GENERAL INFORMATION
- Singapore is the leading nation in repairing and building ships; it also has a center that refines and distributes oil (which is one of the largest in the world). Its harbor is the busiest in the world and is a very popular port for cruise lines.
- De jure Malay is the national language, but Singapore English is regarded as the main language in Singapore.
- GDP per capita reached $64,581.9 in 2018. It’s one of the highest indexes in the world.
- 38% of Singapore's population are immigrants. They play a crucial role in Singapore, where the birth rate is among the lowest in the world.
CONSUMER BEHAVIOUR
With a changing demographic, Singaporeans are gradually adapting their tastes and lifestyles to higher standards of living. The more cosmopolitan outlook, as well as the more educated buying behavior, have made the Singaporean consumer more sophisticated. This push means that marketers must be alert and adaptable to the changing consumer demands in order to thrive.
DEVICE USAGE (Percentage of the adult population)
Mobile usage penetration in Singapore reaches 95%. 75% of Singaporeans use laptops or desktop computers, and 42% use tablets.
E-COMMERCE MARKET
- Revenue in the eCommerce market currently amounts to $2,784 million.
- Revenue is expected to show an annual growth rate of 9.1%, resulting in a market volume of $3,939 million by 2024.
- The market's largest segment is Electronics & Media, with a current market volume of $1,996 million.
- User penetration is currently 70.4% and is expected to hit 73.7% by 2024.
People are interested in their wealth and health, so the number one best performing vertical is work from home job opportunities. In the health and beauty category, the leading positions are occupied by weight loss (Keto Diet, Green Coffee, etc.) and skin care (anti-aging cream) products.
CREATIVE’S TIPS
- Singapore is a multinational country. There are 3 main ethnic groups, that consist of former emigrants from China, India, and Malaysia. Using photos of people who resemble any of these nations can make the ads native to 1/3 people of the country.
- Singaporeans are workaholics who believe that becoming rich is possible only through hard work. This is why ads offering quick money won’t succeed in this geo.
- However, most of them dream of getting their own car, which is the main sign of prosperity as taxes for all car owners are extremely high - up to $200,000 for purchase with average wages of $3,000.
- Only the richest Singaporeans can afford to get their own apartments. Even renting one is a matter of big money. Most people live with their parents till they get married (30-35 years).
- Considering all of the above, forcing them to try this or that money making offer in order to buy a car or an apartment or move from parents is a good idea.
- Do not use images of luxury mansions or large houses. Singapore is a place of apartments and skyscrapers. Other options for living are simply unavailable here.
- Around 30 years ago, Singaporeans dreamt of becoming doctors and lawyers, but now they are more keen on the financial sector. Thus, headlines like ’Become a financial expert with this program” and similar show good results.
- Singaporeans are addicted to shopping and chasing the sales. Banners depicting a discount percentage or just shouting about a new sale are sure to succeed. They take shopping malls as the best place to meet up with friends and have a meal at food courts. Grocery is pretty expensive, but having dinner at a food court might cost around $5 for chicken and rice.
- Сonsequently, when there is a need to illustrate a group of people/company of friends — it is recommended to choose the images of people relaxing at food courts.
- In the evening, residents frequently visit bars and pubs. However, alcohol and cigarettes are extremely expensive, leading to people only having a modest amount of liquor on night outs.
- Food is a large part of the culture in Singapore. They value it greatly and often have discussions about it.
- Traditional foods are hokkien mee (oyster omelet), ho fun (noodles), kaya (coconut jam toast) and chicken skewers with peanut sauce; traditional desserts are tiny biscuits with ice jam. People depicted eating or cooking these meals seem native to Singaporeans.
- Singapore is a highly technological country. Face, voice or fingerprint recognition systems are the norm. With this in regards, it is difficult to impress the locals with super secure access gadgets.
- Bubble gum can be bought only at the drugstore. Customers should be ready to leave their credentials if they want to purchase some. This is why ads with people and chewing gum bubbles are something to be used judiciously.
- Singaporeans are gamblers. Visiting casinos is one of their favorite activities during the weekend. Even if they lose a lot, they will still return to play again.
- The government estimates a healthy way of living. This is why a large part of the locals start their day with cycling and jogging. This concept can be used for weight loss offers.
MGID traffic distribution is the following: desktop 11%, mobile 87% and tablets 2%. Overall, MGID processes around 45,000 clicks per day in Singapore.
If you have any questions, leave them in the comments below!
Stay tuned!
MGID team
