From the report, in Singapore, there are 930,861 users, and with a population of 4.6 million people, this is easily 20% of your population. However, the majority of this number of users are Gen Y, and with growing affluence, this market segment does have significant buying power.
A research done by Michael Netzley on the behavior of Singaporeans online, conducted by students on their friends and family yield the following results.
His findings are as follows:
1. The results from 2010 are extremely similar to 2009. I am reading this consistency as corroborating evidence of our 2009 survey. Gen Y demonstrates that it is very different from Gen X (a generational shift here comparable which, in my mind, is comparable to the U.S.'s generational shift between Gen X and Baby Boomers). Internet users in Singapore continue to consume content and observe while showing comparatively little desire to post original content (UGC). In other words, remaining in the shadows appears to be common behavior. And as we have seen in other commercial reports, social networking and watching online videos are popular online activities.
2. Twitter grew 308.5% in 2010 as compared to 2009. Still, only 47% of netizens are using Twitter each week, so the impressive uptake must be kept in a proper perspective since slightly fewer than 1 out of 2 netizens here are using Twitter.
Still Singapore enjoyed moments of popularity when Orchard Road flooded on 16 June 2010. There were many blogs talking about the flood, and "Orchard Road" became a trending topic at 9:30am.
When there was a suicide at Bedok MRT Station a few weeks back, Twitter was also flooded with Singapore Tweets about Bedok MRT.
I do believe that there is incredible potential for Twitter in Singapore and leveraging on Twitter to spread word of mouth. If your target demographics is Gen Y, and you have snazzy interesting tweets, spreading the news using Twitter in Singapore may prove to be a breeze!
-- Robin Low
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