singapore statistics for online marketers
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Singapore statistics for online marketers. Brought to you by Incitez.TRANSCRIPT
Singapore Stats for Online Marketers
1
v2, Nov 2011
by Rocky Fu of Incitez
incitez
Overview
• Economic Indicators
• Demographics
• Internet Statistics
• Search
• Social Media
• Mobile
• Travel
• Online Retail
• Online Banking
2
Economic Indicators
3
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GDP in 2010
• GDP at current market price ($m): 303,652.2
• Per capita GDP at market price : 59,813.0
• Money supply: 112,465.5
• Official foreign reserves:288,954.1
Source: Department of Statistics, Singapore 4
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Trade 2010
• Total trade ($m) 902,062.6
• Total imports ($m) 423,221.8
• Total exports ($m) 478,840.7
Source: Department of Statistics, Singapore 5
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Productivity and Inflation
• Annual Growth in Labour Productivity:10.7%
• Annual Inflation Rate: 2.8%
Source: Department of Statistics, Singapore 6
Demographics
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Singapore Population
• Total: 5,076.7(thousands)
Non-residents26%
Permanent Residents11%
Citizen64%
Source: Department of Statistics, Singapore; March 2011 8
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Singapore Residents
0
175
350
525
700
0-9 10-19 20-29 30-39 40-49 50-59 60-69 70-79 Above 80
69
157.8
303.5
551.7
632.9618.7
519.8508.1
410.1
Tho
usan
d
Age Group
Source: Department of Statistics, Singapore; March 2011 9
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Others3%
Indians9%
Malays13%
Chinese74%
Source: Department of Statistics, Singapore; March 2011
Official language: English (Language of administration), Mandarin, Malay (National Language) & Tamil
Singapore Residents
10
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0%
12.5%
25%
37.5%
50%
Below Secondary Secondary Post Secondary Diploma & Prof. Qualifications University
44.1%
22.5%
11.2%13.9%
8.3%
Education Attainment2010
Source: Department of Statistics, Singapore; March 2011 11
Internet Statistics
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Online Population
2.9 Million
Source: comScore Media Metrix, December 2009 to December 2010 13
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Total 25 Hoursper Digital Consumer
Source: Nielsen, November 2011 14
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Internet usage is surpassing time spent on traditional media such as television, radio or print.
Source: Nielsen, November 2011 15
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89% Singaporean digital consumers will own a
smartphone by mid-next year
Source: Nielsen, November 2011 16
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0
6.5
13
19.5
26
Age 15-34 Age 35+
19.7
25.4
Average Hours Spent Online in Singapore
Source: comScore Media Metrix December 2010 17
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21
21.5
22
22.5
23
21.8
22.8
Hou
r
Male 15+ Female 15+
Source: comScore Media Metrix December 2010 18
Average Hours Spent Online in Singapore
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Broadband Subscribers
0
750
1500
2250
3000
Residential Corporate Total
2,477.4
216
2,261.4
Broadband Subscribers Jan 2011 (thousand)
Source: Infocomm Development Authority of Singapore 19
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Age 15-2421%
Age 25-3424%
Age 35-4427%
Age 45-5419%
Age 55+9%
Composition of Singapore Internet Audiences
Source: comScore Media Metrix December 2010 20
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Top Singapore Websites
Source: Hitwise April 2011
1. Google
2. Facebook
3. YouTube
4. Yahoo.com
5. Blogger
6. Baidu
7. Windows Live
8. Wikipedia
9. Twitter
10. QQ.com
11. MSN
12. Yahoo.co.jp
13. Sina.com.cn
14. Google India
15. taobao.com
16. Amazon.com
17. LinkedIn
18. Google.com.hk
19. WordPress.com
20. Google.de
1. Google Singapore
2. Yahoo Singapore
3. Yahoo Singapore News
4. Yahoo Singapore Search
5. Yahoo Mail Singapore
6. xinmsn Singapore
7. Singapore Hardwarezone Community
8. Samsung Singapore
9. inSing.com
10. Channel NewsAsia
11. Bing
12. Entertainment on xinmsn
13. DBS Singapore
14. Razor TV
15. Singapore Exchange
16. The Straits Times STOMP
17. The Straits Times
18. AsiaOne
19. Singapore Pools
20. ShoppingLifestyle
Source: Alexa April 2011
21
incitezSource: comScore Media Metrix December 2010
Key Categories Reach in Singapore
22
Internet StatisticsSearch
Source: comScore Media Metrix January 2011 23
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0
0.2
0.4
0.6
0.8
www.google.com.sg www.google.com sg.search.yahoo.com www.bing.com search.yahoo.com
1.43%1.83%
9.64%14.04%
71.19%
Leading Search Engines in Singapore
Ranked by Volume of Searches for the 24 weeksending 16/04/2011 (Hitwise)
Source: Hitwise April 2011 24
Total Searches in Singapore:
304 million
Source: comScore Media Metrix January 2011 25 incitez
Avg Searches per Searcher in Singapore:
115.4Only lower than Philippines among SEA countries
Source: comScore Media Metrix January 2011 26 incitez
Google Share of
Searches in Singapore: 77%
Source: comScore Media Metrix January 2011 27 incitez
Internet StatisticsSocial Media
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82% Singapore internet users
on social networks
Source: comScore Media Metrix December 2010Source: comScore Media Metrix December 2010 29
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You can reach approximately
2,483,640
people on Facebookwho live in Singapore
