Mobile, Internet, Social Media, and e-Commerce in Singapore

Anke Corbin

The information on this page was current at the time it was published. Regulations, trends, statistics, and other information are constantly changing. While we strive to update our Knowledge Base, we strongly suggest you use these pages as a general guide and be sure to verify any regulations, statistics, guidelines, or other information that are important to your efforts.

Singapore Media and Internet Usage

Singapore boasts exceptional internet connectivity, ranking number one in the DHL Global Connectedness Report 2024. This translates to a population that is heavily reliant on the internet for daily activities. As of January 2025, 5.61 million people in Singapore, or 95.8% of the population, are internet users.

Singapore Network Readiness Index

Singapore has consistently demonstrated its digital prowess, securing a top-tier ranking of #3 out of 127 countries in the 2025 Network Readiness Index. This achievement underscores the nation’s commitment to technological advancement and its ability to leverage digital innovation for economic growth and social progress.

The city-state’s world-class infrastructure, coupled with its forward-thinking policies, has created a favorable environment for businesses and startups to thrive. Singapore’s investment in education and talent development has fostered a highly skilled workforce, capable of driving technological advancements.

The government’s proactive approach to digital governance has played a crucial role in ensuring a secure and efficient digital ecosystem. Singapore’s focus on fostering innovation and entrepreneurship has led to the development of cutting-edge technologies that are transforming industries and improving quality of life.

The Internet, Mobile and Social Media Usage in Singapore

Understanding how Singaporeans use the internet, their purchasing behaviors, and social media trends is crucial for crafting effective marketing strategies.Singaporeans are highly active online, and businesses need to be present on the channels their target audience frequents.

Internet Usage: Singaporeans spend almost seven hours daily on average connected to the internet . Their primary internet activities include social media, information gathering, and online shopping.
Mobile Usage: Mobile internet usage reigns supreme in Singapore, with a penetration rate exceeding 95%. This means most Singaporeans access the internet through their smartphones.
Social Media: Social media platforms like Facebook, Instagram, and YouTube are widely used by Singaporeans. Businesses can leverage these platforms for targeted advertising, brand building, and customer engagement.

Globig Insights – Internet Usage in Singapore

High Internet Penetration: Singapore has one of the highest internet penetration rates globally, with the vast majority of the population having access to the internet. This is largely due to the country’s strong infrastructure and government initiatives to promote digital connectivity.
Mobile Internet Dominance: Like many other developed nations, mobile internet usage has been dominant in Singapore. With the widespread adoption of smartphones and tablets, people access the internet on the go, leading to a significant portion of internet traffic coming from mobile devices.
Social Media Usage: Social media platforms are widely popular in Singapore, with platforms like Facebook, Instagram, and WhatsApp being among the most used. Singaporeans are active on social media for various purposes, including communication, networking, and entertainment.
E-commerce Growth: E-commerce has seen significant growth in Singapore, with more people shopping online for a wide range of products and services. This trend has been further accelerated by the COVID-19 pandemic, as more consumers turn to online shopping for convenience and safety.
Government Initiatives: The Singaporean government has been actively promoting digital literacy and internet usage through various initiatives and programs. This includes efforts to enhance internet infrastructure, provide digital skills training, and promote e-government services.
Streaming Services: Streaming services such as Netflix, YouTube, and Spotify are popular among Singaporeans for entertainment purposes. The increasing availability of high-speed internet has facilitated the widespread adoption of these platforms for streaming movies, TV shows, music, and other content.

Singapore Connected Devices

Singapore has seen a significant proliferation of connected devices, driven by the widespread adoption of Internet of Things (IoT) technologies and the country’s push towards becoming a Smart Nation. Here are some key points regarding connected devices in Singapore:

