What Marketers Need to Know from Digital 2025: Singapore

It’s been three years since we last discussed the Digital 2025: Singapore report, and in that time, technology has advanced rapidly, leading to shifts in user behaviour.

What is this report about?

The report provides valuable data and insights into internet usage, social media trends, and user numbers for various platforms in Singapore. It also includes global data and insights from other countries.

Why is it important for marketers?

For marketers, this report is a goldmine for understanding public behaviour, especially when it comes to how people use social media and technology. By gaining insights into the habits and preferences of the digital audience, marketers can create more effective strategies and campaigns.

In this update, we will focus on the Singapore landscape and highlight key insights most relevant to marketers.

5 Key Insights:

1. Mobile-First Design: A Growing Necessity

Users in Singapore spend an average of 6 hours and 33 minutes per day on the internet, using devices such as mobile phones, laptops, desktops, and tablets. What’s particularly notable is that users are spending nearly the same amount of time online, whether on mobile devices or desktop and laptop setups.

This clearly signals that the importance of mobile-first design cannot be overstated—now and in the future. As the mobile device becomes a dominant tool for internet access, businesses and marketers must ensure that their digital platforms are optimised for mobile.

Additional data further underscores this trend. The majority of users in Singapore access the internet primarily through their mobile phones.

The same trend applies to mobile gaming: more than 60% of users are playing games on their smartphones.

2. Internet vs Social Media: Understanding User Intent in 2025

Here are the main reasons for using the internet.

Finding Information
Keeping up to date with news and events
Researching how to do things
Watching videos, TV shows or movies
Staying in touch with friends and family
Filling up spare time and general browsing
Researching products and brands
Researching places, vacations and travel
Finding new ideas or inspiration
Managing finances and savings
Accessing and listening to music
Researching health issues and healthcare products
Organising day-to-day life
Education and Study-related purposes
Meeting new people and making new connections.

From the above list, it suggests the following 3 underlying emotions of the users:

1. Wanting to Feel Confident in Decisions

People research products, brands, and how things work because they want to make informed, confident decisions. This could be about purchases, health, travel, or general life choices. The internet provides them with the tools to control the narrative and feel secure in their decisions.
This also aligns with researching places or services (like vacations or healthcare) to avoid regrets and minimise risks. So, it’s more about feeling in control and prepared in their choices.

2. Craving a Sense of Belonging

Staying in touch with friends, meeting new people, and forming new connections all tap into the fundamental human need for social interaction and a sense of belonging. It’s less about just passing the time and more about emotional connection—wanting to feel part of a group, share experiences, or find like-minded individuals.
This can extend beyond friends and family to online communities, social media, or even niche groups that align with someone’s passions, values, or interests.

3. Seeking Entertainment to Relieve Boredom

People often use the internet for entertainment because they seek a break from the monotony of daily life. Watching videos, TV shows, or movies, and listening to music, are all ways to disconnect from stress, routine, or boredom momentarily. It’s about escapism—not just filling time but seeking pleasure and relief.
The desire for entertainment also ties into self-care—people may turn to the internet for relaxation and enjoyment as a way to unwind or feel good.

Other considerations:

Education and Personal Growth: People also use the internet to feel more empowered by learning new skills or staying updated in their field, so there’s a continuous self-improvement angle too.
Health and Finance: There's a layer of self-preservation and well-being—people are researching to improve their lives, stay healthy, and manage their financial future.

These are the top 7 reasons for using social media, which differ slightly from the reasons for using the internet.

Keeping in touch with friends and family
Filling spare time
Reading news stories
Seeing what’s being talked about
Finding content (Eg, articles and videos)
Finding inspirations for things to do and buy
Watching live streams

From the above list, it suggests the following 3 underlying emotions of the users:

1. Boredom

This is about seeking quick and engaging content to fill idle moments. People often turn to social media when they’re waiting, need a break, or want to pass the time in a way that feels rewarding or stimulating.
This emotion is more profound than just filling spare time—it's about the need for instant gratification and entertainment in the form of a fast-paced, easily digestible stream of content.

2. FOMO (Fear of Missing Out)

Social media is highly curated, with everyone sharing their lives, experiences, and opinions. This leads to a fear of being left out of the latest trends, events, or conversations. Users often scroll through social media to stay updated and ensure they don't miss key moments that others are engaging with.
FOMO could apply to missing out on social events, trends, new ideas, or even just the latest meme or viral content.

