新加坡社交媒體市場前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.4

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TRENDSSocialmediainSingaporeCHAPTER

01Cross-borderoverviewMostpopularsocialnetworksworldwideasofJanuary2024,rankedbynumberofmonthlyactiveusers(inmillions)Globalsocialnetworksrankedbynumberofusers2024NumberofactiveusersinmillionsFacebookYouTube3,0492,491WhatsApp1Instagram2,0002,000TikTokWeChat1,5621,336FacebookMessengerTelegram979800752750685619605558DouyinSnapchatKuaishouX/TwitterSinaWeiboQQPinterest4823Description:MarketleaderFacebookwasthefirstsocialnetworktosurpassonebillionregisteredaccountsandcurrentlysitsatmorethanthreebillionmonthlyactiveusers.MetaPlatformsownsfourofthebiggestsocialmediaplatforms,allwithonebillionmonthlyactiveuserseach:Facebook(coreplatform),WhatsApp,FacebookMessenger,andInstagram.Inthethirdquarterof2023,FacebookreportedaroundfourbillionmonthlycoreFamilyproductusers.

ReadmoreNote(s):Worldwide;January2024;socialnetworksandmessenger/chatapp/voipincluded;figuresforTikTokdoesnotincludeDouyinSource(s):DataReportal;Meltwater;WeAreSocialNumberofactivesocialmediausersintheAsia-PacificregionasofJanuary2023,bycountryorterritory(inmillions)NumberofactivesocialmediausersAPAC2023,bycountryNumberofactiveusersinmillions01002003004005006007008009001,0001,100China*India999467IndonesiaJapan16792PhilippinesPakistanVietnamThailandSouthKoreaBangladeshMalaysiaAustraliaTaiwan84.4571.77052.2547.6444.726.821.320.24Description:Chinesecitizenscertainlydisplayedastrongonlinepresence,havingapproximately1.03billionactivesocialmediausersasofJanuary2023.OtherAsia-PacificcountriesandregionsappearedtotrailbehindChinaintermsoftheirsocialmediaactivity.IndiaandIndonesia,thesecondandthirdrankingcountriesforsocialmedia,had467and167millionactivesocialmediausersrespectively.ReadmoreNote(s):Asia,APAC;January2023;figurebasedonactiveuseraccounts,notuniqueindividuals;*1.03billionReadmoreSource(s):DataReportal;Meltwater;Varioussources(TheU.N.,GSMAIntelligence,ITU,GWI,Eurostat,CNNIC,APJII,CIAWorldFactbook,OCDH,TechRasa,Kepios);WeAreSocialActivesocialmediauserpenetrationintheAsia-PacificregionasofJanuary2023,bycountryActivesocialmediauserpenetrationAPAC2023,bycountryActivesocialmediapenetration40%

50%0%10%20%30%60%70%80%90%100%BruneiSouthKoreaHongKongSingaporeTaiwan94.4%92%89.9%84.7%84.5%NewZealandAustraliaMalaysiaJapan81.4%81%78.5%74.4%73%MongoliaThailandPhilippinesChina72.8%72.5%72%5Description:AsofJanuary2023,BruneihadthehighestactivesocialmediauserpenetrationintheAsia-Pacificregion,at94.4percent.ThiswasfollowedcloselybySouthKoreawitha92percentpenetrationrate.Incomparison,Indonesiahadasocialmediapenetrationrateof60.4percent.ReadmoreNote(s):Asia,APAC;January2023Source(s):DataReportal;Meltwater;Varioussources(TheU.N.,GSMAIntelligence,ITU,WorldBank,Eurostat,CNNIC,APJII,IAMAIandKantar,CIAWorldFactbook,OCDH,BetaResearchCenter,Kepios);WeAreSocialAveragedailytimespentusingsocialmediaintheAsia-Pacificregioninthefirstquarterof2023,bycountry(inhoursandminutes)DailytimespentspentusingsocialmediaAPACQ12023,bycountryTimeinhoursandminutes0.00.51.01.52.02.53.03.54.0PhilippinesIndonesiaMalaysiaThailandIndia3.383.142.522.352.29VietnamSingaporeChina2.172.112.042.04NewZealandHongKongAustraliaTaiwan1.551.531.53SouthKoreaJapan1.110.476Description:Inthefirstquarterof2023,internetusersinthePhilippinesspentonaveragethreehoursand38minutesperdayusingsocialmedia.Comparatively,internetusersinJapanspent47minutesperdayusingsocialmediainthesameyear.

