The state of digital in Singapore in 2024

Here are DataReportal’s essential headlines for digital adoption and use in Singapore in early
2024:

There were 5.79 million internet users in Singapore at the start of 2024, when internet
penetration stood at 96.0 percent.

Singapore was home to 5.13 million social media users in January 2024, equating to 85.0
percent of the total population.

A total of 9.78 million cellular mobile connections were active in Singapore in early 2024,
with this figure equivalent to 162.2 percent of the total population.

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These headline stats offer a great overview of the “state of digital” in Singapore, but in order
to make sense of how digital trends and behaviours are evolving, we need to dig deeper into
the data.

Let’s take a closer look at what the latest numbers tell us, starting with some valuable context
relating to the population of Singapore.

Population of Singapore in 2024

The population of Singapore stood at 6.03 million in January 2024.

Data shows that Singapore’s population increased by 38 thousand (+0.6 percent) between
early 2023 and the start of 2024.

47.8 percent of Singapore’s population is female, while 52.2 percent of the population is
male.

At the start of 2024, 100 percent of Singapore’s population lived in urban centres.

Note: gender data are currently only available for “female” and “male”.

Singapore’s population by age

The median age of Singapore’s population is 43.1.

Here’s how Singapore’s total population breaks down by age group:

3.7 percent is between the ages of 0 and 4.

6.3 percent is between the ages of 5 and 12.

4.1 percent is between the ages of 13 and 17.

7.0 percent is between the ages of 18 and 24.

14.9 percent is between the ages of 25 and 34.

15.5 percent is between the ages of 35 and 44.

16.2 percent is between the ages of 45 and 54.

15.8 percent is between the ages of 55 and 64.

16.6 percent is aged 65 and above.

Note: percentages may not sum to 100 percent due to rounding.

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Internet use in Singapore in 2024

There were 5.79 million internet users in Singapore in January 2024.

Singapore’s internet penetration rate stood at 96.0 percent of the total population at the start
of 2024.

Kepios analysis indicates that internet users in Singapore increased by 37 thousand (+0.6
percent) between January 2023 and January 2024.

For perspective, these user figures reveal that 244.1 thousand people in Singapore did not use
the internet at the start of 2024, suggesting that 4.0 percent of the population remained offline
at the beginning of the year.

However, complexities associated with the collection and analysis of internet user data mean
that it can often take several months before research is ready for publication. As a result, the
latest published figures for internet use invariably under-represent reality, and actual adoption
and growth may be higher than the figures shown here suggest. Please see our comprehensive
notes on data for further details.

Dig deeper: for the latest insights into internet adoption and use around the world, follow our
regular Global Statshot reports.

Go global: see how Singapore’s current “state of digital” compares with connectivity in other
countries by reading our flagship Digital 2024 Global Overview Report, which includes
hundreds of slides of global digital data, and our in-depth analysis of what these numbers
might mean for you.

Internet connection speeds in Singapore in 2024

Data published by Ookla indicate that internet users in Singapore could have expected the
following internet connection speeds at the start of 2024:

Median mobile internet connection speed via cellular networks: 95.18 Mbps.

Median fixed internet connection speed: 263.51 Mbps.

Ookla’s data reveals that the median mobile internet connection speed in Singapore increased
by 23.00 Mbps (+31.9 percent) in the twelve months to the start of 2024.

Meanwhile, Ookla’s data shows that fixed internet connection speeds in Singapore increased
by 44.46 Mbps (+20.3 percent) during the same period.

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Social media statistics for Singapore in 2024
DataReportal’s figures show that there were 5.13 million active social media user identities in
Singapore in January 2024.

Note: over the past year, we’ve made some important changes to how we calculate social
media user numbers, and the data sources that we use to inform these calculations have also
made significant and wide-ranging revisions to their published figures during that period.

As a result, our latest figure for social media use might appear to be quite different to the
values that we published in previous years.

Because of this, we advise caution when comparing the social media user values published in
this year’s reports with those published in previous years, especially because changes in
reported values may be the result of “corrections” in the source data, as well as changes in
actual user behaviour.