3. Community and Belonging

Social media enables users to feel part of communities, whether it’s their friends and family, niche interests, or global movements. It fulfils the need for connection and being seen or heard within a group.
This includes interacting with people who share similar values, interests, and goals. There’s also a big aspect of shared experiences, from commenting on posts to following hashtags, joining groups, or even live-streaming events.

2.1. The Key Difference in Using the Internet and Social Media

The Internet:

Purpose-driven: Users typically go online to search for information, complete tasks, or access specific services (e.g., banking, research, shopping, education, etc.). The use of the internet tends to be goal-oriented—finding answers, managing finances, doing research, or consuming entertainment in a structured way.
Wide scope: The internet covers a broader range of activities—from reading news articles to researching health issues, watching educational videos, or exploring e-commerce sites.
Self-directed experience: While there’s some interactivity (e.g., reading comments, forums), the focus is often on the content you seek, not the interaction with others.

Social Media:

Interaction-focused: Social media platforms are primarily about social interaction—connecting with others, sharing personal updates, reacting to posts, and engaging in conversations. It’s much more about participation in social contexts and sharing personal experiences with others.
Curated experience: Content on social media is filtered by algorithms based on your interests, interactions, and network, making it much more personalised and emotionally engaging. It’s often more about what’s trending, the latest memes, or stories being shared.
Community and belonging: Social media encourages relationship-building—whether with friends, family, influencers, or online communities. It's designed to make you feel connected and part of ongoing social narratives, whether or not you’re actively contributing.

3. Social Media in 2025: A Strategic Playground for Advisors and Brands

Even though a user may enjoy a particular social media platform, it doesn’t necessarily mean they will spend extended periods of time on it. For example, while a user might enjoy TikTok, their use could be driven more by boredom or short bursts of entertainment, rather than long, engaged sessions. This suggests that, for more effective targeting, advertisers should focus on platforms where users tend to stay longer, as this increases the chances of their ads being seen and engaged with.

Notes:

Engagement vs. Enjoyment: Enjoying a platform doesn’t always translate to deep engagement or long sessions—sometimes it’s more about short bursts of entertainment or distraction.
Boredom as a Driver: Platforms like TikTok often attract users seeking quick entertainment, resulting in shorter but more frequent interactions. This doesn't mean the platform should be ignored; rather, it suggests that users might need more frequent, targeted ad exposure to make an impact.
Effective Ad Targeting: For better ad targeting, it might be more effective to focus on platforms where users are likely to stay engaged for a longer duration. This increases the chances that ads will be seen, remembered, and acted upon, creating more opportunities for conversion.

Consumers are becoming increasingly savvy to online advertising. Today, only around 10% of online users engage with sponsored ads or posts, as they’ve grown accustomed to ads and are more sceptical of traditional advertising methods. This increased "ad blindness" and ad saturation have led to a heightened level of advertising desensitisation. Users are more selective about the content they engage with and are less likely to click on ads unless they feel the ad is genuinely relevant, trustworthy, and non-intrusive.

Ad Blindness & Desensitisation: Consumers have become desensitised to ads because they encounter so many of them daily, leading to ad blindness. This means many users subconsciously ignore ads, whether they are in the form of display banners, sponsored content, or video ads.
Only 10% Engaging: Highlighting that only 10% of online users click on ads underscores the increasing selectivity of users. This is a stark reality for marketers who must rethink their strategies to break through the noise.
Need for Relevance and Trust: To break through this desensitisation, ads need to be hyper-relevant and trustworthy. Consumers are more likely to engage with ads that feel personalised, offer real value, and are presented in a non-intrusive way. The key here is to move beyond generic ads and focus on delivering content that aligns with consumers’ needs, interests, or pain points.
Shift Toward Content Marketing and Influencer Collaboration: As consumers become more sceptical of traditional advertising, content marketing (such as blogs, podcasts, and educational content) and authentic influencer partnerships are becoming increasingly effective. These methods integrate promotion into the user’s experience without disrupting their flow, making the ad content feel more organic.

How Advertisers Can Adapt:

Emphasise Authenticity: Consumers are more likely to engage with ads that feel genuine. This means transparent messaging, focusing on value, and building an authentic narrative around your product or service.
Use Personalisation: Personalised ads, based on data insights or behavioural targeting, are far more effective in getting consumers’ attention. By delivering relevant offers and content, advertisers can overcome some of the scepticism.
Leverage Non-Intrusive Formats: Consumers appreciate ads that feel integrated into their experience rather than being forced upon them. Native ads, sponsored content, or interactive formats (e.g., quizzes, polls) are often more effective than traditional banner or pop-up ads.
Provide Value and Education: Ads should offer genuine value to consumers, particularly in sectors such as healthcare or finance. For example, instead of just pushing a product, provide helpful guides, tips, or solutions that address a consumer's need. This builds trust and empowers consumers to make informed decisions.