ReadmoreNote(s):Asia,APAC;Q12023;14-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

02SocialmediakeyfactsAveragedailymobileusageinSingaporefrom2020to2023(inhours)DailyhoursspentonmobileSingapore2020-20235.04.514.434.54.03.53.02.52.01.51.00.50.04.34.1720202021202220238Description:In2023,AndroidusersinSingaporespentanaverageof4.51hoursperdayusingtheirmobiledevices.Thisrepresentsanincreasefromthe4.17hoursthatusersinthecountryspentontheirdevicesin2020.

ReadmoreNote(s):Singapore;2020to2023;AndroidphonesonlySource(s):Data.aiNumberofsocialmediausersinSingapore2018-2029(inmillions)NumberofsocialmediausersinSingapore2018-202976.056.086.015.975.935.885.7765432105.555.575.184.914.742018201920202021202220232024202520262027202820299Description:ThenumberofsocialmediausersinSingaporewasforecasttocontinuouslyincreasebetween2024and2029byintotal0.2millionusers(+3.4percent).Aftertheeleventhconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach6.08millionusersandthereforeanewpeakin2029.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Singapore;2018to2029Source(s):DigitalMarketInsightsSocialmediapenetrationrateinSingapore2019-2028SocialmediapenetrationrateinSingapore2019-2028100%98%96%94%92%90%88%86%84%82%80%201920202021202220232024202520262027202810Description:ThesocialmediapenetrationrateinSingaporewasforecasttocontinuouslyincreasebetween2024and2028byintotal4.6(+4.86percent).Aftertheninthconsecutiveincreasingyear,thepenetrationrateisestimatedtoreach99.24andthereforeanewpeakin2028.Notably,thesocialmediapenetrationrateofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Singapore;2019to2028Source(s):DigitalMarketInsightsTimespentonmobileappsinSingaporein2023,bycategory(inmillionhours)TimespentonmobileappsSingapore2023,bycategoryTimespentinmillionhours200

40006008001,0001,200Entertainment,videosharingSocialmedia,communicationEntertainment,shortvideosSocialmedia,socialnetworksUtilityandproductivity,browserandsearchengineUtilityandproductivity,personalizationSocialmedia,mediasharingnetworksShopping,e-commerceEntertainment,OTTUtilityandproductivity,navigationUtilityandproductivity,toolTravel,transportation11Description:In2023,thetotaltimespentonentertainmentmobileapplicationsreacheditspeakforAndroidusersinSingapore.Overthisperiod,thehighestproportionoftimespentonmobileappswasforvideosharingandcommunicationapps.

ReadmoreNote(s):Singapore;2023;AndroidonlySource(s):Data.aiSizeofthesocialnetworkadvertisingaudienceinSingaporeasofJanuary2024,byplatform(inmillions)SocialnetworkadvertisingaudienceinSingapore2024,byplatformNumberofaddressableusersinmillions01234567TwitterYouTube5.885.13LinkedIn*4.2Facebook3.7Tiktok3.38Instagram3.15FacebookMessengerSnapchat1.951.1612Description:AsofJanuary2024,therewereapproximately5.88millionaddressableadvertisingaudienceavailableonTwitterinSingapore.ThisisfollowedbyYoutube,with5.13millionaudiences.ReadmoreNote(s):Singapore;January2024;*FiguresforLinkedInrepresentregisteredmembers,soarenotdirectlycomparabletofiguresforotherplatforms.Figuresrepresentaddressableadvertisingaudiencesonly,andmaynotreflecttotalactiveuseror[...]

