A tidy summary. All information adapted from http://www.asiadigitalmarketingyearbook.com/ Covers Internet usage trends Online Advertising trends Top sites E-commerce trends Mobile internet trends Social networking trends and Facebook usage in Singapore (no info on Twitter usage in Singapore)

1. Digital Marketing Yearbook 2012
http://www.asiadigitalmarketingyearbook.com
A summary by Stephanie Phua

2. Focus: Singapore

3. Demographics
• 77.2% penetration rate in 2011
• 97% amongst 15-19 year olds
Behavior
• 90% of users are apprehensive about giving out their information
online
• 80% of Singapore’s internet users go online every day.
8% by handheld
50% by notebook 39% by desktop PC
devices

4. Popular Activities
1. Emailing (96%)
2. Reading the news (86%)
3. Conducting searches (81%)
4. Instant messaging (70%)
5. Sending out messages on social media sites
(67%)

5. Top 10 motivations for going online
1. Research for work (48.4%)
2. Research how to do things (48.2%)
3. Research products to buy (47.4%)
4. Stay in touch with friends (42.55%)
5. To get inspired / get ideas (38.23%)
6. Networking for work (32.11%)
7. Entertainment (28.15)
8. Fill up spare time (24.72%)
9. Update friends with my life (23.83%)
10. Find films / TV shows (23.57%)

6. Top 10 things Singaporeans do online
1. Watched a video clip (77.47%)
2. Used Internet banking (65.61%)
3. Used webmail (61.03%)
4. Managed your social network profile (54.91%)
5. Uploaded photos online (51.86%)
6. Used instant messenger (48.29%)
7. Purchased a product online (47.01%)
8. Used online office applications (39.62%)
9. Reviewed a product / brand online (34.39%)
10. Let a comment on a story / website (30.19%)

7. Online Advertising
• Online ad spend could account for 20% of total
ad spend in SG by 2020
• The financial services industry generated the
highest amount of online ad revenue in SG in the
first half of 2011 (16.77% share)
• 45% of Singapore’s internet users don’t mind
online ads if they are relevant

8. Top Sites

12. E-commerce
• B2C e-commerce market was valuated at
S$6.1 billion in 2011
• Singaporean online shoppers spend more on sites
they know
• 55% feel uncomfortable giving out credit card / bank
account details online
• Prior to making an online deal, SG users will consult an
average of 4.4 online sources vs 2.2 offline sources.
– If the product is a financial one, 5.1 online sources vs 2.6
offline sources

13. Top 5 things Singaporeans buy online
1. Travel (E.g. plane tickets / hotel) (21.02%)
OR
2. Clothes (21.02%)
3. Holiday (abroad) (20.76%)
4. A gift for someone (15.41%)
5. Healthcare / pharma products (12.09%)
6. Books (10.32%)
7. Personal items (E.g. watches / handbags) (9.17%)
8. Mobile phone (7.66%)
9. Films (6.12%)
10. Financial product (E.g. insurance) (5.47%)

14. Mobile
• >7.75 million mobile subscribers in 2011
• Mobile penetration rate: 149.6%
• Mobile broadband penetration: 70%
• 74% of Singaporeans have access to the mobile
internet daily
• >65% have cancelled a potential transaction
because they are wary about passing their financial
details via mobile
– If the value of the product is <$100, then 75% of
Singaporeans would be happy to use their mobile phones
to conduct the purchase

15. Mobile
• 84%of Singaporean mobile internet users have
already used their phones to make a purchase /
research a purchase
• Most sought after products:
– Consumer electronices (40%)
– Mobile banking (32%)
• Singaporeans like free apps – 85% of the users
with internet-enabled phones install them.

16. Top 5 Mobile Activities
1. Send / receive text messages (85.5%)
2. Personal product ownership smartphone (?)
(59%)
3. Send / receive email (57.9%)
4. Access internet sites (54.2%)
5. Send / receive MMS (36.1%)

17. Social Networking
• 2.7 million social networkers in Singapore
– 94.3% of all online users
• Singaporeans spend 4.4hrs on social networks a
day on average
– That’s 18% of a Singaporean’s online time
• 85% of Singaporeans visit social media sites, and
69% actually do so to engage with brands or
companies

18. Top Social Networking Sites

19. Facebook usage
• >2.5 million Facebook users in SG
– 70.78% of Singaporean internet users are on FB
– 51% of FB users in SG are aged between 25-44
– Av. User visits the site 26.1 times a month, spending 10.1
minutes on it each time
• Facebook and Google are the 2 most frequently
mentioned brands in SG Twitter conversations
among young professionals and graduating
students.

20. Top 20 Brands on Facebook

21. For more detailed information, please visit
http://www.asiadigitalmarketingyearbook.com