Singapore digital ecosystem by LAtelier BNP Paribas

Singapore
Digital Landscape
Overview
1. Internet and Mobile users
2. Social Media
3. E-Commerce

2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net

Source Photo : http://afphongkong.afpnet.org/

1

Singapore: Overview 2013

5.353,494 Million People
•4.015,121 Million Internet Users
• 86% Internet Penetration
• E-commerce Market Size : 3.08 Billion $
• M-commerce Market Size : 1.2 Billion $

Source: China internet stat Singapore 2013; PayPal report


2

Singapore: Overview
%

74%

79%

86%

93%

85%

59%

104%

23%
2011

2012

Desktop PC

2011

2012

Laptop

2011

2012

Smartphone

2011

2012

Tablet

Source: Nielsen Singapore report 2011


3

Singapore: Overview
How often Singaporeans connect themselves?



Singapore is ranked 1st highest daily Internet frequentation in South East Asia 2011

Frequency of Internet use
Indonesia

Malaysia

Philippin

Singapore

Thailand

vietnam

80%

64%
53%

52%
45%

43%
32%

34%

36%

35%

31%

15%

Daily

several time per week



4

Singapore: Overview
Which device do they use to connect themselves?



Singaporeans are using their phone more than any other East Asian Country

Device ever used to access internet
Desktop PC
92
82
73

Notebook/Laptop/Netbook

93
88
79

90

87

Mobile phone
95
82 81

73
63

63
53

36
30
21

Indonesia

Malaysia

Philippines

Singapore

Thailand

Vietnam



5

Singapore: Overview
What about there app consumption?



As a result, Singapore is ranked first in both free and regular use of mobile phone applications

Use of Mobile Phone Applications
Regular

83

Free

Paid
85

80

75

72

71
61

61
54

50
37

35
29

50
36

27

25

8

Indonesia

Malaysia

Philippines

Singapore

Thailand

Vietnam



6

I. Internet Users


7

I. Internet Users
How is Singapore doing in term of connection?



Singapore is ranked 8th highest Internet Penetration Worldwide in 2012

Greenla
nd

Bermuda

Canada

SKorea

Japan

USA

Brunei

Singapor
e

100%

90.1%
88.3%
83%
82.5%
79.5%
78%
75%

75%

50%

1

2

3

4

5

25%

6

7

8

0%

Internet Penetration Worldwide
Source: World Internet Statistic 2013


8

I. Internet Users
How is Singapore doing in term of connection?



Singapore is ranked 4th highest Internet Penetration in Asia in 2012

South Korea

Japan

Brunei

Singapore

Macao

100%
82.5%
79.5%
78%
75%

75%

50%

2
4
%

1

63.4%

2

3

25%

4

5

0%

Internet Penetration in Asia
Source: World Internet Statistic 2013


9

I. Internet & Mobile Users
Who are they?



Users age15-34 years old are the most engaged segment
Internet demographic breakdown

4.015,121
50%
15-24

63.1%

50%

25-34

35-44
19.
6%

45-55
7
%

55 +
6
%

Source: rockpublicity 2013


10

I. Internet Users
What are they doing?



Singaporeans are mostly browsing there mails and checking for News

96%

E-mail

86%
81%
70%
67%

News

Search

IM

Private msg on SN
sites

Top five online activities conducted on at least a weekly basis


11

I. Internet Users
In the meantime?



Singaporeans combine most of the time Internet consumption with TV cunsumption
Trans-media Consumption

@
75%

@

24%

37%

Watch TV and Use Internet

Use Internet and listen to the radio

Source: Nielsen


12

What about Online Videos?



Singapore is ranked 5/6 in terms of online video streaming
SINGAPORE OVERALL RANKING

RANK

5/6
2/6

At Reaching Web
population

3/6
At Hours per Viewers

6/6

At Unique Viewers &
Video per Viewer

PLAYERS RANKING
1- Japan

2- Hong Kong

3- Australia

4- China

Source: Comscore, Wikipedia

5- Singapore 6- Malaysia

13


China

Japan

Australia

Malaysia

Hong Kong

Singapore

200

Unique Viewers
(000)

100

75

1
50

24
%

2

25

0

3

4

5

6

Online Video Viewing by Markets July 2010


14




Singapore is still ranked 2nd at reaching web population

China

Japan

Australia

Malaysia

Hong Kong

Singapore

200

43
%

100

% Reach
Web Pop

75

50

6

24
%

3

5

4

1

2

25

0



15




Singaporeans watch less videos than other among Asian country

China

Japan

Australia

Malaysia

Hong Kong

Singapore

200
Videos per
viewers

43
%

100

75

24
%

50

2

4

5

25

1

3

6

0



16

How long are they watching Videos?



Singapore is ranked 3rd in terms of hours per viewers

China

Japan

43
%

20

Australia

Malaysia

Singapore

1st

15

2nd
24
%

10

5

Hong Kong

7.5

3rd

16.8
7.1

12.7

10.4

4.6

0

Source: Comscore Video Metrix 2010


17




Singaporeans are streaming the longest videos
Live Time per play

52 Min

49 Min

49 Min

44 Min

42 Min

42 Min

APAC Live, VOD time per play by country Q1 2013
Source: Comscore Video Metrix 2010


18

II. Social Media


19

II. Social Media
What are Social Media in Singapore?

SNS in

2013
74%

SNS in

2012
68.1%
When Singaporeans
buy things

42%

research on

SNS first

51.2%

use SNS to
make a
decision

Source: Comscore Media metric April 2012


20

II. Social Media
What about forums?



Singaporeans spend more time than other countries on forums

Proportion of digital consumers visiting forums: ever vs. monthly
Indonesia

Malaysia

80%
74%

73%

Philippin

Singapore

Thailand

vietnam

77%
65%

64%

66%

71%
61%

61%

40%
30%

Ever

Source: Global Index

Regular (monthly)

