In 2025, Singapore’s social media landscape is characterised by high penetration, diversified platform usage, and evolving user behaviours. There are approximately 5.16 million social media user identities, representing 88.2% of the population and 92.4% of internet users in Singapore. Despite a slight decline in average daily social media time to about 2 hours and 2 minutes, users engage with an increasing number of platforms monthly, averaging 7.2 platforms.
| Platform | User Penetration (% of population) | Key Demographics & Usage Insights | Average Monthly Time Spent | Notable Trends & Business Use |
|---|---|---|---|---|
| ~80.1% monthly users; 89% penetration | Most preferred platform; used for personal and business communication | Not specified | Primary communication tool; 40% of business inquiries via WhatsApp Business | |
| 72.7% (approx.) | Strongest among 35-65+ age group; growing senior engagement | ~16 hours 7 minutes (monthly) | Key for community building, business presence (87% SMEs active); testing enhanced e-commerce features | |
| 60.3% | Dominates 18-34 age group (82% in this bracket) | ~10 hours 26 minutes (monthly) | Visual platform for lifestyle, fashion, food; Reels drive 67% higher engagement; 68% discover products here | |
| TikTok | 52.5% | Popular among younger demographics | ~33 hours 23 minutes (monthly) | Highest engagement time; key for short-form video content and trends |
| Telegram | Not specified | Growing as an alternative messaging and community platform | Not specified | Increasingly popular for niche communities and privacy-focused users |
| YouTube | Not specified | Broad demographic appeal | ~27 hours 39 minutes (monthly) | Major platform for video consumption and content marketing |
Key Insights:
- Platform diversification: Singaporeans use more platforms monthly (7.2 on average), spreading their social media time thinner despite a slight overall decline in usage time.
- Meta ecosystem dominance: Facebook, Instagram, and WhatsApp remain dominant, each serving distinct demographic and functional roles—Facebook for older users and business, Instagram for younger users and lifestyle branding, and WhatsApp as the primary communication and e-commerce channel.
- TikTok’s strong engagement: Although TikTok’s penetration is lower than Facebook or Instagram, it commands the highest average monthly time spent, reflecting its popularity for entertainment and viral content.
- Business and e-commerce integration: Platforms like WhatsApp and Facebook are increasingly integrated with business tools, with WhatsApp Business handling a significant portion of customer inquiries and Facebook testing direct purchase features.
- User selectivity and authenticity: Singaporean users are discerning, favouring authentic and relevant content over influencer reach alone, which impacts marketing strategies.
Overall, Singapore’s social media environment in 2025 is mature, highly connected, and characterised by multi-platform engagement, strong business integration, and evolving content consumption patterns that brands and marketers must navigate with nuanced, platform-specific strategies.
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