Singapore statistics for online marketers. Brought to you by Incitez.

1. v2, Nov 2011
Singapore Stats
for Online Marketers
by Rocky Fu of Incitez
1

2. Overview
• Economic Indicators
• Demographics
• Internet Statistics
• Search
• Social Media
• Mobile
• Travel
• Online Retail
• Online Banking
2 incitez

3. Economic Indicators
3

4. GDP in 2010
• GDP at current market
price ($m): 303,652.2
• Per capita GDP at market
price
: 59,813.0
• Money supply: 112,465.5
• Official foreign reserves:
288,954.1
Source: Department of Statistics, Singapore 4 incitez

5. Trade 2010
• Total trade ($m)
902,062.6
• Total imports ($m)
423,221.8
• Total exports ($m)
478,840.7
Source: Department of Statistics, Singapore 5 incitez

6. Productivity and Inflation
• Annual Growth in Labour
Productivity:10.7%
• Annual Inflation Rate: 2.8%
Source: Department of Statistics, Singapore 6 incitez

7. Demographics
7

8. Singapore Population
Non-residents
26%
• Total: 5,076.7 Permanent Residents Citizen
(thousands) 11% 64%
Source: Department of Statistics, Singapore; March 2011 8 incitez

9. Singapore Residents
700
618.7 632.9
525 551.7
508.1 519.8
Thousand
410.1
350
303.5
175
157.8
69
0
0-9 10-19 20-29 30-39 40-49 50-59 60-69 70-79 Above 80
Age Group
Source: Department of Statistics, Singapore; March 2011 9 incitez

10. Singapore Residents
Others
Indians
3%
9%
Malays
13%
Chinese
74%
Official language: English (Language of administration),
Mandarin, Malay (National Language) & Tamil
Source: Department of Statistics, Singapore; March 2011 10 incitez

11. Education Attainment
50%
2010
44.1%
37.5%
25%
22.5%
12.5% 13.9%
11.2%
8.3%
0% Below Secondary Secondary Post Secondary Diploma & Prof. Qualifications University
Source: Department of Statistics, Singapore; March 2011 11 incitez

12. Internet Statistics
12

13. Online Population
2.9 Million
Source: comScore Media Metrix, December 2009 to December 2010 13 incitez

14. Total 25 Hours
per Digital Consumer
Source: Nielsen, November 2011 14 incitez

15. Internet usage is surpassing time spent on
traditional media such as television, radio or print.
Source: Nielsen, November 2011 15 incitez

16. 89%
Singaporean digital consumers will own a
smartphone by mid-next year
Source: Nielsen, November 2011 16 incitez

17. Average Hours Spent Online in Singapore
26
25.4
19.5 19.7
13
6.5
0
Age 15-34 Age 35+
Source: comScore Media Metrix December 2010 17 incitez

18. Average Hours Spent Online in Singapore
23
22.8
22.5
Hour
22
21.8
21.5
21
Male 15+ Female 15+
Source: comScore Media Metrix December 2010 18 incitez

19. Broadband Subscribers
Broadband Subscribers Jan 2011 (thousand)
3000
2,477.4
2250
2,261.4
1500
750
216
0
Residential Corporate Total
Source: Infocomm Development Authority of Singapore 19 incitez

20. Composition of Singapore Internet Audiences
Age 55+
9% Age 15-24
21%
Age 45-54
19%
Age 25-34
24%
Age 35-44
27%
Source: comScore Media Metrix December 2010 20 incitez

21. Top Singapore Websites
1. Google 1. Google Singapore
2. Facebook 2. Yahoo Singapore
3. YouTube 3. Yahoo Singapore News
4. Yahoo.com 4. Yahoo Singapore Search
5. Blogger 5. Yahoo Mail Singapore
6. Baidu 6. xinmsn Singapore
7. Windows Live 7. Singapore Hardwarezone Community
8. Wikipedia 8. Samsung Singapore
9. Twitter 9. inSing.com
10. QQ.com 10. Channel NewsAsia
11. MSN 11. Bing
12. Yahoo.co.jp 12. Entertainment on xinmsn
13. Sina.com.cn 13. DBS Singapore
14. Google India 14. Razor TV
15. taobao.com 15. Singapore Exchange
16. Amazon.com 16. The Straits Times STOMP
17. LinkedIn 17. The Straits Times
18. Google.com.hk 18. AsiaOne
19. WordPress.com 19. Singapore Pools
20. Google.de 20. ShoppingLifestyle
Source: Alexa April 2011 Source: Hitwise April 2011
21 incitez