4. Top Motivators Behind Online Purchases in Singapore

Let’s zoom in on the top 7 reasons:

Free delivery
Coupons and Discounts
Easy Returns Policy
Customer reviews
Loyalty Points
Simple Online Checkout
Next-day delivery

Based on the 7 points, we can observe that incentives and user experience (UX) are the primary drivers of online purchases.

1. Incentives

Incentives play a key role in motivating consumer behaviour, notably through discounts and loyalty programs. Coupons and discounts directly appeal to the consumer’s desire to save money, which can drive urgency and encourage immediate purchases. Loyalty points further enhance this by rewarding repeat buyers, creating a sense of value and recognition for continued patronage. Additionally, an easy and flexible returns policy gives consumers the confidence to purchase, knowing they can easily return items if necessary. Customer reviews also serve as a form of incentive, providing social proof and reassurance that helps potential buyers feel more comfortable and secure in their decision-making process. Together, these incentives create an environment that not only attracts new customers but also encourages long-term brand loyalty.

2. User Experience (UX)

The seamlessness and convenience of the shopping experience heavily influence consumer behaviour. A streamlined, simple online checkout process reduces friction, allowing consumers to complete their purchases with ease. Coupled with the option of free delivery, which removes an often frustrating extra cost, consumers are more likely to proceed with purchases, as they feel they're getting a better overall deal. Additionally, next-day delivery enhances the appeal by offering instant gratification, ensuring that customers receive their products promptly, which satisfies the growing demand for immediacy in the digital age. These UX-focused elements not only make shopping more enjoyable but also create a frictionless path that encourages repeat visits and purchases.

5. How to download the Pomokitty app?

Consumers are increasingly concerned about the authenticity of content and how their personal data is being used. With the rise of misinformation and the potential for data leaks, organisations, especially in sensitive sectors such as finance, healthcare, and technology, need to take a more proactive role in educating the public about identifying fake content. It’s not just about protecting consumer data—it’s also about empowering consumers to distinguish between real and fake information. By fostering transparency and offering clear guidance on how to spot misleading content, organisations can build trust, protect privacy, and enhance their credibility in the long run.

Key Enhancements:

Rising Concerns about Authenticity & Data Usage: Highlighting that consumer concerns are centred around both the real vs. fake content and the potential misuse of personal data, particularly in areas like finance and healthcare, sets the stage for the need for better education and transparency.
Proactive Education: Suggesting that organisations educate consumers about recognising fake content is key. This isn’t just about what data is being collected, but also about how consumers can be empowered to be more discerning with the content they encounter online.
Building Trust & Credibility: By aligning with consumer concerns and providing them with tools to recognise trustworthy content, organisations can build long-term relationships based on transparency and reliability.
Focus on Sensitive Sectors: Emphasising sectors like finance and healthcare is crucial since misinformation or fake content in these fields could have serious consequences. For example, misleading health information or fake financial advice can be damaging to consumers' well-being and economic stability.

How Organisations Can Address This:

Transparency in Data Collection: Clear policies on how consumer data is being collected and used. Consumers should know exactly what data they are sharing, how it will be used, and who has access to it.
Spotting Fake Content: Organisations can create resources or educational campaigns to help users recognise fake news, misleading advertisements, or counterfeit health or financial information. This could include guidelines on verifying sources, checking credentials, or using trusted platforms.
Partnerships with Fact-Checkers: Collaborating with independent fact-checking organisations can enhance credibility. For example, a healthcare brand could partner with healthcare organisations to verify content or data before it is shared with consumers.
Clear and Ethical Communication: Be upfront about potential risks and challenges. For instance, finance companies could explain how to spot fraudulent schemes or fake investment opportunities.

Final Thought

As Singapore strides into its digital future, marketers must adapt to a landscape where mobile-first design, authentic content, and data-responsible strategies are no longer optional—they’re expected. Understanding why users go online versus social media, tapping into key purchase drivers, and treating social platforms as more than just broadcasting tools will be essential. Success in 2025 will belong to those who can blend user-centric design, trust, and strategic insight into every touchpoint of the digital journey.

x, Esther

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