Singaporeans heaviest internet users in South-east Asia
Louise Duffy ©RapidTVNews | 09-11-2011Singaporean digital consumers are the heaviest internet users in South-east Asia, often using it while watching television, according to analyst firm Nielsen.
In its South-east Asia Digital Consumer study on the digital media habits and attitudes of South-east Asian consumers, it reports that Singaporeans average 25 hours online per week, followed by consumers in the Philippines and Malaysia who average 21.5 hours and 19.8 hours respectively.
The report said rapid technological developments and increasing ownership of mobile connected devices, such as smartphones and tablets, are revolutionising digital media usage in Singapore. It also noted that internet usage is surpassing time spent on traditional media such as television, radio or print.
Melanie Ingrey, Nielsen's regional research director, said: "More and more we are seeing consumers accessing multiple media platforms simultaneously, especially accessing the Internet whilst watching television, which many Singaporean consumers are doing several times per week."
Facebook was identified as the dominating social media site in Singapore, with 77% of Singaporeans maintaining an active profile on the site, followed by YouTube, with 45% having an active profile. Some 56% of Singaporeans have connected or interacted with brands, products or companies via social media in the past year.
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