Monthly Spotlight

The Changing Digital Diet in Singapore

On average, Singaporeans spend the most of their waking hours – 12 hours and 42 minutes – on digital devices. In this month’s YKA, we identify the Singaporean Digital Diet: how and on which apps Singaporeans are affording the most time.

Our survey results show that Gen Z (15 to 24 year olds) have increased their activity on entertainment apps. Usage of music streaming apps such as Spotify and Apple Music (+58%), Netflix (+44%), Instagram (+44%) in the past 6 have increased as compared to the previous 6 months. Millennials (25 to 34 year olds) also look to be likely to cut the cord in the future, with 47% increasing their time spent on watching Netflix and nearly half (49%) are using music streaming apps more frequently.

About 2 in 5 (-42%) have posted less on Facebook in the past 6 months whilst 30% have posted more. A similar percentage (29%) has been consistent in their behaviours on the social media platform throughout the year.

The tapering of post activity amongst Facebook users could be due to the fact that it was one of the earlier social media apps which has since achieved a critical mass of users, including some inactive accounts and its evolution into a news outlet (with most browsing the platform as opposed to posting content).

Across all age groups, Singaporeans are embracing technology in their everyday lives. In the past 6 months, Singaporeans have used functional apps such as taxi booking apps (47%), food delivery services (43%) and grocery home delivery services (43%) more frequently.

Time-strapped adult Singaporeans in the 35-49 age group are likely to increase their app usage for functional purposes such as booking taxis, ordering food and purchasing groceries whilst decreasing their time spent on social and entertainment apps, possibly due to work and family commitments.

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