ReadmoreSource(s):DataReportal;Varioussources(LinkedIn,Facebook,Twitter,SnapInc.,Youtube,Meltwater,WeAreSocial)MarketshareofleadingsocialmediaplatformsformobiledevicesinSingaporeasofJanuary2024MarketshareofmobilesocialmediaplatformsSingapore2024Marketshare30%0%10%20%40%50%60%70%FacebookInstagramTwitter59.23%13.92%12.74%PinterestYouTubeLinkedInReddit5.67%4.96%2.08%1.17%Other

0.24%13Description:AsofJanuary2024,FacebookhadthelargestmarketshareamongsocialmediaplatformsformobiledevicesinSingapore,withamarketshareofabout59percent.ThiswasfollowedbyInstagram,withalmost14percentofmarketshareinthesameperiod.ReadmoreNote(s):Singapore;January2024Source(s):StatCounterAverageannualmonthlyactiveusersforsocialappsinSingaporefrom2020to2023,bycategory(inmillions)AverageannualmonthlyactiveusersforsocialappsSingapore2020-2023,bycategoryCommunication15.7ShortvideosMediasharingnetworks16.4SocialnetworksMicrobloggingDiscussionandforum16.91816141210816.964.444.

124.212.84.13.983.441.41.2111.311.32110202020212022202314Description:In2023,iOSandAndroidusersinSingaporemostlyusedcommunicationsocialapps,withanannualaverageof16.9monthlyactiveusers.Duringtheobservedperiod,shortvideoappsshowedthebiggestgrowthinthecountry.

ReadmoreNote(s):Singapore;2020to2023;MonthlyactiveusersacrossiOSandAndroidSource(s):Data.aiGenderdistributionofthesocialnetworkadvertisingaudienceinSingaporeasofJanuary2024,byplatformGenderdistributionsocialnetworkadvertisingaudienceSingapore2024,byplatformShareoftheadvertisingaudienceMale30%Female40%0%10%20%50%60%70%80%45%InstagramFacebookMessengerTiktok55%50.1%49.9%50.7%49.3%47.8%Snapchat48.4%47.9%52.1%Facebook52.8%53.1%YouTube47.2%46.9%LinkedIn*71.3%X(Twitter)28.7%15Description:AsofJanuary2024,55percentoftheadvertisingaudienceonInstagramwerefemale.Meanwhile,47.8percentoftheadvertisingaudienceonSnapchatweremaleand49.3percentoftheadvertisingaudienceonTiktokwerefemale.

ReadmoreNote(s):Singapore;January2024;*FiguresforLinkedInrepresentregisteredmembers,soarenotdirectlycomparabletofiguresforotherplatforms.Figuresrepresentaddressableadvertisingaudiencesonly,andmaynotreflecttotalactiveuseror[...]

ReadmoreSource(s):DataReportal;Varioussources(SnapInc.,LinkedIn,YouTube,Facebook,Hootsuite,WeAreSocial)CHAPTER

03Facebook&InstagramNumberofFacebookusersinSingapore2019-2028(inmillions)NumberofFacebookusersinSingapore2019-202865.355.385.35.25.074.935432104.784.64.543.99201920202021202220232024202520262027202817Description:ThenumberofFacebookusersinSingaporewasforecasttocontinuouslyincreasebetween2024and2028byintotal0.3millionusers(+5.92percent).Aftertheninthconsecutiveincreasingyear,theFacebookuserbaseisestimatedtoreach5.38millionusersandthereforeanewpeakin2028.Notably,thenumberofFacebookusersofwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Singapore;2019to2028Source(s):DigitalMarketInsightsFacebookusagepenetrationinSingaporefrom2018to2023andaforecastupto2027FacebookonlinereachinSingapore2018-20276,000,000%5,345,326%5,302,402%5,195,433%5,070,435%4,931,189%5,000,000%4,164,750%4,776,181%4,603,600%4,542,750%3,993,167%4,000,000%3,000,000%2,000,000%1,000,000%0%201820192020202120222023202420252026202718Description:ThenumberofFacebookusersinSingaporewasforecasttocontinuouslyincreasebetween2024and2027byintotal414,137users(+8.4percent).Aftertheeigthconsecutiveincreasingyear,theFacebookuserbaseisestimatedtoreach5,345,326usersandthereforeanewpeakin2027.ReadmoreNote(s):Singapore;2018to2027;*Forecast.Adhocestimate:Facebookusers(estimated)/populationReadmoreSource(s):DigitalMarketInsightsNumberofInstagramusersinSingaporefrom2018to2024(inmillions)NumberofInstagramusersinSingapore2018-20243.53.153.053.02.52.01.51.00.50.02.72.52.22.22.1201820192020202120222023202419Description:ThenumberofInstagramusersinSingaporeamountedto3.15millionasofJanuary2024.In2019,atotalofover2.2millionuserswereactiveonthesocialmediaplatformInstagram.