Smart Home Devices: Smart home devices such as smart speakers, smart thermostats, smart lighting systems, and smart security cameras have gained popularity in Singapore. These devices offer convenience, energy efficiency, and security features to homeowners.
Wearable Technology: Wearable technology, including fitness trackers, smartwatches, and health monitoring devices, is increasingly being used by Singaporeans to track their physical activity, monitor health metrics, and stay connected on the go.
Connected Cars: The automotive industry in Singapore has also seen the integration of connected technologies into vehicles. Connected cars offer features such as GPS navigation, real-time traffic updates, remote vehicle monitoring, and in-car entertainment systems.
Smart City Initiatives: Singapore’s government has been investing in various smart city initiatives aimed at improving urban living through the use of connected devices and IoT technologies. These initiatives include smart transportation systems, intelligent infrastructure monitoring, and data-driven urban planning.
Business and Industrial IoT: In addition to consumer-oriented applications, connected devices are also widely used in business and industrial settings in Singapore. Industries such as manufacturing, logistics, healthcare, and retail leverage IoT technologies for process optimization, asset tracking, inventory management, and predictive maintenance.
5G Deployment: The deployment of 5G networks in Singapore has further accelerated the adoption of connected devices, enabling faster data speeds, lower latency, and greater network capacity. 5G technology unlocks new possibilities for IoT applications, particularly those requiring high bandwidth and real-time responsiveness.

Device Ownership and Usage in Singapore

Singapore reflects the country’s high level of technological adoption and digital connectivity. Here’s a breakdown of common devices owned by individuals and households in Singapore:

Smartphones: Smartphone ownership is nearly ubiquitous in Singapore, with the majority of the population owning at least one smartphone device. Smartphones serve as multifunctional devices for communication, internet browsing, social media interaction, entertainment, and productivity.
Laptops and Computers: Laptops and desktop computers are prevalent in Singaporean households, particularly for work, education, and leisure activities such as gaming, content creation, and online shopping. Many individuals also use laptops for remote work or studying.
Tablets: While not as ubiquitous as smartphones or computers, tablets are still popular devices in Singapore, especially for activities such as reading e-books, watching videos, and casual web browsing. They are often used as supplementary devices alongside smartphones and computers.
Smart TVs and Streaming Devices: With the rise of streaming services and digital content consumption, smart TVs and streaming devices like Chromecast, Apple TV, and Roku are becoming increasingly common in Singaporean households. These devices enable users to access a wide range of online content directly on their televisions.
Smart Home Devices: The adoption of smart home devices, including smart speakers, smart lighting systems, smart thermostats, and smart security cameras, is growing in Singapore. These devices offer convenience, energy efficiency, and enhanced security to homeowners.
Gaming Consoles: Gaming consoles such as PlayStation, Xbox, and Nintendo Switch are popular among gamers in Singapore. They are used for both casual gaming and competitive esports, with a growing gaming community in the country.
Wearable Technology: Wearable devices like smartwatches, fitness trackers, and health monitoring devices are gaining traction in Singapore, as people become more health-conscious and interested in tracking their physical activity and vital signs.
E-readers: While not as widespread as smartphones or tablets, e-readers are still used by individuals in Singapore who enjoy reading digital books and magazines.

The Future of Singapore’s Connected Devices

Singapore is a frontrunner in adopting new technologies. The Internet of Things (IoT) and wearable tech are gaining traction, with the government actively supporting their development and implementation]. Staying informed about emerging trends in connected devices allows businesses to adapt their strategies and potentially leverage new technologies to reach customers and enhance their offerings.

Mobile Technology in Singapore

Mobile technology has become an integral part of daily life in Singapore. As of 2025, there are approximately 179 mobile subscriptions for every 100 people in Singapore, indicating widespread adoption of mobile devices. Additionally, nearly 97% of adults in Singapore own a smartphone.

Smartphone ownership and usage have seen remarkable growth in recent years. According to IMDA data, smartphone ownership is pervasive across age groups in Singapore. For instance:

97% of adults aged 18-29,
94% of adults aged 30-49,
85% of adults aged 50-64, and
72% of adults aged 65 and above own smartphones.

Singaporeans are increasingly reliant on smartphones for various activities. On average, Singaporean adults spend a significant amount of time per day on their smartphones, using them as the primary means to access the internet, engage in social media, capture photos and videos, and perform other tasks.

Overall, mobile technology has become deeply ingrained in Singaporean society, facilitating connectivity, productivity, and entertainment across all age groups.

