Singaporeans Like Social Networking

By Jeannette Liendo

With a population of 5.3 million people, Internet usage at 4 million and mobile phone subscriptions reaching 7.7 million, Singapore has one of the most sophisticated digital landscapes we operate in.

Our global media agency, Universal McCann, recently ran Wave 6, a survey of social media users, aged 16-54, in 62 countries. Because I found the findings so applicable, I wanted to share them with you.

For example, compared to Malaysia, Philippines, Taiwan, Thailand, Vietnam, China, Japan, Australia and India, Singapore consumers watch videos, visit friends’ social profiles and manage their own profiles more than any other country. Visiting a brand’s official site is also high on the list.

In contrast, Singapore users are least likely, with Japan, to post blogs, tweet or game online.

Wave 6 also highlighted how countries leverage social differently. Interestingly, people in Singapore and South Korea are more likely to stay connected or meet people via networks compared to other countries. Here is a snapshot (To see the full report, please refer here)

This media consumption context has several implications for marketers:

Prioritizing fresh, integrated content on your brand’s main site (enabling device optimized mobile sites for people researching your product at a retail store, for example)
Delivering content that enhances an individual’s networking profile
Facilitating net new connections between people with similar interests
Ensuring your brand publishes video content that is relevant, digestible and sharable

Jeanette Liendo, Part of the Corporate Marketing Group, Microsoft.

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