We Uncover the Media Apps in Singapore with the Widest Reach | Eureka AI Moment Singapore

Michael Hawkins

Friday October 6 2023

If Penetration is key, how do I know where to invest my digital media?

?From our studies on the Laws of Marketing (www.marketinglawsofgrowth.com), we know that growth almost always comes from having more users. We also know that we need to ensure wide mental availability and brand recognition to attract these users. So where can we find our target users that will deliver our growth in Singapore?

In this week’s Eureka AI Moment for Singapore, we look at the Digital Media that are most likely to get you growth the quickest.

Top 10 Social Media Apps in Singapore

We calculate the size of an app based on its penetration - the percentage of all smartphone users in Singapore who have used the app at least once in the month. This gives us a fair view of the reach of an app

Facebook, Whats App and YouTube are by far the largest with more than 60% of all Singaporeans using each of the services. ?The rise of TikTok (36%) still lags Instagram (41.5%) here, compared to Indonesia where the Bytedance flagship is in front.

The power of Linkedin in Singapore is interesting with more than a quarter of all residents active on the Professional Networking site.

So how do these numbers compare with another large Asian city such as Hong Kong?

Top 12 App in Singapore vs Hong Kong

As island states, it is interesting to compare Singapore and Hong Kong. ? The relative sizes of the top apps and even the order of magnitude are very comparable. YouTube has a notably higher reach in Hong Kong - though this is tempered by the lower reach (and functionality) of TikTok.?

While the reach of WeChat in Hong Kong is expected, interestingly the reach of Viber and Snapchat may be due to the larger populations of migrant workers in Hong Kong.

So where should you place your investment to reach the maximum number of customers?

The first consideration is to index the frequency of usage by your target group of category users. Do your target customers behave in the same way? Do they actually have a higher likelihood of reading X (Twitter) than Facebook?

Finding the index for your category users will give you a much more efficient approach to media spend.

Top 10 Media Apps in Singapore by Frequency of Usage:

More than 40% of all Whats App users access the App more than 14 times per month (only!) which is actually much lower than in Indonesia. No other channel comes close to the Meta messaging platform in terms of engagement.

Slack and Discord, with their niche audiences of Coders and Gamers respectively, are ?delivering reasonable frequency of usage from their most loyal customers.

So What?

Following the laws of brand growth we know that penetration growth is vital.

Knowing which media to use to find new or light category users is the key to this, while advertising to them on apps and services which have the highest frequency of usage is the most efficient way to grow. ?

In Singapore Meta clearly has the highest reach for the population across Facebook, Instagram and Whats App. ?However niche segments can be reached through other media by understanding their user profiles.

Eureka AI has the capability to not only define the optimal target customer segments for your brand to grow through our brand growth audits, but also to reach these target customers.

Do you want data and a free growth audit to help grow your digital brand?

The best way to understand how to apply these insights your own business is to get the FREE Eureka AI Growth Audit!

Just click the link below, submit your details and we will get in touch.

Get a FREE Brand Growth Audit Here!

Message me at [email protected] if you are interested in how your competitors are performing in Hong Kong, Indonesia or Thailand.

You can also connect with me on linkedin here Michael Hawkins

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