Global Media Intelligence 2020: Singapore

Key Features

Smartphones continue to dominate the device hierarchy in Singapore, as penetration of PCs and tablets begins to decline.

• Smartphones are the leading digital device by a growing margin. According to GlobalWebIndex, 98.0% of internet users ages 16 to 64 owned an advanced handset in H1 2020—a share effectively unchanged year over year (YoY). By comparison, PC ownership declined from 78.1% to 75.9%.
• Similarly, 44.7% of those polled owned a tablet, compared with 47.2% in H1 2019. Tablets and PCs were found most often in affluent households. But some other patterns of ownership differed: In H1 2020, respondents ages 16 to 24 were most likely to own a PC, while tablets were concentrated among 35- to 64-year-olds.
• Larger-screen devices did occupy more of internet users’ time. In H1 2020, respondents estimated that they spent an average 3 hours, 55 minutes (3:55) daily with desktops, laptops, and tablets, and 3:25 with mobile devices.
• Social networking accounted for the third-highest amount of average media time each day—and the highest for any specific activity—at 2:17. Some 88.0% of internet users polled had visited social sites or apps in the prior month. (GlobalWebIndex includes YouTube in its social network category, which tends to raise the level of engagement and time spent with social media overall.)