Social Media Growth

mapletree media With 18 years of experience and a track record of working with over 2,000 clients, Mapletree Media is a leader in digital marketing and social media strategy in Singapore. We don’t just create content — we build data-driven, high-impact campaigns that help businesses grow their online presence, engage their audience, and drive real results. Whether it’s Instagram, TikTok, YouTube, or LinkedIn, we craft tailored strategies that align with your brand’s goals. Services offered: Trusted by top brands across beauty, healthcare, retail, and finance, we take a strategic, results-focused approach to digital marketing. Our team of experts ensures that every campaign is optimized for engagement, conversions, and long-term success. If you’re ready to elevate your brand with proven social media strategies, let’s talk. The right digital strategy can transform your business — are you ready? 🚀

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    Singaporean’s Social Media Habits

    singapore social media Singaporeans interact with social media in ways that reflect their fast-paced lifestyles and strong digital connectivity. With over 85% of the population actively using platforms daily, social media Singapore continues to serve as a primary tool for communication, entertainment, and discovery.

    Evolving Social Media Preferences

    1. Platform Usage Patterns:
      • YouTube: Leads as the go-to platform for video content, with over 5.15 million active users. Educational videos, music, and live streams dominate viewership.
      • Instagram: Favoured by users under 35, with features like Reels driving engagement. Visual content paired with influencer marketing makes it a hub for brand discovery.
      • TikTok: Captures attention with creative and short-form videos, appealing to younger audiences for trends and entertainment.
      • WhatsApp: A communication staple, preferred by businesses and individuals for its ease of use and privacy features.
    2. Daily Usage Habits:
      • Users spend an average of 2 hours and 14 minutes on social media platforms daily.
      • Messaging apps like WhatsApp and Telegram complement social media, serving as key tools for conversations.

    Changes in Social Media Behaviour

    Singaporeans are engaging more actively with interactive content. Features such as polls, live sessions, and augmented reality (AR) filters are reshaping how people interact online.
    • Increased Time Spent on Stories and Reels: Temporary content remains highly popular, with platforms like Instagram and TikTok leading this trend.
    • Growing Interest in Live Content: From live product demonstrations to Q&A sessions, users prefer real-time interactions.
    • Shift Toward Creator-Driven Content: User-generated and influencer-driven posts resonate more than traditional advertising.

    Insights into Device Usage

    Social media Singapore users overwhelmingly favour smartphones. Mobile-first content strategies are no longer optional — they’re essential.
    • Over 93% access platforms through smartphones, while desktop-only use has dwindled to under 2%.
    • Mobile Connectivity in Singapore: With speeds averaging 95.18 Mbps, users experience seamless interactions, supporting high engagement on platforms like TikTok and Instagram.

    Trends to Watch

    1. In-App Shopping: Social commerce is growing rapidly, with users making purchases directly from Instagram and TikTok.
    2. AI-Enhanced Engagement: Platforms are adopting AI to personalise feeds and recommend content more effectively.
    3. AR and VR Features: Interactive experiences like virtual try-ons and immersive filters are driving deeper engagement.
    Singapore social media statistics show that users are gravitating towards platforms that integrate entertainment with utility. Businesses should adapt by embracing dynamic content strategies and leveraging emerging tools to connect with audiences effectively.

    Singapore Social Media Statistics By Age

    singapore social media Understanding how different age groups engage with social media Singapore platforms provides valuable insights for businesses and content creators. In 2024, age continues to influence platform preferences, content consumption habits, and levels of engagement.

    Key Social Media Trends by Age Group

    1. Teens (13–18):
      • Dominated by TikTok, Snapchat (to a lesser extent), and Instagram, teens favour platforms that allow for creative expression and trend participation.
      • Engagement drivers: Short videos, interactive challenges, and AR filters.
      • Content preferences: Entertaining, fast-paced, and visually engaging.
    2. Young Adults (19–24):
      • This group shows a strong presence on TikTok, Instagram, and YouTube.
      • They consume a mix of educational, lifestyle, and influencer-driven content.
      • Brand engagement: Young adults frequently interact with influencers and actively participate in polls, giveaways, and live sessions.
    3. Adults (25–34):
      • Facebook and Instagram remain popular for this age group, with a shift toward LinkedIn for professional networking.
      • This group values content related to career development, family life, and health tips.
      • They are more likely to make purchases through social commerce features.
    4. Middle-Aged Users (35–54):
      • Facebook dominates for social networking and community engagement.
      • YouTube is widely used for how-to guides, news, and hobby-related content.
      • WhatsApp serves as a preferred communication tool for family and work.
    5. Older Adults (55 and above):
      • Adoption of platforms like Facebook and WhatsApp continues to rise.
      • Engagement is typically focused on keeping in touch with family and consuming news or informational content.

    Platform Usage by Age

    • TikTok: Over 60% of users are aged 13–24, cementing its status as a platform for younger audiences.
    • Instagram: Attracts 85% of users aged 16–24 but sees steady growth among users aged 25–34.
    • Facebook: Holds significant traction among users aged 35 and above, particularly for group activities and event planning.
    • YouTube: A universally loved platform, with high engagement across all age groups due to its vast content diversity.