22. Key Categories Reach in Singapore
Source: comScore Media Metrix December 2010 22 incitez

23. Internet Statistics
Search
Source: comScore Media Metrix January 2011 23

24. Leading Search Engines in Singapore
0.8
71.19%
0.6
0.4
0.2
14.04%
9.64%
1.83% 1.43%
0
www.google.com.sg www.google.com sg.search.yahoo.com www.bing.com search.yahoo.com
Ranked by Volume of Searches for the 24 weeksending 16/04/2011 (Hitwise)
Source: Hitwise April 2011 24 incitez

25. Total Searches in
Singapore:
304 million
Source: comScore Media Metrix January 2011 25 incitez

26. Avg Searches per Searcher in
Singapore:
115.4
Only lower than Philippines among SEA countries
Source: comScore Media Metrix January 2011 26 incitez

27. Google Share of
Searches in Singapore: 77%
Source: comScore Media Metrix January 2011 27 incitez

28. Internet Statistics
Social Media
28

29. 82%
Singapore internet users
on social networks
Source: comScore Media Metrix December 2010 29 incitez

30. You can reach approximately
2,483,640
people on Facebook
who live in Singapore
Source: Facebook April 2011 30 incitez

31. 77%
digital consumers in Singapore maintaining
an active Facebook profile
Source: Nielsen, November 2011 31 incitez

32. 13.6%
Singapore internet users
visited Twitter.com in Jan,
the 9th highest by %reach worldwide
Source: comScore Media Metrix January 2011 32 incitez

33. 82%
Singapore internet users
share photos online
Source: comScore Media Metrix December 2010 33 incitez

34. 69%
have connected with brands on
social networking sites
Source: Nielsen, July 2011 34 incitez

35. Internet Statistics
Social Media - Online Video
35

36. 45%
digital consumers in Singapore having an active
YouTube profile
Source: Nielsen, November 2011 36 incitez

37. Total Unique Video Viewers:
2,343.6K
78% of 15+ Internet Audience
58% of total population
Source: comScore Media Metrix January 2011 37 incitez

38. Videos per Viewer in
Singapore:
114
Source: comScore Media Metrix January 2011 38 incitez

39. Hours per Viewer in
Singapore:
10.7
Source: comScore Media Metrix January 2011 39 incitez

40. 266
million total videos
Source: comScore Media Metrix January 2011 40 incitez

41. 25 million
total hours of video
Source: comScore Media Metrix January 2011 41 incitez

42. Unique Viewers Composition 2010
Age 55+
9% Age 15-24
22%
Age 45-54
19%
Age 25-34
Age 35-44 25%
26%
Source: comScore Video Metrix April 2010 42 incitez

43. Internet Statistics
Social Media - Blogs
43

44. Blog Sites Reach in
Singapore in 2010:
55%
Source: comScore Media Metrix January 2011 44 incitez

45. Mobile
45

46. 85%
digital consumers in Singapore own an Internet-
capable mobile phone
Source: Nielsen, July 2011 46 incitez

47. 23%
Singaporean Internet users have a tablet computer
in their home
Source: Nielsen, July 2011 47 incitez

48. Mobile Subscribers
Mobile Phone Subscribers Jan 2011 (thousand)
8000
7,307.3
6000
4,793
4000
2,514.3
2000
0
2G 3G Total
Source: Infocomm Development Authority of Singapore 48 incitez

