Digital 2025: Singaporeans use more than seven social media platforms a month
Social media use in Singapore has declined 8.4 percent year-on-year with the average time spent dropping to 2 hours and 2 minutes. Despite this decline, the average number of platforms used each month has increased by 4.3 percent to 7.2 platforms.
The findings come from the Digital 2025: Singapore report released by We Are Social, the socially-led creative agency, and Meltwater, a global leader in social and media intelligence. The annual report covers social media and digital trends in Singapore.
The report reveals social media platforms accounted for six out of the top ten most downloaded mobile apps in Singapore, with Meta’s Threads ranking second after OpenAI’s generative AI chatbot, ChatGPT.
TikTok continues to capture the greatest share of social media time and consumer spend with its app. Users spend an average of 34 hours and 29 minutes per month on the platform – equivalent to more than an hour a day. YouTube ranks second for time spent in the app with users clocking 29 hours and 45 minutes per month.
While Instagram is the favourite* social media platform globally, Singaporeans prefer WhatsApp (30.4 percent), Facebook (15.3 percent) and TikTok (14.2 percent) instead. WhatsApp is also the most used social media platform with 80.1 percent of Singaporeans using it each month, followed by Facebook (71.9 percent).
The most visited types of apps and websites by Singaporean internet users are chat and messaging (97 percent), followed by social networks (95.9 percent). Nearly half (48.5 percent) stated keeping in touch with family and friends as the primary reason for why they use social media.
Other key highlights from Digital 2025: Singapore include:
• Social media ad spend grew 15.9 percent to US$510 million and influencer advertising grew 13.6 percent to US$106 million.
• Facebook’s share of web traffic referrals dropped 30 percent year-on-year but it still remains the number one referral channel against other social media platforms.
• More than a quarter (27.6 percent) of Singaporeans watch comedy, meme or viral videos online each week.
• While reading the news is the third most popular reason Singaporeans use social media, only 11.7 percent say they follow journalists or news companies.
• Nearly three quarters (71.4 percent) of Singaporeans are concerned about what is real versus fake online.
Nai Yen Wang, managing director at We Are Social Singapore, “The latest Digital 2025: Singapore report highlights the impact that the emergence of newer platforms has had on social media consumption in the nation. With more platforms and less total consumption time, brands need to invest in smart social media strategies to ensure they stay top of mind with their target audience.”