21

II. Social Media
Who are the top 5 Media Channels?

2013

Facebook ,
3.50 M Users

67.5
%

Twitter, 2.79M Users

53.8
%

Youtube, 4.25M Users

82%

Linkedin, 522 K Users

12.5
%

Pinterest, 197K Users

3.8
%

Source: Infographic.sg ; rockpublicity


22

II. Social Media
What about top SNS Websites?

Top 5 Websites (% Reach)

1

82.2%

2

74.4%

50.9%

50.7%

46.2%

3
4
5

Source: Burson Marsteller Asia Pacific


23

III. E-commerce
M-commerce


24

III. E/M-commerce
How is E/M-commerce doing in Singapore?



Singapore is the most connected city-state in the world ( Ranked 1st).

No:1
Mobile Penetration

151.8
%

Internet Penetration

86%

Source: Akamai’s report “The State of the Internet, 1st Quarter, 2013”

25

Internet Users
III.I.E/M-commerce
Where is Singapore compared to others?



Singapore is just behind the Asian big players
43%
China

Japan

South Korea

Taiwan

Singapore

Singapore’s
Ranking
5/6

Hong Kong

E-commerce
M-commerce

3/6

APAC E-commerce/M-commerce comparison
Source: Paypal; l’Atelier


26

III. E/M-commerce
What is the forecast?



M-commerce represent 26% of e-commerce, generating around 812 Million $ revenue in 2012

2012

2013
E-commerce

E-commerce

3.1 Billion $

+29%

4.4 Billion $

812

+37%

1.3

Mobile commerce

Mobile commerce

Billion $

Million $

Source: rockpublicity.com


27

III. E-commerce
What are they buying?



Online shopping is more than Traveling and Booking, it also is fashion and beauty purchases
Travelling
booking

Fashion
Beauty

Entertainme
nt life style

IT/
Electronic

General
Insurance

Gifts
collectibles

Others

SG online
SALES
3.1 Billion
$
28%
20%

13%

$

307 M

13%

11%

8%

7%

146 M

143 M

117 M

83 M

75 M

229 M

Source: Paypal


28

III. E-commerce
Where Are they shopping?



40% of Singaporeans are shopping on their local E-commerce platforms
Most popular local E-com

Grocery
Cosmetic

420
Million $

Luxury

37.4%
Local

SG online
SALES
3.1 Billion
$

Books

Source: Techinasia


29

III. E-commerce
Why shopping outside?



Despite the 60% overseas shopping trend, local merchants can benefit from the growth in domestic online
spending by improving there product choice and selection of goods.

40%
Local

420
Million $

SG online
SALES
3.1 Billion
$

62.6%
overseas

Why Shopping overseas?
Let room for local growth

Unavailability

58%

Greater choice
Less expensive
Better discount

Strong Singapore Dollar

48%
44%
42%
35%

Source: Paypal


30

III. E-commerce
Which one is there favorite?



Singapore most popular overseas E-retail are Amazon USA and Qoo10 from Korea

23%

SG online
SALES
3.1 Billion
$

14.7%

62.6%
overseas

1st

2nd

Source: Paypal


31

III. E-commerce
Where do Singapore online stores sells too?



The major trade destination for Singapore's online stores is China, then Hong Kong

SG online
SALES
3.1 Billion
$
62.6%
overseas

China

Hong Kong

Japan

Australia

+68%

+55%

+22%

+20%

Source: Paypal


32

III. M-commerce
Why is Mobile Marketing interesting in Singapore?



Nine out of ten Singaporeans own a Smartphone, and 39% of the population chose their mobile
over a laptop to browse the Internet. To support this, the nation boasts a wireless broadband
penetration rate of 162%, and a mobile penetration rate of 150%
9/10
SG have an
Smartphone

9/10

@

39%

Use Smartphone
over Laptop to
access internet

39%

150%
162%
Broadband
Penetration
rate

150%
Mobile
Penetration
rate

162%

MOBILE MARKETING
Source: Experian Singapore report 2013


33

III. M-commerce
Testing the Water: Mobile marketing Who is doing it?



36% of Singapore’s marketer have implemented a successful mobile campaign

This is not part of our marketing
plan
13%
Discussing the idea internaly but
no decision yet
20%

36%

Have a strategy but hasn't taken
action yet

Have implemented one mobile
or SMS campaign to test success
20%
11%

Have implemented a successful
campaign and have
incorporated mobile as a
regular marketing channel

Company’s involvement into Mobile Marketing
Source: experian.com singapore 2013


34

III. M-commerce
Testing the Water: Mobile marketing Who is doing it?



QR codes are most used among Mobile Marketing Tactics

do not currently use
any of these tactics

4%

Mobile tickets or
barecodes

4%

In-app ads
Custom apps
Location-based mobile
services
MMS Campaigns

QR code are
most likely to
be abandoned
in the
upcoming 12
month

11%
22%
29%
31%

Moblie-optimize
website
SMS campaigns
M-commerce sales
E-mail marketing
optimised for mobile
QR codes

35%
46%
49%
50%
68%

Source: experian.com Singapore 2013


35

L’Atelier Management Consulting (Shanghai) Ltd.
Cloud Nine Plaza, 9/F
1118, West Yan'an Road | 200052 Shanghai | China
T 86 21 62 81 85 33 | www.atelier.net | red@mail.atelier.net

asia@mail.atelier.net


36

Singapore digital ecosystem by LAtelier BNP Paribas

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