ReadmoreNote(s):Singapore;2018to2024Source(s):DataReportal;Meltwater;Varioussources(Instagram,WeAreSocial)ShareofInstagramusersinSingaporeasofDecember2023,byageandgenderShareofInstagramusersSingapore2023,byageandgenderFemalesMales20%18.5%18%16%14%12%10%8%16.7%12.6%12.2%9.6%9.3%6.8%6%4.8%3.7%4%2.4%1.9%1.4%2%0%18-24years25-34years35-44years45-54years55-64years65yearsandolder20Description:AsofDecember2023,over18percentofthefemaleInstagramuserswerebetween25to34yearsold,comparedtoonly1.9percentwhowereolderthan65years.InstagramcouldthereforebeconsideredasoneofthemostpopularsocialnetworksformillennialsinSingapore.ReadmoreNote(s):Singapore;December2023Source(s):NapoleonCatAgedistributionoftheMeta'sadvertisingaudienceinSingaporeasofJanuary2024,bygenderAgedistributionMetaadvertisingaudienceinSingapore2024,bygenderShareoftheadvertisingaudienceMale

Female8%0%2%4%6%10%12%14%16%18%7.1%18-24yearsold25-34yearsold35-44yearsold45-54yearsold55-64yearsold65+yearsold9%15.9%15.8%11.3%11.9%6.7%7%4.1%4.4%3.4%3.4%21Description:AsofJanuary2024,approximately16percentoftheMeta'sadvertisingaudienceinSingaporewerebetween25and34yearsoldandmale.Thisagegrouprepresentsaround32percentoftheoveralladvertisingaudience.

ReadmoreNote(s):Singapore;January2024Source(s):DataReportal;Hootsuite;WeAreSocialCHAPTER

04OthersocialnetworksNumberofXusersinSingaporefrom2019to2024(inmillions)NumberofXusersinSingapore2019-20247654321020192020202120222023202423Description:In2024,thetotalnumberofSingaporeansthatcanbereachedwithadsonX(Twitter)reached5.88million.Thisfigureconstantlyincreaseoverthepastyears.ReadmoreNote(s):Singapore;2019to2024Source(s):DataReportal;Meltwater;Varioussources(Hootsuite,Twitter,WeAreSocial)NumberofLinkedInusersinSingaporefrom2019to2024(inmillions)NumberofLinkedInusersinSingapore2019-20244.54.24.03.53.02.52.01.51.00.50.03.73.232.72.620192020202120222023202424Description:ThenumberofLinkedInusersinSingaporeamountedto4.2millionasofJanuary2024.Thisindicatesanincreasefromprioryears,wherein2019,2.6millionpeoplecouldbereachedwithadvertsonLinkedIn.

ReadmoreNote(s):Singapore;2019to2024Source(s):DataReportal;Varioussources(Meltwater,LinkedIn,WeAreSocial)NumberofSnapchatusersinSingaporefrom2019to2024(inmillions)NumberofSnapchatusersinSingapore2019-20241.61.451.41.161.21.00.80.60.40.20.00.990.80.590.5620192020202120222023202425Description:ThenumberofSnapchatusersinSingaporeamountedto1.16millionasofJanuary2024.In2021,theglobalusercountofSnapchatreachedover428.4millionactiveusers.

