How should marketers respond to an increasingly digital Singapore?

By : SPHmagazines
August 21, 2015
Tags: , , ,
Category: Research

Brands are spending more of their advertising budgets online and the growth is especially rapid in Singapore. What is driving this growth and how should marketers adapt their campaigns accordingly?


Brands are spending more of their advertising budgets online

According to a research done by PricewaterhouseCoopers, brands are spending more of their advertising budgets online. In Singapore, proportion of advertising budgets allocated to online has grown from just 7% in 2011 to 15% in 2014. It is projected to reach 34% in 2017. At 35% CAGR from 2011 to 2017, Singapore has one of the highest annual growth rate of online advertising spend.



What is driving this growth?


An increasingly digital Singapore

The growth in online advertising is perhaps driven by the rapid digitalization happening in Singapore. Google’s Consumer Barometer Survey, a global survey administered across 46 countries, found that at 85%, Singapore has the highest smartphone penetration in the world.


n=1000 in each country

Source: Consumer Barometer, Google, 2014


Singaporeans are not just users of smartphones. The survey also found that nearly eight out of ten Singaporeans use at least two connected devices. The most common combination is that of computer and smartphone, used by 41% of Singapore internet users. Interestingly, almost a third are ‘triple’ screen users- using smartphone, tablet and computer.


n=739, Internet Users in Singapore

Source: Consumer Barometer, Google, 2014


Such high penetration rates of connected devices have impacted how consumers make purchasing decisions. The Internet increasingly plays a key role in the consumer journey. In Singapore, 55% of those who have made recent purchases in selected product categories are reported to have made both online and offline product research. This is much higher than the numbers in the USA (32%) and the UK (34%).


n=6183, Internet Users in Singapore, Answering based on a recent purchase (in select categories)

Source: Consumer Barometer, Google, 2014/2015


Reaching consumers on multiple platforms

As seen in the Google finding above, even as consumers increasingly use online resources in their product research, offline resources are not being abandoned. This only makes sense as consumers engage in a variety of media at different time and context, as a research by IPC Media in the UK has shown (see infographic below). Thus, brands have to map out “where” (which media platform) their consumers are at different times, be present in all of these, and deliver a cohesive, unified message across all in order to leave a lasting impression and stay top-of-mind.


Moving with the times, SPH Magazines have transformed itself from being a primarily print publisher to a multiplatform media with its tablet magazines, websites, social media, and events. We are now offering marketers the opportunity to reach our large, high-quality audiences on various platforms.

                         360 content solutions

If you are interested to learn more, drop us a note here. Plus, download our Singapore Women Digital Survey report, the first and largest ever study conducted in Singapore to help marketers uncover insights into the digital habits among women.

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