Singapore Smartphone Ownership by Age Group

Singapore has a remarkably high smartphone ownership rate across all age groups. This pervasive use of smartphones makes mobile marketing a powerful tool for businesses. Knowing that Singaporeans of all ages are using smartphones highlights the importance of having a mobile-friendly website and potentially developing a mobile app to reach your target audience.

Smartphone ownership in Singapore reflects a similar trend of widespread adoption across different age groups.

Smartphone usage is pervasive across Singaporean society, transcending generational boundaries and becoming an essential tool for communication, information access, and daily tasks across all age groups.

Globig Insights – Smartphone Ownership in Singapore

Smartphones have become an essential device for many Singaporeans, transcending age groups and becoming indispensable tools for communication, information access, and online activities. As highlighted in the Internet section, it’s crucial to have a mobile strategy in place to cater to the growing mobile user base in Singapore.
Additionally, around 65% of Singaporeans make purchases on their smartphones, and mobile now accounts for roughly 70% of consumer goods e-commerce spending, highlighting the importance of optimizing mobile platforms for e-commerce.
To ensure that your digital presence caters to the mobile audience effectively, it’s essential to assess whether your website is mobile-friendly, consider developing a mobile app, and ensure that your mobile SEO strategy is optimized for search engine visibility on mobile devices.

If you require assistance in making your content mobile-friendly or developing a comprehensive mobile strategy, you can explore vetted vendors in the Globig Marketplace, who specialize in providing solutions tailored to the specific needs of businesses operating in Singapore’s mobile-driven landscape.

Using Social Media in Singapore

Statistics indicate that approximately 88% of Singaporeans have an active social media account, with a significant portion accessing these platforms via mobile devices. Over 90% of Singaporean social media users access platforms primarily via mobile devices, highlighting the prevalence of mobile usage for social networking.

On average, Singaporeans spend a considerable amount of time on social media, with individuals dedicating approximately 2 hours and 2 minutes per day to these platforms. This represents a significant portion of their waking hours, reflecting the pervasive nature of social media in Singaporean daily routines and lifestyles.

As social media continues to evolve and shape communication patterns and behaviors in Singapore, it remains a crucial channel for connecting with friends and family, accessing news and information, engaging with brands and businesses, and expressing personal interests and opinions.

Singapore Social Media Usage by Age Group

Social media usage is prevalent across different age groups in Singapore, with varying levels of adoption among demographics.

According to IMDA data, social media adoption is high across age groups in Singapore, with approximately 98% of individuals aged 18-29, around 94% of those aged 30-49, approximately 85% of those aged 50-64, and around 72% of those aged 65 and above holding an active social media account.

Singapore Most Popular Social Media

Here are some of the most popular social media platforms in Singapore, along with their respective percentages of users:

Facebook : Facebook remains one of the most widely used social media platforms in Singapore, with a broad user base across different age groups. According to recent data, around 72% of internet users in Singapore have active Facebook accounts. The platform is popular for connecting with friends and family, sharing updates, joining groups, and discovering content.

Instagram : Instagram has grown rapidly in popularity among Singaporean users, particularly among younger demographics. It is widely used for sharing photos and videos, following influencers, brands, and celebrities, and exploring visual content. Recent statistics suggest that around 62% of internet users in Singapore have active Instagram accounts.

WhatsApp: WhatsApp is a ubiquitous messaging app in Singapore, used for both personal and professional communication. It offers features such as text messaging, voice calls, video calls, and group chats. While exact user statistics may vary, WhatsApp is estimated to have a high penetration rate in Singapore, with a significant portion of the population using the app regularly.

YouTube: YouTube is a popular platform for watching and sharing videos in Singapore. It is used for entertainment, education, news, and various other purposes. Recent data indicates that around 92% of internet users in Singapore watch YouTube videos regularly, making it a significant platform for reaching audiences through video content.

LinkedIn: LinkedIn is widely used by professionals and businesses in Singapore for networking, job searching, recruiting, and industry updates. It is particularly popular among working professionals, job seekers, and businesses looking to establish a professional presence online. Recent statistics suggest that around 36% of internet users in Singapore have active LinkedIn accounts.