ReadmoreNote(s):Singapore;2019to2024Source(s):DataReportal;Varioussources(Meltwater,SnapInc.,WeAreSocial)NumberofWhatsAppusersinSingaporefrom2020to2029(inmillions)WhatsAppusersinSingapore2020-20296.04.944.924.94.894.874.874.874.824.795.04.03.02.01.00.04.76202020212022202320242025202620272028202926Description:ThenumberofWhatsAppusersinSingaporewasforecasttocontinuouslydecreasebetween2024and2029byintotal0.1millionusers.Afterthethirdconsecutivedecreasingyear,theWhatsAppuserbaseisestimatedtoreach4.76millionusersandthereforeanewminimumin2029.ReadmoreNote(s):Singapore;2020to2029;allvaluesareestimatesSource(s):TotalpotentialreachofTikTokadvertisinginSingaporefrom2022to2024(inmillions)TikTokpotentialadvertisingreachinSingapore2022-20244.03.53.02.53.382.392.01.51.00.50.01.8320222023202427Description:In2024,thetotalpotentialreachofadvertisinginTikTokinSingaporewasaround3.38millionusers,anincreaseofalmostamillionuserscomparedtothepreviousyear.TikTokisasocialmediaplatformthathasrapidlygainedworldwidepopularityoverthepasttwoyears.ReadmoreNote(s):Singapore;2022to2024;18yearsandolderSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

05UserbehaviorAveragetimespentusingonlinemediainSingaporeinQ32023,byactivity(inhoursandminutesperday)DailytimespentusingonlinemediainSingapore2023,byactivityAveragetimeinhoursperday01234567InternetTVviewing(broadcastandstreaming)Socialmedia6.492.42.14Readingpressmedia1.57ListeningtomusicstreamingservicesListeningtobroadcastradioUsingagameconsole1.331.031.02Listeningtopodcasts0.4929Description:Inthethirdquarterof2023,theaveragedailytimespentusingtheinternetbyrespondentswasaround6hours49minutesinSingapore.Incomparison,theyspentaround2hours14minutesonsocialmediaeveryday.

ReadmoreNote(s):Singapore;Q32023;16-64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialMainreasonsforusingsocialmediainSingaporein2023MainreasonsforusingsocialmediaSingapore2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%50%KeepingintouchwithfriendsandfamilyFillingsparetime43.4%35.5%Readingnewsstories32.6%Seeingwhat'sbeingtalkedaboutFindingcontent28.2%26.4%FindinginspirationforthingstodoandbuyWatchinglivestreams24%21.9%21.1%SeeingcontentfrombrandsAvoidingmissingout(FOMO)FindingproductstopurchasePostingaboutyourlife18.8%17.8%17.5%17%Work-relatednetworkingorresearchFollowingcelebritiesorinfluencersWatchingorfollowingsportsFindinglike-mindedcommunities16.7%16.5%15.7%30Description:AccordingtoareportpublishedbyDataReportal,asofthethirdquarterof2023,43.4percentofrespondentsinSingaporestatedthattheirmainreasontousesocialmediawastokeepintouchwithfriendsandfamily.Otherleadingreasonsalsoincludefillingsparetimeandreadingnewsstories.ReadmoreNote(s):Singapore;Q32023;16-64yearsSource(s):DataReportal;Varioussources(WeAreSocial,Meltwater,GWI)MostpopularYouTubechannelsinSingaporeasofJanuary2024,bynumberofvideoviews(inbillions)ToptenYouTubechannelsinSingapore2024,bynumberofviewsNumberofvideoviewsinbillions024681012mingweirocksradmiru10.999.27ONEChampionshipDoctorTristanPehRakibHossainPhannPhuyFishingCartoonNetworkAsiaDharni4.974.663.773.553.263.16JianHaoTan3CoolSticker2.9831Description:AsofJanuary2024,mingweirockshadthemostviewsinSingaporeonitsYoutubechannel,withabout11billionsviews.ONEChampionship,thechanneloftheSingaporeancombatsportsmedia,wasalsoamongtheleadingYoutubechannelsinthecountry,withalmostfivebillionsviews.ReadmoreNote(s):Singapore;January2024Source(s):SocialBladeShareofsocialappsconsumerspendinSingaporefromJanuary2022toDecember2023,bytypeSocialappsconsumerspendSingapore2022-2023,bytypeSubscriptionOne-timepurchase120%100%80%60%40%20%0%Jan

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'2332Description:In2023,th