For clarity, Kepios analysis shows that social media users in Singapore increased by 50
thousand (+1.0 percent) between early 2023 and the beginning of 2024.

The number of social media users in Singapore at the start of 2024 was equivalent to 85.0
percent of the total population, but it’s important to stress that social media users may not
represent unique individuals (see our detailed notes on data to learn why).

Meanwhile, data published in the ad planning tools of top social media platforms indicates
that there were 4.51 million users aged 18 and above using social media in Singapore at the
start of 2024, which was equivalent to 87.0 percent of the total population aged 18 and above
at that time.

More broadly, 88.6 percent of Singapore’s total internet user base (regardless of age) used at
least one social media platform in January 2024.

At that time, 47.2 percent of Singapore’s social media users were female, while 52.8 percent
were male.

Note: gender data are currently only available for “female” and “male”.

Get fresh insights: our handy social media overview page helps you stay up to date with
global social media trends, offering essential headlines for social media adoption, as well as
the latest user figures for the world’s most widely used social media platforms.

Facebook users in Singapore in 2024

Data published in Meta’s advertising resources indicates that Facebook had 3.70 million users
in Singapore in early 2024.

However, Meta has made important changes to the way its advertising resources report
audience reach data over recent months – including making significant revisions to its base
audience data for Facebook – so the figures shown here may not be directly comparable with
figures published in our previous reports.

To learn more about these changes, please see this article, as well as our comprehensive notes
on data.

Facebook user growth in Singapore

Figures published in Meta’s own tools indicate that Facebook’s potential ad reach in
Singapore increased by 400 thousand (+12.1 percent) between January 2023 and January
2024.

For more recent context, the same data show that the number of users that marketers could
reach with ads on Facebook in Singapore increased by 100 thousand (+2.8 percent) between
October 2023 and January 2024.

However, it’s important to stress that these advertising reach figures are not the same as the
monthly active users figures that Meta reports in its investor earnings announcements, and
they should not be interpreted as such.

As the company states within its ad planning tools,

“Estimated audience size is not a proxy for monthly or daily active users, or for engagement.
Estimates aren’t designed to match population, census estimates or other sources, and may
differ depending on factors such as how many accounts across Meta technologies a person
has, how many temporary visitors are in a particular geographic location at a given time, and
Meta user-reported demographics.”
As a result, changes in ad reach may not necessarily indicate any change in the platform’s
overall user base.

But despite these caveats, Meta’s ad reach data still offers valuable insights into how
Facebook use is evolving.

Facebook adoption in Singapore

Facebook’s ad reach in Singapore was equivalent to 61.3 percent of the total population at the
start of 2024.

However, Meta only allows people aged 13 and above to use Facebook, so it’s worth
highlighting that 68.2 percent of the “eligible” audience in Singapore uses Meta in 2024.

For additional context, Facebook’s ad reach in Singapore was equivalent to 63.9 percent of
the local internet user base (regardless of age) in January 2024.

At the start of 2024, 47.9 percent of Facebook’s ad audience in Singapore was female, while
52.1 percent was male.
Note: Meta’s advertising resources only publish audience gender data for “female” and
“male” users.

▶ Looking for more Facebook stats? Click here to explore our in-depth Facebook data for
every country in the world.

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YouTube users in Singapore in 2024
Google’s advertising resources indicate that YouTube had 5.13 million users in Singapore in
early 2024.

It’s important to stress that these advertising reach figures do not necessarily represent the
same thing as monthly active user figures though, and there may be meaningful differences
between the size of YouTube’s ad audience and its total active user base.

However, the company’s own data suggests that YouTube’s ad reach in early 2024 was
equivalent to 85.0 percent of Singapore’s total population at the start of the year.

To put those figures in perspective, YouTube ads reached 88.6 percent of Singapore’s total
internet user base (regardless of age) in January 2024.

At that time, 47.2 percent of YouTube’s ad audience in Singapore was female, while 52.8
percent was male.

Note: Google’s advertising resources only publish audience gender data for “female” and
“male” users.