Source: Facebook April 2011
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77% digital consumers in Singapore maintaining
an active Facebook profile
Source: Nielsen, November 2011 31
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13.6% Singapore internet users visited Twitter.com in Jan,
the 9th highest by %reach worldwide
Source: comScore Media Metrix January 2011 32
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82% Singapore internet users
share photos online
Source: comScore Media Metrix December 2010Source: comScore Media Metrix December 2010 33
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69% have connected with brands on
social networking sites
Source: Nielsen, July 2011 34
Internet StatisticsSocial Media - Online Video
35
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45% digital consumers in Singapore having an active
YouTube profile
Source: Nielsen, November 2011 36
Total Unique Video Viewers:
2,343.6K78% of 15+ Internet Audience
58% of total population
Source: comScore Media Metrix January 2011 37 incitez
Videos per Viewer in Singapore:
114
Source: comScore Media Metrix January 2011 38 incitez
Hours per Viewer in Singapore:
10.7
Source: comScore Media Metrix January 2011 39 incitez
266
million total videos
Source: comScore Media Metrix January 2011 40 incitez
25 million total hours of video
Source: comScore Media Metrix January 2011 41 incitez
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Age 55+9%
Age 45-5419%
Age 35-4426%
Age 25-3425%
Age 15-2422%
Unique Viewers Composition 2010
Source: comScore Video Metrix April 2010 42
Internet StatisticsSocial Media - Blogs
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Blog Sites Reach in Singapore in 2010:
55%
Source: comScore Media Metrix January 2011 44 incitez
Mobile
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85% digital consumers in Singapore own an Internet-
capable mobile phone
Source: Nielsen, July 2011 46
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23% Singaporean Internet users have a tablet computer
in their home
Source: Nielsen, July 2011 47
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Mobile Subscribers
0
2000
4000
6000
8000
2G 3G Total
7,307.3
4,793
2,514.3
Mobile Phone Subscribers Jan 2011 (thousand)
Source: Infocomm Development Authority of Singapore 48
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Total SMS Messages
6500
6700
6900
7100
7300
Q1 2010 Q2 2010 Q3 2010 Q4 2010
7,246.5
7,174.2
6,754.5
6,539.1
Total SMS Messages (million)
Source: Infocomm Development Authority of Singapore 49
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Singapore Mobile Users
Source: AdMob 2011 50
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Singapore Mobile Usage
Source: AdMob 2011 51
Travel
52
Visitors Arrival in 2010:
11,638.7K
Source: Department of Statistics, Singapore 53 incitez
Hotel Occupancy
85.6%
Source: Department of Statistics, Singapore 54 incitez
100 Airlines Served
at Changi Airport
Source: Department of Statistics, Singapore 55 incitez
Changi Airport connects SG to
more than 200 cities in 60 countries
Source: Department of Statistics, Singapore 56 incitez
5,400Flights per Week: 5,400
at Changi Airpot
Source: Department of Statistics, Singapore 57 incitez
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47%
Singapore internet usersdo research and booking
online for travelThe highest in SEA
Source: comScore Media Metrix December 2010Source: comScore Media Metrix December 2010 58
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0
75
150
225
300
Tiger Airways Qantas Airlines Singapore Airlines
Top 3 Airline Websites in Signapore
Unique Visitors (000)
Source: comScore Media Metrix January 2011 59
Online Retail
60
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Reach of Retail Websites:
58%
Source: comScore Media Metrix December 2010Source: comScore Media Metrix December 2010 61
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0
150
300
450
600
Apple.com Amazon Sites Alibaba.com Corp Gmarket.com.sg SingTelShop.com
89
150
227
423
575
Top 5 Retail Websites in SignaporeUnique Visitors (000)
Source: comScore Media Metrix January 2011 62
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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
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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
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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
Online Banking
66
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Web Search Interest
Source: Google Trend, April 2011 67
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Web Search Interest
Source: Google Trend, April 2011 68
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700
750
800
850
900
Jan 2010 Jan 2011
889
779
Online Banking Category Visitation
Total Unique Visitors (000)
69Source: comScore March 2011
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Reach of online Banking:
30.9%The highest in SEA
Source: comScore Media Metrix January 2011 70
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Online Banking Destination
1. DBS.com.sg2. UOB Group
3. Citigroup
Unique visitors in Jan: 889K
Source: comScore Media Metrix January 2011 71
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Contact IncitezRocky Fu
director, digital [email protected]
Incitez Pte. Ltd.www. incitez.com
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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.
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