    Emerging Patterns for 2024-2025

    1. Cross-Generational Engagement: Platforms like YouTube are bridging generational gaps, with educational and entertainment content appealing to all ages.
    2. Increased Mobile Reliance: Younger and older users alike rely on smartphones for seamless access to platforms, ensuring a mobile-first approach is vital for businesses.
    3. Evolving Influencer Dynamics: While younger audiences gravitate toward niche creators, middle-aged users prefer more established voices in lifestyle, tech, and wellness.

    Singapore Statistic On Abuse In Social Media

    singapore social media Social media abuse, including cyberbullying and digital fraud, remains a growing concern in Singapore. As more people rely on these platforms for communication and entertainment, the risks associated with their misuse continue to rise.

    Cyberbullying: A Widespread Issue

    Cyberbullying disproportionately affects younger Singaporeans, many of whom lack the tools or resources to cope with online harassment.
    • Key Statistics: A Talking Point poll revealed that three out of four young Singaporeans have experienced cyberbullying.
    • Impact: Victims often face emotional distress, which can lead to long-term mental health challenges if unaddressed.

    Tackling Cyberbullying

    To combat this issue:
    • Schools and parents should educate children on recognising and reporting online harassment.
    • Social media platforms must enforce stricter content moderation and reporting mechanisms.

    Rise in Digital Fraud

    Digital fraud is another pressing issue, with scammers exploiting social media platforms to target users.
    • Common Scams:
      • Impersonation of family members, friends, or legitimate vendors.
      • Phishing schemes involving malware-infected links.
      • Fake investment opportunities promoted through ads or direct messages.
    • Notable Figures: In the first half of 2020 alone, there were 1,175 reported cases of social media fraud in Singapore.

    Contributing Factors to Fraud

    The surge in fraud cases is partly attributed to:
    • Increased social media usage during the COVID-19 pandemic.
    • A lack of digital literacy among vulnerable demographics.

    Education as a Solution

    Education remains the most effective defence against both cyberbullying and fraud:
    • For Cyberbullying: Schools should implement workshops to teach digital etiquette and coping strategies.
    • For Fraud Prevention: Users must learn to verify links, double-check identities, and avoid sharing sensitive information online.

    Emerging Social Media Trends in Singapore

    Social media Singapore Singapore’s social media habits have shifted significantly in recent years. New trends are shaping how people interact online, providing businesses with exciting opportunities to connect with audiences.

    The Power of Video Content

    Video content is taking over as the preferred way to engage with users. Platforms like TikTok and YouTube lead the charge, offering short, impactful clips that capture attention. Businesses are using these tools to create dynamic ads, tutorials, and behind-the-scenes glimpses.
    • TikTok’s Surge: Millions of Singaporeans now use TikTok, with a growing interest in bite-sized videos.
    • Interactive Stories: Instagram Reels and Stories allow brands to engage with users in real time.

    Augmented Reality Enhances Experiences

    Augmented reality (AR) is bringing online interactions to life. Social media Singapore users enjoy virtual try-ons for fashion and beauty products, making purchasing decisions easier. AR filters on apps like Instagram also encourage creativity and user engagement.
    • AR lets customers explore products without visiting a physical store.
    • These tools are helping businesses build trust by showcasing realistic previews.

    Ephemeral Content Creates Urgency

    Ephemeral content, like Instagram Stories and Snapchat posts, is growing in popularity. These posts disappear after 24 hours, encouraging users to engage quickly. The temporary nature builds excitement and boosts interaction.
    • Spontaneous posts resonate more with younger users.
    • Brands use this feature for exclusive promotions or updates.

    The Impact of Social Media on E-commerce in Singapore

    Social media Singapore Social media is not just for communication — it’s transforming how Singapore shops. E-commerce platforms are thriving thanks to the integration of social features.

    Rise of Social Commerce

    Social commerce combines online shopping with social media Singapore platforms. It enables users to browse and buy directly within apps like Instagram and Facebook.
    • Shoppable Posts: Businesses tag products in posts, simplifying the shopping process.
    • In-app Checkout: Buyers complete purchases without leaving the platform.

    User-Generated Content Builds Trust

    Reviews, unboxing videos, and customer photos are powerful tools for influencing purchases. Shoppers trust content created by fellow users, which makes it essential for businesses to encourage customer participation.
    • People rely on genuine testimonials for buying decisions.
    • Brands gain visibility through organic user content.

    Seamless Shopping Features

    Features like live-stream shopping events on TikTok allow real-time product demonstrations. These events create excitement while showcasing products in use.
    • Businesses use livestreams to highlight product benefits.
    • Followers interact and ask questions during the events, improving engagement.
    social media singapore

    Conclusion: Social Media in Singapore

    Social media Singapore remains a cornerstone of digital engagement, with platforms like YouTube, TikTok, Instagram, and Facebook driving communication, entertainment, and e-commerce. With over 96% internet penetration and users spending hours daily online, social media continues to evolve, offering businesses new ways to connect and engage with audiences. Emerging trends such as social commerce, augmented reality, and interactive content are shaping how users and brands interact in 2024 and beyond. While opportunities grow, challenges like cyberbullying and digital fraud highlight the need for digital literacy and education. By understanding Singapore social media statistics and user preferences, businesses can adapt strategies to stay competitive, foster trust, and thrive in an increasingly digital-first world. Ready to grow your digital presence? Let Mapletree Media create tailored strategies to boost your brand’s reach. Contact us today!