SINGAPORE – Social media in Singapore is evolving, with users embracing more platforms even as overall usage takes a dip. According to the latest Digital 2025: Singapore report by We Are Social and Meltwater, social media usage has dropped by 8.4% year-on-year, with Singaporeans now spending an average of 2 hours and 2 minutes per day on social platforms. Despite this decline, the number of platforms used per month has risen by 4.3%, reaching an average of 7.2 platforms.
Meta’s Threads has quickly climbed the ranks, securing the second spot among the most downloaded mobile apps in Singapore, trailing only OpenAI’s ChatGPT. Meanwhile, TikTok continues to be the undisputed leader in engagement, commanding the largest share of time and consumer spend in the market. Singaporeans now dedicate an average of 34 hours and 29 minutes per month to TikTok which averages to over an hour daily – while YouTube follows closely with 29 hours and 45 minutes of monthly screen time.
When it comes to preferred social media platforms, Singaporeans break from global trends. While Instagram holds the top spot globally, locals lean towards WhatsApp (30.4%), followed by Facebook (15.3%) and TikTok (14.2%). WhatsApp also leads as the most used platform, with 80.1% of Singaporeans logging in each month, followed by Facebook (71.9%).
In terms of digital behavior, messaging apps reign supreme. The report highlights that 97% of internet users in Singapore frequently visit chat and messaging apps, while 95.9% engage with social networks. The primary driver? Staying connected with family and friends, cited by 48.5% of users as their main reason for using 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.”
Read the full report now: https://wearesocial.com/sg/blog/2025/02/digital-2025/
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