X (formerly Twitter): While X’s user base in Singapore may be smaller compared to other platforms, it still has a significant presence, especially among users interested in real-time updates, news, and discussions. X is used for sharing short posts, following trending topics, and engaging in conversations with others.

The Impact of Social Media on Singapore Businesses

Social media has had a profound impact on Singapore, influencing various aspects of society, culture, economy, and politics. Here are some key areas where the impact of social media in Singapore is particularly notable:

Communication and Connectivity: Social media platforms have revolutionized communication in Singapore, allowing individuals to connect with friends, family, and acquaintances regardless of geographical boundaries. Platforms like Facebook, Instagram, and WhatsApp facilitate instant messaging, voice calls, video calls, and group chats, fostering closer relationships and enabling real-time interaction.
Information Sharing and News Consumption: Social media has become a primary source of news and information for many Singaporeans. Platforms like X, Facebook, and LinkedIn are used to access breaking news, updates, and analysis on a wide range of topics, including current events, politics, business, entertainment, and lifestyle. However, the ease of information dissemination on social media has also raised concerns about the spread of misinformation and fake news.
Business and Marketing: Social media has transformed the way businesses in Singapore market their products and services. Platforms like Instagram, LinkedIn, and YouTube are used for digital marketing, advertising, and customer engagement. Social media marketing strategies, such as influencer marketing and content creation, have become increasingly prevalent among Singaporean businesses looking to reach and engage with their target audience.
E-commerce and Retail: Social media platforms play a significant role in driving e-commerce and online retail activities in Singapore. Platforms like Facebook Marketplace, Instagram Shopping, and WhatsApp Business enable businesses to showcase their products, interact with customers, and facilitate transactions directly through social media. Social commerce has become a popular avenue for businesses to reach consumers and drive sales in Singapore’s digital economy.
Civic Engagement and Activism: Social media has empowered Singaporeans to express their opinions, advocate for causes, and engage in civic activism. Platforms like X and Facebook are used to raise awareness about social issues, organize events and protests, and mobilize support for various causes. Social media has provided a platform for public discourse and grassroots movements, contributing to a more vibrant civil society in Singapore.
Government Communication and Engagement: The Singaporean government also utilizes social media as a communication tool to engage with citizens, disseminate information, and gather feedback. Government agencies maintain active social media presences on platforms like Facebook, X, and YouTube to provide updates on policies, initiatives, and public services. Social media platforms are also used for public outreach campaigns, public consultations, and citizen engagement efforts.

Globig Insights – Singapore Social Media Usage

Social media usage in Singapore is widespread and deeply ingrained in the fabric of society. Here are some key insights into social media usage in Singapore:

High Social Media Penetration: Singapore has one of the highest rates of social media penetration in the world. The majority of the population, spanning across different age groups and demographics, actively uses social media platforms.
Platform Diversity: Singaporeans are active users of various social media platforms, including but not limited to Facebook, Instagram, X, LinkedIn, YouTube, WhatsApp, and TikTok. Each platform serves different purposes, with users leveraging them for communication, networking, content consumption, and entertainment.
Mobile Dominance: Mobile devices, particularly smartphones, are the primary means of accessing social media in Singapore. The country’s advanced mobile infrastructure and high smartphone penetration rate facilitate seamless connectivity and on-the-go access to social networking platforms.
E-commerce Integration: Social media platforms play a significant role in driving e-commerce and online retail activities in Singapore. Businesses utilize platforms like Facebook Marketplace, Instagram Shopping, and WhatsApp Business to showcase products, engage with customers, and facilitate transactions directly through social media channels.
Influencer Culture: Influencer marketing is prevalent in Singapore, with influencers and content creators wielding significant influence over consumer behavior and brand perception. Many businesses collaborate with influencers to reach their target audience, promote products, and drive engagement on social media platforms.
Government Engagement: The Singaporean government actively utilizes social media as a communication tool to engage with citizens, disseminate information, and gather feedback. Government agencies maintain active social media presences to provide updates on policies, initiatives, and public services, fostering transparency and citizen engagement.

References

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