YouTube user growth in Singapore

Data published in Google’s own ad planning tools show that YouTube’s potential ad reach in
Singapore increased by 50 thousand (+1.0 percent) between the start of 2023 and early 2024.

Meanwhile, the same data show that the number of users that marketers could reach with ads
on YouTube in Singapore remained unchanged between October 2023 and January 2024.

▶ Looking for more YouTube stats? Click here to explore our in-depth YouTube data for
every country in the world.

Need more social media numbers? Our platform guides help you make sense of all the latest
stats for the world’s biggest social media platforms.

Instagram users in Singapore in 2024

Numbers published in Meta’s advertising tools indicate that Instagram had 3.15 million users
in Singapore in early 2024.

The company’s regularly revised figures suggest that Instagram’s ad reach in Singapore was
equivalent to 52.2 percent of the total population at the start of the year.
However, Meta only allows people aged 13 and above to use Instagram, so it’s worth
highlighting that 58.0 percent of the “eligible” audience in Singapore uses Instagram in 2024.

It’s also worth noting that Instagram’s ad reach in Singapore at the start of 2024 was
equivalent to 54.4 percent of the local internet user base (regardless of age).

In early 2024, 55.0 percent of Instagram’s ad audience in Singapore was female, while 45.0
percent was male.

Note: Meta’s advertising resources only publish audience gender data for “female” and
“male” users.

Instagram user growth in Singapore

Data published in Meta’s planning tools show that Instagram’s potential ad reach in
Singapore increased by 450 thousand (+16.7 percent) between January 2023 and January
2024.

On a quarterly basis, the company’s data also reveal that the size of Instagram’s ad audience
in Singapore remained unchanged between October 2023 and January 2024.

As we noted in the Facebook section above though, changes in the audience reach figures
published in Meta’s ad planning tools do not necessarily correlate with overall changes in its
platforms’ active user bases.

▶ Looking for more Instagram stats? Click here to explore our in-depth Instagram data for
every country in the world.

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TikTok users in Singapore in 2024

Figures published in ByteDance’s advertising resources indicate that TikTok had 3.38 million
users aged 18 and above in Singapore in early 2024.

Note that ByteDance allows marketers to target TikTok ads to users aged 13 and above via its
advertising tools, but these tools only show audience data for users aged 18 and above.

For context, ByteDance’s figures indicate that TikTok ads reached 65.2 percent of all adults
aged 18 and above in Singapore at the start of 2024.

Meanwhile, TikTok’s ad reach in Singapore was equivalent to 58.3 percent of the local
internet user base at the beginning of the year, regardless of age.

In early 2024, 49.3 percent of TikTok’s ad audience in Singapore was female, while 50.7
percent was male.

Note: ByteDance’s advertising resources only publish audience gender data for “female” and
“male” users.

TikTok user growth in Singapore

Data published in ByteDance’s own ad planning tools show that TikTok’s potential ad reach
in Singapore increased by 989 thousand (+41.4 percent) between the start of 2023 and early
2024.

Meanwhile, figures indicate that the potential reach of ads on TikTok in Singapore increased
by 122 thousand (+3.7 percent) between October 2023 and January 2024.

Having said that, ad audiences often only account for a subset of a platform’s total users, and
given that TikTok’s ad tools only publish data for users aged 18 and above, it’s important to
remember that trends in TikTok’s ad reach figures may not necessarily match changes in the
platform’s overall user base.

▶ Looking for more TikTok stats? Click here to explore our in-depth TikTok data for every
country in the world.

Want to stay up to date with digital trends? Our quarterly briefings and custom advisory
services help you make sense of all the latest digital trends, enabling you to turn data into
insights, action, and results. Learn more at kepios.com.

Facebook Messenger users in Singapore in 2024

Data published in Meta’s advertising resources indicate that ads on Facebook Messenger
reached 1.95 million users in Singapore in early 2024.

The company’s frequently revised audience numbers suggest that Facebook Messenger’s ad
reach in Singapore was equivalent to 32.3 percent of the total population at the start of the
year.

