Our research conducted with a sample of Singaporean users aged 18–64 shows that social media continues to serve as a strong and influential engagement ecosystem across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform reach and daily active usage (logging in at least once per day) can differ significantly. Platforms with moderate usage may still show high daily engagement — or the reverse. For complete datasets, base sizes, and the full report, Datambar can be contacted. The insights below are shared in limited scope for market researchers, advertisers, academics, and students.

• Facebook shows strong daily engagement: Daily usage reaches 75%, peaking at 81.3% among users aged 35–44 — highlighting its continued relevance for mature audiences.
• Instagram dominates among younger users: Daily usage stands at 78%, with high engagement among 18–24‑year‑olds (81.8%) and 25–34‑year‑olds (84.1%).
• YouTube remains a highly stable video platform: Daily usage reaches 77%, especially high among ages 18–24 (86.8%) and 25–34 (81.4%).
• TikTok remains youth‑focused: Daily usage is 77%, peaking at 91.8% among ages 18–24 and standing at 79% among 25–34‑year‑olds — confirming the sustained popularity of short‑form video.
• Telegram shows significant traction: Daily usage reaches 61%, with stronger performance among younger users (77.1% in ages 18–24) and continued relevance among mature segments.
• Pinterest remains female‑oriented: Overall usage is 12%, slightly higher among women (12.7%), and daily usage reaches 37%, making it effective for lifestyle‑driven content.
• X (Twitter) is ideal for news and commentary: Daily usage is 57%, including 64.1% among 25–34‑year‑olds.
• Snapchat shows youth appeal: Daily usage reaches 39%, with higher engagement among women (51.7%).
• Reddit and Twitch attract niche, tech‑savvy communities: Daily usage reaches 37% for Reddit and 57% for Twitch, especially among gaming and tech‑focused users.

🎯 Strategic Recommendations

• Broad reach and daily engagement: Facebook + YouTube
• Youth targeting: TikTok + Instagram + Snapchat
• Female‑focused campaigns: Pinterest + Instagram
• News‑driven & male‑skewed content: X (Twitter) + Reddit
• Mature audiences: Facebook + YouTube + Telegram