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Singapore ranks highest for mobile social media use in the world

Madura McCormack | Dec. 6, 2012
Surveys highlights increasing role of social media in purchasing decisions with mobile social media use above global average

Seven in 10 Singaporean consumers interact with social media via their mobile phone according to the latest social media report by Nielsen. This puts Singapore 23 points above the global average of 47 percent.

"Connected mobile devices are embedded in the everyday lives of many in Singapore," said Joan Koh, managing director for Nielsen Singapore and Malaysia.

The speed of technological development and the penetration rates of smartphones and tablets have resulted in social media having increased influence over purchase decisions, according to the survey.

Affecting the way we buy

With the time spent on social media and the accessibility of it via mobile, Singaporeans have begun to rely heavily on the medium to make purchasing decisions. The survey revealed 68 percent of Singaporeans polled base their choice of restaurants on social media websites or online product reviews.

Travel, leisure and entertainment purchases are also affected by mobile social media, with 67 percent of those polled admitting they would likely buy the products based off positive recommendations online.

"Social media has fundamentally changed the consumer decision journey," said Koh. "Consumer decisions and behaviours are increasingly driven by the opinions, tastes and preferences of an exponentially larger, global pool of friends, peers and influencers. At the same time, consumers do not hesitate to express their concerns and unpleasant experience online."

Apart from having a bearing on buying decisions, Singaporeans have also taken to mobile social media to voice compliments and complaints about products or brands (33 percent).

Others activities conducted on social media via mobile include keeping in contact with family as the top choice at 62 percent, entertainment at 59 percent and dating ranks as the lowest activity at 24 percent.


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