Meta only allows people aged 13 and above to use Facebook Messenger though, so it’s worth
highlighting that 35.9 percent of Facebook Messenger’s “eligible” audience in Singapore in
2024.

For additional context, Facebook Messenger’s ad reach in Singapore is equivalent to 33.7

percent of the local internet user base (regardless of age).

At the start of 2024, 49.9 percent of Facebook Messenger’s ad audience in Singapore was
female, while 50.1 percent was male.

Notes: Meta’s advertising resources only publish audience gender data for “female” and
“male” users.

Facebook Messenger user growth in Singapore

Data published in Meta’s planning tools show that Facebook Messenger’s potential ad reach
in Singapore remained unchanged between January 2023 and January 2024.

On a quarterly basis, the company’s data reveal that the size of Facebook Messenger’s ad
audience in Singapore decreased by 100 thousand (-4.9 percent) between October 2023 and
January 2024.
However, as we noted in the Facebook section above, changes in the audience reach figures
published in Meta’s ad planning tools do not necessarily correlate with overall changes in its
platforms’ active user bases.

▶ Looking for more Facebook Messenger stats? Click here to explore our in-depth Facebook
Messenger data for every country in the world.

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LinkedIn users in Singapore in 2024
Figures published in LinkedIn’s advertising resources indicate that LinkedIn had 4.20 million
“members” in Singapore in early 2024.

However, note that LinkedIn’s advertising tools publish audience reach data based on total
registered members, rather than the monthly active users that form the basis of the ad reach
figures published by most other social media platforms.

As a result, these LinkedIn figures are not directly comparable with the figures for other
social media platforms published on this page, or in our Digital 2024 reports.

The company’s advertising reach figures suggest that LinkedIn’s audience in Singapore was
equivalent to 69.6 percent of the total population at the start of 2024.

LinkedIn prevents people below the age of 18 from using its platform though, so it’s also
helpful to know that 81.0 percent of the “eligible” audience in Singapore uses LinkedIn in
2024.

For additional context, LinkedIn’s ad reach in Singapore was equivalent to 72.5 percent of the
local internet user base (regardless of age) at the start of the year.

In early 2024, 46.9 percent of LinkedIn’s ad audience in Singapore was female, while 53.1
percent was male.

Note: LinkedIn’s advertising resources only publish audience gender data for “female” and
“male” users.

LinkedIn user growth in Singapore

Data published in LinkedIn’s planning tools show that LinkedIn’s potential ad reach in
Singapore increased by 500 thousand (+13.5 percent) between the start of 2023 and the
beginning of 2024.

On a quarterly basis, the company’s data reveal that the size of LinkedIn’s ad audience in
Singapore increased by 200 thousand (+5.0 percent) between October 2023 and January
2024.

However, because LinkedIn’s ad audience figures are based on total registered members
rather than monthly active users, it’s unclear whether these trends might reflect changes in
active LinkedIn use too.
▶ Looking for more LinkedIn stats? Click here to explore our in-depth LinkedIn data for
every country in the world.

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including the latest digital data for every country in the world, and more than a decade of
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Snapchat users in Singapore in 2024

Data published in Snap’s advertising resources indicate that Snapchat had 1.16 million users
in Singapore in early 2024.

This figure means that Snapchat’s ad reach in Singapore was equivalent to 19.3 percent of the
total population at the start of the year.

However, Snap only allows people aged 13 and above to use the platform, so it’s also worth
noting that 21.4 percent of the “eligible” audience in Singapore uses Snap in 2024.

For additional context, Snapchat’s ad reach in Singapore was equivalent to 20.1 percent of the
local internet user base (regardless of age) at the start of the year.

In early 2024, 48.4 percent of Snapchat’s ad audience in Singapore was female, while 47.8
percent was male.

Note: Snap’s advertising resources only publish audience gender data for “female” and
“male” users, but the figures published for these demographics don’t always add up to the
total user figure, so percentages shown here may not sum to 100 percent.