49. Total SMS Messages
Total SMS Messages (million)
7300
7,246.5
7,174.2
7100
6900
6,754.5
6700
6500 6,539.1
Q1 2010 Q2 2010 Q3 2010 Q4 2010
Source: Infocomm Development Authority of Singapore 49 incitez

50. Singapore Mobile Users
Source: AdMob 2011 50 incitez

51. Singapore Mobile Usage
Source: AdMob 2011 51 incitez

52. Travel
52

53. Visitors Arrival in 2010:
11,638.7K
Source: Department of Statistics, Singapore 53 incitez

54. Hotel Occupancy
85.6%
Source: Department of Statistics, Singapore 54 incitez

55. 100
Airlines Served
at Changi Airport
Source: Department of Statistics, Singapore 55 incitez

56. Changi Airport connects
SG to
more than 200 cities in
60 countries
Source: Department of Statistics, Singapore 56 incitez

57. 5,400
Flights per Week: 5,400
at Changi Airpot
Source: Department of Statistics, Singapore 57 incitez

58. 47%
Singapore internet users
do research and booking
online for travel
The highest in SEA
Source: comScore Media Metrix December 2010 58 incitez

59. Top 3 Airline Websites in Signapore
300
Unique Visitors (000)
225
150
75
0
Tiger Airways Qantas Airlines Singapore Airlines
Source: comScore Media Metrix January 2011 59 incitez

60. Online Retail
60

61. Reach of Retail
Websites:
58%
Source: comScore Media Metrix December 2010 61 incitez

62. Top 5 Retail Websites in Signapore
600
575
Unique Visitors (000)
450
423
300
227
150
150
89
0
Apple.com Amazon Sites Alibaba.com Corp Gmarket.com.sg SingTelShop.com
Source: comScore Media Metrix January 2011 62 incitez

63. Top Search Terms
1. ebay
2. amazon
3. ebay singapore
4. sistic
5. gmarket
6. asos
7. gumtree
8. courts
9. gumtree singapore
10. kate spade
The above report shows search terms for the industry
'Shopping and Classifieds',
ranked by Search Clicks for the 24 weeks ending 16/04/2011.
Source: Hitwise, April 2011 63 incitez

64. Top Search Terms
1. m1
2. harvey norman
3. harvey norman singapore
4. dealextreme
5. m1 shop
6. gain city
7. mobilesquare
8. mobile square
9. whymobile
10. audio house
The above report shows search terms for the industry
'Shopping and Classifieds - Appliances and Electronics',
ranked by Search Clicks for the 24 weeks ending 16/04/2011.
Source: Hitwise, April 2011 64 incitez

65. Search Term Suggestion
1. nex shopping mall
2. online shopping
3. sembawang shopping centre
4. online shopping singapore
5. queensway shopping centre
6. shopping
7. lot 1 shopping mall
8. nex shopping centre
9. raffles city shopping centre
10. northpoint shopping centre
The above report shows variations of the search term 'shopping',
ranked by Volume of Searches for the 24 weeks ending 16/04/2011
Source: Hitwise, April 2011 65 incitez

66. Online Banking
66

67. Web Search Interest
Source: Google Trend, April 2011 67 incitez

68. Web Search Interest
Source: Google Trend, April 2011 68 incitez

69. Online Banking Category Visitation
900
Total Unique Visitors (000)
889
850
800
779
750
700
Jan 2010 Jan 2011
Source: comScore March 2011 69 incitez

70. Reach of online Banking:
30.9%
The highest in SEA
Source: comScore Media Metrix January 2011 70 incitez

71. Online Banking
Destination
1. DBS.com.sg
2. UOB Group
3. Citigroup
Unique visitors in Jan: 889K
Source: comScore Media Metrix January 2011 71 incitez

72. Incitez is a data-driven digital marketing company based in
Singapore.We offer custom digital solutions to drive brand
awareness, leads and sales across APAC.
Contact Incitez
Rocky Fu
director, digital strategies
rockyfu@incitez.com
Incitez Pte. Ltd.
www. incitez.com
for more white paper: please visit
http://www.incitez.com/whitepaper
72 incitez