Snapchat user growth in Singapore

Data published in Snap’s own ad planning tools show that Snapchat’s potential ad reach in
Singapore decreased by 288 thousand (-19.8 percent) between the start of 2023 and early
2024.

Meanwhile, the same data show that the number of users that marketers could reach with ads
on Snapchat in Singapore remained unchanged between October 2023 and January 2024.

However, it’s important to stress that these advertising reach figures do not represent monthly
active user figures, and there may be meaningful differences between the size of Snapchat’s
ad audience and its total active user base.

▶ Looking for more Snapchat stats? Click here to explore our in-depth Snapchat data for
every country in the world.

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X users in Singapore in 2024
Numbers published in X (Twitter)’s advertising resources indicate that X had 5.88 million
users in Singapore in early 2024.
This figure means that X’s ad reach in Singapore was equivalent to 97.5 percent of the total
population at the time.

However, it’s important to stress that these advertising reach figures are not the same as
monthly active user figures, and there may be meaningful differences between the size of X’s
ad audience and its total active user base.

Moreover, we’ve seen some particularly bizarre trends in the data reported in X’s advertising
tools over the past year, so we’d advise caution when it comes to analysing these X figures.

It’s worth noting that X only allows people aged 13 and above to use its platform, so the
latest figures suggest that 108 percent* of the “eligible” audience in Singapore uses X in
2024.

For additional context, X’s ad reach in Singapore was equivalent to 102 percent* of the local
internet user base (regardless of age) at the start of the year.

In early 2024, the company’s own data indicated that 28.7 percent of X’s ad audience in
Singapore was female, while 71.3 percent was male.

However, it’s worth noting that X infers its users’ gender, by analysing signals such as the
name that users enter in their profile, and their broader activity on the platform.

This contrasts with the gender data offered in the advertising tools of platforms like
Facebook, which relies on the gender that users themselves enter in their own profile.

Moreover, our analysis suggests that X’s inferences may not be particularly reliable in
determining users’ gender, especially in countries where English is not the dominant
language.

For example, consumer research findings published by GWI often offer quite a different
picture of X use by gender compared with X’s own audience data.

But the apparent distortions that frequently appear in X’s inferred gender data may be due in
large part to the high number of “non-human” accounts that feature in X’s active user data
(e.g. accounts that represent businesses, animals, musicians, etc.), especially because X
doesn’t currently separate these accounts out from “real” human individuals in the ways that
Facebook and Instagram do.

Regardless of the cause of these anomalies though, we advise caution when analysing or
interpreting X’s reported figures for use by gender.

*Advisory: we’re aware that usage rates in excess of 100 percent of the population, “eligible”
population, and / or internet users may seem implausible, but we’ve elected to republish
source data “as is”, to enable readers to make their own judgements. Please see our detailed
notes on data to learn more about these anomalies.

X user growth in Singapore

Data published in X (Twitter)’s own ad planning tools show that X’s potential ad reach in
Singapore increased by 331 thousand (+6.0 percent) between the start of 2023 and early
2024.

Meanwhile, the same data show that the number of users that marketers could reach with ads
on X in Singapore increased by 331 thousand (+6.0 percent) between October 2023 and
January 2024.

However, please note that the figures published in X’s planning tools appear to be liable to
significant fluctuation – even over short periods of time – and these anomalies may impact
the reliability and representativeness of this change data.

▶ Looking for more Twitter stats? Click here to explore our in-depth Twitter data for every
country in the world.

Dig deeper: click here to access all of the reports in our Digital 2024 series.

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Mobile connections in Singapore in 2024

Data from GSMA Intelligence shows that there were 9.78 million cellular mobile connections
in Singapore at the start of 2024.

However, note that many people around the world make use of more than one mobile
connection – for example, they might have one connection for personal use, and another one
for work – so it’s not unusual for mobile connection figures to significantly exceed figures for
total population.

GSMA Intelligence’s numbers indicate that mobile connections in Singapore were equivalent
to 162.2 percent of the total population in January 2024.

The number of mobile connections in Singapore increased by 459 thousand (+4.9 percent)
between the start of 2023 and the start of 2024.